Social media as an opportunity for increased civic engagement for non-profit organisations

THE CHALLENGE
Non-profit organizations like SOS Children's Villages face the challenge that donors are aging, too few young donors are following suit, and competition for donations is increasing. Identifying the most effective contact points, channels, formats and topics for young people is therefore of importance.

OUTCOMES
The outcomes of the surveys and literature review show that social networks are among the most frequently mentioned points of contact with non-profit organisations, along with family, friends and educational institutions. Instagram is the preferred platform to receive information on children's issues in (audio)visual formats (photos, stories). Young people express interest in civic engagement for SOS Children's Villages especially in-kind donations and volunteering. Despite the high brand recognition of SOS Children's Villages, information levels about opportunities for civic engagement are rather poor. As a possible field of action, contacts via educational institutes, personal and social networks were identified in order to carry out awareness campaigns for civic engagement.