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What’s The Plan?
• Go Through Benchmarks from…• NTEN and M&R Strategic Services eNonprofit
Benchmark Study• NTEN, Common Knowledge, Blackbaud Nonprofit
Social Network Benchmark Study• Talk about how it relates to local community, those in this class• What can you do with this information?
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Benchmarks
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• As an average, organizations have a Facebook following that is 10% of the size of their email database• .025% of all users take action (action is commenting or liking)• From 2010 to 2011, there was a growth of 70% in total page likes• On average, each organization manages 2.9 Facebook pages• On average, 8314 Facebook fans per org• 58% are not fundraising, 30% 0-$1k, 9% $1k-$10k
How to Grow Facebook Community
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• Have consistent content on the wall- People look for activity to see if there is a need to be there• Photos draw attention. Action on photos is routinely the highest.• Try to encourage comments and engagement. Ask questions of your audience. People want to see that they are joining a conversation.• Make your Facebook page visible on your website. Create buttons so that it is more obvious/easy• Request help from your board to promote ideas on their personal pages
Benchmarks
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• 93.3% of all nonprofits have a presence on one or more social networks• 63% measuring soft benefit, 32% not measuring, 5% financial measurement• 42% said that time spent maintaining social media sites will grow• 46% have no budget for social media
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Benchmarks
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• Messages per month ranged from 4.2 to 5.7 across sectors• December spiked (likely because of fundraising), but other months were pretty consistent• Overall fundraising messaging was at about 20 messages per subscriber.• Advocacy at 20, Newsletter at 9 and "other" at 7. • So, fundraising and advocacy take up about 35% of all messaging each (70% combined). • Lists grew over 20% from 2010 to 2011
How To Improve Email Open Rates
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• Do A/B testing with your subject lines of your emails• Test time of day to see if you are delivering your message at the right moment for your audience• Survey your audience to see if you are not giving them relevant content• Try a re-broadcast a couple days later to bump open rates and activity (just to unopened emails)• Personalize the email if you aren't already. Make the email "from" a person instead of the organization.
How To Improve Email Open Rates
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• Review your list to find the "dead weight". Review the list to see who never opens your email and drop them from the list. • If you have visibility of it, see why/from where they joined the list in the first place• Segment your list by most responsive and least responsive. There may be an opportunity to communicate more often with some of the people on your list if they are more engaged with the org• Don't ask for something every time. Some emails should be informational or thankful
Numbers
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• Of the group that we’ve seen in this workshop, there is an average of 927 facebook fans per org• High of 2200 and low of 119• 46% of nonprofit social networking study had less than $1 million budget. Guessing that is a majority of our group• We’re talking about smaller networks and budgets
Quick Conclusions
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• Social Network and Email Databases are growing across the board• Many orgs aren’t being terribly strategic• Very few are measuring financial impact• Very few are receiving direct financial impact
