Nonprofit Social Media Benchmarks Study
Sunday, January 31, 2010 at 07:28PM | by
Allyson Kapin
Interested in setting Facebook and Twitter benchmarks for your nonprofit but don’t know where to start? Check out M+R Strategic Services first Nonprofit Social Media Benchmarks Study, which includes sample research by groups such as Easter Seals, Oxfam, Human Rights Campaign, League of Conservation Voters, and more.
Facebook Key Findings:
- Organizations posted to their Facebook Pages about six times weekly.

- 2.5% of each organization's Facebook fans took some sort of an action weekly such as contributing wall posts, "likes," or comments.
- Generating a high fan rate is important, since news feeds carry that activity to potential new fans.
- Facebook fans grew by 3.75% monthly. However, it’s important to note that 2% of Facebook fans either removed themselves or chose to hide the news feed monthly.
- The overall fan churn rate is 24% per year, which is higher than the eNonprofit Benchmarks Study email churn rate of 19% per year.
Facebook Recommendations
- M+R recommends that nonprofits find their Facebook fans' "sweet spot" between too many and too few posts.
- Measure your organizations stats and engagement now and focus on improving those results over time.
- Engage and provide interesting and useful info to your fans.
Be sure and also check out Frogloop’s "Five Tips to Ramp Up Your Nonprofits Fan Page."
Twitter Key Findings
- Organizations tweeted four to five times daily.
- Twitter followers grew by 9% monthly, much higher than average monthly growth on both Facebook fan pages at 3.75% and nonprofit email lists at 1.4%.
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