As a collaborative research project by the Public Interest Registry and Nonprofit Tech for Good, the 2016 Global NGO Online Technology Report is an inaugural effort to gain a better understanding of how non-governmental organizations (NGOs) worldwide use online technology to communicate with their supporters and donors. Over the last two decades the NGO sector has embraced Internet technology, but at varying speeds based upon the Internet infrastructure of the country in which they reside. Social, economic, and political factors in each of the world’s countries have either hastened or hindered the development of Internet infrastructure, yet there is little research that compares NGOs globally and their use of online technology.
To address this gap in research, this report set out to provide better insight into online technology and its use within the global NGO sector. The primary goals were:
1. To set a baseline of data points about NGOs and their use of online technology across continents
2. To better understand how trends in web and email communications, online fundraising, and social media vary from continent to continent.
3. To provide a set of basic benchmarks in online technology use by continent so that NGOs worldwide have a better understanding of their own online technology use.
There are diverse regional differences in how NGOs worldwide utilize online technology, but as a whole the data gathered from surveying 2,780 NGOs from 133 countries can be used by NGOs throughout the globe to set goals for their online communications and fundraising strategies.
Donors: Summary of Findings
Of the 355 donors from 27 countries that participated in the survey, 37% were Gen X donors, 29% were Baby Boomers, and 28% were Millennials. In the NGO sector generational differences in giving behavior are most often presented as being vastly different, but the 2015 Global NGO Online Technology Survey revealed strikingly similar giving preferences. As individuals worldwide of all ages become more trusting and adept with online technology, so does their giving behavior.
- 62% of donors worldwide prefer to give online. 23% through direct mail. Six percent through a mobile app or via text. Nine percent through other methods, such as workplace giving, fundraising events, stock, over the phone.
- 27% of donors worldwide cite social media as the communication tool that inspires them the most often to give. 23% cite email. 14% credit an NGO’s website. 12% responded print materials. Five percent answered TV and/or radio. Two percent answered text messaging. 17% indicated other tools, such as face-to-face contact, workplace giving, fundraising events, and telemarketing.
- 72% of Millennials prefer to give online and they are most often inspired to give by social media. Their top five causes are children and youth, women and girls, human and civil rights, education, and animals.
- 66% of Gen Xers prefer to give online and they are most often inspired to give by email. Their top five causes are education, children and youth, human services, animals, and the environment.
- 54% of Baby Boomers prefer to give online and are most often inspired to give by email. Their top five causes are human services, education, children and youth, health and safety, and arts and culture.
To read the full 2016 Global NGO Online Technology Report, download your copy from Nonprofit Tech for Good by clicking here.