Top 12 Social Media Insights for Nonprofits in 2012 | npENGAGE

Top 12 Social Media Insights for Nonprofits in 2012

By on Apr 4, 2012


The 2012 Nonprofit Social Networking Benchmark Report was released at 12NTC yesterday and it’s already stirring up discussions about how nonprofits are leveraging social networks as part of their fundraising and communications strategy.

In this years report we highlight twelve key social media insights for nonprofits that are intended to help the sector continue becoming more effective at using social media. These insights were gleaned from over 3,500 respondents to a survey sent out by Blackbaud, NTEN and Common Knowledge.

I’m sure you’ll find all twelve insights interesting on some level.

Two particular insights seem to be making the rounds initially. I’m interested in your take on all twelve, but particularly interested in what you think about number three and four below.

Share your thoughts … If you’re a nonprofit who has some idea of how you measure I’d LOVE to hear from you.

Top 12 Social Media Insights for Nonprofits in 2012

  1. The Average Facebook & Twitter Communities Grow by 30% and 81%, respectively.
  2. Nonprofits Own an Average of 2.1 Facebook Pages and 1.2 Twitter Accounts.
  3. The Average Cost of a Facebook Like is $3.50 and a Twitter Follower costs $2.05.
  4. The Average Value of a Facebook Like is $214.81 over the 12 months following acquisition.
  5. The Most Common Fundraising Tactic on Facebook is an Ask for an Individual Gift.
  6. Budgets and Staffing for Commercial Social Networks Continue to Climb.
  7. The Top 3 Factors for Success on Social Networks are Strategy, Prioritization, and Dedicated Staff.
  8. Facebook Advertising is Used Primarily to Meet Non-Fundraising Goals.
  9. Google+ Struggling to Gain Momentum and Pinterest Pops as Top Newcomer.
  10. House Social Network Use Holds Steady at 13%.
  11. The Average Number of Members in House Networks Grows Year-over-Year by 265%.
  12. Open Source Software Takes Over #1 Spot for House Social Networks.

Don’t forget to download the complete 2012 Nonprofit Social Networking Benchmark Report. The detail behind each of the 12 insights can be found in the report as well as the methodology we used.


Frank Barry, formerly worked at Blackbaud helping nonprofits use the Internet for digital communication, social media, and fundraising. He’s worked with a diverse group of organizations including LIVESTRONG, United Methodist Church, American Heart Association, Big Brothers Big Sisters, ChildFund Int’l, InTouch Ministries, Heifer Int’l, University of Notre Dame and University of Richmond. Along with writing for industry publications like Mashable and Social Media Today, Frank facilitates discussions, presents solo sessions and organizes panels for industry conferences such as NTC, SXSW, BBCon and numerous others. When he’s out and about he enjoys talking to interesting people about how they are changing the world – check out his interviews. Say Hi on Twitter – @franswaa or Google+

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