How Charities are Using Instagram
A picture speaks a thousand words, and Instagram allows nonprofits to speak the worth of millions of words. Every time organizations post, it makes a lasting statement; so, who is doing it right? How can this process be duplicated to ensure organizational success? The best way to outline the means of success is to look at who’s doing it the best.
Doctors Without Borders
Doctors Without Borders provides independent, impartial medical assistance for people in crisis in over 60 countries. While effectively putting doctors and nurses on the ground where they are needed most. Doctors Without Borders spreads awareness about the inhumanities it comes face-to-face with every day, and its mission is to serve communities regularly on Instagram. Their posts raise awareness and move people to action.
Their Instagram page and postings are successful for these major reasons:
- Human-centric images that connect to viewers’ hearts and leave a lasting impression
- Feature youth and others directly helped to show the actual impact achieved
- Smiling faces of clients to show positivity despite difficult lives
- Great lighting in every photo creates a sense of hopefulness
- Branded images for #doctorswithoutboarders
National Geographic is a global nonprofit organization committed to exploring and protecting our planet. It funds hundreds of research and conservation projects worldwide each year while inspiring new generations through its education initiatives and resources. @natgeo takes its followers worldwide to see what’s happening in geography, archaeology, and natural science.
Their Instagram page and postings are successful for these primary reasons:
- Behind the scenes, look at one of the world’s largest nonprofit scientific and educational institutions.
- Filters to make images look more eye-catching.
- Shareable images that have the right aesthetic for social media.
- Captions give viewers the whole story, not just what’s captured in the visual.
Pencils of Promise
Pencils of Promise aims to build lasting educational systems in communities throughout Laos, Nicaragua, and Guatemala. @pencilsofpromise page is successful in providing a clear window into the organization’s campaigns and the people whose lives are being impacted by the cause.
Other Charities Using Instagram
Western Resource Advocates: WRA is dedicated to protecting the West’s land, air, and water.
Americans For The Arts: Our mission is to serve, advance, and lead the network of organizations and individuals who cultivate, promote, sustain, and support the arts in America.
Mission of Hope Haiti: As an organization following Jesus Christ, we seek & exist to bring life transformation to every man, woman, & child in Haiti
Nonprofits Instagram Statistics
These statistics will give you benchmarks for how other profits are doing on Instagram relative to different communication channels. These findings are from the 2017 M&R Nonprofit Benchmark Study.
- Nonprofit social media audiences also increased in 2017. On Facebook, 23% growth. On Twitter, 50% growth. And on Instagram, a whopping 101% growth, with nonprofits doubling their audiences in a single year.
- For every 1,000 email subscribers, the average organization has39 Instagram followers, 428 Facebook fans, and 141 Twitter followers.
- Cultural nonprofits had the largest Twitter and Instagram audiences relative to email list size. For every 1,000 email subscribers, Cultural nonprofits had 438 Twitter followers (overall average: 141) and 69 Instagram followers (overall average: 39).
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Filed under: Nonprofit Marketing