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CHOICES: Measuring Return on Investment in a Nonprofit Organization
Abstract
Social media is increasing becoming a prominent tool in today's nonprofit sector. By 2010, the largest 200 nonprofit organizations in the United States used social media as a tool to meet their goals (Barnes, n.d.). According to those surveyed the top reason for using social media is for increasing awareness of the organization's mission (90%). In studying the American Red Cross' use of social media, Briones, et al. (2011) found that the use of social media built relationships with the public. This chapter explores the success of a mid-sized nonprofit organization, CHOICES: Memphis Center for Reproductive Health, as it develops a strategic social media plan to increase awareness and support for the organization. Through this case study, we will address how this organization has used social media to advance its mission and the process used to develop performance metrics along the way.
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