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February 03, 2017

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Here's the The Lowdown from DN Journal,
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The Lowdown is compiled by DN Journal Editor & Publisher Ron Jackson.

New Report Shows How Organizations Around the World Use Online Technology and Social Media to Reach Their Goals 

Public Interest Registry (PIR), the not-for-profit operator of the .org, .ngo and .ong domains and Nonprofit Tech for Good released an interesting new survey this week, their 2017 Global NGO Online Technology Report. This 2nd annual report reveals how non-governmental organizations (NGOs) worldwide use web, email and mobile communications, online fundraising tools, and social media. 

While the report is specific to the not-for-profit category, the results should be of interest to anyone who is developing a website and trying to figure out the most effective ways to interact with visitors and clients.

The report details the key findings from a survey of 4,908 NGO respondents from 153 countries across Africa, Asia, Australia & Oceania, Europe, North America and South America. Compared to the 2016 survey, the report nearly doubled in the number of participants. Findings in the report include regional comparisons of how NGOs use the internet to build awareness and raise funds, as well as whether NGOs find specific online and mobile communication tools to be effective for their communications and fundraising strategies.

Key findings globally include: 

  • 92% of respondents have a website. Of those, 78% are mobile-compatible.

  • Only 38% regularly publish a blog.

  • More than 68% of survey respondents noted that their organization uses the .org domain, compared to 9.2% that use the .com domain.

  • Email dominates as the preferred form of communication to donors, with 71% of respondents regularly sending email updates, whereas 15% regularly send text messages to supporters.

  • 67% of respondents accept online donations. 

  • While 95% agree that social media is effective for online brand awareness, only 66% of respondents say that executive leadership supports prioritizing social media in their online communications and fundraising strategy.

  • Facebook leads as the preferred social media platform with 92% of respondents having a dedicated page, followed by Twitter (72%) and YouTube (55%).

Heather Mansfield, the founder of Nonprofit Tech for Good, said “As internet infrastructure continues to improve worldwide, we expect that future results of this survey will demonstrate that NGOs around the world are becoming more equally empowered to use the internet to inspire philanthropy and create social change. The NGO Online Tech Report is groundbreaking in that it is the only annual research project dedicated to studying how NGOs use online technology on a global scale and reveals the technological gaps across regions."

With respect to North America, key findings include: 

  • When communicating with supporters, only 3% of respondents in North America regularly send mobile text messages.

  • 85% of respondents accept online donations.

  • 38% of respondents in North America have been using social media for 3-4 years and 36% percent have been using it for 5-9 years.

  • 50% percent of respondents in North America have used social media to report live.

Public Interest Registry CEO Brian Cute noted, “We understand the global NGO community uses the internet to advance their causes, however the status of a region’s internet infrastructure may impact their ability to communicate and spread their mission worldwide. The report allows us to see the challenges, pain points and ultimately opportunities to support organizations online and give them a foundation to stay connected.”

Public Interest Registry's mission is to educate and enable the global noncommercial community to use the internet more effectively, and to take a leadership position among internet stakeholders on policy and other issues relating to the domain naming system. Nonprofit Tech for Good is a leading social and mobile media resource for nonprofit professionals. 

PIR CEO Brian Cute

For more information on the survey's findings and methodology, and to download the full report and graphics, visit: http://www.techreport.ngo.

(Posted February 3, 2017) 

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