Animals rule the Facebook nonprofit kingdom

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.

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