2026 Social Media Statistics for Nonprofits

A supplemental post to 101 Digital Marketing & Fundraising Best Practices for Nonprofits, the statistics listed below can guide your nonprofit in creating and maintaining a successful social media strategy.

Facebook

  • Facebook has 3.07 billion monthly active users of which 65% access the site daily and spend an average of one hour and 7 minutes per day on the platform. [Sprout Social]
  • By 2027, Facebook will reach 75% of the world’s population and is currently the world’s third most trafficked website after Google and YouTube. [Similarweb]
  • 61% of its users worldwide are millennials and Gen Z. [Statista]
  • 93% of nonprofits use Facebook Pages, down from 96% in 2023. [2026 Nonprofit Tech for Good Report]
  • Nonprofits have an average of 53k followers on Facebook. [M+R Benchmarks Report]
  • On average, organic posts reach 5% of their followers on Facebook. [Social Status]
  • Nonprofits post an average of 5.5 times per week to their Facebook Page. [Rival IQ Social Media Industry Benchmark Report]
  • Nonprofits have an average engagement rate of 0.046% on Facebook. [Rival IQ Social Media Industry Benchmark Report]
  • 53% of nonprofits spend on social media advertising. Of those that spend on social media ads, 98% spend on Facebook. [Nonprofit Tech for Good Report]
  • Facebook/Meta has an average cost per lead of $3.64 compared to $10.69 on TikTok. [M+R Benchmarks Report]
  • Facebook/Meta results in an average return on ad spend (ROAS) of $0.76 for fundraising ads compared to $0.04 on TikTok. [M+R Benchmarks Report]
  • The average cost per donation via Facebook Ads/Meta is $74 compared to $590 on TikTok. [M+R Benchmarks Report]
  • For every 1,000 email addresses, nonprofits have an average of 1,041 Facebook fans. [M+R Benchmarks Report]
  • 42% of nonprofits use Facebook Fundraising Tools, up from 37% in 2023. [2026 Nonprofit Tech for Good Report]
  • 97% of all Facebook fundraising revenue is donated through Facebook Fundraisers. [M+R Benchmarks Report]
  • The average Facebook Fundraiser has three gifts that average $36 USD — $108 USD in total. [M+R Benchmarks]
  • Giving through Facebook Fundraising Tools resulted in 0.2% of all online revenue for nonprofits in 2024 – down from 1.1% in 2023. [M+R Benchmarks]
  • Facebook fundraisers who are thanked by nonprofits during the fundraising campaign raise 35% more than those who are not. [Give Panel]
  • 36% of nonprofit professionals say that Facebook helped them most to achieve their communications strategy objectives, followed by Instagram at 26%, and LinkedIn at 25%. 13% say social media does not help them achieve their communications objectives. [2026 Nonprofit Communications Trends Report]

LinkedIn

  • LinkedIn has 1.2 billion registered users of which 49% are monthly active users and 16% are daily active users. Monthly users spend an average of 17 minutes per month on LinkedIn. [The Social Shepherd]
  • 44% of U.S. adults who use LinkedIn earn over $75,000 a year and 51% have a college degree. [Sprinklr]
  • 36% of LinkedIn users are millennials, 27% are Gen X, 26% are Gen Z, and 9% are baby boomers. [HootSuite]
  • There are 2.2 million nonprofits on LinkedIn and 23 million nonprofit professionals. [LinkedIn]
  • 27% of nonprofits worldwide have an official policy to allow staff to work on their LinkedIn Profiles during work hours. [Global NGO Technology Report]
  • 78% of nonprofits use LinkedIn Pages, up from 49% in 2023. [2026 Nonprofit Tech for Good Report]
  • Nonprofits have an average of 11k followers on LinkedIn. [M+R Benchmarks Report]
  • On average, posts reach 3% of their followers on LinkedIn. [Social Status]
  • 68% of nonprofits post less than once weekly, 15% post once weekly, 8% post once every other day, 6% post once daily, and 3% post twice or more daily. [Global NGO Technology Report]
  • Nonprofits have an average engagement rate of 1.5% on LinkedIn. [Sprout Social]
  • 53% of nonprofits spend on social media advertising. Of those that spend on social media ads, 17% spend on LinkedIn. [Nonprofit Tech for Good Report]
  • For every 1,000 email addresses, nonprofits have an average of 58 LinkedIn followers. [M+R Benchmarks Report]
  • 42% of US donors use LinkedIn to research nonprofits to support and 26% discover donation opportunities on LinkedIn. [Classy]

Instagram

Threads

  • Threads reached 100 million active users in 4 days – faster than any app in history – 12X times faster than ChatGPT and 55X faster than TikTok. [Backlinko]
  • 8% of nonprofits in the U.S. use Threads. [2026 Nonprofit Tech for Good Report]
  • Nonprofits have an average of 12k followers on Threads. [M+R Benchmarks Report]
  • Threads has 400 million monthly active users and 143 million daily active users. [Backlinko]
  •  62% of nonprofits active on X have started building a presence on other emerging platforms. Of those, 88% are experimenting with Threads, 84% with BlueSky, 6% with Mastodon, and 5% with Discord. [M+R Benchmarks Report]

Bluesky

X

  • X has 561 million monthly active users and 132 million daily active users. [Backlinko]
  • 36% of X users are female and 58% of X users are between the ages of 18 to 34. [Backlinko]
  • 22% of nonprofits worldwide use X, down from 59% in 2023. [2026 Nonprofit Tech for Good Report]
  • Nonprofits have an average of 21k followers on X. [M+R Benchmarks Report]
  • Nonprofits have an average engagement rate of 0.12% on X. [Social Status]
  • 53% of nonprofits spend on social media advertising. Of those that spend on social media ads, 17% spend on X. [Nonprofit Tech for Good Report]
  • For every 1,000 email addresses, nonprofits have an average of 527 Instagram followers. [M+R Benchmarks Report]
  • 13% of nonprofits with active X accounts are planning to leave the platform or sunset the account in some way. [M+R Benchmarks Report]

TikTok

  • TikTok has 1.94 billion monthly active users that spend a global average of 95 minutes per day on the platform. [Backlinko]
  • 14% of nonprofits worldwide use TikTok, up from 6% in 2023. [2026 Nonprofit Tech for Good Report]
  • Nonprofits have an average of 3k followers on X. [M+R Benchmarks Report]
  • 55% of TikTok users are female and 55% are between the ages of 18 to 34. [Backlinko]
  • 27% of nonprofits worldwide use TikTok and it has an engagement rate of 7.5%. [HootSuite]
  • For every 1,000 email addresses, nonprofits have an average of 36 TikTok followers. [M+R Benchmarks Report]
  • 53% of nonprofits spend on social media advertising. Of those that spend on social media ads, 1% spend on TikTok. [Nonprofit Tech for Good Report]
  • TikTok has an average cost per lead of $10.69 compared to $3.64 for Meta platforms. [M+R Benchmarks Report]
  • TikTok results in an average return on ad spend (ROAS) of $0.04 for fundraising ads compared to $0.76 for Meta platforms. [M+R Benchmarks Report]
  • The average cost per donation via TikTok is $590 compared to $74 on for Meta platforms. [M+R Benchmarks Report]

The 2026 Certificate in Artificial Intelligence (AI) for Marketing & Fundraising program provides an honest, balanced approach to using AI for nonprofit marketing and fundraising—and illuminates why AI literacy is a must-have skill for 2026 and onward. Customized for nonprofit professionals, this webinar series will expand your skill set, advance your career, and help transition your nonprofit into the age of AI.

Certificate in AI for Marketing & Fundraising awarded by Nonprofit Tech for Good, signed by CEO Heather Mansfield, with a blue award banner.