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TOP 12 INSIGHTS FOR 20122012 Nonprofit Social Networking Benchmark Report (4th Edition)

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Frank BarryDir. Digital Marketing, Blackbaud

@franswaanetwitsthinktank.com

Jeff PatrickPresident, Common Knowledge

@commonknowcommonknow.com

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www.NonprofitSocialNetworkSurvey.com

DOWNLOAD THE REPORT TODAY

Get the INFOGRAPHIC also … http://bit.ly/npsocial

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#1: FACEBOOK UP 30%. TWITTER UP 81%.

98% on Facebook93% on any CSN

Facebook: 8,317 Twitter: 3,290

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Maximum: 70 FB Pages; 100 Twitter Accounts

Median: 1 FB Page; 1 Twitter Account

Just 3% have >5 FB Pages; 2% >5 Twitter Accounts

#2: AVG. 2.1 FACEBOOK PAGES / 1.2 TWITTER ACCOUNTS

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* Self-reported by 300+ survey respondents

$3.50 Average Cost of a Facebook Like

$2.05 Average Cost of a Twitter Follower

#3: COST OF A NEW SUPPORTER

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*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

#4: VALUE OF A NEW SUPPORTER

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#5: MOST COMMON FUNDRAISING TACTIC ON FACEBOOK IS AN INDIVIDUAL ASKNote: 54% of respondents NOT Fundraising on Facebook

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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%

2010 2011 2012

¼ FTE for SN 67% 61% 56%

2010 2011 2012

>0 Staff for SN 85% 86% 89%

#6: SOCIAL NETWORKING STAFFING FOR SOCIAL NETWORKING CLIMBS - SLOWLY

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#7: TOP 3 FACTORS FOR SUCCESSSTRATEGY: We took the time to develop a vision and strategy for our commercial social networking program.

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#7: TOP 3 FACTORS FOR SUCCESSPRIORITIZATION: Our executive team prioritized social networking for the organization.

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STAFFING: We created a new position or added staff specifically focused on our commercial social networking program.

#7: TOP 3 FACTORS FOR SUCCESS

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#8: FACEBOOK ADVERTISED USED PRIMARILY FOR NON-FUNDRAISING GOALS

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Google: 90 million registered Users (January 2012)

Respondents: - 23% Presence on Google+ - 47 members in average Community Size

#9: G+ STRUGGLING & PINTEREST POPS

Pinterest: 11.3 million Unique visitors 15.8 minutes Avg time on site 80% % audience women

Popped in survey as the ONLY new social network.

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#10: HSN USE HOLDS STEADY AT 13%

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21,791

#11: HSN COMMUNITY SIZE GROWS BY 265%

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#12: OPEN SOURCE TAKES OVER #1 SPOT

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KEY TRENDS – PART 1

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KEY TRENDS – PART 2

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QUESTIONS? http://bit.ly/npsocial

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