M+R Benchmarks 2026: Social Media and Influencers
More than half of the nonprofits in the study now work with influencers. Most programs mix paid and unpaid partners, and most use mid-size accounts.
Influencers are now a normal nonprofit tool
58% of the 180 nonprofits in the 2026 M+R Benchmarks Study worked with influencers in 2025. The 2025 edition reported 52% for 2024. The two editions use different groups of nonprofits, so compare the numbers with care.
Most programs do not pay for every post
One in three programs did not pay influencers at all. 33% used only unpaid partners, 24% used only paid influencers, and 43% used both. An unpaid partner needs a strong reason to post. A close fit with your cause gives that reason.
Mid-size accounts do most of the work
87% of influencer programs included accounts with 10,000 to 100,000 followers. 83% included accounts with 100,000 to 500,000 followers. Every nonprofit with influencer partners used Instagram, and 72% also used TikTok.
Not every post asks for money
Direct fundraising asks were part of 61% of influencer programs. The other programs used influencers for stories, advocacy, or volunteer recruitment.
What to do next
- Start with 3 to 5 creators who already talk about your cause.
- Mix paid and unpaid partners, and give both the same short brief.
- Plan for Instagram first, then test TikTok.
Common questions
What share of nonprofits work with influencers?
58% of the 180 nonprofits in the 2026 M+R Benchmarks Study worked with influencers in 2025. The 2025 study reported 52% for 2024, from a different group of nonprofits.
Do nonprofits pay influencers?
Most programs pay some influencers, but not all of them. 43% used paid and unpaid partners, 33% used only unpaid partners, and 24% used only paid influencers.
Which platforms do nonprofits use with influencers?
Every nonprofit with influencer partnerships used Instagram. 72% also worked with influencers on TikTok.
