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Average Social Media Follower Donation, by 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 No. of Social Media Followers, by Charity, in '000s 2,000 1,850 1,800 1,750 1,700 1.500 1,525 1,450 1,250 1.250 1,200 1,000 750 500 500 450 350 250 196 98.5 98.5 0 CharitAble Defend NPLC Repair Project Year 1 Year 2 Year 3 CharitAble 56% 44% Defend 48% 52% NPLC 36% 64% Repair Project 61% 39% 0% 25% 50% 75% 100% Percentage of Followers Over 30 Percentage of Followers Under 30 Giving Online The new fundraising frontier 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 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 Child Project 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 Social Media Budget Breakdown (Years 1 - 3) Budget consistent across all years 22% 24% 24% %0 CharitAble Defend NPLC Repair Project Total Social Media Budget Across the Four Evaluated Charities Year 1 $1,700,000 Year 2 $1,900,000 Year 3 $2,500,000 Which of the following hypotheses best explains the data? There is a consistent positive correlation between social O media spend and the number of followers across each of the four charities. There is a consistent negative correlation between social O media spend and the number of followers across each of the four charities. There is a positive correlation between social media spend and the amount of money generated per follower. There is a negative correlation between social media spend and the amount of money generated per follower. Social media fundraising is generating an increasing proportion of the total income for these four charities