Nonprofit Social

Network Benchmark Report 2012

Alyssa Tierney

The Survey• 4th Annual Report

• January 24 – February 21, 2012

• The Online Survey Consisted of:• 58 questions

The Participants

• Respondents are nonprofit professionals • Range from small volunteer-led organization to very large multinationals• Located in North America

• 3,522 respondents

2012 Facebook Facts:• Most companies used social media in 2011, but by

2012 98% had Facebook!• Communities grew by 30%• Average of 8,317 fans• $3.50 – Average Cost of a Facebook Like• $214.81 – Average Value of a Facebook Like• 66% use Facebook Ads• Most common Fundraising Tactic: Ask for an

Individual Gift• Compared to Event Fundraising, Causes or Personal

Fundraising

2012 Twitter Facts:• 72% of respondents use Twitter• Communities grew 30%• Average of 3,290 followers• $2.05 – Average Cost of a Follower

Nonprofit ‘s View of SM

• 89% dedicated resources to Social Media (3% increase)

• Only 11% have one or more Full Time Employee • 42% want to increase staffing• 55% want to maintain staffing

• 54% allocate budget toward Social Media

Trend This Year:• Facebook popularity is at saturation, but

communities continue to grow• Twitter adoption is still growing• LinkedIn popularity is low, but has been seeing

sizeable jumps• Foursquare remains a small niche• MySpace continues to lose users• Nonprofits want to see ROI for Social Media• Facebook fundraising is still minimal• Nonprofits are optimistic about social Media• Budgets for Social Media are slowly increasing• Social Media is run by marketing departments, not

IT or fundraising

What to look for in the Future:• 1. Monetization of Facebook• How can they put time and money into Facebook without

getting it back?• Use Facebook ads to promote awareness, build a base,

call to action etc.

• 2. Will Google + catch on?• 3. Will Twitter lead to donations?• Will they develop advertising features?

• 4. Pinterest Growth

Personal Brand:• Relates to my personal brand because of my

interest in nonprofits

• General Trends in Social Media• Myspace use is down• Facebook popularity is saturated• Pinterest is catching on

Atlantic Retreat:

Value:

• VERY specialized and specific

Sources:• http://nonprofitsocialnetworksurvey.com/index.php • http://www.atlanticretreatwellness.com/• http://

www.csmonitor.com/Business/Robert-Reich/2012/1102/Employment-report-more-jobs-less-pay

• http://www.slideshare.net/franswaa/2012-nonprofit-social-networking-benchmark-report