New Nonprofit Social Media Benchmarking Study Out
Nonprofit consulting firm M+R and the Nonprofit Technology Network (NTEN) released their annual benchmark study of nonprofit on-line communications today. Based on the data provided by 53 leading nonprofits, study analysts found that although email open and response rates continued to slide their following in social media grew robustly.
Nonprofits saw growth of 37 percent in their Facebook page fans and 46 percent growth in their Twitter followers in 2013. Organizations supporting personal rights issues saw their fans and followers grow by more than 50 percent.
That said, email remains the dominant means of communication for nonprofits. M+R analysts found that for every 1,000 email subscribers, nonprofits have only 199 Facebook fans and 110 Twitter followers.
Mobile text subscribers, meanwhile, only represent 13 recipients per 1,000 email addresses on file. Many of those come from text-to-give programs.
The study found that wildlife and animal welfare groups have done an outstanding job in attracting Facebook fans, with 816 per 1,000 email recipients signing on to fan pages. Personal rights groups, in contrast, generated only 126 fans.
Organizations produced an average of just over one Facebook post and 5.3 tweeds a day, with the largest groups tweeting the most (7.2).
Nonprofits achieved only a 13 percent open rate, a 4-percent decline from 2012. Click-through rates declined 16 percent. The rate of growth for nonprofit subscription lists also continued to slide, down to 14 percent in 2013 — 8 points lower than in 2011.
Even with email’s decline, nonprofits raised 14 percent more money online in 2013 than the year before. One-third of that money was raised via email. Because of large-sum, one-time giving related to Typhoon Haiyan, international groups well outperformed other nonprofits’ fundraising in 2013. International groups raised $59 per 1,000 emails sent, compared to $17 per 1,000 across all organizations.