Nonprofit Tech for Good released its 2017 Global NGO Online Technology Report, which provides a glimpse into how non-governmental organizations utilize technology to further their missions. With cooperation from a number of global partners and sponsored by the Public Interest Registry, the report is:
a research project that seeks to gain a better understanding of how non-governmental organizations (NGOs) worldwide use online technology to engage their supporters and donors … and is based on survey results of 4,908 NGOs worldwide.
Covering topics like web and email communication, online and mobile fundraising tools, and social media, the report outlines benchmarks for organizations on six continents. Looking specifically at North American groups:
- 97% have a website
- 76% regularly send email updates
- 86% accept online donations
- 45% regularly publish a blog
With regard to social media, NGOs in North America have an average of:
- 24,284 Facebook likes
- 10,945 Twitter followers
- 2,043 Instagram followers
Effectiveness of Online Technology
Another significant piece of the report is the section outlining the overall effectiveness of technology in fundraising. Not surprisingly, email and blogging were rated the most effective in the survey.
What This Means for You
This data doesn’t mean that if you don’t have 24,000 Facebook likes you are somehow failing in your mission. These numbers are averages of organizations of all sizes.
What it does mean is that your nonprofit needs to utilize these and other platforms to reach your donors. It has become an expected means of communication. If you’re not regularly updating social media sites and sending out emails, you are being left behind by those who are.