Sponsor a Gambian Girl (SaGG) is a non-profit organisation that seeks to empower girls and women in The Gambia through education. The organisation has four social media platforms: Facebook, Instagram, LinkedIn and Twitter. The purpose of these social media channels is to drive traffic towards their website and for visitors to take action in helping The Gambian girls.

1. Social Listening

Social Media Audit

After analysing the social media channels of SaGG Foundation, the infographic below indicates the performance of the current social media initiatives.

As seen above, the social media audit reveals little engagement on the SaGG Foundation posts. Average likes on posts range from 1 to 5 likes on the various channels. There are few to no comments made from followers with an average of one comment per post. The average engagement rate of SaGG Foundation is 0.09% for Facebook and 0.3% for Instagram, which is lower than the average benchmark for non-profit organisations. It is noteworthy that the SaGG Foundation responds to every comment on all channels. 

In saying that, some posts stand out as successful in terms of larger engagement from the audience. The successful posts are centered around real stories of the Gambian girls or the experience of the donors. This can be derived that the audience prefers to view content that evokes emotions with genuine stories over informative content.

The metrics used to track the performance are reach, likes, comments, views and shares. Due to the limited information regarding social media analytics, the audit is unable to identify the performance of other metrics such as clicked links and unique website visitors.

Additionally, a social listening tool was employed to review mentions of the SaGG Foundation. However, it was reported that there were no mentions of the organisation from the audience. This could be due to the lack of a branded hashtag to promote communication with the organisation.  

Overall, the performance of the social media initiatives can be determined as poor due to the following reasons.

1. Content

A discovery was made after analysing the content posted on the SaGG Foundation pages that the exact same content is being posted on various channels. Digital marketers have advised against the copy-and-paste approach as it is evident to be unsuccessful for many brands. This can impact the performance of the content as different platforms have a unique set of format criteria, strategies and algorithms. Instead, it is recommended that content should be crafted for each specific channel depending on how users consume content on those channels.

For example, the copy-and-paste approach used by SaGG Foundation has led to unfitting captions and tags which can seem unprofessional as shown below. The tags on the Facebook post are unavailable as the caption was curated for Instagram.

2. Tone

Another element that stood out during the audit was the tone of the social media posts.

Hootsuite Academy emphasised the importance of differentiating the voice of the brand and the tone used on different channels for a positive influence on the audience. The voice of the brand should reflect the brand and stay consistent. However, the tone used to convey the message can vary from one social media platform to another. For example, the tone used on LinkedIn should be formal and informative. Whereas the tone used on Instagram can be more playful and inspirational. Having the general message in mind for the content, the captions for each channel should vary. Using an inappropriate tone can obstruct how the followers covey the message and may hinder the action required from them.

However, the SaGG Foundation can improve its social media initiatives by using competitors as a benchmark. 

Competitor Analysis

A competitor analysis was done to compare the performance of SaGG Foundation with similar charities to set a benchmark. The chosen charity for this analysis was Plan International. Similar to the SaGG Foundation, Plan International strive for children’s rights and equality for girls.

Plan International has six social media channels where they bring awareness to their charity and share stories from sponsors. A social media audit for Plan International is displayed in the infographic below.

After reviewing the various social media channels, it was uncovered that their content is around activism, societal awareness and brand awareness. The contents are carefully curated to evoke the emotional appeal of the viewers. They also promote social and political causes such as the Ukraine War and Global Food Crisis. Their social media posts also direct traffic to their website through blogs covering various social causes. It can be derived that these blog posts assist in conversation as it leads viewers to their website.

A social listening audit revealed 868 mentions made in the last 30 days regarding Plan International. The social listening audit reveals that mentions of Plan International are mainly by donors and supporters that share their experience working with the organisation. The mentions are positive with compliments advocating the organisation. Overall, Plan International has a higher reach as evident from its number of followers.

Donor’s Demographic and Social Media Habits

To have a better understanding of how to curate social media content to drive engagement and action, a persona model has been created for SaGG Foundation. This aid in investigating the consumer’s social media usage and behaviour.

The current demographic of the audience was unveiled to be aligned with the target audience of SaGG Foundation.

Research by Statista has revealed the hobbies and interests of social media users from the United Kingdom and the United States. It also reveals their life values which can be useful in curating content to reach the audience emotionally and promote action.

Some of the recent social media trends for non-profit organisations in 2022 are as followed:

• Establish an online community – social media can be a useful platform to cultivate a sense of community with the donors and potential donors.
• Use social media for donor care – social media can be used to stay connected with donors to answer questions and monitor conversations about the organisation.
• Utilise short-form videos – this is a quick and easy way to share the story about the organisation in an interesting content format.
• Establish the brand voice with social audio – social audio is a great way to set the organisation as a thought leader in the industry by sharing stories and experiences.
• Use social media ads to reach new donors and volunteers – advertising on social media can be a great way to reach a new audience while keeping to your budget.

Additionally, research has shown the best timings to post on social media for non-profit organisations.

2. Social Media Goals

A social media audit is important to understand the performance of the current social media initiatives. The insight can determine whether the current employed social media initiatives are successful and pinpoint areas of improvement. Some of the recommended metrics are reach, engagement, clicks, web traffic and conversion. Another important aspect to consider is the demographic of your reach. If the current target audience is not in alignment with the organisation’s target segment, it could lead to fewer conversations. This could reflect poorly on the return on investment of the time and money spent. The simplest way of retrieving information regarding your social media initiative is through social media platform analytics. However, there are analytics tools such as HubSpot and Google Analytics that provide additional information.

Social listening and monitoring should also be done to understand how the audience perceives the organisation. This can help uphold public relations and the transparency of the organisation. Some examples of social listening tools are Hootsuite and Brand24.

In conclusion, SaGG Foundation should take into consideration the social media audit, competitor analysis, consumer behaviour and industry trends to develop a better social media approach to maximise its donations.

The post SaGG Foundation – Social Media Audit first appeared on wbsdigital.

Founded by two relentlessly empowering women, Annetta and Lisa, the SaGG foundation helps re-write the future of many underprivileged Gambian girls. In The Gambia, it is estimated that one in every three girls is a victim of child marriage, which is not only a cruel violation of their human rights, but also a gender-based violation that no child should be forced to endure. The SaGG foundation is a non-profit organisation that is dedicated to educating and empowering girls and women in The Gambia in an effort to abolish child marriage and provide basic education to girls and women in an attempt to overcome poverty and gain stability.

The SaGG foundation’s digital presence is impressively substantial and broad. Their presence on various social channels extends from their own authentic website to different social media applications, namely, Facebook, Twitter, LinkedIn, and Instagram. Based on a cursory examination of this foundation’s social media accounts, it is safe to conclude that this foundation actively uses various platforms to connect and interact with its target audience(s).Connecting, interacting and communicating with their audience seems to be of prior importance to them. This type of impression is extremely beneficial to the foundation as it gives the audience and potential investors a little peek inside their priorities, intentions, and goals.

Social Media Listening : 

The infographic illustrated above gives us an overall audit of the SaGG foundation’s four social media channels. It illustrates various aspects of how each channel flourishes. It highlights :

• The number of followers/following

• What kind of content they post

• How often they post

• Who they follow 

• How many hashtags are being used

• What kind of visuals are being used

• Their reviews/ratings 

• Whether the comments are positive/negative

• Whether links to their websites are mentioned

• How active SaGG is on all their platforms, analysing the stories being uploaded, the way they reply to comments and queries on their posts, etc. 

The engagement rate on all four channel that includes the respective platform’s likes, comments, shares/retweets, etc. seem to be quite unsatisfactory and mediocre. There is occasionally a gaping difference with some posts receiving a sky-rocketing engagement rate of 50%+ whilst others have no engagement at all whatsoever. SaGG must evalute and consider the strategy being applied to the top posts that do well and seem to have sky-rocketing engagement rates as if the same winning strategy is applied to every one of their posts, the engagement level would demonstrate excellence and SaGG would flourish with doners and investors. 

One of the foremost sources that help critically analyse any brand’s social media presence are the channel’s engagementand its content interaction. To evaluate and analyse the reach the organisation’s top posts have, the engagement rate of top performing posts were calculated for an entire year. This analysis can also help SaGG identify what their top posts are and help them use a similar strategy for all their other posts. Posts with the highest number of engagement (likes,shares,comments,retweets,etc.) of every month were taken into account. A whole year’s worth of data was thoroughly researched, evaluated and analysed. This was done in order to be able to create graphs to tangibly track the dips and surges in the engagement. This also gives SaGG a tangible metric to track their performance over time. 

To calculate the engagement rate a simple mathematical formula was used. 

ER = The total engagement one gets (likes+shares+comments) / the total number of followers * 100.

A healthy engagement rate, according to most social media marketing professionals, is between 1% and 5%. The analysis illustrated above was applied to all for social media platforms i.e, Facebook, Instagram, Twitter and LinkedIn.  Every single comment,reaction and interactions noted and observed during the analysis was positive in nature. The only area that seemed to need improvement was for the posts and its engagement to be consistent in nature. 

Figure 4 : Analysis of the top LinkedIn posts for the last 12 months

Website Audit : 

The SaGG foundation’s website audit via SEMrush indicates that the website has 80 percent site health, which seems to be satisfactory, but there should always be room for improvement, as any even-handed critique would note. The thematic reports stated the site’s crawlability and site performance scoring 95% and 87%, respectively. Although, the site analysis did actively throw light on the sectors that could do with some degree of improvement. 

There seem to be serious errors with the website’s sitemaps, certificate name, and AMP-related issues. It is important to rectify these errors as they may affect search engine rankings and click-through rates, which would further affect website traffic. Along with this, there are a plethora of warnings relating to unminified and uncompressed JavaScript and CSS files that pop up. Meta descriptions, Broken external links and a low text-to-HTML ratio appeared to be flawed as well. If these issues remained unrectified, they could take a toll on the website’s traffic and search engine ranking.

The Competitors of the SaGG foundation :

Consumers/donors’ social media and content habits : 

The SaGG foundation’s primary focus is spread awareness about the detrimental effects of child marriage and to educate and empower girls and women in The Gambia. SaGG’s target audience comprises mainly of educated women aged between 20 and 40 who show a keen interest in women empowerment, women’s education and gender equality. Despite the fact that their Instagram audience is around 70% female and 30% male, and their Facebook audience is 48 percent female and 52 percent male, their engagement rate per post is quite identical. The highest content reach appears to be for the age range of 20-40 year olds, who also happen to be their target audience, across two of their platforms, Instagram and Facebook.

The table illustrated below summarises the approximate percentage of users from various cities across two platforms :

Despite focusing on a topic that is widely open to criticism from misogynistic extremists and critics, the SaGG’s consumer interaction on all their socials was always noted to be positive, encouraging and thankful.  Right now, the current social media trends revolve around makings reels consistently, using appropriate hashtags, making short IGTV videos, inclusivity, diversity, voicing opinions, standing for a good cause and collaborating with people with have a broad social media presence. Using these tactics and trends appropriately will really help boost a page’s engagement and interaction. 

Recommendations : 

Reference Links : 

● https://sproutsocial.com/insights/social-media-interaction/

● https://www.sendible.com/insights/social-media-for-nonprofits

● https://www.socialinsider.io/blog/engagement-rate/ 

● https://www.semrush.com/siteaudit/campaign

● https://twitter.com/saggfoundation

● https://www.instagram.com/saggfoundation/

● https://www.saggfoundation.org/

● https://www.facebook.com/SponsoraGambianGirl

● https://www.linkedin.com/in/sagg-foundation-a8a67a195/

The post Social Media Content Marketing : SaGG audit  first appeared on wbsdigital.

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:

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

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

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.

Facebook

Photos enjoyed the highest engagement on Facebook in 2021, and were posted about twice as frequently as the next most engaging post type – links.

Instagram

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.

Twitter

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/

The post Sponsor a Gambian Girl Foundation Social Media Report first appeared on wbsdigital.

The SAGG (Sponsor a Gambian Girl) Foundation is a non-profit organisation dedicated to educating young Gambian girls who have lost their school sponsorship as a result of the Covid Pandemic.

This blog is about social media listening. And the comparison between SAGG Foundation and its competitors along with the recommended changes and steps based on the data that SAGG Foundation can make.

SOCIAL MEDIA LISTENING

According to the insights it could be seen that SaGG Foundations has been able to reach a total of 4.91k people with only 54 posts made across their social media channels. The total engagement is at 251 which has also increased as compared to the previous year by 52.1%. The most engaging forum for them has been Instagram so far. Whereas, the most engaging post on both Facebook and Instagram has been about one of the girls – Rubi Sowe who actually got sponsored and graduated from university in March 2022. Another post that got the most engagement was on Twitter where the engagement rate was 33.9% and there were 30 retweets as well. This means that the post was targeted on the right social media channel and caught the eye of the people creating a buzz of engagement. Facebook and Instagram can mainly amplify the effect and also gain higher engagement as well if directed towards the right audience. (ISELI, 2021)

COMPETITOR ANALYSIS

COMPETITORS

COMPETITOR ANALYSIS – AUDIENCE

According to the insights are given above it could be seen that new social media handles were added to SaGG Foundation. Taking the competitor average it is evident that the competitors’ audience was an average of 114k while SaGG Foundation was only at 4.91k. CAMFED was the leader in gaining the most audience of 226k; with Twitter being the highest social media channel. According to the insights given below, it could be seen that new social media handles were added to SaGG Foundation.

COMPETITOR ANALYSIS – ACTIVITY

SaGG Foundation posts about 13 times per week but they could work on this and increase the posts per week to increase their reach. Also, their posting on social media channels has increased in the last year by 107.7%. Whereas, the competitors have only increased by 17.2%. The goal for Gambia’s posting on social media handles has decreased by 33.3%, which means that SaGG Foundation is doing much better in this era. Our charity has a good online presence, Frequent posts, and updates on multiple Social media platforms.

COMPETITOR ANALYSIS – ENGAGEMENT

The total number of engagements that our charity has been able to achieve till now is 287. SaGG Foundation has seen the biggest increase in total engagement on Twitter by 73.9%. While on the other hand, the competitors have grown only 10.2% on average; on Facebook. Even though SaGG Foundation has lesser engagement than its competitors it still has grown the most than them. Their best social media channels are Instagram, Facebook, and Instagram. If they focus more on these channels they can actually beat their competitors and ultimately gain much more engagement than they currently have.

Few of the Twitter account posts got a retweet by a person. In, one of the posts got commented by a Twitter verified account, which has 151k likes and 42.8 k retweets. So, the reach for that particular post (About Charity Awards for the education).

Based on the social media audit, for Instagram SaGG Foundation had a total of 224 posts while CAMFED posted only 60 posts. CAMFED has the lead in the total number of followers with more than 15k followers while our charity only has 1.6k followers. We had a very low engagement level coming out to be only 15 when our competitor had it at 125.

The top posts by CAMFED focused on sharing success stories of the girls’ who have benefitted from the sponsorship. It received a whopping total of 710 likes on Instagram. Also, they have grown over the past month and have gone up to 15k followers in March 2022.

The best sort of post for them was in the form of an image while we had more views, likes, and higher engagement on the posts that had video content in it.

Looking at the more engaging and formal social media channel – Twitter it was seen that Goal for the Gambia has the lowest number of posts with an average engagement of only 1. CAMFED once again taking the lead has more than 181k followers while our charity has 177.

The top post that gained the highest amount of engagement was for SaGG Foundation where they tweeted about a girl in need, looking for sponsorship. It got 97 retweets and 58 likes. Unfortunately, SaGG Foundation has been unable to grow its followers in the past few months.

For all the three charities the best way to engage the audience has been by tweeting in text format and not in the form of videos or pictures. Engaging the sponsors is highly important and it can be achieved via constant trial and error. (Spinks, n.d.)

INDUSTRY ANALYSIS

Not-for-profits saw mediocre commitment rates across all social media channels this year and posted about double the time on Facebook and Twitter.

Ideas for Non-profits:

• Make it a point to play with posting to duplicate these stellar interaction rates with fewer posts.

• Photographs truly assisted non-profits with recounting to their accounts this year, so this is

a decent post type to look in the year ahead keeping in view the carousel posts as well.

SUGGESTIONS

CTA AND LINKS ON SOCIAL MEDIA POSTS

SaGG Foundation can improve on the social media front if they include a call to action and backlinks to their website. This would derive more traffic not only to their website but also to their social media channels creating more engagement and reach which will ultimately benefit the charity and its aim.

Also, as said before a comment from a verified user had a great reach and engagement but it was not traced back to their website so they lost a lot of traffic resulting in more opportunities to sponsor and lead generation lost.

INCREASE IN POST REACH VIA INSTAGRAM LIVE AND WEBINARS

The charity has a potential reach for their posts if they consider doing more internet activities like Instagram Live and Webinars for creating awareness about their aim and goal which is providing quality education to the girls in the Gambia. Also, about the background of the girls, success stories will result in lead generation.

VIDEOGRAPHICAL CONTENT

As analyzed most of the content in SaGG Foundations’ social media is based on text. So, it might be of benefit to them if they provide quality video graphical content instead of textual videos.

TAGGED POSTS

As seen in the image above the tagged post on Instagram had the best engagement similar to earned media promotions. So, doing similar content to the tagged post might have a higher chance to get much more engagement and reach.  

USE OF ARTWORK

When doing the research, we stumbled upon one of the profiles which had artworks related to SaGG Foundation. Acknowledging those products will help not only the foundation but also the artist as both the parties get a new perspective and line of reach. To make the content stand out and more appealing it is necessary to use the desired purpose and also value. (Zimmerman and Ng, 2021)

SAGG ARTICLES

This article about the SaGG Foundations can only be viewed with a paid subscription so making articles like these public will help their potential sponsors to know more about their foundation before they donate.

HASHTAGS

Hashtags have gained a lot of popularity on Facebook and Instagram in the past decade. According to the rival IQ report on the non-profit organization, the hashtags like #education and #equality on Instagram have a higher range of engagement on the current social platforms.

CAROUSEL POSTS

According to Statista for a non-profit organization carousel posts had a higher engagement. So, it is evident that the use of the carousel format of posts will provide and kick-start a better engagement for the social media channels.

REFERENCING

ISELI, F., 2021. SOCIAL MEDIA MEDIA FOR SMALL BUSINESS. Wiley.

Zimmerman, J. and Ng, D., 2021. Social media marketing all-in-one. 5th ed.

Spinks, D., n.d. The business of belonging. Wiley.

The post SOCIAL MEDIA AUDIT – SAGG FOUNDATION first appeared on wbsdigital.

This report entails a deep understanding of SPONSOR A GAMBIAN GIRL (SaGG) Foundation’s social media listening and analytics. SaGG Foundation is a non-profit organization focused on empowering girls and women through education. The main focus is to link girls in Gambia with sponsors in U.K., U.S.A. Germany etc. directly to provide education which in turn will not only educate them but also help them break the biases prevalent in the society.

This report will help the charity to break the social media barriers and grow on different channels. We will also focus on social media listening and propose changes as to how they can improve their Facebook, Instagram, and other social media platforms.

SOCIAL MEDIA LISTENING

“A picture is worth a thousand words” has become the new adage in this era of social media. But not only pictures but videos, reels and tweets have also come into the picture and are playing an important part in the social media revolution. For any business and in this case a charity to be successful it is essential to carry out social media listening to get insights on how good or bad they are doing; and what they can improve to attract more traffic to their channels. ((Li and Xie, 2019)

From the insights gained from the posts that SaGG Foundation posts on Instagram and Facebook it is evident that they need to work towards attracting more donors/sponsors to their channels.

According to the above attached graph and insights of the posts made on the social media channels, it is evident that the most engagement was on the picture posted about the fact that more than half the girls in Gambia get married and become pregnant even before ending her education; which means that the jobs aspects are really meager. This post on Facebook and Instagram was able to reach the most number of people – 1,905 and also received likes and shares on it as compared to the other posts made. According to studies brands and charities that include pictures and videos have a higher chance of getting engagement than those who don’t. (What Encourages Facebook Engagement? – eMarketer, 2022)

Looking at the social media we can see that they have a total of 4.91k followers and just 54 posts on all the channels. The posts were quite engaging i.e. more than 50% of followers liked, commented or shared the post. Instagram takes the lead amongst all the social media channels that the foundation have.

SaGG Foundation has social media presence on Facebook, Instagram, and Twitter whereas mentioned before Instagram has the widest reach.

The post to receive the most amounts of engagement was related to a success story. It could be said that sponsors and followers simultaneously are more likely to engage in a post that is related to real-life experience. Sharing more success stories would result in growing the network wider.

COMPETITOR ANALYSIS

It is essential for any business and in this case for charities to look at their competitors to gain insights and simultaneously improve in the areas they lag. In this section, we will be doing competitor analysis in comparison to SaGG Foundation. The first competitor is Right to Play, which is working towards protecting, educating and empowering children to rise above adversity using the power of play. They are currently operating in 15 different countries across the globe. The second competitor taken for the analysis is Education International. They are a union of 401 organizations working in 172 countries. Their aim is to provide free, quality and fully funded education to children.

SaGG Foundation is below average for audience; ranking 3^rd amongst the three charities as per the above insight. Our charity has an audience of 4.91k whereas, Right to Play has 17.4k and topping them both is the Education International with an audience of 66.4k. The reason for them to have a higher audience is because they have a more social media presence than SaGG.

SaGG Foundations’ posting frequency is about 13 posts a week which is better than Right to Play but lesser than Education International. It is evident that SaGG Foundation has actually increased its social media activity by 108% as compared to last year – 2021.

SaGG Foundation saw the biggest increase in total engagement on Twitter, while the competitors increased most on Facebook. One of the most engaging posts for our charity has been on Twitter which also received retweets getting more reach and engagement. Resulting in the highest increase in engagement rate i.e., 52% compared to other competitors who only saw a percentage increase of 19% and 48%.

RECOMMENDATIONS

• SHARING SUCCESS STORIES  

According to the statistics seen above, SaGG Foundation needs to share more posts related to the success stories of the girls. This post so far has had the highest number of engagements which means sharing such a post would not only engage but also increase the number of followers and attract more sponsors to play their part in the cause.

• USE OF ORGANIC PICTURES

Organic and natural pictures have secured more like and shares on SaGG Foundations’ social media channels rather than edited pictures. If they can manage to use such images they might be able to gain more reach, likes, and comments.

• ADD YOUTUBE LOGO TO THE WEBSITE

The website for our foundation is quite detailed but one thing that is missing is the YouTube logo which has a negative impact on the charity. Why? The charity has a YouTube channel where they share the stories and conduct events; which means if they do not have a logo for YouTube on their page the website traffic would not be diverted towards YouTube resulting in a loss of reach.

• START A TIKTOK CAMPAIGN

In this digital and social media era, TikTok has gained more attention of people than other channels for trendy, fun and informational content. It would be of use to the charity by posting relevant and engaging content on TikTok. This would indeed attract more sponsors and capture wider audiences. Using a probabilistic approach can help gain more reach and audience than any other method. (Yue et al., 2020)

• INCREASE YOUTUBE CONTENT AND PRESENCE

SaGG Foundations YouTube channel needs more engaging content. They have only 8 subscribers and not a lot of content as compared to Right to Play which has 400 subscribers and much more engaging content. They should focus on increasing their YouTube channel to have a wider reach.

CONCLUSION

In conclusion, it could be said that SaGG Foundation has the potential to gain the attention of a wider range of audiences and also increase their engagement and reach via different social media channels by increasing its online presence.

REFERENCES

Li, Y. and Xie, Y., 2019. Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement. Journal of Marketing Research, 57(1), pp.1-19.

Emarketer.com. 2022. What Encourages Facebook Engagement? – eMarketer. [online] Available at: <https://www.emarketer.com/Article/What-Encourages-Facebook-Engagement/1008677> [Accessed 31 March 2022].

Yue, K., Liu, W., Li, J., Wu, H. and Yin, Z., 2020. Probabilistic Approaches For Social Media Analysis. Singapore: World Scientific Publishing Company.

The post SOCIAL MEDIA REPORT OF SAGG FOUNDATION first appeared on wbsdigital.

Introduction

SAGG foundation ( sponsor a Gambian girl) is a non-profit organisation. The aim is to empower girls and women in the Gambia by providing them with the best quality education. Education is an important factor in building and maintaining a better future. Conscious of the fact that many girls lack support and access to basic education, SAGG foundation helps them gain good education by linking them with potential sponsors in the united kingdom and Germany.

SOCIAL MEDIA AUDIT 

SAGG FOUNDATION: 

The following is the social audit for the SAGG foundation 

• Followers: 3k 
• Frequent posting 
• Source of media: pictures and short videos 
• Website link 
• Updated but same cover and display picture 
• Very few comments 
• No rating (6 reviews) 
• Good sharing of articles and posts 
• Push and pull. Push:Same theme throughout and similar content on image and post. Pull: Good use of videos/photos/infographics

• Followers: 1160 
• Post related hashtags: #empowerwomen, #Womensday, #Violenceagintwomen

   No hashtag for Gambia girls or Saggfoundation

• Profile linked to website
• Social media voice: Empowering and happy. Femenist. 
• Following: NGO’s, Strong public figues, positive pages
• Quick response to comments 

• Youtube channel available 
• Subscribers:8
• Videos: only 5 videos uploaded. 
• Video content on girl education and aim of empowering girls in Gambia 
• Not all videos are shared on other social media channels. 
• The comment section is turned off
• Webisite linked to the video despription 
• No likes, 15-100 view on videos. 
• Not updated recently 

• Followers: 177
• Linked website
• No tags or mentions 
• Frequent posts with no retweets 
• Similar content and posts 

 Social media audit for competitors

CAMFED helps and supports girls and young women in impoveridistricts in sub-Saharan Africa fighting against challenges of gender and poverty that limit their education.

• Followers: 30k 
• Frequent posting 
• Source of media: pictures and short videos 
• Website link along with contact deails 
• Less response to coments 
• Content includes videos of girls and pictures showing progress 

• Followers: 15k
• Post related hashtags: #girleducation, #leadership#CAMFEDsisterhood included org. Hashtag
• Profile linked to website
• Social media voice: Empowering and happy, stories of success
• Following: 282, influencers and other organisations 
• Quick response to comments 

• Youtube channel available 
• Subscribers: ZERO 
• Videos: 125 videos 
• Video content on stories and educating the girls 
• Not all videos are shared on other social media channels. 
• No response to the comments 
• Website and other social media linked to the YouTube page. 
• Few likes but about 1,306,716 views in total. 
• Updated monthly and not very frequently. 

• Followers: 180.5k 
• Linked website on the page 
• Tagged accounts and 
• Frequent updates with few retweets
• Different content and posts 

Competitor audit: 

WomenOne envisions a world where every woman and girl has access to quality education. They partner with institutions and community-based organizations to provide women and girls facing extreme poverty, cultural barriers and emergencies access to life-changing education. They do this through research, advocacy and innovative programming.

• Likes: 15,330 
• Not frequent posting 
• Colab with brands like MaxMara
• Posts of girls sponsored and their stories 
• No ratings 

• Followers: 3008
• Post related hashtags: #womenempower, #educateher, #Womenone 
• Proflie linked to the website 
• Social media voice: inspiring stories about the sponsored girls
• Following: influencers and artists 

• Followers: 1698
• Website linked to the page 
• No retweets
• Similar posts on all social media
• Posts of the founder along with the sponsored girls

Target audience: 

Sagg foundations target audience is based on the user persona mentioned. The target audience’s are people who love charity work, donations

\ and belong to the age group between 25-50 as they are financially capable of donating. The countries to target are The UK and Germany or such developed countries. Motivation for the target is the willingness to make a difference and help others in need especially  girl child and who support education. Frustrations of the target audience could be social injustice or violence against women and children to motivate them to donate further. An emotional background is needed to move people towards helping and donating. 

What competitors are doing better/differently: 

• Engagement is stronger on all social media channels with more followers, likes and subscription 
• Posts of the sponsored girls along with their pictures and stories 
• Posting about progress and support 
• Positive quotes and messages 
• Frequent posting of posts and stories that keep the target audience indulged. 
• Theme to the social media page that is vibrant and engaging. 
• Good response to the comments and link to the website. 
• Hashtags on Instagram are related to the posts and the organisation eg. #CAMFEDsisterhood #Womenone 
• Different content for different social media 

Social media Trends for Non-profit organisations:  

There are around 3.78 billion social media users worldwide in2021 and these numbers are going to increase in the coming future. Social media is a great tool for non-profit organisations to reach their target audience and connect to their communities. A few of the trends that can be followed are as follows: 

1. Videos, stories and live streaming. 

Video content has become increasingly valuable over the years, and it’s expected to become even more important this year. In 2021, Cisco anticipates that video will receive 82 percent of all online traffic. In addition, 57 percent of people who watch a nonprofit video make a donation. 

3. Peer-to-peer fundraising on Facebook: 

Social media is one of the most important tools on the internet. Non-profit organisations  can use these social media platforms to connect to their users and engage them in their cause which leads to more donations. 

On Facebook, now you can add a donate button on your page to raise funds for a different cause. eg. The American cancer society had clear actions for donations on their Facebook page. 

Goals for SAGG foundation 

• Increase awareness
• Drive traffic to the website and increase donations 
• Increase followers on Instagram, Twitter and Facebook by 20%
• Use of hashtags and tracking.
• Increase brand mentions 
• Gain more subscribers on YouTube 
• Post more frequently on YouTube 

Recommendations:

Based on the above research and social audit there are a few suggestions and recommendations for the SAGG foundation. 

1. Create and post more about the girls that are being sponsored along with telling their stories and education process to approach the target audience emotionally. 
2. Post about the organisation’s progress and tasks.
3. Use more hashtags for Instagram and Twitter related to the organisation such as #Sponsoragambiagirl #SAGGfoundation #educategambiagirlchild
4. The Instagram and Facebook posts are of one theme (pink). Use of a more vibrant and happy colour scheme along with pictures and videos.   
5. Upload more videos on YouTube about the organisation and founders and enable the comment section. 
6. Create more social media trends like fundraising on Facebook, videos with a cause on TikTok and uploading more stories. 
7. Creating a different form of content for each social media Chanel and connecting it to the website.

The post Sponsor a Gambia Girl- Social audit first appeared on wbsdigital.

SaGG foundation is a non-profit foundation that is created to help find sponsors for Gambian girls to complete their education. The SaGG foundation is not very well known and people do not talk about it that much yet, it is difficult to do social media listening for the foundation. The following table shows social media audits for SaGG foundation and for its competitors. Chosen competitors are both working on changing the lives of African girls but one of them also have other causes included in their foundation, therefore its reach is international.

Currently, the SaGG foundation has the weakest social media presence among its competitors, and would need to work more on its social media platforms to grab extra attention, and achieve its full potential. Currently, the SaGG foundation uses the colour pink as their main colour on social media channels (all the social media channels seem to be connected) but currently their posts are too crowded with text which is difficult to read. Furthermore, some of the ”videos” which have been created are videos where the text moves around and it is difficult for the viewer to understand where to look.

Plan International is a foundation that focuses on different crises but it also focuses on children’s education, more deeply on girls’ education which makes them one of the competitors for the SaGG foundation. Plan International content on social media channels (all the social media channels seem to be connected) is about different crisis but every post they have created is straight to the point. They have chosen to have the main color blue, which is also the color of their logo.

Camfed is a foundation that focuses on girls’ education in Africa and therefore makes itself the biggest competitor for the SaGG foundation. Camfed content on social media channels (all the social media channels seem to be connected) is more focused on educational videos which is a great way to reach more people due to the popularity of the video content on social media platforms. To read more about why video content is good press here.

From the social media audit, it is clear to see that the reach of the competitors’ social media is bigger than the SaGG foundation has. Both competitors have more followers on each platform, and also have active accounts on the platforms which are not used by the SaGG foundation.

CONTENT RECOMMENDATIONS

As SaGG foundation is a non-profit organization then it would reach its full potential if it would also take advantage of options that have been offered to the non-profit organizations by different social media platforms. For example, currently, the SaGG foundation does not have Youtube or TikTok channels but these are the main channels where people consume videos. 

To get YouTube for a non-profit organization you can follow these easy steps here. 

To get TikTok for non-profit organizations read more here. 

On other social media channels such as Instagram, Facebook, and Linkedin it is recommended to make SaGG foundations posts more straightforward with less text. Furthermore, on Instagram, it is getting more popular to use the reels option that might have a viral reach. It is possible to use TikTok’s as reels and vise versa, therefore foundation can use the same content on different social media platforms.

According to the analytics, if the SaGG foundation would like to target people outside of Africa they should target people in the United Kingdom as their main followers outside of Africa are from the United Kingdom, London. It is recommended to target both genders women and men, as the amount of followers is quite even for both genders. Although research shows that women are more likely to donate then it comes out that if men donate, they donate more, therefore for the SaGG foundation it is important to target both. Age-wise SaGG foundation should target people between 25-45 on social media channels, and also find a way to target the generation baby boomers. Research shows that older generations, such as baby boomers, are more generous with their donations than younger generations. 

Adding some straightforward, interesting video content on the SaGG foundation pages and creating YouTube and TikTok channels would bring in more people who donate or who will choose to sponsor a girl in Gambia. Videos which are being added should be informative, telling more about how education can save a child from early marriage, how education can save a girl from abusive relationships, and all the other reasons why education is important for the girls. Furthermore, making a clearer difference between the donations and sponsorships might help people to choose an option for the sponsorship instead of one time donation.

SaGG FOUNDATION SOCIAL MEDIA ACCOUNTS

https://www.instagram.com/saggfoundation/

https://www.facebook.com/SponsoraGambianGirl/

https://twitter.com/saggfoundation

https://www.linkedin.com/company/sponsora-gambian-girl/

REFERENCES

https://blog.hubspot.com/marketing/go-to-social-media-video-platforms

https://support.google.com/nonprofits/answer/3367463?hl=en

https://www.tiktok.com/forgood

https://digitalmarketinginstitute.com/blog/the-importance-of-video-marketing

https://www.cafonline.org/docs/default-source/about-us-policy-and-campaigns/mind-the-gap-reportddffcb334cae616587efff3200698116.pdf

The post Social Media Audit for SaGG (Sponsor a Gambian Girl) Foundation first appeared on wbsdigital.

More about the foundation here

Charity Social Media Audit

The Sponsor a Gambian Girl (SAGG) Foundation is a non-profit aiming to utilize education in empowering girls and women through sustainable initiatives. The foundation’s social media presence spans four social media platforms: Facebook, Instagram, Twitter, and LinkedIn. On Facebook, it posts blog posts and videos every 2 to 4 days. On average, a post may earn between 3 to 8 likes. Posts tend to focus on two thematic approaches: societal impact and inspiration.

The Facebook profile links to the foundation’s website to direct Facebook traffic to the website. SAGG updates its cover photographs and profile on a regular basis. The social media marketing team responds to comments on all posts in a timely manner. SAGG’s current social media track record indicates good performance.

On Instagram, SAGG has a reach of 1,662 followers and links its profile to its website for boosting traffic. The profile follows other Non-Governmental Organizations (NGOs) profiles on Instagram and responds to comments, but the level of engagement is average. SAGG posts every 2 to 4 days. Most of the comments cover admiration and support for the brand with some focused on making inquiries regarding the foundation.

The audience from Facebook and Instagram was from different towns (&countries) as shown in the following graph.

On Twitter, SAGG has a reach of 165 followers with an average posting frequency of 2 to 4 days. Though SAGG’s Twitter profile links to the website directly, it rarely responds to comments. The sentiment of the content targets the impact of SAGG and other related NGOs on the Gambian society at large. The limited engagement is an indication of SAGG’s poor performance on Twitter. On LinkedIn, SAGG posts on the impact of the foundation’s efforts on girl’s education and the society at large with the aim of driving traffic to the website. On average, it posts twice weekly to earn an average of 1 to 3 likes per post. These figures indicate average performance.

Competitor’s Social Media Audit

ActionAid is one of SAGG’s competitors that has a social media presence across 4 social media platforms: Facebook, Twitter, Instagram, and YouTube. On Facebook, ActionAid posts on a daily basis with an average number of 5 to 10 likes per post.

It focuses on making blog post announcements and other generic Facebook posts. It links directly to the foundation’s website, but they do not respond to the comments. All posts span topics such as societal impact, and relevant news surrounding current humanitarian crises. The observations are an indication of good performance. On Instagram, ActionAid has an astonishing reach of 19.7 million followers that focuses predominantly on following other similar NGOs and influencers. It makes a post every 2 to 4 days and responds to comments, which users capitalize on to show support for the mission. The observations are an indication of excellent social media performance.

On Twitter, the foundation has a reach of over 50 million followers that links directly to the website. Followers make reposts 2 to 8 times on average. All posts span topics such as relevant news surrounding current humanitarian crises, niche information, and societal impact. The daily upload frequency is an indication of the mission’s good performance on Twitter. The foundation uses YouTube to post informative videos and other videos on its societal impact. The profile links to the website and has a subscriber base of 2320. The profile averages 15 likes and 949 views per video with a posting frequency of 4 videos a year. All factors point to good performance.

Donor’s Social Media Audit

Kuben’s social media presence spans Facebook and Instagram. On Facebook, it earns 30 to 90 likes on average with a posting frequency of 2 to 3 days. It posts articles and other short form posts while linking the profile to its website to direct Facebook traffic to the website. It adjusts its cover and profile information regularly as the need arises. It also responds to users’ comments that mainly cover brand support. Its posts mainly cover entrepreneurship, education, technology, and career path. The assessment is an indication of excellent performance. On Instagram, Kuben has 2,083 followers with an average posting frequency of 3 days. All factors are indications of the mission’s good performance on Instagram.

Social Media Recommendations

The assessment of competitor and donor social media presence unearthed key trends that SAGG can utilize to boost its current social media reach. Firstly, SAGG has to increase its posting frequency across all platforms. Currently, SAGG has a posting frequency of 2 to 4 days across all social media platforms. The relatively lower posting frequency coincides with the low engagement levels it registers. On the other hand, ActionAid, SAGG’s competitor, has a relatively higher posting frequency across all platforms. It posts daily on Facebook and Twitter, twice a week on Instagram, and 4 times a year on YouTube. The frequency generates substantial audience engagement to record either good or excellent performance on all platforms (Chen and DiVall, 2018). It is in SAGG’s best interest to adopt a similar posting model that increases the posting frequency significantly.

Secondly, SAGG should widen the thematic scope of all social media posts to appeal to a wider online audience. Currently, SAGG’s thematic scope across all platforms is limited to societal impact and individual inspiration. The average performance of the mission across social media is an indication of the limited engagement they generate (Ashley and Tuten, 2015). Kuben and ActionAid have a wider thematic scope and attract more engagement across all platforms compared to SAGG. Kuben’s and ActionAid’s thematic focus spans societal impact, humanitarian crises news, informative content, education, technology, entrepreneurship, and career path. SAGG has to perform an internal assessment to determine the appropriate thematic approach and expand its social media reach by adopting YouTube as its fifth social media platform. The highest performing social media brand assessed by the social media audit has a good presence on YouTube (Khan, 2017). SAGG has to lean on YouTube’s global reach to expand the multimedia content reach beyond Facebook, Twitter, and Instagram and increase website traffic.

SOCIAL MEDIA RECOMMENDATIONS FOR SAGG FOUNDATION

Sponsor a girl today here!

Donate now

Website: https://www.saggfoundation.org/

Facebook: https://www.facebook.com/SponsoraGambianGirl/

Instagram: https://www.instagram.com/saggfoundation/

Twitter: https://twitter.com/saggfoundation

LinkedIn: https://www.linkedin.com/company/sponsora-gambian-girl/

References

Ashley, C. and Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32 (1), 15-27. https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20761

Chen, E. and DiVall, M. (2018). Social media as an engagement tool for schools and colleges of pharmacy. American journal of pharmaceutical education, 82 (4). https://www.ajpe.org/content/82/4/6562.abstract

Khan, M.L. (2017). Social media engagement: What motivates user participation and consumption on YouTube?. Computers in human behavior, 66, 236-247. https://www.sciencedirect.com/science/article/pii/S0747563216306513

The post Sponsor a Gambian Girl / Social Media Audit first appeared on wbsdigital.

“We imagine a Gambia where every girl is given equal access to education to reach their full potential.”

Sponsor a Gambian Girl Foundation, 2022

SAGG SOCIAL MEDIA AUDIT

Sponsor a Gambian Girl Foundation is an NGO seeking to empower girls in The Gambia, mainly through education (SaGG, 2022). As a charity organization, it is helpful to use social media in order to raise awareness and speak of the benefits of sponsoring young girls, the achievements of the Foundation and aims for the future.

1. SaGG Social Media Analysis

We will start by assessing what the SaGG Foundation currently does in relation to social media.

SaGG is available on all the relevant social media channels: Facebook, Twitter, LinkedIn, YouTube and Instagram. This allows them to reach a larger audience, form personal connections, educate their audience and acquire more sponsors.

• The Instagram channel has 1660 followers, 468 posts, an average of 12 likes, 25 views and 2 comments.
• The Facebook page comes in first with the highest number of followers. They have 3000 followers, an average of 10 likes, 70 views and 1 comment.
• Their Twitter channel has 176 followers, an average of 8 likes, 1 comment and 2 retweets.
• Their LinkedIn has 806 followers, an average of 3 likes, 2 re-shares and 1 comment.
• Their YouTube channel has 8 subscribers, 5 videos and an average of 80 views.

 

SaGG’s Social Media pages

In terms of engagement KPI it is clear to see that Instagram has the highest audience engagement. However, there are various recommendations that will be provided throughout this blog which can boost followers, engagement rate and reach for the SaGG foundation on their social media channels.

In the below infographic we will further analyze the social media channels and performance:

Through primary research we found that SaGG uses similar content on all social media platforms which could be repetitive to their audience. Using different types of content that’s most effective to a respective platform will increase their engagement rate. Furthermore, their social media channels don’t quite have an aesthetic/theme that portrays their brand image. For example, their Twitter has the same cover image and display picture while LinkedIn doesn’t have a cover image at all. They must create an overall appearance with colors, images and layouts that match a certain theme that is more visually appealing. We also analyzed that SaGG’s tone of voice on all their channels is consistently motivating and uplifting; it encourages people to donate and educates the audience about issues in Gambia.

2. Consumers’ Social Media & Content Habits

The SaGG Foundation, like any other company, must have a target audience to aim their content at on social media. Companies used social media to share content-based information to enhance their connection with target audiences, which was vital to increase awareness and reach a narrower segment with programmed messages (Shawky, et al., 2019).

SaGG should target males and females alike, of the ages 25-70 year olds as they would most likely have a job and be able to afford to sponsor a child. The below data displays the social media demographics for SaGG Foundation.

Facebook and Instagram Demographics

SaGG’s target audience should be people who are empathetic in nature and are passionate about philanthropy. SaGG welcomes sponsors from all over the world, and therefore the target audience are global citizens. While creating content on social media, it helps if the company has a persona in mind that they are targeting. When a brand humanizes itself and understands their consumers’ feelings, they are likely to create strong bonds and loyalty (Thomson, 2006).  An example of SaGG’s target audience is illustrated below in 2 consumer personas created.

Consumer Personas

3. Assesment of Competitor’s Social Media Presence

Through primary research, two main competitors were selected for the SaGG Foundation:

• PLAN International: This global children’s charity works with children in some of the world’s poorest areas, ensuring they can access health, education and equal opportunities. They focus on girls by helping with issues like lack of education, child marriage, harassment and sexual exploitation (PLAN International, 2022).
• Action Aid: This NGO works with girls living in poverty, dedicated to ending violence and creating a better future for females. (Active Aid, 2022).

Analysis of Competitor’s Social Media Channels

PLAN International & Action Aid’s social media channels

Both competitors have a larger following on all social media platforms which is normal as they are much larger NGO’s. However, they’re great for SaGG to benchmark with. Their content on each channel is unique which allows them to gain higher engagement. In terms of comparison, SaGG Foundation’sengagement is lower than their peers, the competitors use Instagram Reels, Stories, LinkedIn articles, Twitter hashtags and Facebook groups to form a community on social media. They target their audience’s emotions through their elaborate captions while also educating them using statistics and informative videos. PLAN International also uses polls, Q&A’s and user generated content on their social media stories while Action Aid uses appealing CTA’s, posters and infographics. Both NGO’s also use philanthropic topics that are currently trending to reach a wider audience, for example the #DonateToUkraine hashtag. An example of such content can be shown below.

PLAN International’s Reel on Instagram about Women Education

Action Aid’s Content Regarding Ukrainian Crisis

4. Industry Social Media Trends

Through our competitor analysis, we found certain trends in the industry which are being used on social media that SaGG would benefit from to gain a larger audience and higher engagement.

5. Social Media Recommendations

Based on extensive research on industry competitors and trends, recommendations can be provided to SaGG on how to increase their social media potential.

1.  Stay up to date with trending topics: the social calendar is full of meaningful philanthropic events which can be posted about using hashtags to reach a wider audience. For example: Breast cancer awareness month, International Day of the Girl Child, Women Empowerment, etc.
2. Be more active: social media algorithms allow audiences to see posts from pages that are consistently posting powerful and creative content. Companies should post 3-7 times / week on Instagram, 1-2 times / day on Facebook, 1-5 times / day on Twitter and 1-5 a day on LinkedIn- companies need to experiment with their content and the key is to be consistent (McLachlan, 2022).
3. LinkedIn: This channel is mainly used by professionals, and therefore posting educational articles or reports would boost the content’s performance and educate potential donors to sponsor a Gambian girl child.
4. Interact with audience: it’s important to form a deeper connection with your audience through community management, stories, polls, Q&A’s, reshares and interactive posts. This results in consumers being more interested and earning more about SaGG and how to donate.
5. Humanize your Brand: create an aesthetic that personally appeals to the brand image, and post more content about the founders, what they are passionate about, behind the scenes and the mission of SaGG. Use the art of storytelling through captions, infographics and posts. This increases engagement and allows consumers to be more loyal to your foundation.

Example of SaGG Story on Social Media for International Day of the Girl Child with Call to Action

References

https://plan-international.org

https://www.actionaid.org.uk

https://www.saggfoundation.org/

McLachlan, S., 2022. How Often to Post to Social Media in 2022. [online] Available at: <https://blog.hootsuite.com/how-often-to-post-on-social-media/> [Accessed 31 March 2022].

Shawky, S., Kubacki, K., Dietrich, T. and Weaven, S., 2022. Using social media to create engagement: a social. [online] Available at: <https://www.proquest.com/docview/2237461120?accountid=14987&pq-origsite=primo>

Thomson, M., 2022. Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to…:. [online] Available at: <https://web.p.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=0&sid=e614603f-85a8-4282-9add-9248e0fbd3f5%40redis>

The post SaGG Social Media Audit first appeared on wbsdigital.

Sponsor a Gambian Girl (SaGG) Foundation is a charitable organisation that focuses its efforts to change inequality in terms of education and gender in The Gambia, helping girls to complete their school education.

Through its website and presence on social networks, the SaGG Foundation presents competitors, such as Abaana, “charity set up for the benefit of less privileged people in Africa” and ​​Plan International UK (PIUK), that “work with girls and boys growing up in some of the world’s poorest communities”. 

We will see how foundations handle social networks and interact with their target market. SaGG foundation and Abanna are similar in social media size, but PIUK is a bigger foundation so we will compare their social media to see the reason why they perform better. 

Social Media Listening

First of all when you google search for the keyword “Girls education charity gambia”, both Abaana and ​​PIUK are up in the paid search, and SaGG Foundation is the first in the natural search, which reflects a correct use of SEO.

On the SaGG Foundation’s and Plan International’s webpage there is an active blog, which is very positive for creating relevant content around the situation and the institution. Abanna also presents a news section which is a very good way to keep informed and reflect on the impact of their work.

Facebook and Instagram are the most used social media channels in general. Despite all having the number of followers shown above, and being active, posting almost 1 daily post, they are all low on reactions and engagement. They have few likes and comments on all the publications.

SaGG has low-quality content; The photos and videos don’t look professional, and it’s difficult to read the text in it. Abaana in this sense presents better quality pictures. The two present too much text in each publication, so in general, both should reduce the text to short explanations and create better quality content.

On this matter PIUK does a better job creating actualised content with a short text, having a simple and clear call to action, always anchored to the link to donate.

The focus and tone of voice used by the SaGG Foundation are for a female audience; making them protagonists they only use female faces in addition to pink and other strong colours in most of its publications, unlike the other two institutions that have slightly more sober or standard colours, appealing to the help of a more general public, and focusing on the general problem and not on gender.

All of them are active with Instagram stories. They have good profile stories explaining the foundation, what they do and what is achieved, with a cheerful and hopeful message. Showing a positive story will make the viewer feel hope and that this situation can be reversed. 

On Twitter, SaGG Foundation publishes every 1 or 2 days, so it remains quite active. The problem is that the images and content are similar to the channels mentioned above. Anyway, the message contains a call to action and the text is shorter. Abaana has been inactive since 2018 on this social media and PIUK correctly focuses on publishing attractive and simple videos and images and leaving the text more than anything to the call to action.

Sagg Foundation has some videos on YouTube but the potential of this channel has not been exploited. PIUK presents a wide variety of videos (more than 100 videos), showing different news, children’s situations and insights related to the importance of the problem under discussion and the foundation.

In the case of LinkedIn, the SaGG Foundation uses the appropriate number of words, since in this social network there is the possibility of posting something a little longer. PIUK also correctly takes advantage of this channel to thank the contributions and demonstrate that the help is not in vain, generating interaction with users.

Building Trust in the Foundation

No one would give a large amount of money to an institution that does not know specifically where those funds are destined or that is transparent in its use. “Trust in charities has decreased significantly since 2016 from 51% to 48% agreeing that they believe charities to be trustworthy.” 

Source: (CAF, 2019)

“Successful organizations overcome cynicism by proactively working to build trust. They make it clear that donations are helping beneficiaries, by openly sharing their accomplishments, especially the important outcomes for each year.” (Rees, 2021)

To whom should charity be directed?

People of different generations have motivations and emotional attachments to different current problems. Statista 2021 states: “People that were over the age of 75 were the most likely age group to give to charity in England and Wales in 2020. By contrast, those aged between 16 and 24, the youngest age group surveyed, were the least likely to give to charity, at 50 per cent.”

Source: (Clark, Statista, 2021)

They also say: “In 2021, approximately 67 per cent of women in England advised that they had given to charity, compared with 59 per cent of men. Throughout this provided time period, a higher share of women gave to charity than men.”

Source: (Clark, Statista, 2021)

Institute of FundRaising made a study where they concluded that “the only area where men showed greater support was in the sum donated, with an average gift of £29 compared with £23.” (Plummer, 2017) 

Elders on social media

What channel to use to generate a relationship or attract the attention of this age group?
In order to reach out to them, we need to create content on their most used social media, Facebook and Youtube.

Source: (Social Media for Older Adults | Senior Tech Club, 2022)

Recommendations

• Generate appropriate content for Facebook. By increasing the quality of the pictures and videos the user will engage better and believe in the institution.
• Content diversification. More content pillars in each network, but also differentiate one network from another according to its potential.
• Giving more information and results will show transparency in the institution, so people will feel safe giving money.
• The current blog could be written by external collaborators and also promoted on other social networks.
• Add a Newsletter on the website to keep the people involved informed.
• Focus on the older age range, as they are the ones that give more money to charities.
• Women are indeed more involved in charities than men, but when men donate, they donate more, that’s why they shouldn’t be discarded from the targeting.
• Develop more content for Youtube, as it is one of the most used social media of this target group.
• Youtube videos can be used for advertising on the same channel and also on other platforms, showing quality content.

Finally, we leave you with a video proposal, which is mainly intended for Facebook and YouTube. The idea is to show the story of one of the foundation’s girls so people can see the results achieved with the contribution, and in this way, it seeks to promote awareness to our target customers, for them to feel attracted and then engage them.

Below is the video proposal following all the ideas raised above:

References:

https://www-statista-com.uow.idm.oclc.org/statistics/1234458/number-of-children-out-of-school-in-africa-by-country/

https://www.statista.com/statistics/525663/age-structure-in-gambia/

https://www.cafonline.org/docs/default-source/about-us-publications/caf-uk-giving-2019-report-an-overview-of-charitable-giving-in-the-uk.pdf?sfvrsn=c4a29a40_4

https://getfullyfunded.com/why-people-give/

https://www-statista-com.uow.idm.oclc.org/statistics/292936/giving-to-charity-in-england-by-age/

https://www-statista-com.uow.idm.oclc.org/statistics/292929/giving-to-charity-in-england-by-gender/

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