Evaluate to Innovate: Amplifying Communications in a Cluttered Space

By Tony Connor, Director of Marketing, Public Interest Registry

Communicating with target stakeholders is an important task, one that takes dedication to make sure an organization stands out among the many around the world that are vying for the same attention from volunteers, donors and advocates.

To help get a pulse of the latest communication strategies, Public Interest Registry teams up with Nonprofit Tech for Good to release the annual Global NGO Technology Report, a research project that seeks to gain a better understanding of how non-governmental organizations (NGOs) worldwide use online technology to engage stakeholders. The annual research summarizes how NGOs worldwide use web and email communications, online and mobile fundraising tools, and social and mobile media.

The 2017 report nearly doubled in the number of participants from 2016 with almost 5,000 respondents across 153 countries. The report serves as a window to current online activity around the world, and is a good way to keep a pulse on the tools fellow nonprofits are using to engage with their stakeholders and build relationships with new audiences.

We thought one new benchmark this year – the use of social media to report live – serves as a good reminder for organizations to continuously evaluate and innovate communications strategies. Globally, 52 percent of NGOs reported using social media to report live.

Although Facebook and Twitter dominate as the top live reporting tools, countries differ in their use of Instagram and YouTube – Africa, Asia, Europe and South America favor YouTube to round out the top three social platforms, whereas Australia/Oceania and North America prefer Instagram.

The ability to broadcast live via social media allows NGOs to show supporters the inner-workings of their organization, whether that be hosting a charitable event or showcasing volunteers engaging with local youth. It also allows the NGO and its local community members increased opportunity to interact through social platforms.

Here are four ways you can prepare to showcase your organization live via social media:

  • Host an online “Meet and Greet” for stakeholders to learn more about your organization and leadership team
  • Live stream an executive’s panelist presentation at a conference
  • Capture behind-the-scenes footage of preparation and final set-up of a fundraiser to increase anticipation
  • Showcase on-the-ground community service to encourage more volunteers, donors and supporters


Brand awareness is crucial to a nonprofit organization’s success, so why not consider new communications strategies to help you reach new audiences. We hope the Global NGO Technology Report will be a resource to nonprofit organizations by providing a look at the activity of fellow organizations in their region and around the globe. Who knows, it may spark an idea that is new to your organization, but will pay dividends.

Has your organization implemented a new communications strategy to reach target stakeholders in the past year? How did it go? Share your tips for others on Twitter or consider participating in the 2017 Global NGO Technology Survey.

The 2017 Global NGO Technology Survey is now live in five languages and we hope your organization will help us reach our goal of 10,000 survey respondents. The 2017 survey will be live through midnight October 31 and the report will be published January 29, 2018.