News, comments, resources, and more for nonprofits.
Social networking questions and frustrations come into ONEplace often. “Should we be on Facebook?” or “Is social media really worth all the time and effort?” are a couple of the questions we hear. An April, 2010 report by NTen, Common Knowledge, and the Port titled The 2010 Nonprofit Social Network Benchmark Report offers some insight.
The report includes benchmarks for nonprofits to learn how others in the sector are using commercial social network tools such as Facebook or Twitter, or house social networks, and the value they attach to each. Some of the percentages may surprise you.
- 90% Answered yes to having a commercial social network
- 92% Said the purpose of their commercial social network community is marketing
- 60% Have not used commercial social networks to fundraise
Facebook and Twitter are the preferred social network sites, each witnessing large growth in users and community sizes (Facebook 16%, Twitter 38%). Linked In and You Tube have remained steady. My Space is declining in users and community sizes. (45%)
- 40% Received donations from Facebook
- 78% Of these organizations raised $1,000 or less in the last 12 months
- Only 3.5% of the 40% fell into the successful fundraiser category by raising $10,000 or more in the last 12 months
Due to the economy and the large upfront investment for software and build-out required to start a house network, nonprofits are taking a serious look at ROI concerning for this form of social networking.
- 22% Reported operating one or more house networks in 2010 (28% decrease from 2009)
- 75% Valued their house networks
- 74% Reported that they are very or somewhat satisfied with their investment
- 57% Used their house social network primarily for marketing
Although many nonprofits see social media as a free way to market their organizations, is it really ‘free.’ Time is money and quality takes time.
- Nonprofits that committed two or more full-time employees to the management of their commercial social networking communities experienced the highest level of satisfaction.
- 50% Indicated they will increase staffing related to commercial social networks in the coming 12 months
- 67% Allocated less than half of a full-time employee’s time to commercial social networks
- 57% Allocated less than half of a full-time employee’s time to house social networks
For more information on this report, visit Nonprofit Social Network Benchmark Report, Allison Fine’s Blog, or The Networked Nonprofit by Allison Fine and Beth Kanter.
Nonprofit Social Network Benchmark Report
Does advertising and marketing your nonprofit seem too daunting a task? We have a book for that! The 10-Minute Marketer’s Secret Formula by Tom Feltenstein gives a common sense view on how to incorporate marketing tactics at the community level. The book is written for a For-Profit audience but is easily relatable for Non-Profit organizations. Tom Feltenstein walks the reader through:
- • The marketing process beginning with actionable research strategies
- • How to use different media vehicles
- • Resources you can use along the way.
You will also take some side trips and learn about legal pitfalls and ways to track your progress. Companies like Habitat for Humanity have used The 10-Minute Marketer’s Secret Formula with great success. This book, with its humor and relatable stories, is an easy read for those not intimately familiar with marketing terminology. In my opinion, this book’s main value lies in the easy, common sense ideas it suggests that, when put together, add up to a well rounded community marketing plan.
The 10-Minute Marketer’s Secret Formula: a shortcut to extraordinary profits using neighborhood marketing