12 Must-Know Stats About Social Media, Fundraising, and Cause Awareness

12 Must-Know Stats About Social Media, Fundraising, and Cause Awareness

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.


Source: Avectra

2. 47% of Americans learn about causes via social media and online channels.


Source: Avectra

3. Animals, children, and health & wellness are the most shared and talked about causes on social media.


Source: Waggener Edstrom

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.

Source: Waggener Edstrom

5. 55% of those who engage with nonprofits via social media have been inspired to take further action.

Source: Waggener Edstrom

57% of Facebook Fans “Like” a charity on Facebook because they want to publicly
display their support of the nonprofit to their friends.

Source: Waggener Edstrom

7. 43% of Facebook Fans “Unlike” a charity on Facebook because they posted too often.

Source: Waggener Edstrom

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.

Source: Artez

11. The average social media donation is $59 and growing each year.

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Source: MDG Advertising

12. Using Twitter during fundraising events can result in 10X more money raised online.

Source: MDG Advertising


Guest Blogger Heather Mansfield

About Guest Blogger Heather Mansfield

Heather Mansfield is the principal blogger at Nonprofit Tech for Good and author of the best-selling book Social Media for Social Good: A How-To Guide for Nonprofits. She also created and maintains the “Nonprofit Organizations” profiles on Twitter, Facebook, Google+, LinkedIn, Pinterest, Instagram, and YouTube which cumulatively have more than 750,000 followers. Heather has fifteen years of experience utilizing the Internet for fundraising, community building, and advocacy. To date, she’s presented more than 100 social media and mobile media trainings throughout the United States, Canada, Australia, New Zealand, India, and Southeast Asia as well as over 500 webinars to audiences worldwide. Heather was honored as a “Fundraising Star of the Year” by Fundraising Success Magazine in 2009 and was placed on Twitter’s Suggested User List from 2010 to 2012. She was also named one of TIME Magazine’s Best Twitter Feeds of 2013 and currently serves as an Honorary Ambassador for the World NGO Day Initiative. Originally from Springfield, MO, Heather moved to Los Angeles at 19 to pursue a Bachelor of Arts in Political Theory from UCLA. Semester abroad programs led her to Mexico, Chile, and Argentina to study Spanish and anthropology. After college, Heather moved to Washington, D.C. where she worked by day at the Pew Center for Civic Journalism, and by night and on the weekends, she volunteered with the Guatemala Human Rights Commission. Inspired by their work, she then moved to Guatemala to volunteer for Niño Obrero, a school for street children. Upon returning to the United States, Heather moved to San Francisco. In 1999, Heather went on tour with the Lilith Fair Music Festival as a fair trade spokesperson for Global Exchange and upon returning became the communications director for International Development Exchange. Heather’s career in web and email communications first received national recognition when she launched eActivist.org in July 2000. She spoke at conferences throughout the United States and built one of the most popular e-activism websites on the Internet. In 2004, after years of living on small nonprofit salaries in expensive big cities, Heather returned to her hometown and began working remotely as the nonprofit community manager for Change.org and shortly thereafter launched her blog and the “Nonprofit Organizations” profiles.


  1. says

    These are some fantastic points for social media, few people consider how poorly defined goals leads to poorly measured success/failure.

    I thought the Twitter stat, 10x the amount of donations, was amazing. Clients always ask me why they should be on there, I always explain it like TV channels if they don’t get it. Twitter is still the most misunderstood social media.

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