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Marketing

Published March 27th 2015

Study: How Nonprofits Use Social To Make Meaningful Change

2014 was the year of change for nonprofits. They switched from traditional forms of donation, telethon based promotion to social campaigns...

2014 was the year of change for nonprofit organizations. They switched from traditional forms of donation, telethon based promotion to social campaigns aimed to involve and enrich participants.

Campaigns like Ice Bucket Challenge, #FeelingNuts, and Movember leveraged online data to maximize reach and secure a future generation of supporters.

Indeed, many now value social presence as highly as monetary donations:

“Money is no longer the dominant trait to evaluate a non profit group’s success but rather its influence which is now cultivated via social media” Adam Hlava, Generations United

That’s why over a 12 month period the average value of a Facebook ‘like’ to a nonprofit organization is $214.81.

Yet, while nonprofits recognize the value of social, many organizations struggle to capitalize on the full capabilities of online communication.


Learning from mistakes

Nonprofits consistently generate audience activity alongside their content.

On an average day, each Tweet receives around 31 retweets and 7 replies. For clarity, B2B brands receive an average of just 0.8 retweets.

Despite this, they do not effectively provide holistic engagement throughout the week.

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Conversation from nonprofits is substantially greater on Tuesday and Wednesday than it is on Saturday and Sunday – yet audiences don’t disengage during the weekends.

As such, the ratio of audience retweets to nonprofit Tweets is actually highest on Sunday – meaning a pre-planned boost in weekend activity from nonprofits could capitalize on their ready-to-engage audience.

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The image above reveals an analysis of nonprofits Facebook content – taking a deeper look at this data uncovers several ways these organizations can improve their reach.

Photos without links are posted the same amount as image links – 33% of all posts.

However, image links perform significantly better, garnering 43% more likes, 322% more comments, and 185% more shares.

With nonprofit valuing their social engagement as much as monetary donations, this missed opportunity represents a clear lack of maturity within the industry.

Nonprofits should look towards those leading the way within the industry to gauge how successful social strategies should run.


Success in a nutshell

Check One Two wove Brandwatch data into their campaign from the start. They used it to not just measure and track, but to also optimize on what would become a life saving campaign.

Central to Check One Two’s objective was to spread awareness for testicular cancer. Through Tweets, posts, gifs and Vines, Check One Two encouraged millions of young men to check themselves for testicular cancer and challenge others to do the same.

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The social media intelligence provided through Brandwatch gave them the power to optimize their influencer marketing and target celebrities who would provoke engagement in their target audiences.

They also fed data about the campaign’s success back to those who had caused it – the thousands of individuals spreading the message online.

This Tweet, sent on the night of the show, generated more engagement than any other Tweet on the night. Brandwatch data enriched Check One Two’s message with insights that helped strengthen the bond between them and their audience.

Their investment in social paid off and allowed them to make tangible differences in testicular cancer awareness. Download their case study here to find out more.

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As the adoption of social media accelerates the sharing of ideas and beliefs, nonprofit organizations possess an enormous opportunity to identify, connect and recruit a community of passionate followers online.

Download our report to learn exactly how nonprofits and brands can effectively evaluate performance and optimize social strategies.

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Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.