The last installment of the Dynamics of Cause Engagement study released yesterday found that social media cause promoters aren’t the ‘slacktivists’ that they’re often portrayed to be.
The study was conducted for the Center for Social Impact Communication at Georgetown University and sponsored by Ogilvy Public Relations.
Instead, the study finds, people who engage with causes via social media are:
- Just as likely as non-social media cause promoters to donate money to the cause
(41 percent vs. 41 percent).
- Twice as likely to volunteer (30 percent vs. 15 percent).
- Two and a half times more likely to participate in a cause walk or event
(25 percent vs. 11 percent).
- Four times more likely to contact their political representative
(22 percent vs. 5 percent).
- Four times more likely to request donations to support their charitable work
(11 percent vs. 3 percent).
The bottom line is that social media may in fact be a very good way for a cause to get its ‘nose under the tent’ of potential supporters.
- Five times more likely to recruit others to sign a petition for a cause
(20 percent vs. 4 percent).
Read the full results here.
Labels: cause marketing, Center for Social Impact Communications, Georgetown University, Olgivy Public Relations