Nonprofits & Facebook: What’s Really Important?

By now, your nonprofit likely has a Facebook page and, hopefully it’s a Facebook Fan Page. A Fan Page is for a larger fan base as opposed to a Group Page intended for smaller followings. Now that you have your logo in the corner, your address in the box, and maybe have posted once or twice, it’s important to consider what to do right from the start.

First, see what your competitors are doing,  what kind of information they’re posting and what kind of reaction they’re getting. Start taking notice of what you like (or don’t like) on your favorite Fan Pages…even if they’re not nonprofit-related. Don’t steal ideas, but use this research to help develop your own philosophy.

Second, develop a strategy. Who are you trying to reach, specifically? The largest donors? Or is it much broader than that? Keep in mind, Facebook users are typically younger, more technology-savvy, more liberal, and more cause-minded than the general population. But also—what geographic area are you trying to reach? Once you’ve developed the persona (or personas) of those you are targeting, you’ll be able to write more focused content to reach them.

Third, develop a plan to deliver content. If you only talk about your upcoming events, the only people who will pay attention are those who care about your upcoming events. You will lose the potential audience for those who want to know what other similar charities are doing, what type of research advances might be helping your cause, what legislation might be affecting you, and other topics related to your nonprofit and its fans.

Always keep in mind: you’re creating a community here, not just shouting messages. Create content that allows for feedback and discussion. Those who have chosen to become Fans of your page have already decided to show some loyalty to you—use that to make them into disciples, not only fans.

Develop a content plan that allows for multiple types of messages. Don’t continually talk about your upcoming event, and don’t constantly ask for money. If you have consistent, fresh content that is often updated, your audience will grow and they’ll be there for you when it’s time to ask for their help.

(And a personal pet peeve: don’t beg for more followers via your posts.)

Fourth, once you have your strategy and your plan, follow it and track your progress. Facebook has a pretty nice analytics report for Fan Pages—study it, and make adjustments as needed.

Finally, be realistic about your expectations. Social media and Facebook are just another tool in your overall marketing toolbox—don’t expect miracles.

Facebook will be a great way to market your nonprofit in the coming days and years, but like everything else in marketing (and in life), you’ll reach your goals easier with a well-thought-out plan.