EFA-logoEFA-logoEFA-logoEFA-logo
  • About us
    • Our board
    • What we do
    • How we work
    • Ethics
    • Our history
    • Privacy Policy
  • Membership
    • Member benefits
    • EFA members
    • EFA associates
    • Join EFA
  • EFA Certification
    • Certification news
    • Why EFA Certification?
    • Standard Competence Framework handbook
    • Advanced Competence Framework handbook
    • EFA qualifications
    • Applying for EFA Certification
    • Certification committee
  • Public Affairs
    • Public Affairs news
  • News
    • Fundraising Europe
    • Latest news
    • Latest features
    • EFA news
    • European Fundraising Podcast
    • Contributor guidelines
    • Advertise with EFA
  • Events
    • Events Calendar
    • 2022 Nonprofit Pulse survey webinar
    • 2022 EFA Skillshare and AGA
  • Resources
  • About us
    • Our board
    • What we do
    • How we work
    • Ethics
    • Our history
    • Privacy Policy
  • Membership
    • Member benefits
    • EFA members
    • EFA associates
    • Join EFA
  • EFA Certification
    • Certification news
    • Why EFA Certification?
    • Standard Competence Framework handbook
    • Advanced Competence Framework handbook
    • EFA qualifications
    • Applying for EFA Certification
    • Certification committee
  • Public Affairs
    • Public Affairs news
  • News
    • Fundraising Europe
    • Latest news
    • Latest features
    • EFA news
    • European Fundraising Podcast
    • Contributor guidelines
    • Advertise with EFA
  • Events
    • Events Calendar
    • 2022 Nonprofit Pulse survey webinar
    • 2022 EFA Skillshare and AGA
  • Resources
✕
A hand offers a 100 euro note
DFRV calls for regulation changes to speed up emergency aid response
March 16, 2022
looking down at a woman's hand holding a pen, with a notebook on her lap
CFRE International seeks fundraiser input on changing job roles
March 16, 2022

Almost two thirds of European nonprofits now spend on social media advertising

March 16, 2022
Categories
  • Europe
  • News
Tags
  • Research
  • Technology
a hand types on a laptop keyboard

The majority of European nonprofits questioned for a global survey (63%) are now spending on social media advertising, with half of these increasing their spend in 2021. Facebook Pages and Instagram were by far the most popular social media channels for posting ads last year, followed by LinkedIn and Twitter.

The 2021 Global NGO Technology Survey also found that 60% are engaged in online fundraising with a further 15% saying they planned to do so soon. Over a third of European nonprofits said they used Facebook charitable giving tools, with Facebook Page fundraisers created by supporter, and Donate buttons on nonprofits’ pages and posts raising the most. However, little over 1 in 10 use Instagram charitable giving tools – many of those surveyed were unaware of this functionality on Instagram, while others said the tools were not available in their country.

In terms of tracking, 4 in 10 European nonprofits are currently using UTM codes to monitor website traffic from social media, compared with 2 in 10 globally.

Global trends

According to the global survey, 87% of nonprofits worldwide use social media with Facebook, Instagram, and Twitter being the top three platforms used.

The vast majority (97%) use Facebook Pages – up from 84% in the 2019 study. Overall, Facebook, Instagram and Twitter are the most popular channels, although almost half of respondents also use LinkedIn, and YouTube. Most have also seen significant increases in use since 2019, particularly Instagram and Twitter. TikTok, Snapchat, and Twitch however are the least commonly used social media channels.

Only one channel has seen a decrease in use since 2019 however: WhatsApp. 16% of the nonprofits worldwide using social media said they used it last year – falling from 28%.

Just over half of nonprofits globally are spending on social media advertising. In 2021 46% increased their budget, while 38% said it had stayed the same as their 2020 budget, and 16% had seen it decrease. Again, Facebook Pages is the most popular channel for these ads, with 98% of that spend on social media advertising using it. 47% advertise on Instagram, 17% on Twitter, and 16% on LinkedIn. Few spend on the other channels.

While social media use is rising, there is a downside identified by the study. Over half (52%) of nonprofit staff responsible for managing their nonprofit’s social media accounts said they have experienced social media burnout within the last year.

A survey of 1,160 nonprofits worldwide, the 2021 Global NGO Technology Survey includes 194 nonprofits in Europe. A quarter of these (24%) were based in the UK with the next biggest percentage 8% in Germany, and 7% in Switzerland, then Italy, Belgium and Netherlands (all 6%), Romania at 5%, and France and Ireland at 4% each. ‘All others’ accounted for 30%.

The data from the survey has been released as part of the Open Data Project.

 

Picture by Fancycrave1 on Pixabay

Share

Related posts

2023 written in the sand. By Engin Akyurt on Pexels
February 3, 2023

UK charities ‘cautiously optimistic’ about year ahead


Read more
January 18, 2023

Tickets on sale for first International F2F Fundraising Congress


Read more
Cover detail from King Badouin Foundation Associations Barometer 2022
January 18, 2023

Belgian associations concerned about finances in 2023


Read more

Most popular posts

Search news by country or category

Search news by date

Popular topics

  • Research
  • Individual giving
  • Coronavirus
  • Professional development
  • Digital
  • Legacies
  • Philanthropic trends
  • Events
  • Collaboration
  • Tax incentives

Registered Office

James Wattstraat 100
NL-1097 DM Amsterdam
Netherlands

EFA is registered at the Netherlands Chamber of Commerce
Reg. No. 34212817

Contact

Executive Officer, Denise Dawes
denise.dawes@efa-net.eu

Media enquiries:
news@efa-net.eu

Follow us

Twitter
Facebook
LinkedIn

Search

✕
© 2021 EFA | European Fundraising Association. All Rights Reserved. Privacy Policy
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies. Read More
Cookie settingsACCEPT
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
SAVE & ACCEPT