As you know by now, social media serves a vital role in your overall nonprofit marketing strategy. However, it can be time-consuming and is ever-changing, making it difficult for nonprofits to stay on top of the trends. If you’re struggling to manage your social media strategy, the following stats should shed some light on factors to keep in mind as you work to connect with your donors and garner more donations!
1.) 74% of online adults in the U.S. now use a social media site of some kind. Additionally, these adults, ages 18-64, are spending an average of 3.6 hours per day on social media (Ipsos OTX). That’s almost a quarter of the average person’s waking hours. It is time to recognize that social media needs to be an important part of your marketing efforts that requires knowledge, a written strategy, allocated time and resources.
2.) 55% of people who engaged with causes via social media have been inspired to take further action (Waggener Edstrom). Your goal is to reach current and potential donors and volunteers and drive them to your website. The good news is that more than half of people who engage with your cause could be inspired to take action, such as volunteer or donate. If you create quality content and a marketing strategy that brings new visitors to your website, you will be on the road to increasing your online donations.
3.) 68% of people take time to learn more about a charity if they see a friend posting about it (MDG). Without social media, you are missing out on the opportunity to garner donations from new donors. The amazing thing about social media is that it allows you to reach people in geographically dispersed locations. By creating a Facebook page, you can begin receiving donations from people who may have otherwise never heard of your organization. Make sure that you link back to your website and donation pages in your “About” section as well as in posts to help make it easier for users to donate.
4.) Visuals can be processed by the mind 60,000 times faster than text. According to studies done by psychologist Albert Mehrabian, this is why 93% of communication is nonverbal. In a medium where people make decisions about what to read or click on in seconds, it is critical to grab their attention up front and there is no better way to do this than with videos. Additionally, posts with videos attract 3X as many inbound links as plain text posts, driving more people to your social media posts and pages. And according to Cisco, 80% of all consumer Internet traffic will be video by 2018. Videos can be created and shared easily with smartphones and tablets and do not have to be expensive to produce or take a long time to create. Even just using your smartphone to capture volunteers in action or everyday behind-the-scenes activities at your office can help increase your inbound links by up to 3 times.
5.) Instagram grew by 50% in the past 9 months, now boasting more active users than Twitter (Instagram). If you are unsure as to which social sites you should focus your efforts on, give Instagram a try. It is rapidly growing and offers a great outlet for sharing exciting photos. And image-based social sites are expected to trend this year. Begin capturing candid shots of your volunteers, fundraisers, and community and you’re off to a good start with Instagram.
6.) 77% of Internet users read blogs. (Social4Retail). Creating fresh, useful content in the form of a blog is a great idea for several reasons. First, it is great for search engine optimization (SEO), helping you to turn up in Google’s search results. Second, it shows a personable side to your organization, allowing you to connect with potential donors. Finally, it provides you with original content to share on your social sites, helping you to push more traffic to your website, placing them just 1 click away from your donation page.
7.) 68% of time spent on Facebook is via mobile device (Statista). In this day and age, nearly everyone has a mobile device. And they are using these mobile devices to access the internet, email, and their social media sites. (Currently, about 79% of Internet users access the Internet using their mobile phone. By 2017, it is estimated that 91% of Internet users will do so.) With over two-thirds of time spent on Facebook occurring via mobile device, you must have a mobile friendly website and donation page. After all, a big part of your social media strategy is pushing donors to your website and without a mobile friendly website, you are losing potential leads.
8.) Responsive design doubles giving on mobile devices (Donor Drive). Another phrase to describe a mobile friendly site is responsive design. More specifically, responsive design refers to a site that dynamically resizes to fit the device it is being displayed on. If a donor tries to access the donation form on your website via their mobile device, they are expecting a responsive, or mobile friendly page. If they have to pinch and zoom to fill out the form, you are going to see a high bounce rate and a low conversion rate. Experts estimate that more than 1 billion people in 2015 will access the Internet ONLY through their mobile devices and this number is expected to continue to grow. If you do one thing to your website in 2015, implement responsive design.
9.) Organic Facebook reach is around 2% for most business pages (Ogilvy). Over time, Facebook’s organic reach for business pages has slowly dropped which has actually led to an increase in Facebook’s revenue year-on-year. By doing this, they are forcing brands to “spend more on Facebook Ads for greater visibility”. If your nonprofit is active on Facebook, think about putting some money towards advertising. Right now, all it takes is $5 per week to push your posts in front of more followers. We know that money can be an obstacle for nonprofits on social media, but even putting $20 once a month toward a campaign post can help increase your online donations.
10.) Facebook refers 29.4% of traffic to donation pages on #GivingTuesday (Nonprofit Tech for Good). As a social media-based fundraising event, #GivingTuesday continues to grow. Does your nonprofit marketing strategy for this year include creating a #GivingTuesday campaign in the fourth quarter and promoting it on both Twitter and Facebook to reach more people? Visit GivingTuesday.org, for resources, case studies, and more. Their Tools section has lots of ideas and videos along with branding materials. They also regularly update their blog with best practices tips and examples. Be sure to plan well in advance of this December 1 event.
Remember, the most important reason to be on social networking sites should be to drive traffic back to your website. Connecting with people is an important first step but what you really want your follows to do is visit your website so that you can engage them further and obtain their email addresses to enable further communications. All in all, we hope these social media statistics will help to power your nonprofit marketing strategy in 2015.
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