Social media stats for charities and nonprofits

How does your organisation perform on social media compared to industry benchmarks? Which social media channels are the best for generating site traffic, engagement and conversions?

This article contains a collection of stats to help you understand the effectiveness of social media activities for charities and nonprofits, including benchmarks for fundraising, Facebook, X/Twitter, Instagram, LinkedIn, YouTube, Pinterest and Bluesky.

General social media giving and fundraising stats for charities and nonprofits

• More and more organisations are looking to entertain their audiences without directly promoting their respective services; 48% of organisations produce content that doesn’t explicitly promote their own product or service, and these posts make up at least 61% of their content (Social Media Trends 2025 Report). This suggests that organisations are throwing aside the established rules for digital comms, deprioritising things like brand consistency in favour of higher reach and engagement.

• 41% of organisations are testing proactive engagements. In other words, they are doing things like commenting on other creators’ posts (Social Media Trends 2025 Report). Although this promotes the post they are commenting on, it can also lead to positive results for the organisation leaving the comment, e.g. users clicking through to their page.

• Social listening lifts ROI (Return on Investment) confidence, ranging between 4%-14% depending on the platform (Social Media Trends 2025 Report). That is to say, regardless of the social media platform, organisations that do carry out social listening have more confidence in a platform’s ROI compared to those that carry out no social listening.

• 27% of social marketers switch up their content because of cultural opportunities, like memes and trends (Social Media Trends 2025 Report).

• More social marketers used AI in 2024 than in 2023. It is most used for editing and refining text, with 80% of those surveyed using generative AI for this (compared to 67% the year before). There was also a big jump in the number of marketers using it for editing and modifying imagery – 42% in 2024 vs 15% in 2023 (Social Media Trends 2025 Report).

Facebook stats for charities and nonprofits

• According to Hootsuite, the optimal number of social media posts for Facebook is 1-2 per day (Hootsuite Social Media Trends 2025 Report). However, if a nonprofit has fewer than 10,000 followers, they should only post 2-3 times per week (NP Tech for Good).
• 96% of nonprofits use Facebook (NP Tech for Good 2023 Report).
• 84% of Facebook users share to show their support for a cause and highlight issues that are important to them (NP Source).
• 18% of donors worldwide have given through Facebook fundraising tools, and 88% of those say they are likely to give again through Facebook’s fundraising tools (NP Source).
  The Facebook fundraising tool that raise the most money are as follows (NP Tech for Good 2023 Report):
  • Fundraisers created by supporters (37%)
  • “Donate” button on pages (28%)
  • “Donate” button on posts (19%)
  • Fundraisers created by nonprofits (10%)
  • “Donate” button featured in posts with paid ads (5%)
  • Donation stickers in stories (1%)
  • “Donate” button in live streams (0%)

X/Twitter stats for charities and nonprofits

• According to Hootsuite, the optimal number of social media posts for X/Twitter is 2-3 per day (Social Media Trends 2025 Report).
• 59% of nonprofits use X/Twitter according to a 2023 report, but this number is likely to have changed in light of Elon Musk’s ownership of the platform (NP Tech for Good 2023 Report).
• 55% of people who engage with nonprofits on X/Twitter end up taking some sort of action (NP Source).
• 13% of nonprofits with active X/Twitter accounts are planning to leave the platform or sunset their accounts (M+R Benchmarks).
• The number of followers for nonprofits on X/Twitter decreased by 1% on average in 2023 (M+R Benchmarks).

Instagram stats for charities and nonprofits

• According to Hootsuite, the optimal number of grid posts on Instagram is 3-5 per week. The optimal number of stories is 2 per day (Social Media Trends 2025 Report).
• 73% of nonprofits use Instagram (NP Tech for Good 2023 Report).
• The number of followers for nonprofits on Instagram increased by 11% in 2023 (M+R Benchmarks).
• Instagram is the most popular platform for nonprofits using influencer marketing. Of those engaged in influencer campaigns, 94% work on Instagram (M+R Benchmarks).

LinkedIn stats for charities and nonprofits

• According to Hootsuite, the optimal number of social media posts for LinkedIn is 1-2 per day (Social Media Trends 2025 Report).
• 49% of nonprofits use LinkedIn (NP Tech for Good 2023 Report).
• 2.2 million nonprofits use LinkedIn (LinkedIn for Nonprofits).
• Nonprofits have an average engagement rate of 1.91% on LinkedIn (Social Media Trends 2025 Report).
• 42% of US donors use LinkedIn to research nonprofits to support, and 26% discover donation opportunities on LinkedIn (Classy).

• 44% of nonprofits use YouTube (NP Tech for Good 2023 Report).
• 28% of nonprofits are on YouTube (NP Source).
• 57% of users who watch nonprofit videos go on to make a donation (NP Source).
• 68% of nonprofit video watchers view similar videos within 30 days (NP Source).