How the Top 50 Nonprofits 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 YMCA of the United States of 1 America Budget: $5,843.926,000 Shriners Budget: $285,811.000 46 Hospital for Children FB: 24.5k FB: 97.2k I TW: 0.2k TW: 0.5k I International Rescue Committee Budget: $4.270,309.450 Budget: $281.854,094 Catholic Charities USA 47 FB: 4.8k FB: 20.7k I TW: 2.1k TW: 3.3k I Catholic 48 Medical Mission Board Budget: $279.664,537 FB: 1.1k| Budget: $4.128.778.364 FB: 28.7k United Way TW: 8.3k TW: 0.5k I Goodwill Industries International Budget: $3.676.033.245 Budget: $278.695.326 49 Mental Health America FB: 37,5k FB: 8.7k I TW: 7.0k TW: 5.6k I Budget: $3,301.803,766 Leukemia & Budget: $277.777.770 American Red Cross 50 Lymphoma Society FB: 534.0k FB: 97.6k TW: 378.5k TW: 4.6k I NONPROFITS ON TWITTER Most Twitter Followers Following the most people Public Broadcasting Service - 840,653 American Red Cross - 534,006 Smithsonian - 520,221 200,522 - American Cancer Society 174,137 - Public Broadcasting Service 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 C.A.R.E. - 861 Save the Children Federation - 693 Samaritan's Purse - 630 Compassion International - 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 Campus Crusade for JUL 2007 Research Hospital OCT Operations B CA of the MAR SEP Compassion Internat Boys 2007 Red Cre JUL Un UN American 73,713 Followers 176 Followers 134 Followers 13.665 Followers 1,168 Followers 10,040 Followers NONPROFITS ON FACEBOOK Most Liked on Facebook Most Commented on Facebook Public Broadcasting Service - 928,265 World Vision - 656,152 Metropolitan Museum - 555,992 Susan G Komen - 499,661 ALSAC/St. Jude's Research Hospital - 476,270 17,205 - Public Broadcasting Service 5,336 - American Red Cross 5,254 - The Nature Conservancy 3,782 - Susan G. Komen for the Cure 2,846 - Planned Parenthood Most Talkative * Food for the Poor - 220 posts Public Broadcasting Service - 211 posts Feed the Children - 187 posts Metropolitan Museum of Art - 120 posts United States Fund for UNICEF - 116 posts *Facebook posts in 2 months (August + September 2011) THE ORGANIZATIONS IN THIS STUDY BY NET INCOME HABITAT FOR HUMANITY INTERNATIONAL FOOD FOR THE POOR $1,086,183,871 INSTITUTE OF YMCA OF THE USA $5.843.926.000 UNITED STATES FUND FOR UNICEF AMERICAN HEART ASSOCIATION $463,457,716 INTERNATIONAL EDUCATION GIFTS IN KIND INTERNATIONAL $746,174,040 CATHOLIC CHARITIES USA $4.270,309.450 $1.342.312,356 $362.155.000 $286.268.717 VOLUNTEERS OF | EASTER SEALS $1.270.836.000 AMERICA $916.656.522 |C.A.R.E $694,148,000 SAVE THE CHILDREN FEDERATION $445,564.956 PEW CHARITABLE TRUSTS SHRINERS HOSPITAL FOR CHILDREN UNITED WAY ALSAC/ ST JUDE'S RESEARCH HOSPITAL $659.932.239 WORLD VISION $1.221.382.724 AMERICAN CANCER SOCIETY S897.051.000 $4.128.778.364 $323.739.717 $285,811.000 GOODWILL INDUSTRIES INTERNATIONAL $3.676.033.245 AMERICARES FOUNDATION $1.192.677.011 MAP INTERNATIONAL $445.564.956 METROPOLITAN MUSEUM OF ART INTERNATIONAL RESCUE COMMITTEE CITY OF HOPE AND AFFILIATES $319.054.654 FEEDING AMERICA $607.216.730 $891.188.944 $281,854,094 AMERICAN RED CROSS $3.301.803.766 FEED THE CHILDREN $1.189.236,434 THE NATURE CONSERVANCY $856.246.824 CHILDRENS HOSPITAL LOS ANGELES $546.993,497 OPERATIONS BLESSING INTERNATIONAL RELIEF S407.040.094 |SAMARITAN'S PURSE | $310.859.899 CATHOLIC MEDICAL MISSION BOARD SALVATION ARMY $2.611.233.000 BOY SCOUTS OF AMERICA $1,126.125.000 FATHER FLANAGAN'S BOYS HOME DANA-FARVER CANCER INSTITUTE $816,459,667 $279,664,537 MEMORIAL SLOAN- KETTERING CANCER CENTER $2,188,284,000 CAMPUS CRUSADE FOR CHRIST INTERNATIONAL $510,970,000 COMPASSION INTERNATIONAL $403.133.015 $301.159.000 SMITHSONIAN INSTITUTION | SUSAN G. KOMEN FOR THE CURE $298.685.007 MENTAL HEALTH AMERICA $278.695.326 CATHOLIC RELIEF SERVICES $777,315.551 $1.114.861.695 PLANNED PARENTHOOD FEDERATION OF AMERICA $1,091,400.000 | PUBLIC BROADCASTING SERVICE $492.213.877 FRED HUTCHINSON CANCER RESEARCH CENTER $365.369.035 CHRISTIAN BROADCASTING NETWORK LEUKEMIA & LYMPHOMA SOCIETY $277.777.770 BOYS & GIRLS CLUBS OF AMERICA GIRL SCOUTS OF THE USA $752.702.064 $1.469.999.341 $295.140.001 FOR THE RECORD The NonProfit Times created a list of the top 50 nonprofits based on 2010 income. 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. © 2011 CRAIGCONNECTS 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, effective nonprofits, and who can help restore traditional journalism values like factchecking. RESEARCH & DESIGN CRAIG CONNECTS.ORG BY RAD CAMAAREN Father Flanagan's DEC American Hear 2010 Girl Scouts of the o 2,306 Folowers OCT ALSAC/St. Jude's D07 for d States Fund 44,167 Followers 51,027 Followers 534,006 Followers