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12 Must-Know Stats About Social Media, Fundraising, and Cause Awareness

April 22, 2013

12-statsUntil recently the nonprofit pioneers of the Social Web had to mostly rely on their intuition that their social media campaigns were resulting in more dollars raised online, an increase in brand and cause awareness, and higher rates of volunteer recruitment and retention. However, as LinkedIn, Blogger and Myspace all celebrate their 10-year anniversary this year, nonprofits have now had a decade to study and experiment with social media and create systems for successfully launching and tracking the value of their social media campaigns. Without a doubt the benefits of using social media successfully are starting to pay off and there are numerous recent reports and studies prove it.

That said, congrats to the early adopters! After spending all these years investing time and resources into building and engaging your online communities before there was proof that your time and resources were well spent, your nonprofit is now in the best position to reap the benefits of a powerful, action-oriented Social Web. Your instincts have served you well.

1. 41% of nonprofits attribute their social media success to having developed a detailed social media strategy.

social media strategy for nonprofits
Source: Avectra


2. 47% of Americans learn about causes via social media and online channels.

how americans learn about causesSource: Avectra


3. Animals, children, and health & wellness are the most shared and talked about causes on social media.

popular-causes-on-social-meSource: Waggener Edstrom


4. 56% of those that support nonprofits on the Social Web confirm that compelling storytelling is what motivates them to take action on behalf of nonprofits.

what motivates supporters to talk actionSource: Waggener Edstrom


5. 55% of those who engage with nonprofits via social media have been inspired to
take further action.

donors with social media
Source: Waggener Edstrom


6. 57% of Facebook Fans “Like” a charity on Facebook because they want to publicly display their support of the nonprofit to their friends.

why-supporters-like-nonprofSource: Waggener Edstrom


7. 43% of Facebook Fans “Unlike” a charity on Facebook because
they posted too often.

why-supporters-unlike-nonprSource: Waggener Edstrom


8. For every 1,000 e-newsletter subscriber, nonprofits have 149 Facebook Fans.

for-every-1000-email-subscrSource: M+R and NTEN


9. The number of followers nonprofits have on Twitter grew by 264% s in 2012.

nonprofit-explosion-in-twitSource: M+R and NTEN


10. In an average peer-to-peer fundraising campaign, 15-18% of donations are referred directly from Facebook.

donations--referred-from-faSource: Artez


11. The average social media donation is $59 and growing each year.

average-donation-is-$59Source: MDG Advertising


12. Using Twitter during fundraising events can result in 10X more
money raised online.

twitter-fundraisingSource: MDG Advertising

Related Links:
Must-Read Online Fundraising, Social Media and Mobile Communications Reports for Nonprofits
Social Media and Mobile Communications Webinars for Nonprofits

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23 Comments leave one →
  1. Editor permalink
    April 23, 2013 2:37 am

    Reblogged this on Social Media Marketing for Non-Profits.

  2. claireaxelrad permalink
    April 24, 2013 8:22 am

    Really useful stats. Will use to persuade clients they absolutely MUST be where their constituents are. There are still way too many nonprofits who think social media is a fad, or just something ancillary and not central to their marketing and fundraising. That train has left the station! Thanks for the proof.

    • May 9, 2013 11:50 am

      You sound like me. I am getting a little frustrated that nonprofits are taking too long to take it seriously. 🙂

  3. kab13 permalink
    April 25, 2013 6:53 pm

    Reblogged this on Electronic Communication @ NDSU and commented:
    Another golden post by Heather Mansfield, SMSG.

  4. April 27, 2013 2:21 pm

    This is great but what would be even greater would be the correlation to demographic

    • May 9, 2013 11:48 am

      You can download the reports associated with each stats to dig deeper into the demographics.

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