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Ngos and social media
This document summarizes the results of a survey of 76 Italian NGOs about their use of social media and websites. Some key findings include: 65.3% were NGOs/non-profits and 28% were associations; most had 1-5 employees. Over 80% had a "donate now" button on their website and allowed comments. Nearly 40% blogged once a week and posts were mostly by communications teams. Over 90% used at least one social media platform like Facebook, YouTube or Twitter mainly to share information and increase visibility. Respondents felt social media was important to reach audiences but should be managed by communications professionals. Most had not used crowdfunding and saw newsletters and bullet
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Ngos and social media
- 1. Ngos and socialmedia in Italy Senigallia, 5th February 2013 “COMUNIC_EAD La Comunicación Survey results para el Desarrollo”
- 2. 76 italian ngos •65,3% ngos / 49/87 • 28% onlus • 28% association How many employees? • 8% other • 38,7% = 1-5 employees • 30,7% = 6-15 employees • 8% = 16-30 employees • 22,7% = more than 30 employees
- 3. Website and user engagement Ngos2.0 are simple and transparent organizations. They engage people to shape and share their work in order to raise awareness of social issues.
- 4. 1. Website anduser engagement • 81,3% "donate now" button • 28,1% comments allowed • 24,7% has a blog • 16,4% has more than one blog • 16% "share" button • 9,4% forum for users
- 5. 2. How oftendo ngos blog? 38,5% once a week 12,8% once a month 17,9 % once a day 10,3% twice a month
- 6. 2.1 Who doesparticipate in the blog activities ? • 70% Communication bureau • 26,5% Editors team • 20% Aid workers or volounteer abroad • 11% volounteer (Servizio Civile) Only one of the organizations of the survey asks the communities in the development countries to blog; 3 ngos employ their interns in writing for the blog.
- 7.
- 8. 3.1 Ngos social 92,6% manages at least one social media profile media profile: • Facebook > 92,5% • Youtube > 76,4% • Twitter > 69,8% • Linkedin > 32,5% • Google Plus > 27, 9% • Pinterest > 8,6% • Foursquare > 2,8%
- 9. 3.2 Why socialmedia in the ngo? • It's easy and fast sharing (9 ngos) • To reach different targets of people at the same time (7 ngos) • To reach a large amount of people (4 ngos) • To increase the ngo visibility / self promotion (16 ngos) • Networking with supporters (9 ngos) • Transparency (1 ngo)
- 10. Social media =old Old media = broadcasting media?
- 11. Social media is"social" New media = conversation! FIRST
- 12. 3.3 What kindof information do you share? • Events in Italy (57,1%) • Aid & cooperation information in general (47,2%) • Fundraising campaign (28,1%) • Updates from crisis / emergency situation (14,5%) • Stories from the field (18,2%) • Updates on projects (21,8%) • Vacancy (10,6%) • Engaging supporters and donors (3,7%)
- 13. 3.4 Who managethe SM profile?
- 14. 3.4 Who managethe SM profile? It should not be the youngest member of the staff!
- 15. 3.4 Who managethe SM profile? • 73,2% communication bureau • 21,4% every employee • 10% a social media manager • 10% volountary job
- 16. 3.5 Monitoring thefeeling about social media inside ngos
- 17. 3.5 Monitoring thefeeling about social media inside ngos • "it's something you have to do to reach your audience" (57,4%) • "account managing is only for specialized employees" (35,2%) • "people outside the communication office should not be allow to use social media" (15,21%)
- 18. 3.5 Monitoring thefeeling about social media inside ngos • "my ngo chief doesn't recognize the value of the work we do on social media" (25,8%) • "every expat worker of the ngo should blog or use social media to short the distance with supporters" (41,1%) • "transparency may increase if every project would be shared with supporters through social media" (34,4%)
- 19.
- 20. 4.1 Fundraising / Crowdfunding •92% never used crowdfunding platforms • 28,6% thinks crowdfunding is "the fundraising of the future"
- 21. Are you satisfiedby your fundraising online activity?
- 22. 5. Newsletters and bulletins • 50% publishes a bulletin (75% digital) • 72% sends newsletters
- 23. What makes anngo 2.0?
- 24. NGOs 2.0: • Theyshare their successes but also their failures • Everyone in the organization is aligned around their main goal or campaign. And everyone knows how to use the web to grow their movement Please read: http://communicopia.com/insights/why-your-non-profit-wont-make-a-kony-2012
- 25. NGOs 2.0: • Communicationsis a core capacity, it's not seen as "not the real work" and doesn't have to fight for resources • They are close to their supporters, asking what they want, constantly testing ideas with them, and sometimes even following their lead Please read: http://communicopia.com/insights/why-your-non-profit-wont-make-a-kony-2012
- 26. "Ngos 2.0 don’twork harder or longer than other organizations, they work differently." BK
- 27. "Ngos 2.0 don’twork harder or longer than other organizations, they work differently." BK Donata Columbro - @dontyna Ong 2.0 - Volontari per lo Sviluppo Thanks!