Nonprofit Tech for Good recently released the results of their survey, the 2018 Global NGP Technology Report, sponsored by Your Public Interest Registry. Some of the most interesting data contained in the report includes insight into how many followers NFPs have on average, based on the size of the NFP, and the specific social media channel being measured.

Information like this can be invaluable for helping nonprofits set benchmarks to measure their progress and let them know if they are up-to-date on the latest trends shaping engagement within the sector.

How Does Your Nonprofit Measure Up?

The study found that 25% of supports say that social media is the method of communication that inspires them the most to give, with 62% of donors saying they find Facebook to be the “most inspiring” of the social media channels.

93% of nonprofits around the globe have a Facebook page, nearly a third have a Facebook group, and based on size, small nonprofits average 8,722 followers on Facebook, mid-sized NFPs have around 32,000 and large ones about 109,000.

While it’s helpful to compare the size of your following with these averages, it’s important to remember that these statistics don’t tell the whole story. Even if your nonprofit has many more followers than the average for its size, you might still need to tweak your approach to social media regardless of the size of your following if your supporters aren’t particularly engaged and actively participating in your nonprofit’s activities.

Quality vs Quantity

While it’s important for nonprofits to build their brand on their social media channels and increase their web presence to help raise awareness about their cause, it’s important to keep in mind that you aren’t online to simply “sell” the benefits of supporting your nonprofit. Social media exists primarily to facilitate communication and help others connect with one another in more immediate, relevant and meaningful ways.

Look for ways to use your Facebook profile and other social media accounts to build meaningful relationships with your supporters to increase interest and engagement in your NFP’s work. Use your profiles to build an actual community in which you and your advocates, volunteers, donors and program participants have a virtual place to gather, share stories and belong.

A Few Tips on How to Use Facebook to Stimulate Engagement with Followers

Use Facebook and other social media as a means to “report live” from special events hosted by your NFP. Create posts and link to articles on your site and elsewhere on the web that showcase your cause and the work that your nonprofit is doing in the community.

Encourage others to share their personal stories about how your nonprofit has impacted their lives on your Facebook and other social media pages. Allow others to create personalised campaigns on Facebook and elsewhere to raise funds for your organisation in their own words.

Visit the profiles of nonprofits and others connected those in your network of contacts that share your interests and whose goals and values align with your organisation’s mission. Ask questions, be helpful, and kind, when you post to generate interest in you and your NFP’s work so that you can find and reach out to potential new followers.

Some studies show that for every 100 new followers nonprofits gain on Facebook and other social media channels, they lose 103. The key to overcoming this trend is to keep your supporters updated and involved, increasing their engagement with your NFP and growing right alongside your organisation!