Facebook posting

Why your nonprofit needs a daily Facebook posting goal

Do you have a daily Facebook posting goal? If not, you should. Keeping a daily posting goal is one of the easiest ways to maintain consistent levels of organic reach and engagement on your Facebook page. It can also keep your supporters engaged with you and receiving your content in their news feeds!

Still, coming up with ideas for what to post can be difficult. Here, we’ll cover the best ways to keep a daily posting goal that can help you to maintain a healthy Facebook page and to accomplish your larger organizational goals.

Posting inconsistently can cause dramatic spikes and drops in your organic reach and engagement.

One of the things we hear the most often from nonprofits is the desire to maintain a consistent level of organic reach and engagement on Facebook. Many are tired of the extreme spikes and drops in their metrics and wish Facebook could be normalized when it comes to the reach and engagement earned each time they post. At the moment, it can feel like the roll of the dice which is the last thing anyone wants before posting a large, important campaign post!

To make matters worse, organic reach has been dropping for many Facebook page managers. Not only do they desire consistent reach and engagement, they want it to increase!

The good news is that keeping a daily posting goal can help normalize and improve the organic reach and engagement you earn on Facebook. Posting the same number of times each day (including on the weekends) gives you the same number of opportunities to earn organic reach and engagement each day. This helps to smooth out the spikes and drops experienced when posting inconsistently or missing days all together.

Consistent posting each day can also increase your organic reach and engagement over time as you’re giving your supporters more opportunities to see and engage with your content. The truth is that if you post on Facebook but your supporters are not online to see it, they likely will miss your post and will never get the chance to engage with it. Facebook moves so quickly that it’s likely to get buried – even more so if the last time you posted to your Facebook page was a number of days ago!

Therefore, posting consistently a few times a day opens up the number of opportunities you’ve given your supporters to engage with your cause. This, in turn, can increase and normalize your organic reach and engagement.

Posting inconsistently can decrease your number of active, engaged supporters.

Not only can we increase and maintain our organic reach and engagement by posting consistently, we can also retain our most active, engaged supporters on Facebook. Building on the first point we covered, you can begin to lose active supporters on Facebook if you don’t give them enough opportunities to see your content and engage with it.

With the way the Facebook algorithm currently works, a supporter who hasn’t engaged with your page’s content in some time will slowly stop receiving your posts all together. Why is this the case? Facebook uses a number of behavioral triggers to decide which of your supporters receives which of your posts in their news feed. One of the behavioral triggers is post engagement. If they haven’t engaged with your page in a long time, Facebook takes this as a sign that they are no longer interested in your page and it’s content.

The problem is, posting inconsistently can falsely cause this to happen. Your supporters aren’t necessarily any less interested in your cause, they just haven’t received any of your content because the few times a week your page posted, they missed it.

Therefore, posting consistently a few times a day increases the likelihood of your supporters receiving at least one of your posts and engaging with it. This keeps them engaged each day and receiving your content on their news feed.

Posting consistently can increase the success of your top campaigns!

Too many organizations make the mistake of only posting when they have a campaign to share on Facebook. The problem is, as we saw above, this leaves too much time for your supporters to become disengaged and stop receiving your posts, especially if a number of days or weeks has gone by without a single new post on your Facebook page!

The way Facebook currently works, it’s really important to keep posting consistently and keeping people engaged in between your larger campaigns. Doing this ensures that there are still engaged supporters left when you share your donation appeal or petition asking for signatures.

There is also a second principle at play here. Supporters who follow you on Facebook expect to receive valuable content in their news feeds. That’s the number one reason they are following you! If you fail to give them this assumed value, they may not be very forth coming when you ask for help with your next campaign. Think about it, if an organization only asked you for help or money while never giving you any value in return, you’d start to feel less positive about that organization.

We call the mix of this content “The Cheese and Broccoli Rule.” While kids don’t want to eat broccoli by itself, if you add cheese, they start to like it a lot more. Similarly, if you’re not posting fun content of value, in other words, the cheese, your supporters are much less likely to take the broccoli, which is your important campaigns.

Wrap up

As you can see, posting consistently each day on Facebook can have a huge impact on the health and success of your Facebook page overall. Simply setting a daily posting goal can ensure that your supporters are engaged and ready when you have an important campaign to share. It can also retain and further grow your relationships with already engaged, passionate supporters in your cause.

While you don’t need any special tools to set a daily posting goal, ActionSprout does include a built in daily goal tracker. This can be an easy way to stay on top of your goal if your organization has an ActionSprout account.