The Social Media League Table, published yesterday, analysed the number of Facebook ‘likes’, Twitter followers and YouTube subscribers of the 50 charities with the largest fundraised income. The total for each was taken to represent their social media presence.
Nearly all of the legion’s total was made up of Facebook ‘likes’, which accounted for 1,875,926.
The survey found that arts, animal and cancer charities had the largest overall social media presence, while religious and social welfare charities were lagging behind.
It also found there was little correlation between a charity’s income and its social media presence.
Using a website called Famecount, which calculates the social media presence of individuals and organisations, it found that a number of charities outside the top 50 by fundraising income scored higher for social presence than charities inside the top 50. Comic Relief, the V&A and the Royal Opera House were examples of this.
The survey also found the social media presence of the top 25 charities compared favourably to the top 25 FTSE companies and the most popular 25 shops.
Joe Saxton, co-founder of nfpSynergy, said social media offered charities a cheap and simple way to reach supporters.
"It can be used to great effect by an organisation of any size," he said. "This is borne out by the fact that there is little correlation between a charity’s income and its social media presence. Thus, charities often punch above their weight when competing with each other – or with major retailers and corporations – for cyber attentions."