15 stats on how the top nonprofits use social media

Which are the most talkative on Twitter and Facebook? How many have an RSS feed? Learn it all.

I read an infographic on Craig Newmark’s CraigConnects, and the statistics within the image were brilliant. I want to outline some of the top stats and give you some ideas on how the top nonprofits use social media.

“The deal is, it’s not about money, it’s about getting people to talk with each other to make people’s lives better,” said Newmark, Craigslist.org founder.

Visit Newmark’s Facebook page for the infographic, which includes an explanation of the methodology and sources used in its development.

1. Most—92 percent—of nonprofit websites contain at least one social media button.

This is important because 92 percent of the websites have a Facebook button. It is even more glaring that only 12 percent have a LinkedIn button.

2. Only 12 percent of nonprofits use LinkedIn on their websites.

Out of all the social media sites, LinkedIn users are of a higher income bracket, and LinkedIn probably has a higher level of engagement with business professionals. Why is it hard for nonprofits to understand the importance of a networking website like LinkedIn?

3. YMCA has almost 500,000 fewer fans than the American Red Cross, but has $2 billion or more in budget.

4. PBS has the largest Twitter following at 840,653 (at the creation of the infographic).

5. PBS is the most talkative on Twitter with 877 tweets in a two-month period.

6. C.A.R.E is the second most talkative Twitter account with more than 860 tweets over a two-month period.

This stat probably fluctuates based on what is happening within the nonprofit.

7. Almost all—90 percent—of nonprofits have a Twitter share button on their websites.

Remember, it is important to give users every opportunity to share your content.

8. Only 22 percent of nonprofits have an RSS feed on their website.

This is interesting because it tells me that only 22 percent of nonprofits actively blog. This is a shame. Content is king, and storytelling should be everything to the nonprofits on this list. Storytelling is what drives interaction and engagement among constituents.

9. PBS has the most comments on Facebook, averaging 17,205 comments during a two-month span.

10. The size of a nonprofit’s social media following is not dependent on budget size.

11. The Leukemia & Lymphoma Society was last on the income list, but has more than 97,000 fans on Facebook.

12. The third most commented Facebook page is the Nature Conservancy with around 5,336 comments.

13. The organization with the highest net income—the YMCA—only posted 19 times to Facebook in two months, but has more than 24,000 fans.

Is the YMCA missing something?

14. The American Red Cross was the first organization on the list to create a Twitter account.

15. Food for the Poor is the most talkative nonprofit on Facebook, and has posted 220 posts during the course of two months.

It appears that income does not increase a nonprofit’s visibility and interactions in the social media world. Some of the most social media savvy organizations are in the bottom quarter income bracket, yet they are clearly active on social media.

Kyle Lacy is a digital marketing and social media consultant who focuses on executive and team development. A version of this article originally ran on KyleLacy.com.


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