[INFOGRAPHIC] Nonprofit Social Media Benchmark Survey 2017

Social media continues to be a significant part of the modern marketing toolkit.

We were curious how the average nonprofit uses social media, so we recently surveyed over 500 nonprofit marketers to find out what networks, goals and policies/procedures they have in place.

You can see the results in the infographic below:

Takeaways:

  • An overwhelming majority list Facebook as their primary social network.
  • Most do not have a documented strategy for responding to negative comments, while only a third have an overall strategy document.
  • Engagement was reported as the top KPI.
  • Instagram is the one network most would like to spend more time on.
  • Sharing organizational news and event promotion are the dominant focus of social media content.
  • Responsibility typically falls to only one employee, who spends 1-5 hours per week on social media.
  • Tracking the social media accounts of donors within a donor database is a rare practice.

Methodology:

  • The survey was open to the public between 6/19/17 and 6/26/17.
  • The survey consisted of the following questions:
    • How valuable do you consider social media to be as it relates to your marketing efforts?
      • Very valuable
      • Moderately valuable
      • Slightly valuable
      • Not at all valuable
      • Not sure
    • What social networks are you active on? (post at least once per week) (choose any that apply)
      • Facebook
      • Twitter
      • LinkedIn
      • Snapchat
      • Google+
      • Instagram
      • Pinterest
    • What social network would you consider to be your primary network (most used)?
    • Rank your goals for social media overall by most important to least important (1 being the most important)
      • Fundraising
      • Event promotion
      • Volunteer recruitment
      • Conversation / direct interaction with followers
      • Supporter recognition (donors, volunteers, etc.)
      • Share organizational outcomes/output (success stories from your services)
      • Share news/information about our organization
      • Share news/information about our cause
      • Employee recruitment
    • Rank your goals for Facebook by most important to least important (1 being the most important)
    • Rank your goals for Twitter by most important to least important (1 being the most important)
    • Rank your goals for LinkedIn by most important to least important (1 being the most important)
    • Rank your goals for Snapchat by most important to least important (1 being the most important)
    • Rank your goals for Google+ by most important to least important (1 being the most important)
    • Rank your goals for Instagram by most important to least important (1 being the most important)
    • Rank your goals for Pinterest by most important to least important (1 being the most important)
    • If you could spend more time on one social network that you don’t use often, which would it be?
    • How many employees administer your social media accounts?
      • 0
      • 1
      • 2
      • 3
      • 4
      • 5+
    • Per week, how much time do those employees devote to social media marketing?
      • Less than an hour
      • 1-2 hours
      • 3-5 hours
      • 6-10 hours
      • 11+ hours
      • None at all
      • Not sure
    • How do you measure the success of your social media efforts? (choose any that apply)
      • Amount of followers
      • Amount of engagement (likes, comments, shares, retweets, etc.)
      • Amount of referral traffic (users clicking links in posts)
      • Amount of conversions (donations, sign-ups, etc.) from referral traffic
      • We aren’t measuring
    • Are you tracking the social media accounts of constituents in your donor database?
    • Are your social media strategies (posting schedules, content types, target audiences, etc.) documented?
    • Are your social media goals documented?
    • Do you have a documented plan or policy for how to respond to negative comments on social media?
    • Do you use a third-party tool for posting to social media? (TweetDeck, Buffer, Sprout Social, etc.)

Data:

  • 55% of respondents consider social media to be very valuable as it relates to their marketing efforts, and 33% consider it moderately valuable
  • 99% of respondents are most active on Facebook, followed by Twitter at 65%
  • 90.45% of respondents consider Facebook to be their primary social network
  • Goals for social media, ranked:
    1. Share organizational news
    2. Event promotion
    3. Share organizational success stories
    4. Share news/information about our cause
    5. Fundraising
    6. Conversation/direct interaction with fans/followers
    7. Supporter recognition
    8. Volunteer recruitment
    9. Employee recruitment
  • Of those who use Facebook, top 3 goals were:
    1. Share organizational news
    2. Event promotion
    3. Share organizational success stories
  • Of those who use Twitter, top 3 goals were:
    1. Share organizational news
    2. Event promotion
    3. Share news/information about our cause
  • Of those who use Instagram, top 3 goals were:
    1. Share organizational news
    2. Event promotion
    3. Share organizational success stories
  • Of those who use LinkedIn, top 3 goals were:
    1. Share organizational news
    2. Employee recruitment
    3. Share organizational success stories
  • Of those who use SnapChat, top 3 goals were:
    1. Event promotion
    2. Conversation/direct interaction with fans/followers
    3. Volunteer recruitment
  • Of those who use Google+, top 3 goals were:
    1. Event promotion
    2. Share organizational news
    3. Share organizational success stories
  • Of those who use Pinterest, top 3 goals were:
    1. Event promotion
    2. Share organizational news
    3. Share organizational success stories
  • 37% of respondents said they would like to spend more time on Instagram if they could
  • 43% of respondents have one employee administering social media accounts, and 34% have two
  • 33% of respondents have employees that devote 3-5 hours to social media marketing per week, and 30% devote 1-2 hours
  • 80% of respondents measure social media efforts by engagement and 63% by amount of followers
  • 67% of respondents do not document social media goals, and 58% do not document social media strategies
  • 87% of respondents do not track the social media accounts of constituents in their donor database
  • 73% of respondents do not have a documented plan or policy for responding to negative comments on social media
  • 66% of respondents do not use a third-party tool for posting to social media

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Steven Shattuck

Steven Shattuck

Chief Engagement Officer at Bloomerang
Steven Shattuck is Chief Engagement Officer at Bloomerang and Executive Director of Launch Cause. A prolific writer and speaker, Steven is a contributor to "Fundraising Principles and Practice: Second Edition" and volunteers his time on the Project Work Group of the Fundraising Effectiveness Project and is an AFP Center for Fundraising Innovation (CFI) committee member.
Steven Shattuck
By | 2017-07-12T07:08:14+00:00 July 12th, 2017|Data, Social Media|

One Comment

  1. Joy Olson July 12, 2017 at 2:15 am - Reply

    Fabulous!! Thank you!!

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