How the Top 50 Non Profits Do Social Media

CRAIG NEWMARK'S CRAIGCONNECTS PRESENTS HOW THE TOP 50 NONPROFITS DO SOCIAL MEDIA We took a look at the highest earning nonprofits, and their use of social media in August and September of 2011: Do the highest earning nonprofits use social media the most effectively? Do they have the largest followings on Facebook and Twitter? Are they the most engaging? How are people responding and interacting? With social media use booming, we went ahead and dove in. With data ranging from the most comments to the most followers, we got it covered. of NP websites contain at least one social media button. 70% SOCIAL MEDIA ENGAGEMENT ON HOMEPAGE 92% AMONG 50 HIGHEST-INCOME NONPROFITS 22% 12% Linkedin RSS Feed Flickr 90% YouTube Twitter 92% FaceBook Breakdown By Type: FACEBOOK FANS & TWITTER FOLLOWERS BY INCOME LEVEL You might assume that the more money an organization has, the more engaged they are in social media and the dedication to see it flourish, but is that assumption valid? No, that correlation does not always match up. The white bars denote how many Facebook fans each organization has. Black bars show Twitter followers. See if they match up to their net income! AMONG THE TOP 5 HIGHEST EARNERS. & A LITTLE FURTHER DOWN THE LIST Budget: $5,843,926.000 YMCA of the United States of America Shriners 46 Hospital for Children Budget: $285.811.000 FB: 24.5k FB: 97.2k I TW: 0.2k TW: 0.5kI International Rescue Committee Budget: $4.270,309.450 Catholic Charities USA Budget: $281.854,094 FB: 20.7k I FB: 4.8k I TW. 2.1k TW: 3.3k I Budget. $4,128,778,364 Catholic 48 Medical Mission Board Budget: $279.664,537 FB: 28.7k United Way FB: 1.1k TW: 8.3k TW: 0.5k I Budget. $3.676.033.245 Goodwill Industries International Budget: $278.695,326 49 Mental Health America FB: 37.5k FB: 8.7k TW: 7.0k TW: 5.6k I Leukemia & Budget: $277.777.770 FB. 97.6k TW: 4.6k Budget: $3.301,803.766 American Red Cross 50 Lymphoma Society FB: 534.0k TW: 378.5k NONPROFITS ON TWITTER Most Twitter Followers Following the most people Public Broadcasting Service - 840,653 200,522 - American Cancer Society American Red Cross - 534,006 174,137 - Public Broadcasting Service Smithsonian - 520,221 33,467 - The Nature Conservancy C.A.R.E. - 447,036 30,814 - Samaritan's Purse Metropolitan Museum - 368,170 30,775 - American Red Cross Most Talkative* Public Broadcasting Service - 877 CARE - 861 Save the Children Federation - 693 Samaritan's Purse - 630 Compassion Intemational - 603 "Tweets in 2 months (August + September 2011) TWITTER PARTICIPATION BY SIGNUP DATE: It took some organizations no time at all to jump on the social media bandwagon, others were a little bit behind.the question is, does that effect the number of followers they have? The slogan "quality over quantity" seems to fit pretty well! EARLY ADOPTERS RECENT ADOPTERS pu United States Fund ECompasion 176 Followers 134 Followers 10,040 Followers 1,168 Followers 13,665 Followers NONPROFITS ) ON FACEBOOK Most Liked on Facebook Most Commented on Facebook Public Broadcasting Service - 928,265 17,205 - Public Broadcasting Service World Vision - 656,152 6,577 - Planned Parenthood Metropolitan Museum - 555,992 5,336 - American Red Cross Susan G Komen - 499,661 5,254 - The Nature Conservancy ALSAC/St. Jude's Research Hospital - 476,270 3,782 - Susan G. Komen for the Cure Most Talkative* Food for the Poor - 220 posts Public Broadcasting Service - 211 posts Feed the Children - 209 posts United States Fund for UNICEF - 175 posts Metropolitan Museum of Art - 120 posts "Facebook posts in 2 months (August + September 2011) THE ORGANIZATIONS IN THIS STUDY BY NET INCOME FOOD FOR THE POOR $1.086. 183.871 UNITED STATES FUND FOR UNICEF $746,174,040 AMERICAN HEART ASSOCIATION S463.457.716 INSTITUTE OF INTERNATIONAL EDUCATION GIFTS 843.924SA HABITAT FOR CATHOLIC CHARITIES USA S4 270,309.450 HUMANITY INTERNATIONAL $1.342.312.356 INTERNATIONAL $286.268,717 $362,155.000 |EASTER SEALS CARE $694.148.000 SAVE THE CHILDREN FEDERATION $445.564,956 PEW CHARITABLE TRUSTS $323.739.717 SHRINERS HOSPITAL FOR CHILDREN $285,811.000 $1.270.836.000 $916.656.522 UNITED WAY $4.128.778,364 ALSACI ST JUDE'S RESEARCH HOSPITAL $659.932.239 WORLD VISION $1.221.382.724 IAMERICAN CANCER SOCIETY s897,051,000 GOODWILL INDUSTRIES NTERNATIONAL AMERICARES FOUNDATION $1.192.677.011 CITY OF HOPE AND AFFILIATES s891,188.944 MAP INTERNATIONAL S445.564.956 METROPOLITAN MUSEUM OF ART $319.054.654 INTERNATIONAL RESCUE COMMITTEE $3.676.033.245 FEEDING AMERICA SAMARITAN'S PURSE 5310.859.899 S281.854.094 FEED THE CHILDREN $607.216.730 AMERICAN RED CROSS $3.301.803.766 THE NATURE CONSERVANCY S856,246.824 OPERATIONS BLESSING INTERNATIONAL RELIEF CATHOLIC MEDICAL MISSION BOARD $279,664,537 CHILORENS HOSPITAL LOS ANGELES $1.189.236.434 BOY SCOUTS OF AMERICA $1.126.125.000 FATHER FLANAGAN'S BOYS HOME $301.159.000 SALVATION ARMY 52.611.233.000 $407,040.094 | DANA-FARVER CANCER INSTITUTE s816.459.667 $546.993.497 MEMORIAL SLOAN- KETTERING CANCER CENTER $2.188.284,000 |SMITHSONIAN INSTITUTION $1.114.861.695 CAMPUS CRUSADE FOR CHRIST INTERNATIONAL $510.970.000 COMPASSION INTERNATIONAL $403,133.015 SUSAN G. KOMEN FOR THE CURE $298.685.007 MENTAL HEALTH AMERICA CATHOLIC RELIEF SERVICES FRED HUTCHINSON CANCER RESEARCH CENTER $365,369.035 $278,695.326 PLANNED PARENTHOOD FEDERATION OF AMERICA $1.091,400,000 $777,315.551 BOYS & GIRLS CLUBS OF AMERICA $1.469.999.341 PUBLIC BROADCASTING SERVICE $492.213,877 CHRISTIAN BROADCASTING NETWORK $295.140.001 LEUKEMIA & LYMPHOMA SOCIETY $277.777.770 GIRL SCOUTS OF I$752.702.064 FOR THE RECORD In November of 2010 the Nonprofit Times published a list of the top 100 nonprofits based on net income. Universities, 501c4's and donor-advised funds are not included in the report. During the week of October 3rd we took this list and generated metrics to determine who was proactively and effectively utilizing social media. We analyzed the following metrics: • Social Network Presence on Homepage• Date of sign up on Twitter • Number of posts over the course of 2 months (Aug. 2011-Sept. 2011), • Tweet Grader score . Number of Tweets over the course of 2 months (Aug. 2011-Sept. 2011) via TweetStats.com. • Number of Likes and comments over the course of 2 months Twitter followers • The number they follow on Twitter • Total number of Facebook fans/Likes It was these metrics that led us to determine just how efficiently the top 50 nonprofits by income utilize social media, and whether income has an effect on their social media presence. The bottom line is that income does not increase a nonprofit's visibility and interactions in the social media world. Some of the most social media sawy organizations are in the bottom quarter bracket in terms of income, yet they are clearly active on social media. It's about fostering conversations and interactions, not money. These are the keys to keeping up in the fast-paced arena of social networks. craigconnects helps connect people of good will for the common good by helping groups who're really effective in areas including military families and veterans, helping find good. eftective nonprofits. and who can help restore traditional journalism values like factchecking Oa1 CRAGCONECTS RESEARCH E DESIGH DRUG CONNECTS.ORG RAD The information presented in this infographic is for illustrative purposes only. All data is from third-party applications and is subject to change Father Planagan's pe Compus Crusde American Heart 2,306 Folowers pe ALSACIS Judes 73,713 Followers 44,167 Followers American | 51,027 Followers 534,006 Followers