2012 Nonprofit Social Networking Benchmark Report

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Blackbaud, NTEN and Common Knowledge just released the fourth annual 2012 Nonprofit Social Networking Benchmark Report. We learned a lot of things, but one prevailing theme stood out - despite limited budgets and staffing, nonprofits continue to find great value in their fast-growing social networks.

Technologie Formation

2012 Nonprofit Social Networking Benchmark Report (4th Edition)

TOP 12 INSIGHTS FOR 2012

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 1

Frank Barry Jeff Patrick
Dir. Digital Marketing, Blackbaud President, Common Knowledge

@franswaa @commonknow
netwitsthinktank.com commonknow.com

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 2

DOWNLOAD THE REPORT TODAY

www.NonprofitSocialNetworkSurvey.com

Get the INFOGRAPHIC also … http://bit.ly/npsocial

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 3

#1: FACEBOOK UP 30%. TWITTER UP 81%.

Facebook: 8,317
Twitter: 3,290
98% on Facebook
93% on any CSN

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 4

#2: AVG. 2.1 FACEBOOK PAGES / 1.2 TWITTER ACCOUNTS

Maximum: 70 FB Pages; 100 Twitter Accounts
Median: 1 FB Page; 1 Twitter Account
Just 3% have >5 FB Pages; 2% >5 Twitter Accounts

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 5

#3: COST OF A NEW SUPPORTER

$3.50 Average Cost of a Facebook Like

$2.05 Average Cost of a Twitter Follower

* Self-reported by 300+ survey respondents

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 6

#4: VALUE OF A NEW SUPPORTER

*Average 12-Month Value of a Facebook Supporter: The total
revenue received from the supporter over the 12 months
following acquisition.

Self-reported by 300+ survey respondents

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 7

#5: MOST COMMON FUNDRAISING TACTIC ON
FACEBOOK IS AN INDIVIDUAL ASK
Note: 54% of respondents NOT Fundraising on Facebook

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 8

#6: SOCIAL NETWORKING STAFFING FOR SOCIAL
NETWORKING CLIMBS - SLOWLY

2010 2011 2012
>0 Staff for SN 85% 86% 89%

2010 2011 2012
¼ FTE for SN 67% 61% 56%

2011 2012 Delta
½ FTE for SN 11% 12% +1%
¾ to 1 FTE 8% 10% +2%
1 ¼ to 2 FTEs 5% 8% +3%
> 2 FTEs 2% 3% +1%

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 9

#7: TOP 3 FACTORS FOR SUCCESS
STRATEGY: We took the time to develop a vision and strategy for our commercial
social networking program.

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 10

#7: TOP 3 FACTORS FOR SUCCESS
PRIORITIZATION: Our executive team prioritized social networking for the
organization.

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 11

#7: TOP 3 FACTORS FOR SUCCESS
STAFFING: We created a new position or added staff specifically focused on our
commercial social networking program.

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 12

#8: FACEBOOK ADVERTISED USED PRIMARILY FOR
NON-FUNDRAISING GOALS

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 13

#9: G+ STRUGGLING &PINTEREST POPS

Google: 90 million registered Users (January 2012)

Respondents:
- 23% Presence on Google+
- 47 members in average Community Size

Popped in survey as the ONLYnew social network.

Pinterest:
11.3 million Unique visitors
15.8 minutes Avg time on site
80% % audience women

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 14

#10: HSN USE HOLDS STEADY AT 13%

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 15

#11: HSN COMMUNITY SIZE GROWS BY 265%

21,791

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 16

#12: OPEN SOURCE TAKES OVER #1 SPOT

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 17

KEY TRENDS – PART 1

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 18

KEY TRENDS – PART 2

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 19

QUESTIONS?
http://bit.ly/npsocial

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 20

5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 21

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2012 Nonprofit Social Networking Benchmark Report

1. 2012 Nonprofit Social Networking Benchmark Report (4th Edition) TOP 12 INSIGHTS FOR 2012 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 1

2. Frank Barry Jeff Patrick Dir. Digital Marketing, Blackbaud President, Common Knowledge @franswaa @commonknow netwitsthinktank.com commonknow.com 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 2

3. DOWNLOAD THE REPORT TODAY www.NonprofitSocialNetworkSurvey.com Get the INFOGRAPHIC also … http://bit.ly/npsocial 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 3

4. #1: FACEBOOK UP 30%. TWITTER UP 81%. Facebook: 8,317 Twitter: 3,290 98% on Facebook 93% on any CSN 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 4

5. #2: AVG. 2.1 FACEBOOK PAGES / 1.2 TWITTER ACCOUNTS Maximum: 70 FB Pages; 100 Twitter Accounts Median: 1 FB Page; 1 Twitter Account Just 3% have >5 FB Pages; 2% >5 Twitter Accounts 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 5

6. #3: COST OF A NEW SUPPORTER $3.50 Average Cost of a Facebook Like $2.05 Average Cost of a Twitter Follower * Self-reported by 300+ survey respondents 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 6

7. #4: VALUE OF A NEW SUPPORTER *Average 12-Month Value of a Facebook Supporter: The total revenue received from the supporter over the 12 months following acquisition. Self-reported by 300+ survey respondents 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 7

8. #5: MOST COMMON FUNDRAISING TACTIC ON FACEBOOK IS AN INDIVIDUAL ASK Note: 54% of respondents NOT Fundraising on Facebook 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 8

9. #6: SOCIAL NETWORKING STAFFING FOR SOCIAL NETWORKING CLIMBS - SLOWLY 2010 2011 2012 >0 Staff for SN 85% 86% 89% 2010 2011 2012 ¼ FTE for SN 67% 61% 56% 2011 2012 Delta ½ FTE for SN 11% 12% +1% ¾ to 1 FTE 8% 10% +2% 1 ¼ to 2 FTEs 5% 8% +3% > 2 FTEs 2% 3% +1% 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 9

10. #7: TOP 3 FACTORS FOR SUCCESS STRATEGY: We took the time to develop a vision and strategy for our commercial social networking program. 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 10

11. #7: TOP 3 FACTORS FOR SUCCESS PRIORITIZATION: Our executive team prioritized social networking for the organization. 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 11

12. #7: TOP 3 FACTORS FOR SUCCESS STAFFING: We created a new position or added staff specifically focused on our commercial social networking program. 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 12

13. #8: FACEBOOK ADVERTISED USED PRIMARILY FOR NON-FUNDRAISING GOALS 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 13

14. #9: G+ STRUGGLING &PINTEREST POPS Google: 90 million registered Users (January 2012) Respondents: - 23% Presence on Google+ - 47 members in average Community Size Popped in survey as the ONLYnew social network. Pinterest: 11.3 million Unique visitors 15.8 minutes Avg time on site 80% % audience women 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 14

15. #10: HSN USE HOLDS STEADY AT 13% 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 15

16. #11: HSN COMMUNITY SIZE GROWS BY 265% 21,791 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 16

17. #12: OPEN SOURCE TAKES OVER #1 SPOT 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 17

18. KEY TRENDS – PART 1 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 18

19. KEY TRENDS – PART 2 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 19

20. QUESTIONS? http://bit.ly/npsocial 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 20

21. 5/31/2012 #BBSocial | http://bit.ly/npsocial | @franswaa 21

2012 Nonprofit Social Networking Benchmark Report

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