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Mission-Driven Marketing Blog

Non-Profit Benchmarks for Social Media Engagement: How Much Should Your Posts Receive?


One of the most rewarding moments marketing your nonprofit is when you spend time crafting an impactful message for your social media accounts and then your constituents actually engage with each post.  Interactions like shares, comments, retweets, and favorites tell you that your messages are resonating with your nonprofit's fans and followers that measurably fill the top of your in-bound marketing funnel.

But how do you know when the number of interactions you’re getting is good? If there room for improvement? And what does “good” mean, anyway?

The answer: It’s all relative. A “good” amount for engagement for a marketer in the nonprofit sector could be a totally different number than for a marketer in the financial services industry. 

In this weeks post, we've analyzed findings on audience participation on social media specifically for nonprofits to showcase how much interaction is happening relative to how much a nonprofit posts a week on social media, and also get some key takeaways for how to apply this to your own nonprofit's social media strategy.   




Key Takeaway

This is one of the more interesting graphs from HubSpot's 2015 benchmarks report.  Case in point, there are two sweet spots for nonprofits when it comes to getting the most interactions per week: Nonprofits that post 1-3 times a week, and those that post 10+ times a week. The moral of the story here? Posting as much as you can is worth it, but if not, 2-3 times a week may be efficient for a small organization. 

How to Apply These Findings

If you’re in the nonprofit / education industry and only posting once a week, try ramping it up to two or three times -- it looks like you’ll be happy with the results. If you want to aim for the 10+ times a week, really take the time to flesh out your social media calendar.  Can you make all of Monday's posts about X? Could you scatter event notices and fundraiser updates throughout select days of the week? Thinking about ways to regulate and repeat some of your content might help you a lot. 

Ultimately, your social engagements when properly nurtured thru the acquisition funnel will lead to highly qualified marketing and sales leads to  drive:

  • New Members
  • Increased Donations
  • Volunteer Recruitment
  • Event Registrations

In addition, the number of social posts is also greatly effected by the different audience personas your nonprofit is seeking to reach and convert.  Calls to action, timing, landing pages and audience segmentation are equally important and key to measuring the true effectiveness of your nonprofit's campaigns.  Your social posts should be a key element to your nonprofit's fundraising efforts and integral to your donation benchmark forecasting. 


 To learn more about key nonprofit industry benchmarks and online fundraising best pratices  for NPOs contact Joe@TappNetwork.com


Joe DiGiovanni

Written by Joe DiGiovanni

Joe has a passion for supporting brands and non-profits through content marketing, mobile, and technology, having held roles with LLuminari / Oprah Network, WPP, Epocrates, Lycos, and Roche.

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