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Learn more about how nonprofits are using Facebook to connect with donors, volunteers, members and other constituents in this presentation prepared by Susie Bowie of the Community Foundation of Sarasota County and Suzanne Dameron of Lime Communications.
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Nonprofits On Facebook:Real Life Examples of
What’s Working
Tuesday, March 22, 2011
What we’re doing today
• Setting up the framework for social media/ Facebook success
• What’s new on Facebook pages• Power status updates and other tools • Case studies of organizations achieving
measurable goals
What we learned
• Experimentation is still big.
• You can do it well without all the “extras.”
• You can raise money, but it’s still not the best place to concentrate for funding.
• New changes on Facebook are making it easier for your organization to communicate with other organizations.
• A good FB administrator dedicates time to exploring the social media and FB environments.
Social media companions
• Easy to navigate, visually appealing website
• E-news campaign• Staff/ board willing to
promote and engage in your social media presence
Common elements of social media success
• Know your audience. • Set some goals.• Respond to comments/ posts.• Link, link, link.• Know what success looks like for you.
Facebook today…
• 150 million active U.S. users.• Most active users log on at least once per day• Average time spent on Facebook
is nearly 1 hour
The Facebook FAN PAGE Review
• Not a personal profile• “Likes” not “friends”• Has analytics• Is what you need to represent
your organization• Requires an administrator
What’s New on Facebook Pages
New Features: Your Nonprofit’s Page Administrator Can Now…
• Post on other pages and profiles as your nonprofit
• “Like” other pages/ brands as your nonprofit
New Features: Your Nonprofit’s Page Administrator Can Now…
• Select featured “likes” and featured page owners for display on your page
• Get filtered news on your organizations Facebook page
What updates really get attention?
• Conversational.
• Easy for others to share.
Updates that really
get attention are:
• Maximize each touch.
Updates that really
get attention:
Lupus Foundation of America
On March 9th, BENLYSTA became the first drug ever to be specifically developed to treat lupus. We asked people to tell us what this treatment
breakthrough meant to them. Read their stories now and if you would like to submit your story,
please visit http://bit.ly/fKSscE.
• Real people (human interest)
• Images
Updates that really get attention bring your organization alive with:
Community Foundation of Sarasota County
Yesterday at the Tiger Bay luncheon of about 300, Chief of Police Holloway thanked the Community Foundation for its grant (through a donor advised fund) for $10,000 for training minority recruits to the police academy.
Develop a Facebook Voice.
It’s the voice of your organization or program, only a little more relaxed and conversational…
never unprofessional.
Mote Aquarium(Mar 18) Name that Penguin (Mascot)! Mote is getting pumped up for Penguin Island by debuting a brand new penguin mascot this month. This stylish bird will soon be strutting — er, waddling — around Sarasota, but it still needs one thing: a cool name…..
Let’s look at success.• Organizational Mission• Facebook Strategy• Type of social media success
FundraisingProgramEngagement/ ListeningMeasurementBuilding partnerships
Big Cat Rescue
provides sanctuary for more than 100 exotic big cats that have been abused or abandoned by circuses,
zoos and the entertainment industry
Customized FB Page.
• Strategy – FB is focused on reaching the messenger.• Content – Powered up! Links, Video, Reframe the issue post by post.• Distribution Channels – Protect name.• Metrics – Guide every decision.• Conscious use of social media
The Takeaways
Lupus Foundation of America
dedicated to finding the causes of and cure for Lupus and providing support, services and hope to all
people affected by Lupus
Executes its mission through 3 core strategies:
1. Advancing the medicine and science of lupus2. Creating awareness of the disease and advocating
on behalf of all people with lupus3. Supporting people with lupus and their professional
health care providers
Customized FB Page.
• Strategy – Listening led to leader position
• Content – Advocacy & Activism
• Distribution Channels – Integrate online & offline
The Takeaways
Realize Bradenton
promotes downtown as a unique and preferred
destination for residents and visitors through partnerships,
events, and creative media strategies
• Use networks of your community partners, sponsors, service recipients to build your fan base.
• Offer special incentives to follow you on FB…what can’t you get elsewhere?
• Share the love. Shout out to your peeps.
• FB play a role in pushing out the content.
The Takeaways
Season of Sharing
A 10 year partnership between the Herald-Tribune
Media Group and the Community Foundation of
Sarasota County to help those on the verge of
homelessness
Season of Sharing
“Hey, it’s Susie. I know you care about people like your neighbors and kids at school who are on
the verge of Homelessness. Please “like” us on FB. I would be so grateful if you would share our
FB page on your profile—please send this to all of your friends who also care about this issue.”
• Facebook’s primary fundraising connection is a friend raising function.
• Keep your fans emotionally invested in your mission & ask for money sparingly on Facebook
• Campaigns to join the page are key
The Takeaways
charity: water
Brings clean and safe drinking water to people in
developing nations
• Funded nearly 4,000 water projects in 17 countries providing clean water for 17 mil+ ppl
• Wants to re-define charity
• 100% of donations go to water projects. Operating costs covered by private group of donors
• Prove every completed project using photos & GPS coordinates in Google maps
• Nearly 160,000 FB “likes”
• Content
• Simple Messages.
• Compelling content especially video.
• FB play a role in pushing out the content.
The Takeaways
Achieving Program Goals
Achieving Program Goals
Let’s strategize.
Mission of the organization? Social media challenges?
TIFF Initiative
• Who’s the audience?
• What’s a measurable goal on Facebook?
• How do you measure it?
• How can they build engagement?(think real people, multi-media)
Let’s wrap up.
Let’s wrap up.
• It’s not one size fits all.• Stay up to date with the pages that work
and follow their lead.• Try new things, but mostly, post good
content that engages people in your mission.
