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Facebook for Nonprofits Best Practices

Nonprofit Facebook Page Tips

Facebook For NonnprofitsFacebook marketing is a strategic business promotion tactic. With approximately 2 billion monthly active users,  Facebook has a dominant market presence that will benefit nonprofits that want to engage and foster the relationship with both donors and potential donors.

Your nonprofit’s presence on Facebook is important, but managing that marketing presence is imperative. Whether you start with just one Facebook tip or dive right in and spend some time developing your page, here are some tips for engaging your audience quickly and easily.

Step 1: Create a Non-Profit Facebook Page

This is the first step in growing your organization’s community of supporters and opens the door of opportunity to create more connections and interactions with your donors.  When people share interests and ideas on Facebook, it helps you find and connect with those who care most about your work.

When setting up your Facebook page, Choose Company, Organization or Institution. If you choose Cause or Community, your Facebook Page won’t have access to the exclusive tools Facebook has made available to nonprofits. You don’t have to be a registered nonprofit to list your Page in this category. You can choose one of many sub-categories for your Page in the dropdown menu, including Non-Profit Organization, NGO, Education, Political Organization and more.

For many organizations, having a single Facebook page helps donors find and stay up-to-date with the organization and allows the nonprofit to have a unified voice and message.

Precious Child Nonprofit Facebook Page

Global Facebook Pages

Facebook offers Facebook Global Pages for organizations that are decentralized or highly regionalized. This option allows a nonprofit to create multiple Facebook pages t to share localized content. 

United Way Nonprofit Facebook Page

Step 2: Enhance Your Nonprofit’s Facebook Page

You can enhance your page by optimizing every available section and giving a clear message. One example is in the About section on Facebook. Leverage the About section to provide potential donors with a quick preview of what your organization does and stands for. Use the About section to briefly state the mission of your organization and its impact in a clear and meaningful way. This piece is vital because the About section not only offers a window into your organization for viewers but is also where SEO (Search Engine Optimization) comes into play. Both Google and Facebook Graph Search grab content from your About section to set your SEO.

Optimized Nonprofit Facebook About

 

It is important to recognize the difference between your nonprofits page vs. your personal profile. Although your personal page may have pieces like the about me and cover photo filled in there purpose is much more important on your organization’s page and are necessary to engage viewers.

Nonprofit Facebook Cover Image

Be sure to design an engaging cover image that really speaks to your organization style, voice, and brand. Some great options may include images of volunteers in action, clients receiving services, staff engaging in community activities, event photos or even seasonal photos.

Step 3: Post On Your Facebook Page

Creating a high-quality post is vital, it goes beyond just putting some words down. Think of what your supporters will be interested in hearing. For example, they may want to hear about an upcoming event. Or they may want to see photos of projects the organization is working on. All your posts are visible on your organization’s Page and may show up in your donors and sponsor’s News Feed,  so think Q-U-A-L-I-T-Y.

By posting quality content your organization will be able to build strong relationships with your fans. One successful way to approach this is by following the 70-20-10 rule. Focus 70% of your content on pieces that offer value to your organization and pushes your agenda, this content should be interesting, informative, entertaining or inspiring. Focus 20%  of your efforts on shared content that is engaging to your audience but may not be directly pushing your cause, Finally only 10%  of your efforts should take form as promotional content. Meaning it promotes your services, events, donor drives, your blog, or anything that’s predominantly promotional in nature.

NGO Facebook Event Post

Another key component for engaging Facebook contents is  Images. We all know the tide and true saying a picture is worth a thousand words, well that is all the more true with the new Facebook design, which enables images to rule Facebook. Statistics show that images are the most liked and shared form of a post, on Facebook especially when they tell a story.

Nonprofit Facebook Post Idea

Step 4: Get People to Like Your Page

This step is vital. Attracting motivated people to like your organization’s Facebook Page can raise your Page’s worth to your entire audience. Building an audience on Facebook starts with inviting the people you already know to like your page, this can be done using your email list or even through connecting your personal page. You want to focus on inviting people who are inclined to like and interact with what you’re postings. That way when those people engage with your posts, their Facebook friends will see that and create exposure to new audiences.

Invite Friends to Like Your Page

Invite Friends to Like Your Page

Get Email Contacts to Like Your Facebook Page

Tips for How to Get People To Like your Facebook

Step 5: Create a Social Media Marketing Strategy

Integrate Facebook into your marketing strategy. Create a set of activities your NGO wants to achieve to support specific goals. It can be short and specific, or long-term with a series of campaigns and objectives.  But there are some major components that must be included: mission, goals, target audience, content, and measurement.

A great start to this strategic process is to ask yourself these major questions:

  1. Why is your NGO using Facebook? What is the main purpose? Is it to spread awareness for the cause? Build a relationship with existing supporters? Get donors?
  2. Who is your target audience? How will you reach them? What makes them take action? What types of posts and content should you focus on providing to?
  3. What steps must be taken to integrate your campaigns both online and offline? How can you leverage Facebook to support your events? How can you use Facebook to foster brand advocacy?
  4. How will you measure success? 

Following these steps can help to boost your  Nonprofits presence on Facebook, and enable you to successfully manage your marketing presence and engage your audience with ease.