Social Networking Presence
- Facebook is still used by more nonprofits than any other commercial social network with 86% of nonprofits indicating that they have a presence on this network. This finding is a 16% increase from 2009, when 74% of respondents had a Facebook presence
- Twitter grew as a commercial social networking outlet of choice for nonprofits with a year-over-year increase of 38%, moving from 43% in 2009 to 60% in 2010
- LinkedIn and YouTube usage remained steady over the last year. YouTube moved up only very slightly from 46.5% in 2009 to 48.1% in 2010, and LinkedIn stayed steady at 32.9% in 2009 and 33.1% this year
- MySpace, the big loser, suffered a 45% drop in popularity. Use dropped from 26.1% in 2009 to 14.4% in 2010
Fundraising via Social Networks
- 46% of groups indicate that fundraising is an important role for their commercial social networking presence, making soliciting donations the second most popular role behind marketing the organization (indicated by 92% of organizations).
- There was a 104% increase in fundraising departments that “own” the nonprofit’s commercial social network, an increase from 10% in 2009 to 20% in 2010.This finding makes fundraising teams the 3rd mostly likely owners of commercial social networking efforts behind communications teams and marketing teams, who took the first and second place slots respectively.
- While 40% of organizations confirm that they are getting donations from Facebook, 78% of these organizations raised $1,000 or less in the last 12
- Facebook is the only commercial social networking platform used by nonprofits to raise $10,000 or more over the last 12 months, but just 3.5% of organizations fell into this successful fundraising category
Download the full Nonprofit Social Network Benchmark Report for all the details.
