Facebook Leads Non-Email Nonprofit Communications


How do nonprofits communicate electronically with constituents? According to the 2012 eNonprofit Benchmark Study, Facebook continue to be the leading non-email communication method for nonprofits. The study was written by Sara Wolfson and Cameron Lefevre of M+R Strategic Services and Holly Ross and Annaliese Hoehling of the Nonprofit Technology Network (NTEN). It has a wealth of analyzed data about email messaging, email list size, fundraising, online advocacy, Facebook, Twitter and mobile programs from 44 U.S.-based national nonprofits for the calendar year of 2011.

Now, from our earlier posts about nonprofit infographic tips and 40 infographic online resources, you already know we are big fans of visual story telling. Kudos to NTEN and M+R Strategic Services for having created a short infographic providing a high level glimpse of the study results.

Did you know? As of November 2011, 89.6 million Americans use their mobile phone to access either work or personal email – an increase of 28% in the last year alone.

We’ve culled out some key take-aways below but be sure to download your free copy of the full 2012 eNonprofit Benchmark Study.

Key Findings

  • For every 1,000 members of an email list, the average nonprofit had 103 Facebook fans, 29 Twitter followers and 12 mobile subscribers.
  • While one-time gifts remained the largest source of online revenue for participants, online revenue from monthly giving is growing at a much faster rate.
  • On average, 35% of online revenue was sourced to direct email appeals. The remaining 65% came from other sources, such as unsolicited web giving and peer referrals.
  • Between 2010 and 2011, the fundraising response rate held steady at 0.08%
  • Most organizations send 3-5 messages per month to subscribers.
Facebook Leads Non Email Nonprofit Communications

About Tom

Tom genuinely loves tech. Not just gadgets but game changing stuff. Oh yeah, he hates to talk about himself in the 3rd person. So, I really enjoy involvement in sharing big tech in the #nptech (nonprofit technology) arena. The need to be entrepreneurial drives me to learn and dive into projects, but without the financial acumen to go it alone. Visit me in the afternoon and you'll see Google Chrome packed with my tab hoarding tendencies and you might even catch me practicing my fake british, over the top, accent. Christ follower, husband, father and technology enthusiast. Attempting to live life out as a light in this world and stumbling at times in this fallen world.

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