What we do
The project
This project in cooperation with SOS Children's Villages Austria, analyses the extent to which social media can provide an opportunity for more civic engagement for non-profit organizations. Identifying the most effective contact points, channels, formats and topics for young people is therefore of particular importance and are the research questions of this work. Based on a quantitative data collection, our goal is to identify possible fields of action for SOS Children's Villages Austria.
Situational Analysis
In Austria, the percentage of people who donate money to charity is highest among people over 60 and furthermore this age group makes the highest average gifts (Spendenbericht, 2020). Thus, nonprofit organizations observe an increasingly aging donor group, which endangers sustainable funding. At the same time, there are more and more organisations to donate to, which means that the solicitation for donations is constantly increasing.
These challenges are forcing NGOs like SOS Children's Villages to find new ways to become sustainable and attract young supporters.
Methodology
Using a quantitative research methodology, the effectiveness of SOS Children's Villages´ social media presence is analysed, young people's interest in civic engagement target group-specific topics are identified. The two online surveys targeted 18-25 year old students of Tyrolean universities on the one hand and Facebook and Instagram followers of SOS Children's Villages who fall into the target group on the other hand. Based on the results of the surveys and the literature research, fields of action are identified.
Findings
The findings show that social networks are among the most frequently mentioned points of contact with non-profit organisations, along with family and friends and educational institutions. Instagram is the preferred platform to receive information on children's issues in (audio)visual formats (photos, stories). Young people express interest in civic engagement for SOS Children's Villages especially in-kind donations and volunteering. Despite the high brand recognition of SOS Children's Villages, information levels about opportunities for civic engagement are rather poor.
Due to the small sample size, it is not possible to draw generally valid conclusions. Nevertheless, the study provides valuable insights for conclusions about the behavior of the target group.
Potential Fields of Action
Based on the surveys and literature review, several fields of action for SOS Children's Villages could be identified:
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SOS Children's Villages could get in contact with young people through educational institutions; another possibility would be for those already volunteering to draw attention to the opportunities for civic engagement in their personal networks. However, due to the target group's affinity for the Internet, it makes sense to focus on the website and social media.
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A stronger focus in the social media strategy on Instagram and on audiovisual formats such as photos or stories could also lead to the target group being better reached and engaged.
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Last but not least, it could be helpful for SOS Children's Villages to conduct awareness and information campaigns on social media, to inform about the work with regards to children's issues and about the opportunities for civic engagement. This could at the same time strengthen the community feeling.
