A few days ago, I reported some of the juicy details from the 2013 eNonprofit Benchmarks Study that was just released showing data from 2012. There were 55 of the country’s leading nonprofits surveyed for this study, including the American Red Cross, Oceana, American Heart Association, AARP, and Human Rights Watch.
In my last blog post, I talked about the decline of email and fundraising response rates. Today I'm digging into the the social media and mobile portions of the study.
As social media continues to grow and develop, nonprofit organizations continue to attract more Fans and Followers—Twitter Followers in particular have increased at a remarkable rate, with a whopping 264% growth over the past year.
Despite this growth, email lists continue to dominate in size (no real surprise here), and Facebook remains the larger social media presence for most groups. For every 1,000 email subscribers, groups in the Benchmarks Study have 149 Facebook Fans, 53 Twitter Followers, and 29 Mobile Subscribers.
- You may be wondering, how often do other organizations post on Facebook? On average they're posting about once per day, though large groups posted twice as frequently.
- Users were more than twice as likely to like, share, or comment on a Photo post than any other content.