Facebook for Nonprofits Best Practices
Below we’ve showcased how three nonprofits, Malala Fund, Unicef, and St. Jude Children’s Research Hospital are leveraging Facebook to support their business goals awareness, engagement and donations.
#withMala Hashtag & Calls to Action Build Awareness
The Malala Fund successfully used hashtags paired with calls to action to create a movement. This process allowed active supporters to keep the Malala Funds organizational objectives top of mind. This video gives you an overview of the campaign. There are 4 major reasons why this campaign was successful.
- The overall message was easily understood by all supporters, no matter their nationality.
- The message was consistent and easy to follow. From Malala’s speech at the United Nations General Assembly to the consistent use of the hashtag #withMalala people were empowered to increase their level of engagement and promote the petition.
- They targeted their audience. By researching supporters, they were able to know where, when and how to focus messaging.
- A variety of calls to actions were used to give supporters a way to engage with the campaign, share, join the campaign and donate. By timing the release of various actions, users were excited and moved up in their level of engagement.
- The campaign was integrated across social media channels and gained momentum when other nonprofits and organizations supported the cause. Change.org’s event for the Stand #withMalala Twitter rally helped spread Malala’s message and promote the petition.
Engaging Donors with Inspirational Fundraising Videos on Facebook
Unicef is successfully engaging supporters with inspirational fundraising videos. Their videos draw the audience in and create a connection between them and the campaign mission. Unicef has been able to maximize their audience engagement by creating content that is easy to digest, yet gripping visually. Unicef nonprofit storytelling videos have been successful for 5 major reasons.
- According to Facebook, videos are 7 times more engaging than other types of posts on Facebook. Keep in mind, a video will start automatically without sound when it appears in News Feed so try to make the first 3-5 seconds especially compelling (sound will play if someone taps the video).
- Unicef has been able to stay attuned to their audience and generate content quickly and change it just as quickly if it was not well-received. Unicef uses hashtags to make it easy for its fans to follow campaigns and engage with the content over time. For example, the hashtag #WorldChildrensDay is used for the World Children’s Day campaign and promoted across digital channels.
- Unicef knows their demographic and targeted it well. By understanding their target audience what is important to them, they are able to stay relevant and expand their reach.
- Unicef is not afraid to test the waters, by using global testing. They tested different country markets to determine where it would resonate the best and then focused in on those regions.
- The organization leverages the power of video to tell their story across social media channels. Unicef uses an integrated social media strategy to create a consistent message across all it’s digital channels.
- Unicef is not afraid to ask their followers to get involved and they engage with their followers.
St. Jude Children’s Research Hospital
Call to Action in Facebook Ads
St. Jude Children’s Research Hospital leverages Facebook ads to support a number of business objectives. From making sure current fans see an important post to finding new supporters by reaching outside their existing community, to sending a call to action advertisements to people with particular demographics, interests or behaviors. These ads are effective for two key reasons:
- The ads are targeted based on the audience St. Jude Children’s Research Hospital thinks will respond best to their message and their objectives.
- The call to action button helps the audience to know exactly what action they should take.
It appears that is not using the Facebook Pixel. Facebook Pixel would add a piece of code to St. Jude Children’s Research Hospital’s website that allows Facebook to track activity on the website and match it up with active Facebook users. St. Jude Children’s Research Hospital would get a full picture of activity between their website and Facebook. The Facebook Pixel would also provide St. Jude Children’s Research Hospital with insight that could be used for remarketing, custom audience targeting, conversion optimization and targeting lookalike audiences.
(See how nonprofit businesses like yours are using Facebook ads to support business objectives in these case studies.)
Facebook Call to Action – Donate
Facebook Call to Action – Page Like
Facebook Call to Action – Sign-up
Filed under: Social Media Marketing