Research by nfpSynergy put Comic Relief in third place with a score of 551,160.
nfpSynergy founder Joe Saxton said the findings suggested that the Royal British Legion has been ‘canny’ in the way it uses social media.
‘The particular thing that’s got them there is about the maximum respect people hold for our heroes,’ said Saxton. ‘They used that issue to get people to sign up to their Facebook page. It shows that tapping into the right issue can be hugely beneficial.’
Saxton added that there was little correlation between a charity’s income and its social media presence, allowing many charities to ‘punch above their weight’.
The findings also indicate that 92 per cent of the top 50 UK charities have their own dedicated Facebook pages – and each one has an average of 70,115 ‘likes’.
96 per cent use Twitter (average 15,184 followers) and 90 per cent use YouTube (average 452 ‘subscribers’). 74 per cent have at least one blog.
nfpSynergy has also found that the average top 25 FTSE company has a tenth as many Facebook ‘likes’ as the average top 25 UK charity.
Meanhile, nfpSynergy has also revealed that Prince William has been perceived by the public as being one of the hardest-working royals when it comes to supporting charities.
Second-in-line to the throne William (28 per cent) is seen as the third hardest-grafting charity-supporting senior royal after Princess Anne (46 per cent) and Prince Charles (38 per cent).
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