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Are Non-profits Seeing Results on Facebook?

Lori Halley 13 June 2011 4 comments

Have you ever wondered whether other organizations are finding Facebook effective? Idealware conducted a survey of the staff of 505 non-profits in February to find out if they are actually seeing results on Facebook. And now their report: Using Facebook to Meet Your Mission: Results of a Survey is available.

Is Facebook effective in attracting new constituents or inspiring people to action?

The Idealware report suggests that “Facebook is more likely to succeed in attracting constituents that require a lower level of commitment.” For example:

  • over 70 percent reported positive results in attracting new event attendees

  • 40 percent reported success converting Facebook fans into donors or volunteers

  • 70 percent saw a significant increase in traffic to their websites

  • 66 percent saw an increase in people taking some noticeable form of action, like signing a petition

  • 29 percent saw an increase in donations

How effective is Facebook at raising awareness?

The report notes that over 80 percent of the organizations surveyed feel that Facebook is effective in:

  • Increasing awareness of their organization (although respondents did not see a notable increase in new constituents)
  • Reaching more people
  • Providing information to their constituents
  • Enhancing relationships with their constituents

For all of the details and interesting insight into whether Facebook is effective in:

  • Reaching New Constituents
  • Driving Traffic and Attractions
  • Engaging Existing Constituents
  • Increasing Awareness and Information

you can download the Idealware survey report here.

Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Monday, 13 June 2011 at 9:00 AM


  • brian said:

    Tuesday, 14 June 2011 at 9:05 AM

    Interesting report, I'd say the above findings closely mirror our experience with http://facebook.com/forgottenvoices

  • Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

    Lori Halley [Engaging Apricot] said:

    Tuesday, 14 June 2011 at 9:26 AM

    Brian: Thanks for sharing your perspective.  While the report may only serve to confirm our hunches, it's interesting to see the aggregated survey results.

  • Jennifer said:

    Wednesday, 15 June 2011 at 1:26 PM

    Good info here Lori, though not surprising. The awareness-generating, engagement-facilitating properties of social media platforms, including Facebook, make them a perfect fit for NPOs who aren't as focused on sales as a for-profit company might be. Still, as the data shows above, this increased awareness can certainly translate into increased donations. There's some similar info in this whitepaper on social media for NPOs, which includes a case study on a national non-profit organization who successfully used Facebook and other platforms to increase website traffic, awareness, and other metrics: http://bit.ly/iAqyIb

  • Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

    Lori Halley [Engaging Apricot] said:

    Thursday, 16 June 2011 at 5:27 AM

    Jennifer: thanks for sharing the white paper.

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