Animals rule the Facebook nonprofit kingdom
- Fri, June 15 2012
- Filed under: Social networking and web 2.0
A new study from M+R and NTEN finds the Facebook pages of wildlife and animal welfare organizations saw the most growth last year of any nonprofit organization type – up 129% in 2011. Overall fan page growth of nonprofit Facebook pages was also massive – with nonprofits on average having 70% more Facebook fans by the end of 2011 than the beginning.
What’s interesting is we’ve seen the same thing at Network for Good - animal organizations are stars at social fundraising. I think it’s because they are good at making their cause personal, emotional and relevant - and there are huge, devoted communities around different animals.
Other findings included:
• For every 1,000 Facebook fan page users, on average there were 197 people each day – fans or not – who came across content associated with the nonprofit’s page; 22 ‘People Talking About This’ each week; and 6 ‘Daily Page Engaged’ users per day.
• Viral Facebook activity accounted for 32% of a fan page’s overall daily total reach, meaning that about 1-in-3 people saw an organization’s content because a friend created a story about the fan page.
• In 2011, monthly fan page churn – the rate at which followers become unreachable in a month – was low, at 0.5%.
You can find the full study here.
Comments
Thank you for sharing this! I have two animal rights clients and they both do a great job with social networking. This study confirms what I have suspected!
Coming from a slightly different angle we are a nonprofit organisation (National Trust Chartwell) and found our facebook likes doubled when we turned the page over to our dry witted cat Jock! www.facebook.com/chartwellnt….we are still playing around with it but I think Jock is here to stay!
This verifies what we have all been thinking. Most of what I see shared on Facebook, etc is animal or baby related.
Thank you for digging up these stats!
These are very intriguing results. I wonder why so many people “like” a page that has to do with animals? I think there are probably several reasons. I think the “viral” part of these pages are true. I see more posts about animals (mainly dogs and cats) than anything else! Maybe its just my friends but they are always being posted about!