June 25, 2020

London - Civil society organizations set multiple and diverse goals depending on the type of organization and the area in which it operates. In order to achieve these goals, organizations need a lot of projects and programs that in turn require activities on the ground. Here where the problem lies, as organizations face many obstacles that stand between them and achieving their desired goal, and these obstacles includes advertising, communication, location, cost and many other problems.

With the availability of various social media, civil society organizations can move more freely in educating the community regarding the importance of the organization's work, objectives, identity and sources of funding so that the organization becomes known to society and presents itself transparently.

Based on the 2019 Global Technology Report of NGOs (nonprofit Tech for Good), social media is the most prominent method that civil society organizations use globally to reach out to civil society and receive donor funding.

This article reviews the best use of social media to help Palestinian civil society organizations to increase the interaction on social media platforms and obtain donor funding.

94% of NGOs worldwide emphasize that social media is effective for creating awareness in relation to online brands ".

 

NGO strategy in using social media:

  • 44% of organizations rely on a written social media strategy.
  • 42% of organizations use the publishing table to control the publishing of content on social media.
  • 27% of organizations rely on a system to track the return on investment in their social media campaigns.
  • 80% of organizations have platforms to help them use social media.

 

Most commonly used social media sites:

1. Facebook, the most important medium of social media where it turns out that 84% of the world's NGOs use Facebook. In order to increase the number of followers and to reach out to donors, organizations need to post on their page every day, as well as follow the following guidelines:

  • Create a page for the organization.
  • Share stories via Facebook, whether photos or videos.
  • Rely on funded ads.
  • Create a Facebook group for the organization.
  • Use Facebook Live to post events and activities.
  • Use the Charitable Contribution Tool on Facebook to get donor support.

The size of the organization on Facebook can be measured based on the comparison of the number of followers of the organization's page with the number of followers on the pages of international organizations. There are 8,722 followers on the pages of small NGOs, 32,092 followers on the pages of medium NGOs, and 109,158 followers on the pages of large NGOs.

Many donors also rely on social media to support civil society organizations, and Facebook is the most important site.

80% of NGOs around the world agree that social media is effective in recruiting and mobilizing attendees for events ".

 

2. Twitter is the second most widely used social media site by civil society organizations, with 46% of NGOs around the world using Twitter. When using Twitter, organizations should follow the following guidelines:

  • Share tweets regularly using the appropriate (#) code.
  • Participate in conversations.
  • Use Twitter Live via periscope 
  • Rely on funded ads.
  • Rely on tweeting from 2 to 5 tweets per day at the right times.

The size of the organization on Twitter can be measured based on the comparison of the organization's account followers with the number of followers in the accounts of international organizations. With 4,241 followers in the accounts of small NGOs, 10,107 followers on the accounts of the medium NGOs, and 17,737 followers on the accounts of the large NGOs.

78% of NGOs worldwide assert that social media can make a difference in terms of social change ".

 

3. Instagram ranks third as 42% of NGOs worldwide use Instagram. When using the Instagram app, organizations should follow the following guidelines:

  • Share stories whether photos or videos.
  • Use Instagram Live to broadcast events and activities
  • Relying on ads funded via Instagram
  • Share photos at least once a week.

The size of the organization on Instagram can be measured based on the comparison of the organization's account followers with the number of followers in the accounts of international organizations. With an average of 1.83 followers in the accounts of small NGOs, 2,837 followers on the accounts of medium NGOs, and 39,496 followers on the accounts of large NGOs.

75% of NGOs worldwide assert that social media is effective in terms of recruiting volunteers.

 

4. Linkedin, 28% of NGOs worldwide use LinkedIn. Organizations can follow the following when using LinkedIn:

  • Use a regulatory policy that encourages employees to use their LinkedIn profiles during business hours.
  • Use funded ads.
  • Post on the LinkedIn page once a week.

On average, small NGOs have 785 followers, 7,675 followers of medium NGOs, and 19,365 followers of large NGOs.

 

5. YouTube, 26% of the world's NGOs use YouTube. You can follow the following when using YouTube:

  • Use YouTube Live
  • Buy ads
  • Use YouTube's Giving Tools

"27% of NGOs worldwide emphasize that social media is effective for fundraising".