Last week at the Nonprofit Technology Conference 2012, Blackbaud, Common Knowledge and NTC released their 4th annual Nonprofit Social Network Report. The report surveyed 3,522 nonprofit volunteers and employees from a variety of sectors including: Arts & Culture, Education (Higher Ed and K-12), Environment & Animal Welfare, Health & Healthcare, Human Services, International, Professional & Trade Associations, Public Benefit, Religious & Spiritual, Media, Labor Unions and Mutual Benefit.
The report covers top 12 trends in social media for nonprofits and a variety of key trends to watch out for in 2012.
- In comparison to 2011 report, nonprofits reported a 30% increase in number of Facebook Fans and an 81% increase in Twitter followers.
- Respondents own an average of 2.1 Facebook Fan pages and 1.2 Twitter accounts. But a gross majority own and manage one account per social platform.
- The average cost of a Facebook Like was $3.50, and the average Twitter follower required an investment of $2.05. Something that should be considered as a minimal investment for acquisition of new fans or followers.
- The Average Value of a Facebook Like is $214.81 over the 12 months following acquisition.
- 54% of respondents said they were not fundraising on Facebook – a missed opportunity.
- 33% of the respondents who fundraise on Facbeook said that their priority is individual giving, followed by 20% of event fundraising, Causes was third at 17%, and peer-to-peer fundraising linked to a mission-focused theme rather than a face-to-face event) was fourth with 11%.
- Nonprofits have started to increase budget for adding social media personnel to their budgets equating to 1/2 FTE or more. 42% said they will increase staffing in 2012 for social networks, while 55% will stay the same.
- Respondents said their top 3 factors for success on social networks: (41%) developed strategy, (37%) prioritization by executive management, (28%) dedicated social media staff. “The formula– get a plan, get buy-in and get an experienced team member to lead the new initiative.”
- Conversely, those who did not have a presence on social media said it was because of no strategy, no staff, or no budget.
- The top 3 reasons for using Facebook advertising was Awareness (66%), Base-Building (54%), and Non-Financial Asks (33%) such as recruiting volunteers, signing a petition, etc.
- While 23% of respondents had a presence on Google+ with an average of 47 in their community, Facebook and Twitter seemed to have a larger impact with 98% having a presence on Facebook with an average of 8,317 in their community and 72% with a presence on Twitter with an average base of 3,290 followers.
Future Trends to Watch for 2013 – Highlights
- Monetization of Facebook, will it still be worth the investment?
- Success of Google+, by integrating into Google’s massive product line to streamline the social experience – will it be enough?
- Twiter evolution, with the most follower growth year over year, will nonprofits start to monetize their Twitter presence?