Until recently the nonprofit pioneers of the Social Web had to mostly rely on their intuition that their social media campaigns were resulting in more dollars raised online, an increase in brand and cause awareness, and higher rates of volunteer recruitment and retention. However, as LinkedIn, Blogger and Myspace all celebrate their 10-year anniversary this year, nonprofits have now had a decade to study and experiment with social media and create systems for successfully launching and tracking the value of their social media campaigns. Without a doubt the benefits of using social media successfully are starting to pay off and there are numerous recent reports and studies prove it.
That said, congrats to the early adopters! After spending all these years investing time and resources into building and engaging your online communities before there was proof that your time and resources were well spent, your nonprofit is now in the best position to reap the benefits of a powerful, action-oriented Social Web. Your instincts have served you well.
1. 41% of nonprofits attribute their social media success to having developed a detailed social media strategy.
2. 47% of Americans learn about causes via social media and online channels.
3. Animals, children, and health & wellness are the most shared and talked about causes on social media.
4. 56% of those that support nonprofits on the Social Web confirm that compelling storytelling is what motivates them to take action on behalf of nonprofits.
5. 55% of those who engage with nonprofits via social media have been inspired to take further action.
57% of Facebook Fans “Like” a charity on Facebook because they want to publicly
display their support of the nonprofit to their friends.
href=”http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/” target=”_blank”>Waggener Edstrom
7. 43% of Facebook Fans “Unlike” a charity on Facebook because they posted too often.
8. For every 1,000 e-newsletter subscriber, nonprofits have 149 Facebook Fans.
Source: M+R and NTEN
9. The number of followers nonprofits have on Twitter grew by 264% in 2012.
Source: M+R and NTEN
10. In an average peer-to-peer fundraising campaign, 15-18% of donations are referred directly from Facebook.
11. The average social media donation is $59 and growing each year.
12. Using Twitter during fundraising events can result in 10X more money raised online.
About Heather Mansfield
Heather Mansfield is the owner of DIOSA Communications and principal blogger at Nonprofit Tech 2.0, a social media guide for nonprofits. She created and maintains the “Nonprofit Organizations” profiles on Twitter, Facebook, Google+, LinkedIn, YouTube, and Pinterest, which cumulatively have more than 750,000 friends, followers, and fans. A pioneer in utilizing social media for social good, Heather has fifteen years of experience utilizing the internet for fundraising, community-building, and education and outreach covering a variety of causes and issues. To date, Heather has presented over 500 social and mobile media trainings throughout the United States, Canada, Southeast Asia, India, Australia and New Zealand. In 2009, Heather’s @NonprofitOrgs was added to Twitter’s “Suggested User List” and she was named a Fundraising Star of the Year by Fundraising Success Magazine. She’s also the author of the best-selling book Social Media for Social Good: A How-To Guide for Nonprofits which was published by McGraw-Hill in the fall of 2011.