Benchmarking Facebook page growth among Sacramento nonprofits

We interrupt our series on strategic planning for nonprofits to check in on an important tactic. Although organizations like NTEN collect and report valuable benchmark data about online communication and fundraising by nonprofits, they usually survey nonprofits that are much larger than those in a community the size of Sacramento.

Starting in March 2010, I began collecting information about Sacramento nonprofits’ Facebook results. Initially I looked at a dozen or so. In September 2011, I expanded my efforts and started tracking more than 30 organizations’ Facebook pages. I took another snapshot today.

Since I have more data for the 9-month period, I’ll report that. Excluding three outliers, nonprofits here in Sacramento experienced an average growth of 38.6% in “likes” over the past 9 months. Among nonprofits who had between 500 and 1,000 “likes” as of September 2011, Effie Yeaw appears to be the winner. In September 2011, they had been liked by 621 people and now they boast 1,125. Good for you, Effie Yeaw, as you make the important transition to being supported by donations rather than funded by a governmental agency! We’ll have to check in and find out how they managed such great growth.

I excluded Sierra Forever Families because they had literally just launched on Facebook when I took my first data snapshot. I also excluded Stanford Home for Children, which has a new identity as Stanford Youth Solutions. Evidently they abandoned their Facebook page with the old identity and are now promoting a page with the new one.

I also excluded Susan G. Komen’s Facebook page. They either picked up a huge number of new likes after the recent Planned Parenthood funding controversy, growing from 2,167 friends in September 2011 to 9,815 today, or it’s possible that they have more than one Facebook page and I previously pulled numbers for a different one than I did today.

What gets you the most new likes, Sacramento nonprofits?

(The chart below is not the entire data set, so the math won’t work right if you try to calculate the average.)

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One response to “Benchmarking Facebook page growth among Sacramento nonprofits

  1. Reblogged this on Philanthropy Matters and commented:
    Very interesting glimpse by Betsy Stone at the growth in Facebook presence/following among Sacramento-based non-profit organizations over the past nine months.