Nonprofit Tech for Good has published its annual 2017 Global NGO Online Technology Report, summarising how NGOs worldwide use web and email communications, online and mobile fundraising tools, and social and mobile media.
This year 4,908 NGOs from Africa, Asia, Australia & Oceania, Europe, North America, and South America took part in Nonprofit Tech for Good's survey – nearly double the participants for 2016’s report (2,780). 635 NGOs from 40 countries in Europe took part, compared to 405 from 38 countries in 2016’s report. 54% defined themselves as a small NGO, 35% as medium-sized, and 11% as a large NGO.
Key European findings:
98% of NGOs in Europe have a website, 76% of which are mobile-compatible. In terms of domains, .org is the most popular with 47% using this domain. 7% use .com, 2% use .NGO, and 44% use other domains, predominately country code domains.
61% accept online donations, through payment methods including credit cards (73% of online donations), PayPal (61%), direct debit (57%), and digital wallets (8%).
The majority of NGOs across Europe (76%) send email communications to donors and supporters. Small NGOs have an average of 5,718 subscribers, while medium NGOs have 21,666, and large NGOs have 221,313. Mobile is less used to keep up to date with supporters: 8% regularly send mobile text messages to donors and supporters. Of those, 50% also accept text donations. Small NGOs have an average of 2,993 text subscribers, medium NGOs have 3,338, and large NGOs have 57,500.
Facebook and Twitter are popular, with 96% of NGOs in Europe having a Facebook Page, and 82% a Twitter profile. In terms of Facebook likes and Twitter followers, small NGOs have an average of 5,819 likes on Facebook, medium NGOs have 59,674, and large NGOs have 146,251, while small NGOs have an average of 1,993 Twitter followers, medium NGOs have 10,910, and large NGOs have 187,001. 13% have participated in or hosted a Tweet Chat.
39% of European NGOs have an Instagram Profile, with other social networks used are YouTube (68%), LinkedIn (58%), Google+ (28%), and Pinterest (17%).
56% have used social media to report live. Of those, the top three live reporting tools are Facebook (74%), Twitter (70%), and YouTube (23%).
Social media usage
Almost a quarter (22%) of NGOs in Europe have only been using social media for two years or less. 38% have been using it for 3-4 years, and 37% for 5-9 years. Only 3% have been using social media for 10 years or more. Despite this relatively new adoption, 63% say that executive staff support prioritising social media in their online communications and fundraising strategy, and social media plays a key role in a number of areas:
- 94% agree that social media is effective for online brand awareness.
- 60% agree that social media is effective for online fundraising.
- 71% agree that social media is effective for recruiting volunteers.
- 76% agree that social media is effective for recruiting event attendees.
- 73% agree that social media is effective for creating social change.