This seems to be the month for research reports! First we released our Small Membership Insight Report, then Kivi Leroux Miller offered insight from her Nonprofit Communications Trends Report. Now we’re sharing highlights from "Fundraising with Facebook”, Artez Interactive’s latest research paper.
After noting that “90% of social network visitors to donation pages were coming from Facebook (Twitter was only at 5%)”, the folks at Artez Interactive were curious about the impact Facebook had on online donations. They wanted to know:
- "Does Facebook make it easier for a charity's supporters to raise money for good causes?"
- "How well does Facebook convert a donor to action?"
- Does the use of Facebook social login improve online fundraising?
So - what did they learn about Facebook’s effect on fundraising?
Here are some highlights from their research findings (based on "data compiled from over 645,000 donations, hundreds of campaigns, and millions of visitors to [their] platform”):
- In an average peer-to-peer or "crowdsourced" campaign, 15-18% of donations are referred directly from Facebook.
- In a fundraising campaign allowing registrants to use social login, those who connect their accounts to Facebook will raise on average 40% more than those who do not. (And earn 30% more individual donations)
- Registrants who use Facebook social login are more likely raise at least one donation than registrants who choose to register with a username & password.
- Facebook converts visitors to online donation much better than other popular social networks like Twitter, but not as well as direct or email “asks”.
- Peer-driven or crowdsourced pledges referred by Facebook are generally a lower gift amount than those referred by email or other online sources.
- Women are more likely than men to use a fundraising application ("app") inside Facebook.
- 12% of traffic to fundraising and donation pages comes from a mobile device.
- The most popular devices for mobile web donations in 2012 were the iPad and the iPhone.
If you’d like to check out the full report, you can download a copy here: Fundraising With Facebook.