Being liked on Facebook isn’t enough, but it’s not a bad place to start. Facebook continues to be an important channel for building engagement with community members, volunteers, donors and potential donors.
In March 2010 I started tracking a sampling of Sacramento nonprofits to understand something about the growth of Facebook. By “sampling,” I do not mean that I constructed a representative sample; let’s say I taste-tested them to get a sense of average performance and growth. Though there were baseline numbers out there in the blogosphere, they were generally for big, national organizations. I wanted to know what a local nonprofit should be striving to achieve.
I’ve now got 33* organizations in my sights including a few that I added in this round and a few that I exclude from analysis as outliers.
Here are the highlights from an analysis of 24 local nonprofits:
- In 2010 (when I was tracking a much smaller comparison group), the average number of likes was around 500. The average is now 973.
- I was surprised by the continuing growth between June 3, 2012 and June 3, 2013. As the denominator gets bigger, it gets harder to achieve impressive growth. That’s just math. I was also concerned that Facebook’s changes have made it harder for nonprofits’ content to be seen as widely. Among the 24 nonprofits who had at least 500 likes last year, growth ranged from a low of 11% (People Reaching Out) to a high of 63% (United Way California Capital Region).
- In the group with 500-1,000 likes last year, growth averaged 34%. (United Way fell in this group, with 501 likes as of 6/3/12 and 815 as of 6/2/13).
- In the group with 1,000+ likes last year, growth averaged 39%. The “winner” in this larger category was Effie Yeaw Nature Center, which grew from 1,125 likes a year ago to 1,763 today. The growth of this larger category impressed me. It suggested that whatever “machine” they ginned up to get to the 1,000 mark is still accelerating.
What about the outliers?
I don’t know what’s going on with Stanford Youth Solutions (formerly Stanford Children’s Home). They started their Facebook page in 2011 and had 393 likes this time last year. Now they have 70. They’ve redone their website but their social link (singular) is buried (unobtrusively displayed on the right several screen swipes down).
Susan G. Komen, which experienced a dramatic drop in racer participants, has also had a huge loss in Facebook friends, dropping from 9,815 in 2012 to 6,948 today, a 29% drop.
I also exclude the Crocker Art Museum because of their size. But they should be feeling great about continuing growth, from 13,860 a year ago to 18,194 today, 31% growth!
How’d they do that?
Facebook doesn’t have to be a part of a nonprofit’s marketing strategy, but I’d be hard pressed to come up with a circumstance when it doesn’t belong in it.
One of the obvious differences between organizations that grew rapidly and those that didn’t is the placement of Facebook on their website page. I suspect that also carries over to other communications – printed materials, emails, etc.
For every rule, however, there’s an exception. Effie Yeaw is obviously doing a great job of promoting their Facebook page, but not on their website. If the link is there, I couldn’t find it!
I’ll do some more sleuthing to see if I can ferret out winning approaches in content as a driver of Facebook growth.
*The organizations I track – all local affiliates:
United Way, American Red Cross, Boys and Girls Clubs, Child Abuse Prevention Center, Children’s Receiving Home, Crocker Art Museum, Diogenes Youth Center, Effie Yeaw, Foodlink, Francis House, Give Local Now, Goodwill, Hands On Sacramento, Junior Achievement, Lilliput, Loaves and Fishes, Make a Wish, People Reaching Out, PRIDE Industries, River City Food Bank, Sacramento Children’s Home, Sacramento Steps Forward, Sacramento Tree Foundation, Sierra Forever Families, Salvation Army, Susan G. Komen, Stanford Youth Solutions, St. John’s Shelter, Volunteers of America, WEAVE, WIND Youth Services, Women’s Empowerment, The Y of Sacramento