Over the last few months, there have been two reports published that offer insight for non-profits into online messaging, fundraising, advocacy social media and mobile metrics. Here is a brief overview of each of these reports.
2012 eNonprofit Benchmarks Study
How does your non-profit's online fundraising and messaging compare to your peers? M+R Strategic Services partnered with NTEN (Nonprofit Technology Network) to study “measures of email messaging, list size, fundraising, advocacy, social media and mobile programs” in order to provide non-profits with “benchmarks.” The eNonprofit Benchmarks Study offers insight based on information offered by 44 non-profits of various sizes who provided a “snapshot of their online performance in 2011.” The study’s authors suggest these “benchmarks are useful for any nonprofit trying to determine not just how their emails or campaigns perform in comparison with each other, but how they compare with the industry as a whole.”
Here is an overview of the study’s Key Findings:
- Overall online fundraising revenue increased by 19% from 2010 to 2011.
- The 2011 fundraising response rates remained at 0.08%, with a negligible increase of 2% on average from 2010 to 2011.
- The advocacy response rate increased by 28% from 2010, to 3.8%.
- The nonprofit email-driven donation form had a median completion rate of 17%.
- One-time gifts remained the largest source of online revenue, but online monthly giving is growing at a much faster rate.
- Annual list churn was 19%.
- Facebook: the average nonprofit Facebook fan page had 31,473 users and between 2010 and 2011, the average nonprofit increased its fan base by 70%.
- For every 1,000 members of an email list, the average nonprofit had 103 Facebook fans, 29 Twitter followers and 12 mobile subscribers.
You can download the study here: 2012 eNonprofit Benchmarks Study .
2012 Nonprofit Social Network Benchmark Report
In April, Blackbaud, NTEN and Common Knowledge released the fourth annual 2012 Nonprofit Social Network Benchmark Report. As their Introduction notes, “the report provides insights for nonprofits, foundations, media and businesses serving the nonprofit sector about the most important behavior and trends surrounding social networking as part of nonprofits’ marketing, communications, fundraising, program and IT work.”
Based on an online survey of 3,522 non-profit professionals – from small volunteer-lead groups to very large multi-nationals across North America – this report offers “a deep dive into how nonprofits are achieving success with social media.” The results suggest that “despite limited budgets and staffing, nonprofits continue to find great value in their fast-growing social networks.”
Here are the “Top Twelve Social Media Insights” offered in the report:
- The Average Respondent Facebook & Twitter Communities Grow by 30% and 81%, respectively.
- Respondents Own an Average of 2.1 Facebook Pages and 1.2 Twitter Accounts.
- The Average Cost of a Facebook Like is $3.50 and a Twitter Follower costs $2.05.
- The Average Value of a Facebook Like is $214.81 over the 12 months following acquisition.
- The Most Common Fundraising Tactic on Facebook is an Ask for an Individual Gift.
- Respondent Budgets and Staffing for Commercial Social Networks Continue to Climb
- The Top 3 Factors for Success on Social Networks: Strategy, Prioritization, and Dedicated Staff
- Facebook Advertising is Used Primarily to Meet Non-Fundraising Goals
- Google+ Struggling to Gain Momentum and Pinterest Pops as Top Newcomer.
- House Social Network Use by Respondents Holds Steady at 13%
- The Average Number of Members in House Networks Grows Year-over-Year by 265%
- Open Source Software Takes Over #1 Spot for House Social Networks
You can download the full report here: 2012 Nonprofit Social Network Benchmark Report.