Blackbaud, NTEN and Common Knowledge just released the fourth annual 2012 Nonprofit Social Networking Benchmark Report. We learned a lot of things, but one prevailing theme stood out - despite limited budgets and staffing, nonprofits continue to find great value in their fast-growing social networks.
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2012 Nonprofit Social Networking Benchmark Report
1. 2012 Nonprofit Social Networking Benchmark Report (4th Edition)
TOP 12 INSIGHTS FOR 2012
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2. Frank Barry Jeff Patrick
Dir. Digital Marketing, Blackbaud President, Common Knowledge
@franswaa @commonknow
netwitsthinktank.com commonknow.com
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3. DOWNLOAD THE REPORT TODAY
www.NonprofitSocialNetworkSurvey.com
Get the INFOGRAPHIC also … http://bit.ly/npsocial
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4. #1: FACEBOOK UP 30%. TWITTER UP 81%.
Facebook: 8,317
Twitter: 3,290
98% on Facebook
93% on any CSN
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6. #3: COST OF A NEW SUPPORTER
$3.50 Average Cost of a Facebook Like
$2.05 Average Cost of a Twitter Follower
* Self-reported by 300+ survey respondents
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7. #4: VALUE OF A NEW SUPPORTER
*Average 12-Month Value of a Facebook Supporter: The total
revenue received from the supporter over the 12 months
following acquisition.
Self-reported by 300+ survey respondents
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8. #5: MOST COMMON FUNDRAISING TACTIC ON
FACEBOOK IS AN INDIVIDUAL ASK
Note: 54% of respondents NOT Fundraising on Facebook
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9. #6: SOCIAL NETWORKING STAFFING FOR SOCIAL
NETWORKING CLIMBS - SLOWLY
2010 2011 2012
>0 Staff for SN 85% 86% 89%
2010 2011 2012
¼ FTE for SN 67% 61% 56%
2011 2012 Delta
½ FTE for SN 11% 12% +1%
¾ to 1 FTE 8% 10% +2%
1 ¼ to 2 FTEs 5% 8% +3%
> 2 FTEs 2% 3% +1%
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10. #7: TOP 3 FACTORS FOR SUCCESS
STRATEGY: We took the time to develop a vision and strategy for our commercial
social networking program.
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11. #7: TOP 3 FACTORS FOR SUCCESS
PRIORITIZATION: Our executive team prioritized social networking for the
organization.
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12. #7: TOP 3 FACTORS FOR SUCCESS
STAFFING: We created a new position or added staff specifically focused on our
commercial social networking program.
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13. #8: FACEBOOK ADVERTISED USED PRIMARILY FOR
NON-FUNDRAISING GOALS
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14. #9: G+ STRUGGLING &PINTEREST POPS
Google: 90 million registered Users (January 2012)
Respondents:
- 23% Presence on Google+
- 47 members in average Community Size
Popped in survey as the ONLYnew social network.
Pinterest:
11.3 million Unique visitors
15.8 minutes Avg time on site
80% % audience women
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15. #10: HSN USE HOLDS STEADY AT 13%
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16. #11: HSN COMMUNITY SIZE GROWS BY 265%
21,791
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17. #12: OPEN SOURCE TAKES OVER #1 SPOT
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