Social Media Giving Statistics For Nonprofits

Want to know what platform you should be leveraging to maximize your impact?

We’ve put together a list of the most up-to-date stats on how nonprofits are using social media to make a difference.

Facebook

18% of donors worldwide have given through Facebook fundraising tools.
Of those, 88% say they are likely to give through Facebook fundraising tools in the future.
42% of marketers report that Facebook is critical or important to their business.
93% of social marketers use Facebook advertise regularly.
Facebook refers 29.4% of traffic to donation pages on #GivingTuesday.
More than 29% of mobile donation traffic on Giving Tuesday came from Facebook.
In an average peer-to-peer fundraising campaign, 15-18% of donations are referred directly from Facebook.
84% of Facebook users share to show their support for a cause and highlight issues that are important to them.
Daily watch time for Facebook Live broadcasts grew 4x over the course of 2016.
On Thursdays and Fridays, engagement is 18% higher.
Nonprofits share an average of 1.2 Facebook updates and upwards of 5.3 Twitter updates per day.

In an average month, 8 out of 10 18-49 year-olds watch YouTube.
Among millennials, YouTube accounts for 2/3rds of the premium online video watched across devices
More than half of YouTube views come from mobile devices
The average mobile viewing session lasts more than 40 minutes
The most viewed brand videos are on average 31–60 seconds long (32% of all views)
In 2015, 18-49 year-olds spent 4% less time watching TV while time on YouTube went up 74%
28% of nonprofits are on Youtube.
6 billion nonprofit videos viewed in 2016.
57% of people who watch nonprofit videos go on to make a donation.
68% of nonprofit video watchers view similar videos within 30 days.

36% of online adults ages 18-29 are on the social network.
80% of active users access Twitter via mobile.
60% of consumers expect brands to respond to their query within the hour, but the average is 1 hour 24 minutes.
55% of people who engage with nonprofits on Twitter end up taking some sort of action.
Twitter users send 700% more visitors to donation pages on Giving Tuesday than on a typical day.
77% of Twitter users feel more positive about a brand when their Tweet has been replied to.
Companies using Twitter for customer service see a 19% lift in customer satisfaction.
Tweets with images receive 18% more click throughs, 89% more likes, and 150% more retweets.
23% of pastors use Twitter.
About 1 in 5 churches use Twitter (21%).
44% of churches that have an average attendance of more than 250 use Twitter.
9% of those actively involved in church use Twitter.

30% of nonprofits use Instagram to raise money and awareness.
6 in 10 online adults ages 18-29 use Instagram.
75% of Instagram users take action, such as visiting a website or making a purchase after looking at an Instagram advertising post.
26% of Instagram users make more than $75,000 per year.

Snapchat nearly triples their user base in 3 years from 60 million in 2014 to 173 million in 2017.
70% of Snapchat’s users are under the age of 24.
54% use Snapchat daily.
Daily Snapchat visitors use the app 25-30 times per day.
Sending instant gratification snaps to donors could be a good way to give a ” quick thanks for your support” followed by a real donor thank you letter.

55% of people who engage with nonprofits on social media end up taking some sort of action.
59% of those people donate money.
53% volunteer.
52% donate clothing, food, or other personal items.
43% attend or participate in charitable events in their community because of social media.
40% subsequently purchase a product that benefits that charity.
25% contact their political representatives either by phone, letter, or email after engaging with a cause on social media.
15% organize their own events in their community afterward.
For every 1,000 email subscribers, nonprofits have an average of 199 Facebook followers, 110 Twitter followers, and 13 mobile subscribers.
Nonprofits have claimed Facebook as the most important social media for their causes, with Twitter in a close second place, and YouTube in third place.
Nonprofits share a daily average of 1.2 updates on Facebook and 5.3 Tweets.
46.1% of churches say that using social media is their most effective method of outreach.