2025 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 3.05 billion monthly active users of which 65% access the site daily and spend an average of 40 minutes per day on the platform. [HootSuite]
  • 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]
  • 62% of its users worldwide are millennials and Gen Z. [Statista]
  • 93% of nonprofits use Facebook Pages. [2025 Nonprofit Tech for Good Survey]
  • On average, organic posts reach 2.2% 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 $3.20 compared to $17.40 on TikTok. [M+R Benchmarks Report]
  • Facebook/Meta results in an average return on ad spend (ROAS) of $0.48 for fundraising ads compared to $0.03 on TikTok. [M+R Benchmarks Report]
  • The average cost per donation via Facebook Ads/Meta is $106 compared to $1,040 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]
  • 37% of nonprofits use Facebook Fundraising Tools. 35% of nonprofits raised more money than they expected while 23% raised less. 32% raised what they expected. [Nonprofit Tech for Good Report]
  • 97% of all Facebook fundraising revenue is donated through Facebook Fundraisers. [M+R Benchmarks Report]
  • The average 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]
  • 22% of nonprofits utilize UTM codes to monitor website traffic from Facebook/social media. [Nonprofit Tech for Good Report]

LinkedIn

  • LinkedIn has 1 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 22 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]
  • 81% of nonprofits use LinkedIn Pages. [2025 Nonprofit Tech for Good Survey]
  • 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]
  • On average, posts reach 2.9% of their followers on LinkedIn. [Social Status]
  • Nonprofits have an average engagement rate of 1.91% on LinkedIn. [HootSuite Social Media Trends Report]
  • 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

  • Instagram has 2 billion monthly active users of which 500 million access the site daily and spend an average of 24 minutes per day on the platform. [Backlinko]
  • 62% of Instagram users are between the ages of 18 to 34. [Backlinko]
  • 85% of nonprofits worldwide use Instagram. [2025 Nonprofit Tech for Good Survey]
  • On average, posts reach 15.3% of their followers on Instagram. [Social Status]
  • Nonprofits post an average of 4.9 times per week to their Instagram account. [Rival IQ Social Media Industry Benchmark Report]
  • Nonprofits have an average engagement rate of 0.623% on Instagram. [Rival IQ Social Media Industry Benchmark Report]
  • 53% of nonprofits spend on social media advertising. Of those that spend on social media ads, 47% spend on Instagram. [Nonprofit Tech for Good Report]
  • For every 1,000 email addresses, nonprofits have an average of 251 Instagram followers. [M+R Benchmarks Report]
  • 13% of nonprofits use Instagram Fundraising Tools. 10% of nonprofits raised more money than they expected from Instagram Fundraising Tools while 57% raised less. 33% raised what they expected. [Nonprofit Tech for Good Report]
  • Instagram is the most commonly used platform for nonprofit influencer campaigns. Of those nonprofits that engage in influencer campaigns, 94% work with influencers on Instagram. [M+R Benchmarks Report]

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]
  • 2% of nonprofits in the U.S. use Threads. [2025 Nonprofit Tech for Good Survey]
  • Threads has 350 million users and 100 million monthly active users. [Social Media Today]
  •  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

  • Bluesky has 38 million monthly active users. [Social Media Today]
  • 4% of nonprofits in the U.S. use Bluesky. [2025 Nonprofit Tech for Good Survey]
  • In the US and UK, Bluesky app has around 3.5 million daily active users. [Backlinko]
  • The countries with the highest number of Bluesky users are the United States, Japan, and Brazil. [Backlinko]
  • 60% of Bluesky users are male and one-third are between the ages of 18 and 24. [Exploding Topics]

X

  • X has 368 million monthly active users and 121 million daily active users. [Backlinko]
  • 61% of X users are male and 58% of X users are between the ages of 18 to 34. [Backlinko]
  • 24% of nonprofits worldwide use X. [2025 Nonprofit Tech for Good Survey]
  • Nonprofits have an average engagement rate of 0.03% 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 1.12 billion monthly active users that spend a global average of 95 minutes per day on the platform. [Backlinko]
  • 15% of nonprofits worldwide use TikTok. [2025 Nonprofit Tech for Good Survey]
  • 55% of TikTok users are female and 55% are between the ages of 18 to 34. [Backlinko]
  • 27% of nonprofits worldwide use TikTok and 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 $17.40 compared to $3.20 for Meta platforms. [M+R Benchmarks Report]
  • TikTok results in an average return on ad spend (ROAS) of $0.03 for fundraising ads compared to $0.48 for Meta platforms. [M+R Benchmarks Report]
  • The average cost per donation via TikTok is $1,040 compared to $106 on for Meta platforms. [M+R Benchmarks Report]

The 2026 Certificate in Social Media Marketing & Fundraising program covers the fundamentals of social media marketing and fundraising for your nonprofit. Participants will learn how to create a social media strategy, craft a content marketing plan, and current best practices for using social media for community engagement and fundraising.