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Nonprofit Investment in Social Networks and Membership Continue to Grow

Blackbaud, Inc. (Nasdaq: BLKB), in collaboration with the Nonprofit Technology Network (NTEN) and Common Knowledge, today released the 2012 Nonprofit Social Network Benchmark Report at the 2012 Nonprofit Technology Conference (NTC).

The 4th annual report, featuring survey results from more than 3500 respondents, provides an extensive look at how nonprofits are using social media, highlights key trends, and provides insights for the year ahead.

New to this year’s report, based on demand from within the sector, is a benchmark for the average cost of acquisition for Facebook likes and Twitter followers, along with the average value of a Facebook Like. The self reported average cost of a Facebook Like is $3.50 and a $2.05 for a Twitter Follower with the average value of a Facebook Like being reported as $214.81 over the 12 months following acquisition. This self-reported value far outpaces benchmarks of the actual values of offline and online acquired donors, which are $32 and $62 respectively as reported in the 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report.

“These self-reported figures provide the first real glimpse into benchmarks for our industry,” said Holly Ross, NTEN’s executive director. “To be conservative, we recommend that nonprofits treat these benchmarks as a minimum investment level for acquisition of new supporters on Facebook and Twitter.”

Jeff Patrick, president of Common Knowledge, added that the wide difference between self-reported value and other actual benchmarks in the marketplace indicates that nonprofits still lack the necessary tools to truly measure the value of social network members.

“Although these initial self-reported social network value benchmarks may be inflated, they provide a baseline from which we can continue to measure,” he said. “It is obvious that nonprofits see the value associated with social networks, and as they become more sophisticated in their measurement, will refine these important benchmarks. We are committed to continuing to track them as this valuable channel evolves.”

Other key findings among respondents include:

  • Facebook and Twitter communities grew by 30% and 81%, respectively compared with the 2011 survey.
  • Respondents own an average of 2.1 Facebook pages and 1.2 Twitter accounts.
  • Google+ is struggling to gain momentum and Pinterest popped up as the top newcomer.
  • Respondent budgets and staffing for commercial social networks continue to cautiously climb.
  • The use of house social networks remained steady compared to last year’s results, while the average number of members in house networks grew by 265% on a year-over-year basis.

“We are beginning to see organizations value social media as not only an engagement channel, but also an acquisition channel that can lead to fundraising,” said Frank Barry, Blackbaud’s Internet strategy manager. “That isn’t to say that some organizations aren’t raising significant amounts of money from their social networks, but ultimate value comes from a multi-channel approach, not just someone liking your page or following you.”

To download the full report, visit To view the infographic visualizing the Report, visit To learn more, register for the upcoming webinar 2012 Nonprofit Social Networking Benchmark Report Part One: Overview and Key Findings presented by Jeff Patrick. Joint web seminars will be held throughout the year featuring a closer look at some of the responding organizations’ social strategies.

Blackbaud at the 2012 Nonprofit Technology Conference

The NTC is NTEN’s signature three-day gathering bringing together nonprofit professionals from around the world to collaborate, innovate, and maximize effectiveness.

“Our goal is to help nonprofits put technology to work to support their causes, and we find partnering with NTEN for their annual conference is a great way to support this goal,” said Jana Eggers, Blackbaud’s senior vice president of products and marketing. “We’ll be presenting sessions with new research and best practices based on our experience, and also hosting product discovery sessions with NTC attendees to learn how we can make technology work better for them.”

A sponsor of this year’s NTC, Blackbaud will be exhibiting and representatives will be presenting the following educational sessions:

  • Better Nonprofit Websites: 52 Tweaks in 52 Weeks*
    April 4 from 10:30 a.m. to 12 p.m.; Cyril Magnin II (Parc 55)
    Speakers: Raheel Gauba and Jono Young of Blackbaud
  • 101 Social Media Tactics for Nonprofits*
    April 4 from 1:30 to 3 p.m.; Cyril Magnin II (Parc 55)
    Speakers: Chad Norman and Melanie Mathos of Blackbaud
  • 5 Biggest Trends in Online Fundraising
    April 4 from 1:30 to 3 p.m.; Plaza Room B
    Speakers: Steve MacLaughlin of Blackbaud
  • What is Social Influencer REALLY Worth? *
    April 4 from 3:30 to 5 p.m.; Cyril Magnin II (Parc 55)
    Speakers: Mark Davis of Blackbaud and Casey Golden of Small Act
  • Gaming for Good: Boosting Fundraising, Engagement, and Connection*
    April 5 from 10:30 a.m. to 12 p.m.; Cyril Magnin II (Parc 55)
    Speakers: moderated by Blackbaud’s Frank Barry and featuring panelists including Patty Huber of Groupon, Ken Weber of, Ehren Foss of HelpAttack!, and Steve Kehrli of PETA.

*Session will be live streamed at

Blackbaud will be exhibiting throughout the Conference featuring its new mobile, analytics and social/interactive solutions for nonprofits. Attendees can stop by Blackbaud’s booth to take part in Blackbaud Discovery, designed to involve nonprofit professionals in the early stages of product development. For more information, visit

About Blackbaud

Serving the nonprofit and education sectors for 30 years, Blackbaud (NASDAQ: BLKB) combines technology and expertise to help organizations achieve their missions. Blackbaud works with more than 25,000 customers in more than 60 countries that support higher education, healthcare, human services, arts and culture, faith, the environment, independent education, animal welfare, and other charitable causes. The company offers a full spectrum of cloud-based and on-premise software solutions, and related services for organizations of all sizes including: fundraising, eMarketing, social media, advocacy, constituent relationship management (CRM), analytics, financial management, and vertical-specific solutions. Using Blackbaud technology, these organizations raise more than $100 billion each year. Recognized as a top company by Forbes, InformationWeek, and Software Magazine and honored by Best Places to Work, Blackbaud is headquartered in Charleston, South Carolina and has employees throughout the US, and in Australia, Canada, Hong Kong, Mexico, the Netherlands, and the United Kingdom.

About NTEN

NTEN is the membership organization of nonprofit professionals who put technology to use for their causes. NTEN helps nonprofit professionals do their jobs better, so they can make the world a better place. NTEN believes that technology allows nonprofits to work with greater social impact. NTEN enables its members to strategically use technology to make the world a better, just, and equitable place. NTEN facilitates the exchange of knowledge and information within the community. The organization connects its members to each other, provides professional development opportunities, educates its constituency on issues of technology use in nonprofits, and spearheads groundbreaking research, advocacy, and education on technology issues affecting the entire community.

About Common Knowledge

Common Knowledge, a consulting agency founded in 2002, provides online marketing and fundraising services to nonprofits. The agency assists clients with strategy, program management and digital asset development. An integral part of Common Knowledge’s work is the strategic planning, development, deployment and promotion of social networking programs for marketing and fundraising with its clients. Working with more than 100 nonprofits over the last 10 years, recent clients include: ASPCA, National 4-H, Save the Children, UNICEF U.S. & Canada, Operation Smile, Dana-Farber Cancer Institute, New York Public Radio, and others.

Forward-looking Statements

Except for historical information, all of the statements, expectations, and assumptions contained in this news release are forward-looking statements that involve a number of risks and uncertainties. Although Blackbaud attempts to be accurate in making these forward-looking statements, it is possible that future circumstances might differ from the assumptions on which such statements are based. In addition, other important factors that could cause results to differ materially include the following: general economic risks; uncertainty regarding increased business and renewals from existing customers; continued success in sales growth; management of integration of acquired companies and other risks associated with acquisitions; risks associated with successful implementation of multiple integrated software products; the ability to attract and retain key personnel; risks related to our dividend policy and share repurchase program, including potential limitations on our ability to grow and the possibility that we might discontinue payment of dividends; risks relating to restrictions imposed by the credit facility; risks associated with management of growth; lengthy sales and implementation cycles, particularly in larger organization; technological changes that make our products and services less competitive; and the other risk factors set forth from time to time in the SEC filings for Blackbaud, copies of which are available free of charge at the SEC’s website at or upon request from Blackbaud's investor relations department. All Blackbaud product names appearing herein are trademarks or registered trademarks of Blackbaud, Inc.

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