Non-Profit organizations have always had at least one counterpart in their lethargic attempts to integrate into social media; Americans aged 50 and over also seemed to resist the networking trend.

However, all that is quickly changing. According to the Pew Internet and American Life Project web site, recent surveys indicate a rapid infusion of older Americans into social media outlets such as Facebook and Twitter. Non-profits can capitalize on these tends by becoming more involved in social media itself.

The numbers present a strong case for NPO’s to get involved. Daily social networking increased 88% from 2009 for Americans aged 50-64. For those 65 and older, the increase was an even 100% from 13% to 26% social media interaction. The study cited reuniting with old friends and bridging generational gaps as reasons for the increases.

What does all this mean? It indicates the overwhelming migration of social activity to the internet. As we discussed last week in class, technology budgeting needs to become one of the top priorities of NPO’s. This is easier said than done. NPO’s become so focused on their mission, and remaining faithful to their altruistic nature, that they tend to remain passive. NPO’s need to recognize that they must become proactive and aggressive in establishing their mission. The opportunity is there for NPO’s to become entrenched in social media outlets. However, that involvement needs to be more constructive than just becoming available to social networks.