Note: This post refers to an archived publication! Visit for the most recent versions of all our Benchmarks Studies.

Last summer, we pulled together data from some of the country’s leading nonprofits to bring you the 2011 Benchmarks Extra: Facebook report, laying out basic benchmarks for nonprofit pages on Facebook. Judging by attendance at our webinar and the responses we got, it seemed like folks appreciated the data!

So we decided to do it again! We’ve teamed up with NTEN to get a closer look at how nonprofits are using Facebook Pages to engage their audiences as an addition to this year’s 2012 eNonprofit Benchmarks Study. When we crunched the numbers, we discovered quite a few interesting findings, including:

  • The average nonprofit in our study had 31,473 Facebook fan page users, representing 103 fan page users per 1,000 email subscribers.
  • On any given day, the 37 nonprofits involved in this study reached an average of 197 unique users per 1,000 fan page users, meaning 197 people – fans or not – came across content associated with the nonprofit’s page.
  • On average, viral activity accounted for 32% of a fan page’s overall daily total reach – that means nearly a third of people saw an organization’s content because a friend created a story about the fan page (by sharing, commenting on, or liking the content from the page).

That’s just a taste to whet your appetite – we’ve got plenty more stats you can use to measure your organization’s Facebook page in the full report, plus key recommendations to help you craft a cutting-edge social media program!

To download the 2012 Benchmarks Extra: Facebook, simply “like” our page on Facebook. You’ll have exclusive access to valuable findings and advice.

Then, join us for a webinar on Tuesday, June 26 at 2pm ET (11am PT), where we’ll partner with NTEN, the Ad Council and Lindsey Twombly of the Human Rights Campaign to dive deeper into this year’s results and learn more about how HRC uses these benchmarks and recommendations to effectively engage their Facebook audience of over 1 million people! Space is already filling up, so make sure to RSVP today!

Have questions about the Benchmarks Extra: Facebook report? Feel free to ask us on Facebook or Twitter (with the hashtag #FBmetrics), or you can save up your questions for the webinar on June 26. Hope to see you then!