Note: This is an archived publication! Visit for the most recent versions of all our Benchmarks studies and Benchmarks Extras.

In a medium that changes so quickly, it is important for organizations to figure out what social media strategies and tactics are getting results – and where there is room for improvement.

That’s why we teamed up with NTEN to take a deeper dive into the 2011 eNonprofit Benchmarks Study data in order to provide you with even more nonprofit Facebook metrics!

Our research revealed some interesting findings:

  • On average, nonprofits involved in this study had 110 fan page users (people who “like” a nonprofit fan page) for every 1,000 email subscribers.
  • Annual Facebook fan page churn was 14% in 2010.
  • A strong correlation exists between the number of “likes” and comments on a post and the number of impressions it receives.
  • The average fan page post received 2.6 likes or comments per 1,000 impressions – resulting in a Feedback Percentage of 0.26%.
  • The average study participant’s fan page had five page views per 1,000 Facebook users.

But the report doesn’t just present our key findings; it also provides takeaways and recommendations for your organization based on the data.  Ready to dig in?

To download the full report (get ready for the shameless promotion), all you need to do is “like” us on Facebook!

We hope these extra Facebook benchmarks help your organization develop meaningful metrics to measure your social media efforts – regardless of your social media experience!


If you have questions about Benchmarks Extras – or the data in this year’s Benchmarks Study – please don’t hesitate to get in touch with us!

Megan Yarbrough
Social Media Specialist, M+R Strategic Services

Steve Peretz
Senior Analyst, M+R Strategic Services

The 2011 eNonprofit Benchmarks Study is a joint project of M+R Strategic Services and the Nonprofit Technology Network (NTEN).