Top 100 Nonprofits on Social Media

Competitive Analysis Social Media Best Practices Things we notice

We’re thrilled to release our second annual Top 100 Nonprofits on Social Media report just in time for the most important giving season of the year!

From animal welfare to arts to criminal justice and beyond, this report has it all when it comes to the ultimate guide to nonprofit social media. We studied top posts, hashtags, engagement rates, and more from 100 of the world’s most engaging nonprofits on social to help your nonprofit prepare for Giving Tuesday and the year ahead.

Drop a donation to your favorite nonprofit and then get reading!

Spoilers! See the full Nonprofit rankings.

Grab the report here

Top 10 Nonprofits on Social Media (overall)

It was a great year for nonprofits on social who earned epic engagement using everything from adorable puppy adoption pleas to behind-the-scenes pointe shoe content to bats that are guaranteed to steal your heart (more on that later).

Overall Rank Nonprofits Rank Rank Rank Rank
1 Bat Conservation International 5 6 8 10
2 American Ballet Theatre 2 4 11 39
3 Planned Parenthood 17 2 33 16
4 Innocence Project 9 27 32 1
5 US Campaign for Palestinian Rights 3 10 68 2
6 ACLU 44 12 24 6
7 Amnesty International 13 11 59 5
8 National Trust 46 9 21 21
9 Seattle Humane 4 5 3 93
10 HAYTAP 8 49 46 3

Bat fans, rejoice: Bat Conservation International has taken the gold for the second year running! American Ballet Theatre climbed the ranks in a big way to land the silver, while Planned Parenthood repeated its podium finish with a bronze. Innocence Project, Amnesty International, National Trust, and HAYTAP also pulled off top 10 repeats, while the US Campaign for Palestinian Rights, the ACLU, and Seattle Humane landed in our top 10 for the first time.

Top Nonprofit Overall: Bat Conservation International

Bat Conservation International is a fan favorite on social for a reason: their colorful and quirky posts engage fans on every channel they post on and go a long way towards making bats less scary. BCI uses everything from colorful graphics to weird but gripping bat memes to entice and engage followers in their quest to protect bat populations across the country.

BCI generally posts less frequently than their average competitors but makes every post count with above-average engagement rates and totals. The nonprofit pulled all that off with way fewer followers than their average rival. Fewer posts + fewer followers usually equals lower engagement, but not for BCI who harnessed the power of bats to fly straight into followers’ hearts.

Nonprofit social media post by Bat Conservation International featuring a bat-themed poem, with 88.3K total engagements, including 67.3K reactions, 1.43K comments, and 19.6K shares.

BCI ranked 8th on Facebook thanks in part to posts like this featuring, wait for it, bat poetry (no, the bats did not write it). The poem by environmentalist and poet Anna Ferguson Montague delighted bat fans on BCI’s favorite day of the week: Baturday. With a 56.2% engagement rate by follower, BCI should definitely look into commissioning more bat poems. The nonprofit earned 5x the engagement rate of their average nonprofit competitor on Facebook despite having a quarter of the fans. Part of that incredible engagement can be explained by posts like this that earned nearly six million impressions, suggesting BCI’s content reached far beyond their follower count.

Nonprofit Instagram post by Bat Conservation International showcasing a cute bat for Spooky SZN, achieving 83.1K likes.

Adorably spooky Reels like this one helped BCI earn 2x the engagement total and 5x the engagement rate of their average competitor on Instagram. The Reel featured five spooky/sweet bats guaranteed to turn anyone into a bat conservationist. BCI earned a 147% engagement rate and more than 1.2 million estimated impressions on the post, proving that in the right hands, even the most niche causes can go viral.

Nonprofit Twitter post by Bat Conservation International for Bat Appreciation Day, generating 2.84K engagements, including 1.97K likes and 847 retweets.

This beautiful photo tweet celebrating Bat Appreciation Day earned a 14.2% engagement rate and more than 85K impressions by inviting followers to turn out for this important holiday that BCI actually did not make up. Many of the nonprofit’s posts feature real bats in all their glory, but shaking up the style to something more artistic helped engage fans new and old who might not be fully on board with bat content just yet. BCI continues to impress by doing more with less: the nonprofit earned 10x the engagement rate by follower on Twitter but tweeted about half as often as their average competitor, and did it all with one tenth of the followers.

Nonprofit TikTok post by Bat Conservation International highlighting different bat species with 42.1K engagements, including 34.3K likes and 7.69K shares.

Not every nonprofit we studied this year managed to keep abreast of the constantly-evolving TikTok trend landscape, but BCI definitely gave it their best shot. The video put a bat-themed spin on the trending clip from Lizzo’s song Boys by swapping the meaning of the song to Bats Of varYing Species. Fans and followers ate up the playful post to the tune of a 12.4% engagement rate by view and more than 340K views. Not every trend will feel applicable to your nonprofit, but videos like this remind us that getting in on the right trend at the right time can be an engagement slam dunk.

BCI has really invested in TikTok this year, with a 38% increase in follower count and above-average posting frequency by about 30%. The nonprofit’s efforts are paying off with more than 2x the engagement total and 6x the engagement rate by view.

Top Nonprofit Social Media Trend 1: Holiday-themed posts

From observing national holidays that align closely with any given nonprofit’s mission to cute manatees celebrating Halloween, holiday posts led to an engagement uptick across all four channels we studied this year.

Nonprofit social media post by Save the Manatee Club featuring Tallulah the manatee dressed for Halloween, with 434 total engagements and 7.32K impressions.

Save the Manatee Club finished 31st on Instagram and 25th overall thanks to the success of photo posts like this one featuring a costumed manatee presiding over a gaggle of pumpkins. The Halloween-themed post earned a 27.8% engagement rate by follower and more than 7.3K impressions by keeping in the holiday spirit. User-generated content is a great way for nonprofits to stretch tight staff and tighter budgets like in this post which sourced a photo from the larger STMC community.

Nonprofit social media post by Greenpeace celebrating Pride Month and linking climate justice with human rights, receiving 110 engagements and 1.04K views.

Environmental activism nonprofit Greenpeace took to its TikTok platform during Pride Month to remind followers that an important part of fighting for climate justice includes protecting trans rights. The nonprofit ranked 17th on TikTok this year thanks in part to this simple video that earned a 10.5% engagement rate by view, which is about 10x the nonprofit TikTok median. Making the most of holidays and themed months like Pride can help your content stay relevant all year long.

Top Nonprofit Social Media Trend 2: Giving Tuesday

Giving Tuesday is a critical time for nonprofits looking to fundraise, and many of the top nonprofits we studied encouraged donations creatively for maximum engagement and minimal grumbling.

Nonprofit social media post by American Ballet Theatre encouraging Giving Tuesday donations, featuring a dancer's fouetté challenge; 8.82K total engagements and 902K estimated impressions.

Second-place winner American Ballet Theatre’s posts about Giving Tuesday ranked consistently across channels as some of their most engaging of the year, making the nonprofit one to watch for inspiration. ABT’s series encouraging donors to engage throughout the day to see dancers doing feats of increasing difficulty as donations rolled in led to fun and social engagement online and at the ballet studio. Not every channel saw an engagement increase with posts that mentioned Giving Tuesday, but nonprofits saw a 1.44x engagement rate lift on Facebook when talking about the day of giving.

Nonprofit social media post by Bat Conservation International showcasing Heller's broad-nosed bat for Giving Tuesday; 255 engagements and 4.39K impressions.

Playful content performed well on social when it came to Giving Tuesday as well, like in this impressive bat portrait from overall winner Bat Conservation International. Rather than ask directly for donations, BCI reminded followers about Giving Tuesday with tweet content featuring Gen-Z slang about a look “giving” (which means it’s good) and “serving” (which means it’s even better). The tweet earned a 1.3% engagement rate, which is about 4x the nonprofit Twitter median this year. Not every donation request on social has to feel like a desperate or urgent plea: adding fun or casual content into your campaign can give followers a break while still keeping your nonprofit at top of mind.

Top Nonprofit Social Media Trend 3: Behind-the-scenes content

Taking supporters and donors behind the scenes is a tried and true strategy for nonprofits around the world because it helps people deepen their connection to their favorite organization’s mission and impact. Backstage content on social media can serve the same purpose, even if there’s not actually a stage to peek around the back of.

Nonprofit social media post by Education Post showcasing Gabonese students singing, with 688K total engagements and 11.3M impressions.

Education Post focuses on schooling opportunities for bright kids around the world, which very much includes the stunning music coming out of this classroom in Africa. This Reel helped EdPost finish first on Instagram–no surprise with the impact of this post, which earned nearly three quarters of a million engagements and more than 11 million estimated impressions. Many organizations might feel tempted to post a slick video with high production values, but EdPost knew the content would resonate with fans based on nothing more than unbelievable music from the mouths of truly talented kids.

Nonprofit social media post by Blank Park Zoo showing giraffe training for medical procedures, achieving 18K engagements and 14.8M impressions.

Going behind the scenes isn’t just for the arts. The Blank Park Zoo finished 13th on Facebook thanks to this video post about training one of their giraffes to feel calm and comfortable during x-ray imaging. The video went viral to the tune of 13 million views and more than 18K engagements by involving fans in a side of the zoo they probably would never be able to experience from a casual stroll through the park. Behind-the-scenes content like this helps strengthen followers’ and donors’ relationships with the causes they support and is an important tool in any nonprofit social media marketer’s toolkit for sustaining engagement over time.

Top Nonprofits on Social Media: Instagram

Congrats to Education Post for winning big on Instagram this year, and to American Ballet Theatre and the US Campaign for Palestinian Rights on their respective silver and bronze finishes. Overall top 10 finishers Seattle Humane, Bat Conservation International, HAYTAP, and the Innocence Project also saw impressive rankings on Instagram. Doctors Without Borders, Joffrey Ballet, and Hillel International finished strong on Instagram but didn’t quite break into the overall top 10 thanks to some lagging ranks on other channels.

Rank Nonprofit Total Engagement Eng. Rate by Follower
1 Education Post 2,684,924 3.87%
2 American Ballet Theatre 2,443,871 3.01%
3 US Campaign for Palestinian Rights 977,949 5.46%
4 Seattle Humane 1,579,526 2.26%
5 Bat Conservation International 755,432 5.12%
6 Doctors Without Borders (MSF USA) 4,066,476 1.44%
7 Joffrey Ballet 1,004,049 2.21%
8 HAYTAP 5,600,200 1.19%
9 Innocence Project 1,226,596 2.04%
10 Hillel International 699,032 3.48%

Nonprofits earned an average engagement rate of 0.51%, which sits well above the all-industry Instagram average of 0.43% that we saw in this year’s Social Media Industry Benchmark Report. These nonprofits posted just as frequently as the average organization on Instagram this year at 4.8 posts per week. Higher engagement rates with similar post frequency means nonprofits are punching above their weight on Instagram.

Featured nonprofit: American Ballet Theatre

American Ballet Theatre is a force to be reckoned with on social, especially on video-focused channels like Instagram and TikTok. With 4x the followers of their average nonprofit competitor, the nonprofit has a leg up (pun intended) on engagement: ABT rocked 6x the engagement total at 2.44M compared to 392K competitor average, and more than 3x the engagement rate. Especially notable is that ABT posted about 1/3rd as frequently as their average competitor on Instagram and still managed to top the engagement charts, suggesting the content they do publish is high quality and reliably able to snag those likes and comments.

Behind-the-scenes content reigned supreme for the Boston-based ballet company, from pointe shoe ASMR to rehearsal footage to seemingly impossible tasks like fouetté challenges. The nonprofit also found creative ways to encourage donations and created plenty of nostalgic opportunities for followers to wax poetic about their favorite ballets over the years.

Nonprofit social media post by American Ballet Theatre showing pointe shoe ASMR by dancer Olivia Tweedy; 253.8K likes.

Followers ate up pointe shoe ASMR from a corps de ballet member of ABT’s company to the tune of a 26.3% engagement rate, which is more than 50x the nonprofit Instagram average. ASMR is all about pleasing sounds and images, so the crunching, crinkling, gluing, and sewing of pointe shoes is the perfect way to tickle followers’ brains. Professional ballet dancers modify their shoes nearly every day, so capturing the ritual for social media is a great way to capitalize on content just waiting to be shared.

Nonprofit Instagram post by American Ballet Theatre showcasing Fall Koch season tour in China, with 82.2K total engagements.

ABT posted a carousel with moments from the fall 2023 season to help fans remember their favorite moments with a little boost from the Instagram algorithm. The carousel post earned a 9.84% engagement rate and more than 1.37 million estimated impressions, not to mention nearly 80k likes. Instagram re-serves the second frame of a carousel to followers if they didn’t engage with the first, which often leads to higher engagement rates and means this post type should definitely remain in the mix for nonprofits.

Nonprofit Instagram post by American Ballet Theatre for Giving Tuesday, featuring a dancer with 67.5K total engagements.

Nonprofits constantly have to find balance between sharing the results of their mission-driven work and asking for donations to help fund it. ABT wasn’t afraid to get creative about encouraging donations with a little help from the dance company by promising amazing feats from the dance company if their online community could hit certain fundraising milestones. In this Instagram Reel, ABT delivered on its promise that dancer Léa Fleytoux would balance on pointe for an entire minute if 50 followers donated on Giving Tuesday. The feat impressed followers, earning the organization an 8.02% engagement rate and encouraged further donations for ABT’s next milestone of 100 donations. Finding new ways to ask for donations is a challenge that many nonprofits face, but they can definitely take a page out of ABT’s book with their Giving Tuesday campaign.

Top Nonprofits on Social Media: TikTok

The National Down Syndrome Society snagged gold on TikTok this year (while landing just outside our overall top 10 😢) with Planned Parenthood and RepresentUs also standing strong on the TikTok podium. Many of our overall top 10 winners also performed well on TikTok like American Ballet Theatre, Seattle Humane, Bat Conservation International, National Trust, and the US Campaign for Palestinian Rights. Best Friends Animal Society and the American SPCA stood out in a big way on TikTok but have some improving to do on other channels if they want to crack the overall top 10 next year.

Rank Nonprofit Total Engagement Eng. Rate by View*
1 National Down Syndrome Society 7,012,768 21.08%
2 Planned Parenthood 829,111 18.76%
3 represent.us 1,670,659 12.09%
4 American Ballet Theatre 4,174,272 10.52%
5 Seattle Humane 497,358 14.35%
6 Bat Conservation International 333,388 18.70%
7 Best Friends Animal Society 382,819 10.84%
8 American SPCA 375,487 10.74%
9 National Trust 916,377 7.95%
10 US Campaign for Palestinian Rights 137,554 17.29%

Nonprofits earned a 0.99% engagement rate by view and posted videos about once per week on TikTok, which is about half as often as our multi-industry average. Imagine what these organizations could do with the resources to post even more frequently.

Featured nonprofit: Planned Parenthood

Health care and sex education nonprofit Planned Parenthood grabbed the silver on TikTok this year and bronze overall thanks to stellar content and strategic partnerships. With about four times the followers as their average nonprofit competitor and 4x the engagement totals, it’s no surprise that this nonprofit is ranking well this year. Planned Parenthood posted about twice as often as their average competitor at 1.87 videos per week and saw about twice the views. The nonprofit also rocked 6x the engagement rate by view at 18.8%, which is definitely a stat they can write home about.

It’s worth noting that Planned Parenthood’s follower counts and engagement totals are off the charts, but its engagement rates by follower on Facebook, Instagram, and Twitter are actually a little lower than the competitor average. Really big accounts like Planned Parenthood sometimes have to accept lower engagement rates in favor of eye-popping engagement totals. We balance engagement total and rate in our ranking to account for nonprofits like Planned Parenthood, which also helps smaller nonprofits and brands with impressive engagement rates but teeny engagement totals stay competitive in our rankings.

Nonprofit social media post by Planned Parenthood on Montana's abortion rights ruling, achieving 12.5K total engagements and 70K views

Planned Parenthood had strong success with sharing news stories about things like abortion and contraception with a related GIF playing in front of it, like in this video about expanding abortion access with Phoebe and Rachel from Friends dancing on a loop in the foreground. The video earned a 17.8% engagement rate by view and more than 12K engagements, suggesting adding a little silliness to serious news pays off when it comes to engagement.

Nonprofit social media post by Planned Parenthood highlighting the lack of medical justification for Indiana's abortion ban, with 50.0K total engagements, including 49.1K likes, 409 comments, 528 shares, and 378K views.

The nonprofit wasn’t afraid of humor, especially when it comes to raising awareness for reproductive freedom. This video features Planned Parenthood providers looking around their clinic for medical reasons to restrict abortion everywhere from desks to drawers and coming up empty, earning a 13.3% engagement rate by view and nearly 400K views. Tone matters when it comes to storytelling, and many nonprofits have learned that going playful instead of somber can engage more supporters in their causes.

Nonprofit social media post by Planned Parenthood emphasizing the right to emergency medical care, including abortion, with hashtags related to reproductive rights and healthcare; 530 total engagements, including 489 likes, 20 comments, 21 shares, and 5.35K views.

Many nonprofits rely on partnerships to boost awareness and reach new audiences, and Planned Parenthood is no exception. Partnering with TikTok celebs like @JamesIsSmiling earned the nonprofit a 9.95% engagement rate on TikTok this year. Switching up your brand’s representative online can help new audiences and followers find your nonprofit’s content while offering variety to your existing fanbase. In this case, James has partnered with Planned Parenthood since 2023 to share stories about STDs, reproductive rights, trans rights and more and their posts are always thoughtful, conversational, and engaging. Many nonprofits don’t have the budget to pay an enormous roster of influencers, so finding the right alignment is critical for nonprofits looking to stretch their dollar while reaching new audiences.

Top Nonprofits on Social Media: Facebook

The Alzheimer’s Assocation topped the Facebook charts for nonprofits this year, with PetSmart Charities and Seattle Humane hot on its heels. The rest of the Facebook top 10 ranged far and wide, from healthcare nonprofits American Cancer Society and Red Cross to animal welfare organizations Anti-Cruelty, the Humane Society of the United States, and Bat Conservation International, with the Wounded Warrior Project and Carnegie Hall coming in as wild cards.

Rank Nonprofit Total Engagement Eng. Rate by Follower
1 Alzheimer’s Association 1,480,293 0.615%
2 PetSmart Charities 453,947 0.823%
3 Seattle Humane 480,702 0.489%
4 American Cancer Society 846,104 0.204%
5 Anti-Cruelty 235,056 0.747%
6 The Humane Society of the United States 1,093,947 0.165%
7 Wounded Warrior Project 1,558,167 0.155%
8 Bat Conservation International 217,667 0.513%
9 Carnegie Hall 378,335 0.185%
10 Red Cross 1,095,508 0.129%

Nonprofits on Facebook earned a 0.06% engagement rate and posted just under 6x per week, which is more than on any other channel we studied this year. This high post frequency makes sense even with lower engagement rates on Facebook, since posting on Facebook is often a lot less labor-intensive than creating TikTok videos or Reels. As we can see in the chart below, status updates and photos are the most engaging post types by rate for nonprofits on Facebook, so it makes sense that nonprofits are churning them out more frequently.

Nonprofit social media engagement chart comparing engagement rates by post type, highlighting the impact of photos, videos, and links.

Featured nonprofit: Seattle Humane

Rival IQ is based in Seattle and filled with pet-loving humans, so it’s no surprise we were jazzed to see Seattle Humane topping this year’s Facebook charts. The animal welfare nonprofit had about ⅕ the Page Fans of their average nonprofit competitor while boasting 4x the engagement total and rate, suggesting their social strategy is seriously dialed in. Posting more than twice as often as their rivals certainly helps explain those big engagement totals, and strong content that tugs at everybody’s heartstrings explains the rest of Seattle Humane’s success on social this year.

Nonprofit social media post by Seattle Humane about an adopted dog, Pretty Girl, with 12.1K total engagements and 114K video views.

As you might imagine for an animal shelter, Seattle Humane was all about calls for adoption on Facebook this year, like this post about pup Pretty Girl that earned an impressive 12.3% engagement rate. With so many followers looking for their next furry family member, these posts performed well consistently for the nonprofit. We used our natural language processing to analyze popular topics and phrases, and posts that celebrated a successful adoption earned a 2.41x engagement rate lift over Seattle Humane’s average posts–no surprise, since everyone loves a happy ending.

Nonprofit social media post by Seattle Humane introducing rescued dogs, with 5.74K total engagements and 139K video views.

Every animal welfare nonprofit is bound to rely on cuteness at some point or another, and Seattle Humane was no exception. The nonprofit showed off cute dogs to their full potential in this post about 18 tiny doggos that were surrendered to the shelter that earned a 5.58% engagement rate and more than 500K estimated impressions. Sharing pets for adoption is an important part of Seattle Humane’s mission, but telling the stories behind the surrendered or found pets is critical for connecting pets with their forever homes like in this heartstring-tugging post.

Nonprofit social media post by Seattle Humane thanking volunteers with a dog enjoying a treat, receiving 2.58K total engagements.

A big part of nonprofit communications has to be about donations and giving, but Seattle Humane gives equal air time to thanking donors for their contributions large and small like in this video post. The post rocked a 2.39% engagement rate which is nearly 40x the nonprofit industry median thanks to cute dog-friendly baked goods and even cuter pups. Asking for donations and thanking donors is a constant cycle for nonprofits around the globe, and while balancing the two can be tough, Seattle Humane has it down.

See how your nonprofit ranks.

Download the full report

Top Nonprofits on Social Media: Twitter

The Innocence Project had a big year on social including snagging the Twitter gold, and other top 10 overall finishers US Campaign for Palestinian Rights and HAYTAP also have a lot to be proud of on Twitter this year. Amnesty International, the ACLU, and Bat Conservation International also rode their Twitter success all the way to our overall top 10, while Heartfulness, Carter Center, Save the Manatee Club, and Doctors Without Borders had stronger showings on Twitter than on other channels we studied.

Rank Nonprofit Total Engagement Eng. Rate by Follower
1 Innocence Project 538,593 0.51%
2 US Campaign for Palestinian Rights 113,609 0.41%
3 HAYTAP 559,772 1.43%
4 Heartfulness 49,247 0.52%
5 Amnesty International 1,466,919 0.11%
6 ACLU 622,868 0.13%
7 Carter Center 487,466 0.81%
8 Save the Manatee Club 58,773 0.37%
9 Doctors Without Borders (MSF USA) 416,779 0.09%
10 Bat Conservation International 46,873 0.96%

Nonprofits saw lower engagement rates on Twitter compared to other channels in our report at 0.03%. This stat isn’t too surprising, since Twitter consistently earns lower engagement rates than any other channel across all the industries we track in our Social Media Industry Benchmark Report. Small engagement rates didn’t slow down their post frequency which came in at 4.6 tweets per week.

Featured nonprofit: Innocence Project

Legal justice advocacy nonprofit the Innocence Project is no stranger to topping our engagement charts placing third overall and 15th on Twitter in last year’s nonprofit report. The nonprofit zoomed to first place on Twitter thanks to gripping tweets calling for support for exoneration. The Innocence Project tweeted about 50% more frequently than the average nonprofit which gave them lots of opportunities to connect with concerned and motivated followers. With an eye-popping engagement total of 539K compared to 38K for the average nonprofit and more than 5x the engagement rate of their peers, this nonprofit is one to watch.

Nonprofit social media post by Innocence Project advocating for Marcellus Williams, with 69.3K total engagements and 10.7M impressions.

The Innocence Project focused heavily on turning the nation’s eyes towards Marcellus Williams’ execution by the state of Missouri this year in many of its social posts and tweets. These compelling and somber tweets generated action and support but were sadly unsuccessful at saving him from his fate. This tweet in the final lead-up to his execution saw a 39.7% engagement rate and more than 10 million impressions from followers tracking his story around the globe.

Tweets tagged #MarcellusWilliams saw a 12.4x engagement rate lift compared to the Innocence Project’s average tweets as followers shared their support for Williams and followed the news about his appeal and sentencing. Our AI-powered Popular Topics feature also analyzed language from Innocence Project’s tweets and found that tweets that mentioned “innocent man” performed 14x better than the nonprofit’s average tweet, suggesting having a clear point of view on Williams’ sentencing and execution helped the Innocence Project reach further than they might’ve with more neutral language.

Nonprofit social media post by Innocence Project honoring Kalief Browder’s memory, with 3.66K total engagements and 75.7K impressions.

While the Innocence Project is great at encouraging urgency around upcoming exoneration opportunities, the nonprofit also excels at telling the stories of innocent men and women failed by the US justice system like Kalief Browder. This photo tweet featured an eye-catching image and an invitation to followers to remember Browder for his wrongful death and fight for justice. The tweet earned a 2.21% engagement rate and more than 75K impressions as followers left their remembrances of Kalief and called for investigation into his innocence even after his death by suicide in 2015.

Nonprofit social media post by Innocence Project announcing Sandra Hemme's release after 43 years, with 1.17K engagements and 71.3K impressions.

While urgency is really the name of the game for the Innocence Project, the nonprofit also peppers in plenty of hopeful stories like Sandra Hemme’s. This photo tweet celebrating Hemme’s freedom from jail after 43 years of being wrongfully imprisoned earned a 0.70% engagement rate, which is more than 23x the average nonprofit engagement rate this year. Reminding followers of the life-saving impact the Innocence Project and other exoneration-focused organizations can have is critical for fostering and maintaining the financial and community support needed to sustain criminal justice nonprofits.

Check out the latest Social Media Industry Benchmark Report for even more benchmarks.

View the report now

How is My Nonprofit Performing on Social Media?

See what the best nonprofits are up to on social with our Live Social Media Benchmarks featuring top posts, engagement rates, high-performing hashtags, and tons more. Pro tip: you can even add these benchmarks directly into your Rival IQ account for always-on monitoring of these top organizations.

Or, go head-to-head with a free report on Facebook, Instagram, TikTok, or Twitter to see how you stack up against your top competition. Discover what makes your competitors tick with key insights and actionable advice you can start using now to come out on top.

If you’re hungry for even more stats, grab a free 14-day trial with Rival IQ.

Methodology

We surveyed hundreds of nonprofits between October 1, 2023 and September 30, 2024 on Facebook, Instagram, Twitter, and TikTok. We included a selection of nonprofits from Forbes’ Top 100 Charities list and a sample of nonprofits from our broader database of organizations around the world. Using this data and a weighted formula, we generated an overall engagement ranking for each nonprofit and narrowed the list to the top 100 brands based on our criteria. The top-ranked nonprofits have high engagement rates with average or better audience size and posting volumes. We reviewed a mix of boosted and organic posts.

We define engagement as measurable interaction on nonprofit social media posts, including likes, comments, favorites, retweets, shares, and reactions. Engagement rate is defined as the total engagement divided by audience size except on TikTok, where it’s defined as the total engagement divided by views.

Due to Instagram API limitations, we’re able to pull accurate Instagram engagement numbers only for creator and/or Instagram business accounts.

See how Rival IQ can help top nonprofits.

Explore our nonprofit solutions

The Case for Benchmarking

Why benchmark instead of just measuring how your nonprofit’s individual performance changes over time? Because social success is relative. Benchmarking means figuring out what’s working (and what isn’t) for organizations in your industry and measuring your success against that.

It’s really important to go beyond likes and favorites because audience size matters: 200 likes is great engagement for a nonprofit with 1,000 followers but is a drop in the bucket to an organization with 100,000 followers. Engagement rate helps us take audience size into account to see who’s really reaching the highest percentage of their fans and followers with their social posts, which are the nonprofits you need to beat.

Wrapping it up

Congratulations to all the organizations in this report for continuing to lead and redefine nonprofit social media! We can’t wait to see what you get up to in the year ahead.

Want to share your thoughts with us about nonprofit social media? Drop us a line on Instagram!

Start analyzing with a free Rival IQ trial.

Get my free trial

Blair Feehan

Blair is a content marketer based in Seattle who relishes helping companies large and small do one thing: tell their stories. She specializes in content creation, messaging, branding, and community engagement to get the word out. When she’s not writing, she can be found reading her brains out and then running statistical analysis on what she's been reading.

Ready to start analyzing?

Start measuring the impact of your social media campaigns with our 14-day free trial.

Start Your Free Trial