Our Brick Factory team spends a lot of time helping nonprofits get the most out of their presences on Facebook, Twitter, and Instagram. Despite how important social media has become, there isn’t a ton of benchmark data for nonprofit marketers.

Which social networks are most effective? How often do nonprofits post? What types of posts perform best?

Finding answers to these questions is surprisingly difficult. In an effort to provide nonprofit marketers with better benchmark data, we performed an analysis of the Twitter, Facebook, and Instagram accounts of the 100 largest nonprofits in the United States.

You can download a free copy of our study on how nonprofits use social media here.

There are a ton of important insights in the full study, but perhaps the most interesting finding is how much higher engagement rates on Instagram are compared to Twitter and Facebook. For example, the median post for a nonprofit with 100,000 followers would receive 344 likes on Instagram, compared to 30 reactions on Facebook, and three likes on Twitter.

While not as pronounced, users were also more likely to comment/reply to Instagram posts than on posts from Twitter and Facebook.


Download the full study to learn more about how nonprofits are performing in Instagram, Twitter, and Facebook.

About the Author
Todd Zeigler
Todd Zeigler serves as the Brick Factory’s chief strategist and oversees the operations of the firm. In his sixteen year career in digital, he has planned and implemented campaigns for clients including the Pickens Plan, International Youth Foundation, Panthera, Edison Electric Institute, and the American Chemistry Council. Todd develops ambitious online advocacy programs, manages crises, implements online marketing strategies, and develops custom applications and software. He is bad at golf though.