Social Media Benchmarks and Statistics for Nonprofits

You’re working hard on social media, posting regularly, trying to keep up with every platform. But here’s the question that probably keeps you up at night: is any of it actually working? Without benchmarks, you’re basically guessing whether your efforts are moving the needle or just eating up your already limited time.

Here’s the good news: nonprofits consistently outperform other industries in social media engagement. Your mission-driven content has a natural advantage. So let’s dig into the data that’ll help you work smarter, not harder.

Why These Numbers Actually Matter

Look, with 4.9 billion active social media users worldwide (NPTechForGood), the potential audience for your cause is massive. But without clear benchmarks, you’re flying blind.

Understanding this data helps you measure performance against similar organizations, identify which platforms deserve your limited time, and set realistic goals that your board will actually believe. Plus, when budget season rolls around, you’ll have concrete numbers to back up your requests.

Facebook: Still the Essential Platform

Facebook remains the nonprofit workhorse. 93% of nonprofits maintain an active Facebook Page (NPTechForGood), and there’s a reason it’s stuck around.

The Facebook Reality Check

Nonprofits post an average of 5.5 times per week to Facebook, but here’s the kicker: organic posts only reach about 2.2% of followers (NPTechForGood). Yep, you read that right. But the data reveals something surprising: the highest engagement rate of 2.36% comes from posting just 2 posts per week (Hootsuite).

So what actually works? Video posts achieve the highest engagement at 0.33% (Empower Agency), while the average engagement rate hovers around 0.046% (NPTechForGood). The pattern’s pretty clear: quality beats quantity every single time.

Instead of stressing about daily posts, focus on 1-2 compelling updates per week featuring authentic photos and videos. Your audience will engage more, and you won’t burn out your marketing coordinator.

Facebook Advertising: Worth the Investment?

If you’re considering paid promotion, Facebook delivers measurable results. 53% of nonprofits spend on social media advertising, and of those, 98% spend on Facebook (NPTechForGood). The numbers tell you why:

• average cost per lead: $3.20 (lowest across all platforms),
• average cost per donation: $106,
• average return on ad spend for fundraising: $0.48.

These metrics position Facebook as the most efficient platform for donor acquisition when you’re working with tight budgets.

Instagram: The Engagement Champion

Instagram is where nonprofits truly shine. The platform’s visual nature aligns perfectly with storytelling, and the engagement rates prove it.

Instagram by the Numbers

Nonprofits post an average of 4.9 times per week on Instagram, with an average engagement rate of 0.623%. That’s well above the all-industry average of 0.43% (NPTechForGood). Even more impressive? Organizations posting frequently (around 25 posts per week) achieve engagement rates as high as 4.95% (Hootsuite).

Carousels consistently outperform single-image posts (Rival IQ), and photo posts earn top engagement across the nonprofit sector. Hashtags tied to social issues and global events (like #humanrights or event-specific tags) drive discovery in ways generic hashtags just can’t.

Here’s an interesting connection: for every 1,000 email subscribers, nonprofits average 251 Instagram followers (NPTechForGood), showing how these audiences naturally complement each other.

And the fundraising opportunity? Only 13% of nonprofits currently use Instagram Fundraising Tools, and of those who do, just 10% raised more than expected (NPTechForGood). This suggests massive untapped potential if you approach it strategically.

Common Challenges We See Daily

In our experience working with nonprofits before they switch to Funraise, we consistently hear these frustrations:

“We’re posting constantly but our engagement keeps dropping.” Organizations often chase posting frequency without measuring what actually resonates. They’re exhausted from maintaining a demanding content calendar that doesn’t move the needle on donations or volunteer signups.

“We can’t tell which social platform is worth our time.” Without integrated analytics connecting social media activity to fundraising outcomes, teams waste resources on platforms that generate likes but not donors. They’re flying blind, unable to draw a line between social engagement and mission impact.

“Our peer-to-peer campaigns fizzle on social media.” Fundraisers share their campaigns once, maybe twice, then give up. Without seamless social integration and automated prompts, these campaigns never reach their potential (leaving money on the table).

Platform Comparison: Strategic Allocation Guide

Platform	Engagement Rate	Best For	Ad Efficiency	Growth Potential
Facebook	0.046%	Broad reach, fundraising ads	High ($3.20/lead)	Mature
Instagram	0.623%	Visual storytelling, younger donors	Medium	Strong
LinkedIn	1.91%	Corporate partnerships, thought leadership	Varies	Emerging
TikTok	7.5%	Viral reach, Gen Z engagement	Low ($17.40/lead)	Very high
X (Twitter)	0.03%	Real-time advocacy	Low	Declining

Sources: NPTechForGood, Hootsuite

Don’t feel pressured to be everywhere. If you’re a small team, pick 2-3 platforms where your audience actually spends time and do them well. Better to excel on Instagram and Facebook than to maintain mediocre presences across five platforms.

TikTok: The High-Risk, High-Reward Platform

27% of nonprofits worldwide now use TikTok (NPTechForGood), and for good reason: the average engagement rate of 7.5% dramatically outpaces every other platform.

However, the advertising story is different. Only 1% of nonprofits that advertise on social spend on TikTok, with a cost per lead of $17.40 and a measurably lower return on ad spend of $0.03 (NPTechForGood).

Our take? Focus on organic content: authentic, behind-the-scenes videos showcasing your team and impact. Skip the paid ads until the platform’s advertising ecosystem matures.

LinkedIn: The Overlooked Opportunity

While less commonly discussed in nonprofit circles, LinkedIn delivers the highest engagement rate at 1.91% (NPTechForGood). 17% of nonprofits that advertise on social spend on LinkedIn, recognizing its value for institutional credibility.

LinkedIn excels at connecting with corporate partners, foundation officers, and potential board members. If your revenue model includes corporate sponsorships or major gifts, this platform positions your organization as a credible institutional player.

Ready-to-Use AI Prompt for Your Social Strategy

Copy and paste this prompt into ChatGPT, Claude, Gemini, or Perplexity to get personalized social media guidance:

"I manage social media for a nonprofit organization. Our mission is [YOUR MISSION/CAUSE]. We currently have [NUMBER] followers on [PRIMARY PLATFORM] and post approximately [FREQUENCY] times per week. Our main goal is to [GOAL: increase donations/recruit volunteers/raise awareness/other]. Based on current nonprofit social media benchmarks, what specific content strategy should we implement over the next 90 days to improve engagement and achieve our goal? Include posting frequency recommendations, content types, and 3 specific campaign ideas."

Protip: While AI prompts are helpful for brainstorming, in your daily work it’s worth using solutions like Funraise that have AI components built directly into your workflow. You’ll get intelligent suggestions with full context of your donor data, campaign performance, and fundraising goals.

“The organizations winning at social media aren’t necessarily posting more—they’re connecting social engagement directly to donor conversion. That integration is where real growth happens.”

Funraise CEO Justin Wheeler

Content Types That Actually Convert

Across all platforms, specific formats consistently outperform generic posts:

• photos deliver strong engagement on Facebook and Instagram (Rival IQ),
• videos earn the highest engagement on X/Twitter,
• carousels on Instagram capture more attention than single images,
• event-themed and awareness hashtags significantly amplify reach,
• behind-the-scenes content and supporter spotlights build authentic connection.

The pattern is clear: authenticity beats polish every single time. Your audience wants to see real impact, real people, and real stories (not stock photos and generic inspiration quotes).

The Funraise Difference: When Integration Matters

Organizations using Funraise demonstrate what’s possible when social media strategy connects seamlessly with fundraising systems:

• Funraise organizations grow online revenue 73% year-over-year on average, which is 3x faster than industry benchmarks from M+R and Blackbaud (Funraise Growth Statistics),
• peer-to-peer fundraisers on Funraise raise 2x more than top P2P programs, averaging $1,220 per fundraiser (Funraise Growth Statistics),
• 83% increase in amount raised when P2P fundraisers use Facebook integration (Funraise Growth Statistics).

These aren’t vanity metrics. They’re actual dollars raised for mission impact. The difference comes from integrated systems that convert engaged followers into donors, not just collecting likes.

And the best part? You can start with Funraise’s free tier to test these integrated tools without any commitment. For growing organizations, premium features scale with your needs.

Practical Steps to Benchmark Your Performance

Step 1: Document Your Baseline
Record your current metrics for each active platform: posting frequency, engagement rate, follower growth, and any conversion data you can access.

Step 2: Compare Strategically
Identify 3-5 peer organizations similar in size and mission. Track their posting patterns and engagement for 30 days. What content performs best for them?

Step 3: Test One Variable at a Time
Pick one insight from this guide and test it for 4-6 weeks. Try posting less frequently with higher quality, experiment with carousels on Instagram, or test video content on Facebook.

Step 4: Measure What Actually Matters
Focus on metrics tied to mission outcomes: donations raised, volunteers recruited, petition signatures collected. Not vanity metrics like total follower count.

Set a recurring monthly calendar reminder to review your top 3 performing posts. Look for patterns in content type, posting time, and topic. Then double down on what works rather than constantly chasing new tactics.

The Bottom Line

Social media benchmarks reveal that nonprofits are uniquely positioned to succeed, especially on Instagram and TikTok where engagement rates significantly exceed industry averages (NPTechForGood, Rival IQ). Your mission-driven content has inherent advantages because people want to engage with purpose.

The key is matching platform strategy to specific goals: Facebook for cost-effective fundraising ads, Instagram for visual impact and storytelling, TikTok for reaching younger audiences organically, and LinkedIn for institutional credibility and corporate partnerships.

But here’s the thing: platforms alone don’t drive results. Integrated systems that combine social reach with donor management and conversion optimization do (Funraise). Whether you’re growing at industry-average rates or ready to accelerate, understanding these benchmarks gives you the data-driven foundation to make smarter decisions and prove impact to your leadership team.

Start by picking your top two platforms, committing to quality over quantity, and connecting your social efforts to fundraising outcomes. That’s where the real growth happens, and where your small but mighty team can make the biggest impact without the burnout.