New Report Puts Dollar Value on Social Media for NFPs
12 April 2012 at 10:50 am
A new US Benchmarking Report on Social Media reveals that the average value of a Facebook “Like” for a Not for Profit is $214.81 over 12 months.
And on the flip side of the coin, the report found that the average cost of a Facebook “Like” to a Not for Profit is $3.50 and a Twitter “Follower” costs $2.05.
With the goal of valuing Not for Profit Facebook communities, the fourth NTEN, Common Knowledge and Blackbaud annual 2012 Nonprofit Social Networking Benchmark Report asked organisations about the average value of a supporter acquired via Facebook over the 12 months following acquisition.
The Report says the average value of a supporter acquired through any channel varies across organizations and NFP sectors (ex. Arts & Culture vs.Animal Welfare) but for the first time the benchmark offers side-by-side comparison for Facebook versus other channels (e.g. Email, Direct Mail,Telemarketing,DRTV), and for year-over-year trending.
The 2012 Not for Profit social networking survey confirmed that social networking continues to grow in importance and the leading social outlets (e.g. Facebook,Twitter) are extending their dominance.
One of the key findings of the report is that the average number of Facebook fans of survey respondents grew by 30% compared to our previous study, and Twitter followers grew by 80%.
The report says a deep dive into how NFPs are achieving success with social media uncovered insightful nuggets and a few surprises.
The report says that the most common fundraising tactic on Facebook is an ask for an individual gift.
On average, our respondents have 2.1 official Facebook pages and 1.2 official Twitter accounts.
It says the consolidated brand strategy (focusing most or all of your branding and marketing around one Page or account) is the norm, with just a very small number of charities opting for the federated approach of using individual Pages or accounts for each department, campaign, or initiative.
Respondents also reported using Facebook advertising for primarily non-fundraising purposes (only 24% report using Facebook advertising for fundraising)
As well 13% said they had house social networks, which they primarily used for program delivery (56%) and marketing (46%)
More than 3,500 NFP professionals filled out this year's survey between January 24, 2012 and February 21, 2012.
Download the report here.