1 – Loaves and Fishes; 2 – Susan G. Komen; 3 – WEAVE; 4 – American Red Cross; 5 – Volunteers of America; 6 – Salvation Army; 7 – River City Food Bank; 8 – St. John’s Shelter
Benchmarks have really been on my mind this week, including reporting the median number of unique website visitors for small-to-medium sized nonprofits from a recent study. Today I’m thinking about Facebook benchmarks. A little over a year ago, someone asked me, “So what’s a good number of Facebook fans for a local nonprofit?” I blogged about my unscientific survey in a post here.
The organizations I chose to examine then were suggested by United Way’s Steve Heath as larger, active nonprofits. I noted that the two with the largest fan bases had big initiatives underway: the Crocker was working on its big expansion, and Loaves & Fishes had undertaken a big capital campaign.
This week, I took a look at the same nonprofits to help get at the question, “So what’s healthy growth for Facebook fans?” NTEN’s 2011 Nonprofit Social Network Benchmark Report found that the average fan base grew 161% between 2009 and 2010. Although the study was based on information provided by more than 11,000 nonprofit professionals representing organizations of various sizes, the findings weren’t broken out by organization size, so it’s of limited use to our small, local nonprofits here in Sacramento. I did find it interesting that 89% of nonprofits in the study reported they have a presence on Facebook.
In the chart above, I excluded the Crocker because they are so far above the norm and put a ton of resources into promoting their new expansion and opening. They grew from a fan base of 4,561 in March 2010 to 9,952. Yay, Crocker! (I also want to acknowledge that the decline in Facebook fans I report above for the American Red Cross makes me wonder if they had a different page name/type a year ago.) So, some data observations:
- Four organizations had fewer than 500 fans 15 months ago. Their growth ranged from 122%-347%.
- Three organizations had between 500 and 1,000 fans. Excluding American Red Cross, their growth was 117% for Susan G. Komen and 169% for WEAVE.
- Loaves & Fishes and the Crocker, our stars a year ago, are still growing. They grew 78% and 118%, respectively.
- The organization with the fastest growth was St. John’s Shelter, with that whopping 347% growth. Go, St. John’s!
I noted a year ago that there was little apparent relationship between the number of posts per week and the size of the fan base. I still think that’s true based on some other sleuthing I’ve been doing. Based on my reports earlier this week about the importance of content in generating engagement, and the value of timing, I’ve begun investigating the value of links to/from partners and other organizations, which show up on a fan page as the organization’s “likes”. I’m also looking at the relationship between the number of photos and videos posted and fan engagement, and the relative prominence of the Facebook badge or “like” button on the organization’s website.
I used to work with a crusty former reporter who always looked for the “so what” in a news release. “If that’s so, she said, then so what?”
The “so what” for me, in this case, is that local nonprofits — for the time being — should strive for at least 5-6% growth per month in new fans. Shoot for 10% growth per month and you’ll be in the neighborhood of 185-200%* growth over the course of a year. That would be aggressive, and if it were me, I wouldn’t commit to it unless I knew that there would be promotional dollars and resources to support a campaign. It won’t happen by just posting away on Facebook. (*I refused to pull out my Texas Instruments calculator to look at compounded growth, but my chicken scratchings should be close enough for targeting.)
At some point, the market for Facebook “fanage” may diminish, and it won’t be realistic to target growth in the 100%+ range, but for now, adoption still seems to be growing. Local nonprofits should also be cautioned against simply adopting a growth target. Benchmarks for should be chosen in the context of the average fan base of successful peer/similar organizations or industry-wide averages.
You should also keep in mind your end game with Facebook presence. Besides the number of fans, active fans, new fans, etc., you should be tracking the number of Facebook referrals to your organization website through a tool like Google Analytics. You want people engaged for a reason: volunteer, donate, etc. Your website is your involvement center. (Google Analytics is free and makes it very easy to examine how visitors got to your site. People who looked for you directly through your URL, and organic search through Google, will likely be the top two sources, but after that you should look for Facebook referral traffic… it may be down in the data details a waze.)
As a side note, Twitter adoption by nonprofits seems to have leveled off at about 60% according to the NTEN benchmarking study. I don’t know if that’s a reflection of Twitter fatigue, or just that the consensus seems to be that there is better return from Facebook resource investments.