Creating a Facebook page for your nonprofit was a smart move, but what’s next? It’s time to really think about why you made the page, to begin with. What are those big, pie-in-the-sky dreams you have for your nonprofit that Facebook will help you achieve? Using these three essential Facebook goals, you can make your nonprofit organization’s page work harder for you.
Goal: Build Awareness for your Nonprofit
Creating your own original content by tapping into the talent and expertise of your colleagues is just plain efficient. Industry-specific posts
or articles by your organization along with captioned shots of your team in action give life to your Facebook feed! And this content doesn’t just raise awareness about what you do, why you do it and how it makes a positive impact. Original content helpt retain existing supporters, too! Your expertise – or thought leadership – is a time and talent investment that really returns.
Content curation sounds like an easy way to keep your feed active without having to create daily content yourself, right? What may not be clear is how sharing stories from other pages will help build awareness for your nonprofit. It’s simple: Facebook pages that post daily get more organic traffic and grow faster than pages that post inconsistently. In other words, the more content you post (original or not), the more your Facebook page – and your organization – will get noticed.
But before you decide to make curation the center of your content strategy, remember that curation isn’t a quick fix.
Why? Because when you’re using curated content (i.e. content made and published outside your organization) source reliability, reputation and quality matter. Like, a lot. The content you curate should be targeted to the interests of your audience, is shareable, and curated from respected and fact-checked sources. No time to research every article you read before posting? Learn how to get free ActionSprout access for your nonprofit and kickstart your feed with custom content curation today.
Goal: Grow your supporter network on Facebook
Volunteers & Staff
Are you wondering why more people don’t participate in volunteer activities? It’s probably because no one asked them to! Start your volunteer recruitment efforts within your community of existing supporters on Facebook. You could simply post a call for volunteers, but it’s so much easier to catch a scroller’s eye with a flashy image or by linking to a Facebook event page where you can meet hopeful volunteers and interns. Recruiting volunteers on Facebook also makes it easier for existing supporters to invite new volunteers who may not know much about your organization – yet.
Announcing staff openings on Facebook is a great way to create an industry buzz about the position and an even better way to find a candidate with a demonstrated passion for your cause – especially if they are already one of your followers or are tagged in the job post by a friend who is. Posting on Facebook also helps your existing staff share employment opportunities within their personal networks.
As a nonprofit communications manager, the most valuable tool I had in the box was an awesome network of like-minded professionals and agencies that my team collaborated with to host events, build coalitions and advocate for policy change. Whether your organization is already part of a larger network or if you’re just looking to learn more about other programs, services, and industry announcements, Facebook networking is an invaluable tool that will benefit your organization by keeping you in-the-know about grant opportunities, industry resources and trends, policy and advocacy news, and so much more. This Facebook goal is essential, but often missing from nonprofit social media strategies. Do yourself a favor and make sure to include it in yours!
Goal: Raise Money for your nonprofit on Facebook
Remember what we learned about volunteers? The answer is always no if you don’t ask! Want to fill a food pantry fast? Or provide dozens of Thanksgiving meals to families in need on-the-fly? Need 1,000 individuals to each donate $5 for a new school library? All of these projects are made easier with Facebook. Your post or event page can be used to inform supporters exactly what you need and make it easy for them to help – especially if your ask includes a range of ways to get involved for potential donors at all levels. Don’t want to muddy your feed with donation requests? See how you can use direct asks and the Facebook fundraiser event tool to raise more for your next fundraiser or drive without spamming your audience.
Host and promote fundraising events
From start to finish, Facebook is a nonprofit’s best friend when it comes to hosting and promoting events. Let Facebook act as your event assistant by sharing important event info (like maps, menus, schedule) and last-minute guest updates (“The location has changed due to weather!”). With Facebooks, you’ll know when guests post questions on the event page and even telling you who has RSVP’d. Then, after the event, you can share photos and thank attendees for their support. So much easier than individual email or phone calls, right?
Finally, let Facebook help others fundraise for you! Once your page has been signed up to accept donations, you can also choose to allow people to fundraise for you. Your supporters can choose to use this feature to get involved in a bigger campaign you’re already hosting (say, #GivingTuesday?) or they can even host a fundraising effort on your behalf in honor of a birthday, anniversary or baby shower. Whether the event is live or 100% online, Facebook is every nonprofit’s best friend when it comes to event communications.