Sector report nonprofit

Report/NonprofitReport/2015
Through the lens of social media
Nonprofit Report/ 2015
Brandwatch Report/

Through the lens of social media/ 2015
A Rising Imperative Contents
3 A Primer on the Nonprofit Industry
4 Facebook Channel Benchmarks
6 Twitter Channel Benchmarks
8 Case Study: The British Red Cross
10 Case study: Check One Two
12 Market Research: Smoking Trends
13 Social Intelligence Applications
14 Thank You
“Internet activism has fundamentally reshaped civic participation and advocacy, providing through social
media, blogs, chat rooms, and other vehicles new ways for citizens to connect, share ideas, mobilize, and
inform; and for organizations to reach out to members and to form and manage advocacy coalitions”
Lester Salamon, The Future of Nonprofit America
As the proliferation of social media accelerates the sharing of
ideas and beliefs, nonprofit organizations face an enormous
opportunity to identify, connect and recruit a community of
passionate followers online. For nonprofits seeking to
maximize their reach and secure a future generation of
supporters, leveraging online data through social
intelligence is a rising imperative.
Book a demo with us brandwatch.com/demo2
Nonprofit Report/

A Primer on the Nonprofit Industry/
The nonprofit sector is driven by a community of employees, volunteers and donors
who are passionate about the wide variety of causes that nonprofit organizations
support.
Indeed, a nonprofit’s success is often determined by the level
of a community’s devotion to that cause. As such, effectively
disseminating information, emotional appeals, and donation
or volunteering opportunities is paramount.
A Nonprofit Technology Network study revealed that over a
period of 12 months the average value of a Facebook like
is $214.81.
While today’s nonprofits recognize the value of online
communities, many organizations struggle to leverage the full
capabilities of online communication.
The following report begins by outlining the social
performance of leading nonprofits, exposing successful
strategies and ineffective habits these organizations
employ. Extending beyond community management, case
studies from The British Red Cross and Check One Two are
introduced to reveal some of the creative ways nonprofits
are applying social intelligence. Lastly, the report provides
an example of potential market research as well as a list of
social media applications.
The aim is to provide nonprofit organizations with the means
to evaluate their social strategies as well as ideas to further
leverage the opportunities of online data.
“Money is no longer the dominant trait to evaluate a non profit group’s success
but rather its influence which is now largely cultivated via social media.”
Adam Hlava, Operations and Grants Manager at Generations United
3
Nonprofit Report
2012. 4th Annual Nonprofit Social Network Benchmark Report. Nonprofit Technology Network.

Examining Facebook engagement reveals
that leading nonprofits receive 1,722 likes,
321 shares and 94 comments for every post
or comment they publish. The Facebook
engagement for nonprofits is significantly
higher than it is for most industries, which
is indicative of the exceptionally passionate
following such organizations inspire.
Of the 24 nonprofits analyzed, 19 allow
followers to use Facebook’s check-in
feature. On average, those organizations
earn 51,912 check-ins per day. For
reference, leading retail brands garner on
average less than 7,000 check-ins per day.
“I’ve seen groups rallying people around specific
issues trying to change laws, and raising awareness
about problems like abuse and neglect. With so many
people being connected on social media, things can
go viral when they’re well done and have a strong
emotional pull.”
Hildy Gottlieb, Chief Mission Officer at Creating
the Future
Nonprofits’ Facebook channels are propelled by the
passionate following they generate.
Facebook Channel Benchmarks / Overview
360.31
Audience
comments
1,234.16
Audience
shares
6,610.88
Audience
likes
2.74Nonprofit posts
1.10
Nonprofit
comments
AN AVERAGE DAY FOR LEADING NONPROFITS ON FACEBOOK
Nonprofit Report

PERCENTAGE VOLUME OF POST TYPE FOR 24
NONPROFITS’ FACEBOOK CHANNELS
33%
24%
33%
10%
Images, specifically those that link
to another webpage, garner the
most engagement from nonprofits’
audiences. However, image links
only constitute 33% of nonprofits’
posts. Furthermore, status updates,
which produced significantly less
engagement than any other post,
comprises 24% of nonprofits’
Facebook publications.
“we’re leveraging Brandwatch to streamline our
social listening and analysis, and to create holistic
outbound customer response mechanisms for all
of them.”
Stephanie Johnson, Senior Director of eHealth
Strategy at MedStar Health
While nonprofits are attracting strong engagement from
their audiences, an analysis of their content suggests
several ways they can improve their reach.
BREAKDOWN VOLUME OF POST TYPE FOR 24
NONPROFITS’ FACEBOOK CHANNELS
Video
456 Likes
16 Comments
119 Shares
Image Link
2034 Likes
162 Comments
631 Shares
Photo
1418 Likes
36 Comments
221 Shares
Status
236 Likes
5 Comments
35 Shares
Facebook Channel Benchmarks / Overview
Nonprofit Report

An analysis of Twitter channels is indicative of the
public’s enthusiasm for disseminating nonprofits’
content and mission.
Twitter Channel Benchmarks /
On an average day, these leading nonprofits
receive around 31 retweets and 7 replies for
every tweet they publish. Conversely, these
nonprofits engage with only 1 of every 224
@mention directed at them.
While the nonprofit sector seems proficient
at spreading information and content,
many organizations could benefit from
a stronger focus on responding to their
online community.
“The great thing about Brandwatch is that it
is a incredibly complex tool that can draw in
incredibly complex queries, however
Brandwatch makes it simple to do this”
Joe Wilson, Digital Media Analyst at RSPCA
11.30
Tweets
FROM A NONPROFIT TWITTER ACCOUNT FROM NONPROFIT AUDIENCE
3.06
Retweets
2.45
Replies
549.85
75.97
Replies
349.56
Retweets
@ Mentions
Nonprofit Report

Report/LoremIpsum/2013
Twitter Benchmarks / Weekly Analysis
Day Nonprofit Tweets Nonprofit Replies Audience @Brand Audience Retweets Retweet per Post
Mon 10.31 2.63 521.48 377.77 36.63
Tues 13.85 3.60 677.50 349.27 25.21
Wed 16.21 3.94 661.96 457.48 28.22
Thurs 13.23 2.38 571.63 382.77 28.93
Fri 13.42 2.52 544.90 367.67 27.40
Sat 7.44 1.17 458.38 275.77 37.08
Sun 4.63 0.90 413.08 234.13 50.62
The frequency of conversation for
nonprofits and their audiences is
significantly greater on Tuesday and
Wednesday than it is on Saturday and
Sunday. While the chatter for most
industries generally recedes on the
weekend, the decline is especially
pronounced for nonprofits. As such,
the ratio of audience retweets to
nonprofit tweets is actually highest
on Sunday - meaning that a strategic
boost in weekend activity from the
non-profits could result in increased
engagement.
Socially intelligent nonprofit
organizations will consider how
the time of publication may affect
the reach and engagement of their
content.
While nonprofits successfully generate audience activity
alongside their content, they do not effectively provide
consistent engagement throughout the week.
“social media levels the playing field for nonprofits with lower budgets to reach the same audience as a
bigger NPO with deeper pockets.”
Trista Harris, President at Minnesota Council on Foundations
HIGHEST FREQUENCY LOWEST FREQUENCY
Nonprofit Report

Social intelligence platforms enable nonprofit organizations with the means to
leverage social data to inform, optimize and facilitate their operations. For The British
Red Cross, a comprehensive platform that powered multiple social media applications
was an imperative.
Case Study/ The British Red Cross
GOAL
The British Red Cross has a broad range of social media applications: digital fundraising, editorial commentary, crisis
response, public interaction and more. Their ideal social solution should be capable of collecting and managing large sums
of social data into a single hub, analyzing that data into actionable insights, and providing real-time results that help optimize
online campaigns.
CHALLENGE
The British Red Cross had a unique set of challenges and priorities for their social solution. The volume of conversations they
manage can rapidly escalate into the millions for certain crises. As such they required a platform that could:
• Collect social conversations from millions of sites and in multiple languages
• Allow them to rapidly create and easily implement new queries
• Present data insights in an easily digestible format
Nonprofit Report

SOLUTION
Implementing Brandwatch Analytics, The British Red Cross actualizes a social
intelligence solution that adequately provides for their specific preferences.
Brandwatch’s leading querying functionality lies at the foundation of The British Red
Cross’s solution, ensuring that the organization can filter through the online noise to
collect all of the information that is relevant to their objectives.
“Having data automatically categorized in real time, seconds after it was posted online, was essential”
Ed Lyon, Social Media Officer at The British Red Cross
Segmenting the data into manageable categories and presenting the data in
intelligent and easily digestible ways, The British Red Cross was able to gain
valuable insight during Hurricane Sandy that helped direct their campaign to raise over
£500,000 in support.
Furthermore, using Brandwatch’s Alerts and workflows, they are able to
automatically direct alarming or important conversations to relevant team members
“The simplicity of basic functions such as defining your search terms gave us a really good first impression
compared to other monitoring tools”
Ed Lyon, Social Media Officer at The British Red Cross
Raised for the
Hurricane Sandy
Appeal
£513K
Nonprofit Report

As Check One Two’s central objective was to spread awareness for testicular cancer,
their social intelligence platform was an essential component for both measuring and
reactively optimizing their campaigns.
Case Study/ Check One Two
GOAL
Check One Two’s campaigns were designed to around visibility rather than
generating funds. As such, likes, shares, views and other interactions were their
only units of value. They sought a social intelligence platform that could accurately
collect and measure social interactions in a simple way. Ideally, that platform could
additionally support a variety of creative campaigns and social strategies.
CHALLENGE
Check One Two’s #FeelingNuts campaign was based solely on social media
content. As such, their priority was accurately measuring, understanding and
optimizing the performance of the content they published.
They needed a social intelligence solution that could quantify the campaign’s
success in stimulating meaningful conversation and identify how it shifted
attitudes toward testicular cancer.
“Working with a tool that tracked global
conversation and interaction across
different sites proved to be crucial, and
Brandwatch was the obvious choice for
helping us dissect the actual meaning
behind the conversation”
Simon Tucker,
Co-Founder of Check One Two and Attention
Seekers Group
Nonprofit Report

SOLUTION
Through Brandwatch Analytics, Check One Two identified that the campaign generated 861 unique posts per day. Using that
data, they regularly published the campaign’s total reach on the top of their homepage.
Acknowledging the social capital of comedians, pop stars and other influential individuals, Check One Two identified and
recruited key advocates to amplify the reach of their campaign. They then tracked the effects of each influencer’s involvement,
focusing on how certain individuals stoked varying interest among males or females. Their aim was to maintain a fairly even
gender split.
The movement’s success culminated in a 90 minute comedy television show broadcast on Channel 4, one of the largest
broadcasting networks in Europe. The program generated over a Tweet every 1.5 seconds, in over 75 countries, totalling over
56 million #feelingnuts engagements.
Ultimately, Check One Two was able to confirm that the campaign increased the general, unbranded conversation around
testicular cancer by eight times, when comparing the conversation levels pre and post-campaign. They identify users
specifically stating they would check themselves at an unprecedented level. More importantly, that success lasted months
after the show aired, standing testament to the campaign’s lasting success.
Raised for the
Hurricane Sandy
Appeal
Nonprofit Report

For example, the US Smoking Analysis
reveals how online conversations
expressing an intent to either start
or stop smoking unfold throughout
America. By comparing the ratio of
positive and negative intentions to
smoke, anti-smoking organizations
can gain a real-time overview of the
regional attitudes toward cigarettes.
Analyzing the gender reveals that men
are slightly more likely than women
to discuss wanting a cigarette than
quitting.
Anti-smoking organizations
could use this data to gauge a
campaign’s success in changing the
prevailing dialogue around cigarette
consumption.
Market Research / Smoking Trends
WANTING TO SMOKE QUITTING SMOKING
INTEREST IN SMOKING
ratio of conversations expressing an interest to smoke over conversations expressing
an interest to stop smoking
Nonprofit Report

Social Intelligence Applications /
Campaign Measurement
• Track the volume, sentiment, topics, keywords and
influencers surrounding any campaign
Community Management
• Understand and nurture an online community
Competitor Benchmarking
• Follow and compare the online performance of competitor
brands online
Customer Service
• Track, categorize, triage and appropriately respond to
massive volumes of inbound complaints and issues
Influencer Marketing
• Identify and build relationships with influencers in specific
social realms
Lead Generation
• Discover potential customers through broad network
searches
Market Research
• Parse apart specific conversations to answer market
questions
PR Tracking
• Measure the performance of a brand’s PR efforts
Product Development
• Use a massive audience to uncover and test potential
product ideas
Reputation Crisis Management
• Immediately alert the associated teams when specific
online conversations spike
Raised for the
Hurricane Sandy
Appeal
For more information on social media monitoring applications, visit brandwatch.com/uses
Nonprofit Report

Through the lens of social media/
Document Limitation
The information given in this document has been checked for
accuracy and completeness however Brandwatch shall not be
liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited.
Registered in England Wales: 38980534th Floor, International
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Thank you
We hope this report provides your business with some helpful insights on the
capabilities and considerations surrounding the nonprofit industry. Please get
in touch if you have any questions on how nonprofits are leveraging online
communication to inform, optimize and facilitate their organization’s operations.
About Brandwatch
Brandwatch is one of the world’s leading social media listening and analytics
technology platforms. Gathering millions of online conversations every day and
providing users with the tools to analyze them, Brandwatch empowers brands and
agencies to make smarter, data-driven business decisions.
The company grew over 100% year-on-year in 2013, has won awards for its technology
and renowned corporate culture, and regularly wins accolades for its impressive growth.
The Brandwatch platform is used by over 1000 brands and agencies, including Whole
Foods, The Bill Melinda Gates Foundation, The British Red Cross, RSPCA, Verizon,
Whirlpool, Pepsico, British Airways, Papa John’s, and Dell.
Brandwatch. Now You Know.
Nonprofit Report/

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