Charity Online Index
How does your social media engagement compare to other charities? Are your competitors better at driving donations, letting donors know what they do or how to get in touch?
The Charity Online Index allows charity digital communications teams to compare their own digital strategy with that of their competitors. It reports the extensive analysis of 150 charities website traffic share, Google search performance and social media activity and ranks the charities on their performance.
The report individually profiles each featured charity’s web presence and highlights which areas specific charities excel at, as well as where they need to improve to stay competitive with other charities. It will enable charity digital communications teams to optimize their online presence to help increase donations and promote their cause to a wider audience.
Description
With the web and social media becoming an ever more
important tool for reaching out to supporters and donors,
the Charity Online Index seeks to provide charities with
detailed information about their online activity and how
they compare to other charities.
The report looks at 125 leading charities and offers
insights on how well they are doing at drawing traffic to
their websites and engaging with social media as well as
details about how online behaviour is changing.
Using data from the world’s leading search engine Google,
the social media monitors Brandwatch and the internet
use experts at Experian Hitwise, the Charity Online Index
offers charities the information and statistics they need to
check and assess how well they are tapping into the web.
This report provides a wealth of information and data
designed to help charities benchmark their online
performance, from engagement with Facebook users to
how many web searches for them come from mobile or
tablet users.
The report also ranks charities based on their online and
social media performance but since comparisons with
similar not-for-profit organisations are just as, or even
more, important than the overall picture, the Charity Online
Index also shows charities how they perform compared to
their cause area peers.
The overall rankings can be found by clicking on the "preview report" to the right
Methodology
The Charity Online Index is a single score rating of the top
125 in the UK (when taking into account their voluntary
and charitable activity incomes combined). The score is
calculated based on 17 individual performance metrics
from the social media data.
All data for social media was collected between 24th
August to 20th September 2012.
For each metric, the top 5 performing charities were
awarded 100 points, the next 5 were awarded 95, and
so on to a minimum of 5 points. Where a charity had no
recorded activity (e.g. no Twitter mentions), they were
awarded no points.
All of the metrics can be classified into one of three
categories: Activity, Loyalty and Engagement. The scores
were weighted to reflect that effective social media needs
to succeed in all three categories.
Based on the total number of Facebook likes, Twitter
followers and YouTube views registered by the charities
we sampled, we have determined the relative importance
of these three social media channels.
For the charity sector, Facebook is significantly more
important than Twitter, which in turn is more important than
YouTube. This too is reflected by the weighting system
used. The highest possible overall score that can be
awarded is 1,000 points.
The Brand Dot maps were supplied by Google. The size
of the circle an indivdual charity is within represents the
amount of times a charity was searched for and how close
each circle is to one another represents how often the
charities are searched for within the same search session.
All data for the dot maps shown within the Index are for
April, May & June 2012.
Within the datasets supplied with
the report there is also the data for April, May, June 2011.
All website traffic share graphs were supplied by Experian
Hitwise and show year on year difference in market share
of traffic to the charities website. Data was collected from
September 2011 to August 2012.
Pricing
£1,500
To order your report, or for more information: Phone us on 020 8267 4518 or Email: info@thirdsectorresearch.com
