In Monday’s (6/15) Columbus Dispatch, Kevin Joy writes, “The use of social media as a marketing tool is fast becoming a key means for cash-strapped organizations not only to spread the word about offerings but also to heighten their ‘cool’ quotients and attract Web-savvy patrons who might otherwise view the groups as stodgy or impersonal.” Joy cites strategies employing Facebook, Twitter, and YouTube by such groups as the Columbus Symphony Orchestra, Opera Columbus, and Wexner Center for the Arts. … Joy reports that a “recent study by a California consulting group found that 85 percent of nonprofits are relying on social media for marketing and fundraising,” but notes that “Traditional advertising (from print and radio ads to fliers, brochures and mailed postcards) will still be used, said all 12 organizations surveyed by The Dispatch…. ‘There are people who just want to read our print calendar,’ [Wexner Center Marketing Director Jerry] Danemiller said. ‘On the other end, you’ve got people who need to be updated every five minutes. We have to adapt to that.’ ”

Posted June 16, 2009