Limited Time Offer: 50% off Individual Membership*

Transform your marketing and develop your career in digital

Keep up-to-date and learn new skills to develop your professional career with a complete system of information-packed guides, templates, micro e-learning courses, and a personalized learning plan.

Learn More

*New Individual Annual members only. Valid until 31st August 2019. Read More... Terms and Conditions This offer gives you 50% off our RRP price of Individual Membership (12x monthly payments) subscription. Membership must be paid in full upon sign-up for the year ahead and gives you unlimited access to all individual-level resources. Membership renews on the anniversary of your purchase and remains the same price for every consecutive year you remain a member. If you choose to cancel your membership, or let your membership lapse, we cannot guarantee the same offer. Offer ends 31.08.19. New Individual annual members only.

August promotion 2019
7 day money back guarantee

Offer ends in:

:::
Explore our Social Media Marketing Toolkit

Global NGOs social media usage and effectiveness

By Carolanne Mangles 18 Sep, 2017
Essential

Chart of the day: 92% of NGO's have a Facebook page with only 39% have an Instagram profile.

According to new research recently published by Tech Report - Facebook is the most popular social media channel for global NGOs with 92% having a facebook page. Instagram, which was taken over by Facebook in 2012, only has 39% of NGOs creating a profile account.

How global NGOs use Social Media

Considering the nature of charities, it is important that their message is clearly portrayed, with many using visual content to provoke emotions and persuade their audience to donate, volunteer or spread awareness of global issues. This is why it is surprising that NGOs favour Twitter (72%) over Instagram (39%).

Other social platforms that aren't utilized by many NGOs include Google+ (28%) and Whatsapp (16%).

global nonprofit social media usage

NGOs Social Media usage continent breakdown

A more in-depth look at how different continents use Social Media and their effectiveness reveal the majority of respondents feel Instagram is either somewhat effective or not very effective.

Respondents from Australia and Oceania say that Instagram is only 1% effective

Social Media is very effective for online brand awareness, but this lowers by more than half when it used for online fundraising and recruiting volunteers.

Online technology effectiveness ratings

However, the social platforms they use to increase awareness can be directly linked to the benchmarks of success they receive from each platform. On average, Instagram has the lowest success rate for small, media and larger NGO, so prioritizing this may not be a good way to spend their time and resources.

Facebook has the highest user rate, with over 2 billion users having a profile - a social platform that has a larger usage will prove larger opportunities for audience targeting, reach and brand awareness across the globe.

By Carolanne Mangles

Carolanne Mangles is the Digital Marketing Executive for Business Memberships at Smart Insights. She has worked on numerous channels across the full customer lifecycle including, search engine marketing, social media, email engagement sequences, CRO and planned and managed fully integrated campaigns to boost new customer acquisition and current membership retention. She has also spoken on search engine marketing and content marketing at the B2B Expo in London where she gave masterclasses on Transforming Social Media and Transforming Search Marketing. When she’s not in the office you’ll find walking her dog to tire him out so she can enjoy a big glass of red wine. Connect with her on LinkedIn or follow her on Twitter.

Start the discussion on our community and social networks

Turbocharge your results with our

Social media marketing Toolkit

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Social media marketing?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Recommended Blog Posts

Popular Blog Posts