2. • 4th Annual Report
• January 24 – February 21, 2012
• The Online Survey Consisted of:
• 58 questions
3. • Respondents are nonprofit professionals
• Range from small volunteer-led organization to very
large multinationals
• Located in North America
• 3,522 respondents
4. • 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
5. • 72% of respondents use Twitter
• Communities grew 30%
• Average of 3,290 followers
• $2.05 – Average Cost of a Follower
6. • 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
7. • 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
8. • 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
9. • 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