Top Non Profits On Social Media Q4 2015

Top
Non-Profits
Social Media
Report
Oct 01 2015 - Dec 31 2015

Top Non-Profit Brands: Social Media Report
This report looks at how the Top Non-
Profit Brands performed on social media
between October 1st – December 31st,
2015.

Key Findings
Among the 9 non-profits, PETA (People for the Ethical Treatment of
Animals) was engaging best with their Fans.
With a growth rate of 8.4%, World Health Organization (WHO) enjoyed the
highest Fan Growth Rate among the 9 non-profits.
Among the 9 non-profits, UNICEF posted the most “non brand related”
content on their wall.
24,646 new Posts were written across these 9 ‘brand walls’. That’s an
average of 29.4 Posts per day.

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Analysis of UNICEF Facebook Page
Oct 01, 2015 - Dec 31, 2015

Unicef had the largest fan base of 5,707,417 while World Health Organization showed the highest fan growth of 8.35%.
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K
Growth%
Number of Fans
humanrightscampaign American Cancer Society World Health Organization
WWF PETA (People for the Ethical Treatment o American Heart Association
Make-A-Wish America Greenpeace International unicef
Fans

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Portugal United States Countries < 2% Mexico Argentina Brazil Other Countries Germany Italy India
Fans - Geography

PETA (People for the Ethical Treatment of Animals) had the highest PTAT of 8.45% as a percentage of its average
number of Fans during this time period.
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K
Peopletalkingabout(as%ofFans)
Average Number of Fans
humanrightscampaign World Health Organization American Cancer Society
WWF PETA (People for the Ethical Treatment o American Heart Association
Make-A-Wish America Greenpeace International unicef
Conversations

Human Rights Campaign published the greatest number of posts (480). PETA (People for the Ethical Treatment of
Animals) had the highest average engagement, with a score of 964.
0 100 200 300 400 500 600
0 200 400 600 800 1000 1200
humanrightsca
mpaign
American
Cancer Society
World Health
Organization
WWF
PETA (People
for the…
American
Heart…
Make-A-Wish
America
Greenpeace
International
unicef
Number of Posts
Engagement Score
Engagement Score Number of Posts
Engagement - Posts

PETA (People for the Ethical Treatment of Animals) received the most number of Likes (2,679,329), PETA also got the
most number of Comments (412,521) and PETA had the most number of Shares (1,404,725).
0K 500K 1,000K 1,500K 2,000K 2,500K 3,000K
humanrightscampaign
World Health Organization
American Cancer Society
WWF
PETA (People for the Ethical Treatment o
American Heart Association
Greenpeace International
Make-A-Wish America
unicef
Likes Comments Shares
Engagement Breakdown

Most Engaging Brand Posts
PETA
29-DEC-15, TUE 1:00PM
This year, streets around the world saw
how animals die for Hermès like never
before.
The reaction ..
ENGMT
.
LIKES COMMENT
S
SHARE
S
SENTIMENT
1,000 33,006 1,164 11,594 Positive
24-DEC-15, THU 9:11AM
Little kids everywhere need you to
keep Santa's home safe.
https://www.savethearctic.org/
PETA
23-DEC-15, WED 8:20AM
Her first #Christmas was nothing but love
& joy…
What happens to her next is
heartbreaking but com ..
ENGM
T.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 24,053 212 7,528 Uncategorized
ENGMT
.
LIKES COMMENT
S
SHARE
S
SENTIMENT
1,000 19,375 1,686 25,108 Positive

PETA
22-DEC-15, TUE 1:18PM
BREAKING: An orca has just died at
SeaWorld San Antonio.
Unna is the 38th orca used by SeaWorld to
..
ENGMT
.
LIKES COMMENT
S
SHARE
S
SENTIMENT
1,000 26,285 5,000 12,946 Positive
PETA
22-DEC-15, TUE 9:46AM
BREAKING: Young tiger relentlessly
beaten by Hollywood tiger trainer.
http://peta.vg/1on2
The whip ..
PETA
19-DEC-15, SAT 1:00PM
These companies got called out in 2015
for testing on animals.
SHARE so that no one buys from them ..
ENGM
T.
S
SENTIMENT
1,000 11,359 8,929 28,726 Positive
ENGMT
.
LIKES COMMENT
S
SHARE
S
SENTIMENT
1,000 11,836 2,010 19,425 Positive

Greenpeace International's Facebook Page saw the highest number of Fan posts (5,725).
0 1000 2000 3000 4000 5000 6000 7000
humanrightscampaign
WWF
PETA (People for the Ethical Treatment o
Make-A-Wish America
unicef
Number of Fan Posts
Fan Posts

Make-A-Wish America received the highest percentage of Positive Sentiment (59.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
humanrightscampaign
WWF
Make-A-Wish America
Negative Neutral Positive
Sentiment Analysis

American Cancer Society responded to the highest percentage of Fan posts (3.20%).
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
%ofFanPostsBrandRespondedto
Average Response Time (mins)
humanrightscampaign American Cancer Society WWF American Heart Association Make-A-Wish America Greenpeace International
Brand Responses

Human Rights Campaign published the most with 480 posts, among the brands in "Competitors" Group.
11%
13%
6%
10%
6%16%
14%
20%
4%
American Heart Association Make-A-Wish America American Cancer Society
unicef WWF Greenpeace International
PETA (People for the Ethical Treatment o humanrightscampaign World Health Organization
Share Of Voice – Volume of Posts

PETA (People for the Ethical Treatment of Animals) received the largest volume of Likes (2,679,329), among
the brands in "Competitors" Group.
2%
6%
2%
28%
9%
14%
30%
7%
2%
Share Of Voice – Likes

PETA (People for the Ethical Treatment of Animals) received the largest volume of Comments (412,521),
among the brands in "Competitors" Group.
1%2% 1%
8% 2%
6%
74%
4%
2%
Share Of Voice – Comments

PETA (People for the Ethical Treatment of Animals) received the largest volume of Shares (1,404,725), among
the brands in "Competitors" Group.
2% 1%
2%
17%
4%
14%
53%
3%
4%
Share Of Voice – Shares

During this time period, Lung Cancer Awareness Month was the most engaging run by American Cancer Society. Human
Rights Campaign published the most (70) in its #Election2014 campaign.
0 10 20 30 40 50 60 70 80
0 100 200 300 400 500 600
#Election2014(humanri…
Lung Cancer…
NO DATA(World Health…
NO DATA(WWF)
NO DATA(PETA…
NO DATA(American…
NO DATA(Make-A-…
NO DATA(Greenpeace…
#FightUnfair(unicef)
Number of Posts
Engagement Score
Campaign Comparison

Analysis of
PETA’s
(People for the Ethical Treatment of Animals)
Facebook Page
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
3,662,115 196,791 5.68%
United
States
Mostly Older, Male and
Attached.
PETA (People for the Ethical
Treatment of Animals)

Engagement Score Total Fan Posts
964 0
Total Posts Brand Response Rate
326 0%
Total Likes Avg. Reply Time
2,679,329 0 sec
Total Comments General Sentiment
412,521 NO User Post For
TimePeriod
Total Shares
1,404,725
BRAND POSTS FAN POSTS
Brand Overview

3,350K
3,400K
3,450K
3,500K
3,550K
3,600K
3,650K
3,700K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
3,662,115
New Fans
196,791

Engagement
0
250
500
750
1,000
1,250
PETA (People for the Ethical Treatment of Animals) had an average engagement score of 964 and a highest of 1000.

Community Analysis
PETA (People for the Ethical Treatment of Animals) fans
are mostly Older, Male and Attached.
PETA (People for the Ethical Treatment of Animals) fans
are largely from United States followed by India.
Fan Demographics Distribution of Fans
69%
31%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 500K 1,000K 1,500K
United States
India
United Kingdom
Mexico
Canada
Philippines
Germany
Australia
Brazil
Japan

0
1
2
3
4
5
6
7
8
9
Brand Posts
Top keywords used Frequency
animals 56
one 39
people 28
vegan 25
year 22

93%
7%
Brand Participation Brand Non Participation
97%
1% 2%
Posititve Negative Neutral
Brand Posts - Engagement
PETA (People for the Ethical Treatment of Animals)
responded to 304 conversations generated by the 326
Posts they published.
PETA (People for the Ethical Treatment of Animals)
receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

29-DEC-15, TUE 1:00PM
This year, streets around the world saw
how animals die for Hermès like never
before.
The reaction ..
ENGMT
.
S
SENTIMENT
1,000 33,006 1,164 11,594 Positive
23-DEC-15, WED 8:20AM
Her first #Christmas was nothing but love
& joy…
What happens to her next is heartbreaking
but com ..
22-DEC-15, TUE 1:18PM
BREAKING: An orca has just died at
SeaWorld San Antonio.
Unna is the 38th orca used by SeaWorld
to ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
1,000 19,375 1,686 25,108 Positive
ENGMT
.
S
SENTIMENT
1,000 26,285 5,000 12,946 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

Brand Posts - Analysis
Brand Post Types Days of the week
0 50 100 150 200
0 200 400 600 800 1,000 1,200
Videos
Links
Photos
Plain Text
Polls
Number of Posts
Engagement Score
0 20 40 60 80
0 200 400 600 800 1,000 1,200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

Analysis of
Human Rights Campaign
Facebook Page
Oct 01, 2015 - Dec 31, 2015

Brand Overview
2,328,344 25,496 1.11%
United
States
Mostly Older, Female and
Attached.
Human Rights Campaign

235 4,280
480 0.07%
627,833 5 days, 14 hrs, 17 mins
22,398 Positive
Total Shares
84,856
Brand Overview

2,290K
2,295K
2,300K
2,305K
2,310K
2,315K
2,320K
2,325K
2,330K
2,335K
Fan Growth
Total Fans
2,328,344
New Fans
25,496

Engagement
0
250
500
750
1,000
1,250
Human Rights Campaign had an average engagement score of 235 and a highest of 1000.

Community Analysis
Human Rights Campaign fans are mostly Older, Female
and Attached.
Human Rights Campaign fans are largely from United
States followed by United Kingdom.
0% 10% 20% 30% 40% 50%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40% 50%
Single
In a Relationship
Engaged
Married
0K 500K 1,000K 1,500K 2,000K
United States
United Kingdom
India
Canada
Australia
Philippines
Pakistan
Germany
Mexico
Singapore

0
2
4
6
8
10
12
14
16
18
20
Brand Posts
HRC 105
people 87
Read 82
support 71
Equality 63

2%
98%
68%
5%
27%
Human Rights Campaign responded to 8 conversations
generated by the 480 Posts they published.
Human Rights Campaign receives more positive than
negative vibes from comments on their Posts.

27-NOV-15, FRI 9:01AM
Today, we honor LGBT hero Harvey
Milk, who was assassinated 37 years
ago today.
Read more: http://j ..
ENGMT
.
S
SENTIMENT
1,000 23,164 322 7,489 Positive
16-NOV-15, MON 12:39PM
Congratulations Ireland! #MarriageEquality
begins today on the Emerald Isle.
Read more: http://www ..
09-DEC-15, WED 11:56AM
On Instagram? Follow
@HumanRightsCampaign
(http://instagram.com/humanrightscampaign)
Snap a photo t ..
ENGMT
.
999 41,513 463 4,938 Positive
ENGMT
.
S
SENTIMENT
988 39,573 388 1,374 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

0 50 100 150 200 250 300
0 50 100 150 200 250 300 350 400
Photos
Links
Videos
Plain Text
Polls
Number of Posts
Engagement Score
0 20 40 60 80 100 120
0 100 200 300 400
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

Top Keywords Used Frequency
Rights Campaign
Human Rights
3582
Rachel Maddow Show 822
United Nations 747
PFLAG National 706
Amnesty International
USA
671
User Posts
0
20
40
60
80
100
120
140
160
1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-
Nov
19-
Nov
26-
Nov
3-Dec 10-
Dec
17-
Dec
24-
Dec
31-
Dec
Positive Neutral Negative

Human Rights Campaign responded to 3 conversations
generated by the 4,280 Posts fans published.
Human Rights Campaign appears to participate more
when Fan conversations have greater positive vibes than
negative.
User Posts - Engagement
Brand Responses Sentiment
0%
100%
50%
10%
40%

Campaign Intel – 3 most recent campaigns
Oct 01, 2015 - Dec 31, 2015 Entire Campaign
0 1
0 1
#Election2014
Join the fight to
advance LGBT
equality—everywhere
National #ComingOut
Day
Number of Posts
Engagement Score
0 20 40 60 80
0 200 400 600
#Election2014
Join the fight to
advance LGBT
equality—everywhere
National #ComingOut
Day
Number of Posts
Engagement Score

Analysis of
Facebook Page
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
765,612 31,242 4.25%
United
States

453 2,261
268 0.66%
145,335 13 hrs, 58 mins
3,696 Neutral
Total Shares
64,600
Brand Overview

715K
720K
725K
730K
735K
740K
745K
750K
755K
760K
765K
770K
Fan Growth
Total Fans
765,612
New Fans
31,242

Engagement
0
250
500
750
1,000
American Heart Association had an average engagement score of 453 and a highest of 948.

Community Analysis
American Heart Association fans are largely from United States followed by Mexico.
Distribution of Fans
0K 100K 200K 300K 400K 500K 600K
United States
Mexico
India
Brazil
Egypt
Pakistan
Philippines
Thailand
Saudi Arabia

0
1
2
3
4
5
6
7
Brand Posts
heart disease 25
heart 22
life 20
healthy 19
important 15

14%
86%
79%
7%
14%
American Heart Association responded to 38
conversations generated by the 268 Posts they
published.
American Heart Association receives more positive than

24-NOV-15, TUE 9:12AM
According to a study conducted by
BMC Medicine, moderate coffee
consumption has been associated with
..
ENGMT
.
S
SENTIMENT
1,000 3,762 270 3,443 Positive
26-OCT-15, MON 9:12AM
#MotivationMonday
21-DEC-15, MON 12:09PM
It’s National Look on the Bright Side
Day! What are you going to do to
celebrate?
ENGMT
.
999 4,673 61 2,865 Positive
ENGMT
.
S
SENTIMENT
998 2,581 35 3,007 Uncategorized
NO
IMAGE
NO
IMAGE
NO
IMAGE

0 20 40 60 80 100 120 140 160
0 100 200 300 400 500 600
Photos
Links
Videos
Plain Text
Polls
Number of Posts
Engagement Score
0 10 20 30 40 50
0 200 400 600 800
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

American Heart
Association
1969
post 464
steps 173
heart disease 170
money 154
User Posts
0
20
40
60
80
100
120
Nov
19-
Nov
26-
Nov
3-Dec 10-
Dec
17-
Dec
24-
Dec
31-
Dec

American Heart Association responded to 15
conversations generated by the 2,261 Posts fans
published.
American Heart Association appears to participate more
when Fan conversations have greater positive vibes than
negative.
1%
99%
35%
4%
61%

Analysis of
Facebook Page
Oct 01, 2015 - Dec 31, 2015

Brand Overview
2,630,781 202,714 8.35% Worldwide Not Available

709 0
86 0%
226,979 0 sec
8,945 NO User Post For
TimePeriod
Total Shares
112,620
Brand Overview

2,300K
2,350K
2,400K
2,450K
2,500K
2,550K
2,600K
2,650K
Fan Growth
Total Fans
2,630,781
New Fans
202,714

Engagement
0
250
500
750
1,000
1,250
World Health Organization had an average engagement score of 709 and a highest of 997.

Community Analysis
Unmetric could not retrieve Demographic Profile Data for
this brand.
World Health Organization fans are largely from India
followed by United States.
0%
Unknown
0% 20% 40% 60% 80% 100%
Unknown
0% 20% 40% 60% 80% 100%
Unknown
0K 100K 200K 300K 400K 500K 600K
India
United States
Pakistan
Egypt
Bangladesh
Philippines
Nigeria
Nepal
Myanmar

0
1
1
2
2
3
3
4
Brand Posts
year 24
country 17
people 16
disease 12
health 11

14%
86%
100%
0% 0%
World Health Organization responded to 12
conversations generated by the 86 Posts they published.
World Health Organization receives more positive than

11-NOV-15, WED 3:14PM
What are the causes of
#AntibioticResistance?
ENGMT
.
S
SENTIMENT
1,000 10,369 255 11,765 Positive
19-NOV-15, THU 8:31AM
#AntibioticResistance: How it spreads
18-NOV-15, WED 11:18AM
#AntibioticResistance: IMPORTANT:
#Antibiotics don't cure viruses like
colds and flu.
ENGMT
.
999 8,738 178 8,860 Positive
ENGMT
.
S
SENTIMENT
997 6,039 267 7,069 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

0 10 20 30 40 50
0 200 400 600 800 1,000
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
0 5 10 15 20
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

Analysis of
WWF
Facebook Page
Oct 01, 2015 - Dec 31, 2015

Brand Overview
2,595,601 108,885 4.38% Worldwide
Mostly Young, Female and
Attached.
WWF

651 3,279
138 0.03%
796,457 2 days, 14 hrs, 51 mins
12,316 Neutral
Total Shares
107,357
Brand Overview

2,420K
2,440K
2,460K
2,480K
2,500K
2,520K
2,540K
2,560K
2,580K
2,600K
2,620K
Fan Growth
Total Fans
2,595,601
New Fans
108,885

Engagement
0
250
500
750
1,000
1,250
WWF had an average engagement score of 651 and a highest of 1000.

Community Analysis
WWF fans are mostly Young, Female and Attached. WWF fans are largely from United States followed by Italy.
29%
71%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 50K 100K 150K 200K 250K 300K 350K
United States
Italy
France
United Kingdom
India
Germany
Indonesia
Canada
Brazil

0
1
2
3
4
5
6
7
Brand Posts
world 31
future 24
climate change 21
WWF 17
ocean 17

0%
100%
98%
1%1%
WWF responded to 0 conversations generated by the 138
Posts they published.
WWF receives more positive than negative vibes from
comments on their Posts.

04-OCT-15, SUN 4:45AM
Happy World Animal Day!
Help us build a future in which humans
live in harmony with nature → http:/ ..
ENGMT
.
S
SENTIMENT
1,000 35,333 319 13,252 Positive
11-DEC-15, FRI 5:45AM
WWF #PicoftheWeek: Bengal tiger with
cubs in water, India
Did you know… Tigers have fewer teeth
tha ..
02-OCT-15, FRI 5:31AM
It’s World Animal Day on 4 October
and we're counting down some of the
animals most in need of our h ..
ENGMT
.
995 28,348 362 4,212 Positive
ENGMT
.
S
SENTIMENT
990 24,360 312 3,412 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

0 20 40 60 80 100 120
0 100 200 300 400 500 600 700 800
Photos
Videos
Links
Plain Text
Polls
Number of Posts
Engagement Score
0 5 10 15 20 25 30
0 200 400 600 800 1,000
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

WWF 2048
Greenpeace 297
Animal 274
WWF WWF 189
occupy 155
User Posts
0
20
40
60
80
100
120
Nov
19-
Nov
26-
Nov
3-Dec 10-
Dec
17-
Dec
24-
Dec
31-
Dec

WWF responded to 1 conversations generated by the
3,279 Posts fans published.
WWF appears to participate more when Fan conversations
have greater positive vibes than negative.
0%
100%
17%
11%
72%

This report was generated entirely
by the Unmetric Reporting Engine.
Create Your Free
Social Media Report Now

Thanks!
Please contact us at
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Top Non Profits On Social Media Q4 2015

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