The Nonprofit Social Network Benchmark Report, our joint project with Common Knowledge and thePort, told you that 86% of nonprofits have a presence on Facebook. It's got great information on community sizes and staff time devoted to maintaining a presence, as well as some fundraising numbers. What it doesn't tell you is whether or not those Fan Pages are meeting their organizations' goals.
We'd like to suggest that, in conjunction with our report -- you have already downloaded it, right? -- you take a look at a new e-book by Shabbir Imber Safdar and Shayna Englin, "Is Your Nonprofit Facebook Page Worth It?" They've analyzed nearly a year's worth of data from the UNICEF-USA Facebook page and uncovered some pretty interesting stuff:
- Clickthrough response spikes on Wednesdays and is most sluggish on weekends.
- Except in the immediate aftermath of a disaster, clickthrough rate drops off when UNICEF-USA posts to their fan page more than 3 times per day.
- Clickthrough rates skyrocket during disasters, providing the best possible opportunity for fundraising.
There's a lot more great information and suggestions on what you can do with your own Fan page packed into the report, as well as some zippy one-liners: "...on days when news-covered disasters are being discussed by UNICEF-USA on Facebook, clickthrough to the unicefusa.org website performs like a car on Flubber." But we'd recommend you give it a read (it's free) even if they didn't discuss the need to experiment with whether photos of puppies are more effective than photos of cats.