2 ) I n year 3 which of the four charities had the second-lowest return on social media budget investment ?

Social Media Budget Breakdown (Years 1 - 3) Budget consistent across all years 22% 24% 249 %0 CharitAble Defend NPLC Repair Project The new fundraising frontier 16 Social media marketing is an effective emerging methodology for those in the non-profit sector to expand their sphere of influence. Many charities continue to pursue direct marketing tactics which can include postal advertising, flyers and in-person fundraising. These strategies are effective. However, charities run the risk of missing out on exposure and donations if they fail to use social media marketing as part of their strategy. f How social media and non-profits complement each other Using social media as a marketing tool has quickly become the norm throughout a range of industries and this also applies to the charity sector. .. >>> The good news is that it works. In year 3 just under $85 million was raised for charities in the USA through social media alone. Some of USA's largest non-profit organisations like CharitAble, Defend, NPLC, and ChildProject have been using social media platforms as fundraising vehicles for several years. However, the level of engagement the average user has with social media (measured by the amount of time they spend using it per day), has fallen 15%. This may indicate that social media is becoming less popular. It will be important for the marketing teams of these organisations to stay on top of these developments and make sure they can leverage any new trends that come along to replace it. Age Breakdown of Social Media Followers, by Charity, Year 3 Charitable 58% 44% Defend 48% 52% NPLC 36% 64% Repair Project 61% 39% 25% 50% 100% Percentage of Followers Over 30 Percentage of Followers Under 30 No. of Social Media Followers, by Charity, in '000s 1875 1750 1850 1800 1700 1825 1525 1500 1450 1375 1250 1200 1250 1125 1000 875 750 625 500 375 350 250 196 125 98. Charitable Defend NPLC Repair Project Year 1 Year 2 Year 3 Average Social Media Follower Donation, Charity, in USD Year 1 Year 2 Year 3 CharitAble 8.04 10.05 15.00 Defend 4.34 5.43 8.10 NPLC 4.29 5.36 8.00 Repair Project 4.77 5.96 8.90 Total Social Media Budget Across the Four Evaluated Charities Year 1 $1,700,000 Year 2 $1,900,000 Year 3 $2,500,000 In Year 3, which of the four charities had the second-lowest return on social media budget investment? CharitAble Defend NPLC Repair Project