The SaGG Foundation
Sponsor a Gambian Girl Foundation is a non-profit organisation that aims to provide young girls in The Gambia with an equal access to education to help them to reach their full potential, and break the cultural beliefs where boys education and men rights are often prioritised.The ultimate goals of SaGG Foundation are:
- Developing skills and nurturing confidence in girls
- Preventing child marriage and early pregnancy
- Building stable and resilient communities
- Ensuring better health and improving life quality
The SaGG foundation seeks to utilise its social media channels to increase awareness and engagement, in order to reach potential donors and volunteers. The SaGG Foundation identified their primary target audience as follows:
| Gender/Age | Education | Job | Interests | Pain points | Motivation |
| Women 21-40 yo | University educated | Mid-career Management | Gender equality Education Activism Women in leadership | Discrimination Abuse Exploitation Violence Gender biases | Women empowerment Women in male dominated sectors |
Social media listening
This audit provides insights into the brand’s social media channels performance in the first quarter of 2022 (1 January 2022 – 31 March 2022). The performance of SaGG’s YouTube channel is measured over the channel’s ‘lifetime’, as there was not enough data for Q1 2022.
SaGG Social Media Audit Q1 2022
| FACEBOOK Q1 2022 | INSTAGRAM Q1 2022 | TWITTER Q1 2022 | LINKEDIN Q1 2022 | YOUTUBE Since Jan 2020 | |
| Followers | 3,060 | 1,659 | 177 | 539 | 8 / lifetime |
| Posts | 32 posts | 33 posts | 23 tweets 9 re-tweets | 23 posts | 5 videos / 425 views / lifetime |
| Impressions / Views | Not available | 422 views / video | 829 views / video | Not available | 425 views / lifetime |
| Engagement | 79 likes 32 love 9 comments 24 shares | 296 likes / post 15 comments | 40 comments 365 re-tweets 851 likes | 130 reactions 16 comments 3 shares | 5 likes / lifetime |
Type of content across channels consists of photo, video, infographic across channels. The distribution of content is about 50% ‘static’ photo and 50% video across Facebook, Instagram and Twitter. The frequency of posting in the first quarter of 2022 was 2,5 posts per week for Facebook, Instagram and Twitter. On LinkedIn the frequency was only 1,8 post / per week.
Social listening and sentiment (Q1 2022)
Overall, the sentiment of engagement on SaGG Foundation’s social media channels is very positive, and it can be summarised in three main themes: supportive, encouraging and compassionate.
Competition
A close competitor to the SaGG Foundation was identified as Project Gambia. It is a nonprofit organisation that is working alongside Gambian schools and communities. Its aim is to provide the education, support and funding needed for people to become independent, and find a sustainable solution to poverty.
Project Gambia Social Media Audit in Q1 2022
| FACEBOOK Q1 2022 | INSTAGRAM Q1 2022 | TWITTER Q1 2022 | |
| Followers | 1,349 followers | 952 followers | 573 followers |
| Posts | 10 posts | 9 posts | 12 tweets |
| Impressions / Views | Not available | Not available | Not available |
| Engagement | 111 likes 25 love 4 comments 18 shares | 174 likes | 29 likes 2 comments 4 re-tweets |
The type of content shared on Project Gambia’s social media channels, consist mainly of static images across all channels. The frequency of posting is very low and does not drive much engagement from the audience. Although, the engagement sentiment across its social media is positive.
Nonprofit industry social media benchmarks
According to Rival IQ Social Media Benchmark Report 2022, non-profit organisations had above-median engagement rates across all social channels in 2021, especially on Facebook and Twitter. Nonprofits posted about twice the median frequency on Facebook and Twitter.
Photos enjoyed the highest engagement on Facebook in 2021, and were posted about twice as frequently as the next most engaging post type – links.
On Instagram, carousels and photos performed much better than videos. Nonprofits profits organisations made a great use of carousels to educate followers making the most out of multiple views. The best performing hashtags for nonprofits on Instagram were generally about social causes and holidays, such as #happynewyear, #IndigenousPeoplesDay and #ClimateChange.
Photos were the top performing type of post for Nonprofits, but every tweet type scored above average engagement rates on this channel. Therefore, there is certainly room for a variety of posts. Holiday themed hashtags were among the best performing on Twitter for nonprofits.
Social media goals and content recommendations
According to Hootsuite, a strong social media presence is a sign that an organisation is making an impact. This is especially important when it comes to a nonprofit organisation that relies on donations and sponsorships. The SaGG foundation enjoys a decent following across all social media platforms, however, given the amount of followers, the engagement with content is relatively low across all channels.
Recommendation 1 – Scale up the number of posts each week
The nonprofit industry benchmark that on average, nonprofit organisations post on:
- Facebook: 7,57 posts /per week
- Instagram: 4,45 posts/per week
- Twitter: 9,86 posts/per week
In comparison, SaGG posts about 2,5 posts per week across all three channels.
Recommendation 2 – Mix up the content across platforms
At the moment, the content is repetitive and the same posts are shared across all platforms. Looking at the industry benchmark report, the suggestion is to pick type of content that performs the best on each social media channel.
- Facebook: Photo and Links
- Instagram: Carousel and Photo
- Twitter: Photo and Video
According to SaGG’s brand presentation by Annetta Paps-King, the brand personality can be associated with the following attributes and emotions: Sensitive, nurturing, hope, initiative, kindness, positive outlook, love. This should be taken into account when planning and creating branded content.
Recommendation 3 – Use tools for content planning and create content calendar
To achieve more consistency across all of SaGG’s social media, a content calendar should be planned and created in advance in order to achieve an effective content mix which ultimately drives more engagement. Tools such as Hootsuite, Later, or Monday are great for content planning and creating social feed previews.
REFERENCES
Hootsuitehttps://blog.hootsuite.com/social-media-engagement/
Hootsuitehttps://blog.hootsuite.com/how-to-create-a-social-media-content-calendar/
Project Gambiahttps://www.projectgambia.org.uk/
RivalIQhttps://www.rivaliq.com/blog/social-media-industry-benchmark-report/#title-nonprofits
SaGG Foundationhttps://www.saggfoundation.org/