1. Ngos and social media in Italy
Senigallia, 5th February 2013
“COMUNIC_EAD La Comunicación
Survey results para el Desarrollo”

2. 76 italian ngos
• 65,3% ngos / 49/87
• 28% onlus
• 28% association
How many employees?
• 8% other
• 38,7% = 1-5 employees
• 30,7% = 6-15 employees
• 8% = 16-30 employees
• 22,7% = more than 30 employees

3. Website and user
engagement
Ngos 2.0 are simple and
transparent
organizations.
They engage people to
shape and share their
work in order to raise
awareness of social
issues.

4. 1. Website and user
engagement
• 81,3% "donate now" button
• 28,1% comments allowed
• 24,7% has a blog
• 16,4% has more than one blog
• 16% "share" button
• 9,4% forum for users

5. 2. How often do ngos blog?
38,5% once a week
12,8% once a month
17,9 % once a day
10,3% twice a month

6. 2.1 Who does participate in the blog activities ?
• 70% Communication bureau
• 26,5% Editors team
• 20% Aid workers or volounteer abroad
• 11% volounteer (Servizio Civile)
Only one of the organizations of the survey asks the communities in the
development countries to blog; 3 ngos employ their interns in writing for the
blog.

7. 3. SOCIAL MEDIA

8. 3.1 Ngos social 92,6% manages at least
one social media profile
media profile:
• Facebook > 92,5%
• Youtube > 76,4%
• Twitter > 69,8%
• Linkedin > 32,5%
• Google Plus > 27, 9%
• Pinterest > 8,6%
• Foursquare > 2,8%

9. 3.2 Why social media
in the ngo?
• It's easy and fast sharing (9 ngos)
• To reach different targets of
people at the same time (7 ngos)
• To reach a large amount of
people (4 ngos)
• To increase the ngo visibility / self
promotion (16 ngos)
• Networking with supporters (9
ngos)
• Transparency (1 ngo)

10. Social media = old
Old media = broadcasting
media?

11. Social media is "social"
New media = conversation!
FIRST

12. 3.3 What kind of information do you share?
• Events in Italy (57,1%)
• Aid & cooperation information in general (47,2%)
• Fundraising campaign (28,1%)
• Updates from crisis / emergency situation (14,5%)
• Stories from the field (18,2%)
• Updates on projects (21,8%)
• Vacancy (10,6%)
• Engaging supporters and donors (3,7%)

13. 3.4 Who manage the
SM profile?

14. 3.4 Who manage the
SM profile?
It should not be the youngest member of the staff!

15. 3.4 Who manage the
SM profile?
• 73,2%
communication
bureau
• 21,4% every
employee
• 10% a social media
manager
• 10% volountary job

16. 3.5 Monitoring the feeling about social media inside
ngos

17. 3.5 Monitoring the feeling about social media inside
ngos
• "it's something you have to do to reach your
audience" (57,4%)
• "account managing is only for specialized
employees" (35,2%)
• "people outside the communication office should not be
allow to use social media" (15,21%)

18. 3.5 Monitoring the feeling about social media inside
ngos
• "my ngo chief doesn't recognize the value of the work we
do on social media" (25,8%)
• "every expat worker of the ngo should blog or use social
media to short the distance with supporters" (41,1%)
• "transparency may increase if every project would be
shared with supporters through social media" (34,4%)

19. 4. Fundraising online

20. 4.1 Fundraising /
Crowdfunding
• 92% never used
crowdfunding
platforms
• 28,6% thinks
crowdfunding is
"the fundraising of
the future"

21. Are you satisfied by your fundraising online
activity?

22. 5. Newsletters and
bulletins
• 50% publishes a
bulletin (75% digital)
• 72% sends newsletters

23. What makes an ngo
2.0?

24. NGOs 2.0:
• They share their successes but also their
failures
• Everyone in the organization is aligned around
their main goal or campaign. And everyone
knows how to use the web to grow their
movement
Please read: http://communicopia.com/insights/why-your-non-profit-wont-make-a-kony-2012

25. NGOs 2.0:
• Communications is a core capacity, it's not
seen as "not the real work" and doesn't have
to fight for resources
• They are close to their supporters, asking what
they want, constantly testing ideas with them,
and sometimes even following their lead
Please read: http://communicopia.com/insights/why-your-non-profit-wont-make-a-kony-2012

26. "Ngos 2.0 don’t work harder or longer than other
organizations, they work differently." BK

27. "Ngos 2.0 don’t work harder or longer than other
organizations, they work differently." BK
Donata Columbro - @dontyna
Ong 2.0 - Volontari per lo Sviluppo
Thanks!