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The 2012 Nonprofit Social Networking Benchmarks Report
Released April 3, 2012: The 4th Annual "Nonprofit Social Networking Benchmarks Report." While you're welcome to scroll down to read some key findings, we recommend you click on over to download the complete report, right now. It's free!
More than 3,500 nonprofit professionals filled out this year's survey, conducted by NTEN, Common Knowledge, and Blackbaud, providing another year of valuable benchmarks about nonprofits' use of -- and success with -- social networking platforms.
One of the key things we found this year is that our survey participants grew their social networks by leaps and bounds in 2011: the average number of Facebook fans of survey respondents grew by 30% compared to our previous study, and Twitter followers grew by 80%.
- On average, our respondents have 2.1 official Facebook pages and 1.2 official Twitter accounts
- Nonprofits told us they spend an average of $3.50 to acquire a Facebook fan, and $2.05 per new Twitter follower.
- Respondents also reported using Facebook advertising for primarily non-fundraising purposes (only 24% report using Facebook advertising for fundraising)
- 13% told us they had house social networks, which they primarily use for program delivery (56%) and marketing (46%)
You can see the rest of the findings (and all the charts!) for yourself: