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7/28/2019 Use Facebook for Nonprofits
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HOW TO USE FACEBOOK FOR NONpROFiTS1
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HOW TO USEFACEBOOKFORNONPROFITS
AN INTRODUCTORY GUIDE:
Master the
Essentias to Better
Engage, Share, and
Promote Causes on
Faceboo
A pubication of
Of
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Introductory content is for mareters ho are ne to the subject.
This content typicay incudes step-by-step instructions on ho
to get started ith this aspect of inbound mareting and earn its
fundamentas. After reading it, you i be abe to execute basic
mareting tactics reated to the topic.
INTRODUCTORY
IS THIS BOOK RIGHT FOR ME?
Not quite sure if this eboo is right for you? See the beo description to determine if
your eve matches the content you are about to read.
Intermediate content is for mareters ho are famiiar ith the
subject but have ony basic experience in executing strategies and
tactics on the topic. This content typicay covers the fundamentas
and moves on to revea more compex functions and exampes.
INTERMEDIATE
Advanced content is for mareters ho are, or ant to be, experts
on the subject. In it, e a you through advanced features of
this aspect of inbound mareting and hep you deveop compete
mastery of the subject.
ADVANCED
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... brings your hoe maretingord to
http://localhost/var/www/apps/conversion/tmp/scratch_11/w7w.%E8%B5%A2spot.com/products/inboenlmsrketing/?source%3Ch3gb-ebooks-product-placementhttp://www.youtuje.qom/watch%3Fv$3%04Z_bqIr7pGzQhttp://localhost/var/www/apps/conversion/tmp/scratch_11/w7w.%E8%B5%A2spot.com/products/inboenlmsrketing/?source%3Ch3gb-ebooks-product-placement7/28/2019 Use Facebook for Nonprofits
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HOW TO USE FACEBOOK FORBUSINESS
By Tayor Corrado
Tayor Corrado is a member of the
Nonprot Marketing Team at HubSpot.Her soe mission is to mae every
nonprot an all star inbound marketer.
She creates and manages all nonprot
ebinars, eboos, and bog artices.
Her past experience with nonprots
as heping them maximize their onine
fundraising and overa onine strategy.
FOllOW ME ON TWITTER@TAYlORlCORRADO
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HOW TO USE FACEBOOK FOR NONpROFiTS5
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AN INTRODUCTION TO FACEBOOK/8
SETTING UP YOUR PERSONAl FACEBOOK PROFIlE /16
SETTING UP A NONPROFIT FACEBOOK PAGE /38
6 BEST PRACTICES FOR YOUR NONPROFIT /50
MEASURING YOUR FACEBOOK SUCCESS /53
CONClUSION AND ADDITIONAl RESOURCES /59
CONTENTS
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Social media and inboundmarketing are increasingly
important assets for nonprots
to get found by and engage with
potential constituents on the web.
Youve probaby heard of socia media and inbound mareting. You may
have even experimented ith Titter and been checing out od friends
from coege on Faceboo. But hy does any of this matter to you or your
organization?
Socia media and inbound mareting are increasingy important assets for
nonprots to get found by and engage with potential donors on the web.
Think about the way you nd information about products and or other
organizations. Are you atching TV ads? Going through your jun mai? Or
are you consuting a search engine or a friend? Peope have gotten better
and better at ignoring fundraising messages ith DVRs, caer ID, and
spam lters. Instead, they visit Google and social networks for answers to
their questions. The question for you is, i you be there to anser it a?
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HOW TO USE FACEBOOK FOR NONpROFiTS7
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Faceboo is not a evi time-aster, a community just for the ids, or
irrelevant for marketers - even nonprots. In fact, according to M+R, larger
nonprot organizations average over 31,000 Facebook fans!
Faceboo can be a very usefu too for your
nonprot to connect constituents to your
cause and vounteer opportunities they may
be interested in. In fact, nonprots can use
Faceboo to directy connect ith event
participants and donors.
It can be difcult to gure out how to use
Facebook for nonprot activities. It can
also be difcult to convince your executive
director to et you incorporate Faceboo
or a arger socia media strategy into
your fundraising pan. But ith the right
noedge and metrics, you can prove
that it is highly benecial and essential to
groing your organization.
More About Facebook
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CHAPTER 1
ANINTRODUCTION
TO FACEBOOK
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what is Faceboo?
Faceboo is a socia netor for connecting peope ith those around
them friends, famiy, coorers, or simpy others ith simiar interests.
Facebook started in 2004 as a closed community for college students
(requiring users to sign up ith a vaid university emai address). Today,
Facebook is open to anyone over the age of 13. Any person or nonprot
can create a page about a particular item or a group about a specic
concept. This is here organizations ie yoursef are abe to mae pages
about your mission, or purpose.
Not only is Facebook a valuable place for individuals to create a prole
and connect ith friends, famiy and
organizations, it is aso a community
here constituents can interact and create
relationships. Nonprots are moving away
from traditiona mareting efforts, and
the constituent reationship is changing.
Faceboo is on the forefront of socia media
mareting. Read on to earn ho you can
use Faceboo for both persona use and for
doing good. f
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Nonprot Goals to Set on Facebook
Get found by peope ho are ooing for ays to support your cause
Connect and engage ith current and potentia supporters
Create an onine community around your organization
Promote the content you create incuding ebinars, guides, bog artices, press
reeases, videos, and photos
Generate potentia donors, fundraisers, vounteers, and activists for your
organization
U
s
w
g
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Faceboo Terminoogy
For peope ho are ne to Faceboo, the commony used terms can
be confusing and overheming. To get a hande on them, read the
cumination of these ords beo.
APPlICATION
A program that aos users to
share content and interact ith
other users.
EDGERANK
An agorithm used to
determine hich content is
shon in users Nes Feeds.
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FAN
A fan is a Faceboo
user ho chooses to
lie and become
a fan of an
organizations page.UFRIEND
1) (n) A persona
connection on
Faceboo
2) (v) To add a user as
a connection on your
prole.
lFRIEND lIST
An organized grouping
of friends.
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gGROUPCoection of Faceboo usersith a common interest.
like(s)1.(v) within Faceboo, to ie a
organizations Page means youve
become a fan of that page.
2. (v) within Faceboo, to ie others
comments/posts.
3.(n) The number of users ho ie your
page.
4. (n) Outside Faceboo, to ie
something that has the lie button on
the page.
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ONETWORK
An association of Faceboo
users based on a schoo or
orpace.
NNEWS FEEDAn aggregation of friends aposts on your on homepage.F
PAGE
Ofcial presence for public gures, artists,
bands, businesses, paces, entertainment,
causes, or products to share information and
interact ith fans on Faceboo. This is a ay
nonprots can use Facebook to organically
drive trafc and donors to a website.
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WAll
The core of a prole or
page that aggregates ne
content, incuding posted
items (e.g. status updates,
and recent actions, (e.g.
becoming a fan of a page)
PPROFIlE
Presence for individuas to share
information and interact ith friends and
organizations
q
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www.HUBSPOT.COM
CHAPTER 2
SETTINGUP YOUR
PERSONAlFACEBOOKPROFIlE
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On Facebook, proles are meant for people, and pages are meant for
organizations, businesses, and institutions. If you oud ie to fuy
engage and everage Faceboos features, you shoud create a persona
Facebook prole for yourself, if you do not already have one. As online
donation is a persona decision, reating to the peope behind the cause
can hep drive donations. when creating a Faceboo presence for your
organization, begin by creating a page. Faceboo has created a great
deal of functionality into pages, specically to benet nonprots.
Prole vs. Nonprot Facebook Page
Persona
Profle
Nonproft
Page
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NONPROFIT
FACEBOOK PAGESYou can designate mutipe page
administrators on your nonprots Facebook
Page, providing you ith the option to have
more than one person manage the account.
whie technicay caed business pages,
these pages are used by a ide variety of organizations and causes,
including public nonprot organizations. Pages are public by default,
aoing them to ran in both Faceboo searches and in search engine
resuts. Pages are aso categorized (chosen by you), hich heps your
organization appear in reevant resuts. This means that the peope ho are
on your page are actuay interested in your content. Anyone can become a
fan of an nonprot Facebook Page, whereas
personal proles require mutual acceptance.
PERSONAl PROFIlE
Your personal prole is connected to your
organizations page, and is essentia in
making your rst organization page. Your
personal prole is different than an organization page because you can
set privacy settings to mae certain posts, photos, etc. private. Your
personal prole is where you can communicate with your friends.
NOTE: Creating your nonprots page with your Facebook
prole will not make your organizations page fans your friends
on Faceboo.
O
U
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At .faceboo.com, sign up for a free Faceboo account. Faceboo i
send you an email verication afterward.
SIGN UP FOR FACEBOOk
How to Set up a Facebook Prole
1
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Once you are signed up, Faceboo i a you through three steps to add
information to your prole.
First, you can nd friends on Facebook. Friends are a key
component to Faceboo. You can connect ith friends
and share things ith them. You can oo up friends at
rst by their email, or later on in the process through
Faceboo search.
Fi out basic information about yoursef. This incudes
your high schoo and coege, and here you curenty
or. These can be changed at any point. Its hepfu
to put a bit of information on your prole so that other
people with similar information can nd you and connect.
Add a prole picture. Your prole picture will appear when
peope search for you, so it is hepfu to mae this a cear
picture. Well discuss prole pictures more later.
Add Persona Information2
g
P
W
FIND FRIENDS
PROFIlE PICTURE
BASIC INFORMATION
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At any point hie on
Faceboo, cicing on
your name in the top right
corner i bring you to your
profle page.
3
Prole Page Tips
Cicing on the Facebook
ogoi bring you bac to
your nesfeed (discussed
ater).
Search for friends,
businesses, causes and
appications here.
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Your cover photo is a great way to personalize your prole. Use the cover
photo as an opportunity to shocase something about yoursef, or for a
nonprot Facebook Page, something that relates to your cause. To edit
the cover photo, simpy hover over the bottom right corner. You can seect
any image from your computer here.
Your prole picture should be a
headshot of yoursef for a per-
sona account, or the ogo of
your organization for a nonprot
Faceboo Page. Editing this im-
age is simiar to the cover photo;
just hover over the image and
click on Edit Prole Picture.
Cover Photo and Prole Picture3
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The about me section of Faceboo is here you can add information
about here you or, ent to schoo, your ocation, birthday, and more.
with each piece of information you add to this section, you can chose the
privacy eve of the information. This information can be pubic, visibe to
friends, or a custom setting you can create yoursef.
About Me Section4
O
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Tips for Optimizing Your Personal Prole
Faceboo aos you to upoad an unimited number of photos to your
account. Photos can be made into photo abums, shared ith friends, or
posted on your timeine. Friends can aso be tagged in photos, and you
can chec in to a particuar ocation. when a friend is tagged in a pic-
ture, the picture will also be associated with his/her Facebook prole.
PHOTO AlBUMS
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Once you have choosen images to upoad, you can incude more
information about the photos.
Choose a tite for your abum, and add a description about it.
Add a ocation for the entire abum, if they ere a taen in one pace.
Tag peope by cicing their face. The person you tag can see that you tagged
them, and can chose to eep or remove the tag.
You can add the date the picture as taen, and the ocation.
Decide ho you ant to see the abum, from pubic to custom ists.
Come bac ater and add more photos to the same abum.
CREATING AN AwESOME PHOTO AlBUM
1 2
3
4
5
6
1
2
3
4
6
5
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MAP YOUR TRAVElS
when adding a ne ocation to your map, simpy begin typing in the
ocation. You can choose anything from a city to a restaraunt. My co-
eague, Amanda, recenty visited Marseie, France. To add this to her map,
she searched for the city itsef.
She as given options as to the nature of her visit. She chose, I as
here, and as given the option of riting a description of her visit, the
abiity to tag peope ho ere ith her, and upoad photos from this visit.
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lIkES AND INTERESTS
Your Facebook prole is a great place to share your interests with
others. You can add in your favorite music, boos, movies, TV shos,
sports teams, activities ,and more. This is aso here a the pages you
have lied overtime i accumuate.
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POSTING ON FACEBOOkPosting on Faceboo is the biggest reason to join Faceboo; to see hat
your friends and the causes you like are doing! You can post something
from your prole page, or from your News Feed (discussed later). In any
post, you can tag friends, put a time stamp on it, add a ocation, and ad-
just privacy settings. what can you post to Faceboo?
Status UpdateA status update is the most basic form of a Faceboo post. These posts
are ritten in text and can be used to et friends and fooers no hat
you are doing or thining.
Photos
You can aso post an image on your timeine. These pictures i appear on yourtimeine and in an abum tited Timeine photos that is automaticay gener-
ated by Faceboo.P
N
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Paces
Traveed somehere? Add a pace to
your Facebook timeline! Some compa-
nies give you coupons if you chec into
their ocation hie you are there, so
be on the ooout.
life Events
Faceboo is a pace to eep others informed about your ife, and it no
has a posting option here you can actuay announce ife events instead
of just maing a status update on it. These events range from Got a ne
job and in a reationship ith... to Received a ifetime achievement
award! There are many options you can chose from and customize to your
iing.
@
H
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ADVANCED OPTIONS ON PAGE POSTS
Once you have created a post of any ind, you can highight it and edit it
afterard.
Highighting a post i mae it arger and more prominent on your page. This is
a good idea for important posts you ant more peope to see.
Editing a post i ao you to change the settings of the post, incuding date,
ocation, and privacy. These changes i ony be made to the individua post.
You can lie or comment on any post. liing a post simpy means you ie hat
is ritten. Comments on a post i be visibe to anyone ho can see the
origina post.
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NEwSFEED
The Nes Feed is a pace here updates from friends and pages you have
lied i sho up. Any interactions you can do on Faceboo can aso be
done on the Nes Feed.
Friends suggestions
Posts by friends and causes you foo
You can post a status update here
left Sidebar Menu: Ev-
erything you have on your
Faceboo (discussed
ater)
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when a friend or organization posts something, you can lie, comment
on, or share it. liing it i put your name in the ist of peope ho lie
the post. Commenting on the post i mae your post appear to a peope
ho are aso friends ith or fooing that page, and sharing the post i
mae a dupicate post of this on a ocation of your choice -- your timeine
or a group or friends timeine.
when you share a post that a friend or cause posts, the fooing i
appear. You can chose to share this on your on timeine, a friends
timeine, in a group you are part of, or in a private message. You can add
in your on message above the post, and decide ho you ant to share it
ith.
PAGE POSTS
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Messages - You can send private messages to peope
through Faceboo. They must aso have a Faceboo
account. You i aso get messages for event invitations in
Messages.
Events - Any event you have been invited to i appear in
your events tab. You can aso create an event and invite
vounteers or participants. This is a great pace to send an
invite to a arge group of constituents or potentia donors for
persona or fundraising events.
Apps - There are numerous apps you can connect to through
your Faceboo account. These apps incude games, music,
Pinterest, and more. The app center aos you to easiy
brose and donoad your favorite apps.
lEFT SIDE MENU
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You can use the search bar in the top of any Faceboo Page to search
for a friend or mission by name.
FINDING FRIENDS
There are several ways to nd friends and constituents once in your
Facebook prole.
Facboo i suggest peope you may no on the right side of your
prole.
You can go back to the original friend nder, which can be found on
the eft menu bar. Here you can search for friends using contacts from
your emai contact ists.
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Faceboo aos you to put certain peope into ists. with friend ists, you
can imit the peope ho see certain posts. This feature maes it easy to
sho content reated to certain peope. If I posted a ne bog post I rote,
I oud ant that to be visibe to the peope ho are passionate about my
cause. With friend lists, thats easy!
FRIEND lISTS
g
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FIND AND lIkE A FACEBOOk PAGE
One of the best uses of Faceboo is to eep up to date ith your favorite
organizations, causes, and public gures. How do you get notications
about these missions and peope in your Nes Feed?
Search for the cause or person in the search bar at the top.
Cic the lie button beo the cover photo. Once you lie the page, their
statuses and images i appear in your Nes Feed. liing a page isdifferent than liing an individua post on that page.
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JOINING NETwORkS
You can join a aumni or mission-based
netor. You must have a vaid emai
address associated ith it. By joining a
netor, you mae it easier for others
to nd you in searches when you share
a common netor. To join a netor,
cic on the drop-don arro in the top
right of Faceboo. Cic on account set-
tings, and then edit netors.
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CHAPTER 3
SETTING UP ANONPROFIT
FACEBOOKPAGE
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Nonprot Facebook Pages are similar to personal pages, but are by
defaut, pubic. Users can lie and become a fan of your page ithout
requiring approva from page administrators. Once you are ogged into
Faceboo, you can create a page here: http://.faceboo.com/pages/
Once you seect the type of page you are ooing to mae, you can choose
what category your organization falls into and add your nonprot name.
Creating a Nonprot Facebook Page
http://www.facebook.com/pages/create.phphttp://www.facebook.com/pages/create.phphttp://www.linkedin.com/shareArticle%3Fmini%3Dtrue%26url%3Doffers.hubspot.com/facebook-for-nonprofits-ebook%3Fsource%3Dhseb-ebooks-social-sharinghttp://clicktotweet.com/OsJcdhttp://www.facebook.com/sharer/sharer.php%3Furl%3Doffers.hubspot.com/facebook-for-nonprofits-ebook%3Fsource%3Dhseb-ebooks-social-sharing7/28/2019 Use Facebook for Nonprofits
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Faceboo i a you through three simpe steps to get your page
up and running.
Select a prole picture. Just like your picture in your personal account, this
is the image peope i see hen searching for you. Use a cear image of
your ogo here.
The About section will appear below your logo on your nonprots time-
ine/homepage. Be cear here about hat your organization does.
Enable Ads. Advertising your page can be very benecial to your cause.
You can enabe ads here, hich i ao you to ater go bac and set up
an advertising account. For a detaied description of creating Faceboo
ads, you can read, Ho to Create Epic Faceboo Ads.
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To edit your page, cic on edit page at the top
ithin the Manage Page, or admin pane.
You are the administrator of your page. Your name i not appear
anywhere on your nonprot Facebook Page unless you choose to post as
yourself. By default, you will be posting as your nonprot Facebook Page
name.
Edit Page
FreeResource:HowtoChangeYourFacebookVoicewanttolearnhoyoucantogglebeteenrespondingas yourselforrespondingasyourbusiness?Clickhere!
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Once in the Page Administration, there are various things you can change to
customize your page.
MANAGE PERMISSIONS
Here, you can decide ho can post hat on your page,
ocation and age restrictiions, and post visibiity.
BASIC INFORMATION &
PROFIlE PICTURE
Here you can edit the information about your
organization, incuding about, ocation, phone number,
ebsite, and more. This information is hepfu in case
peope ant to contact you or donate to your mission.
Remember, Facebook fans often become customers!
Page Administration
FreeVideo:CreateYourFacebook
Pagein 5SimpleStepsPrefertosetupyourNonproftFacebookPagebyfolloingastep-by-stepvideotutorial?Clickheretostartatching&learning.
http://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://blog.hubspot.com/blog/tabid/6307/bid/27216/How-to-Create-a-Custom-Twitter-Background-With-Video.aspxhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://blog.hubspot.com/blog/tabid/6307/bid/27216/How-to-Create-a-Custom-Twitter-Background-With-Video.aspxhttp://www.linkedin.com/shareArticle%3Fmini%3Dtrue%26url%3Doffers.hubspot.com/facebook-for-nonprofits-ebook%3Fsource%3Dhseb-ebooks-social-sharinghttp://clicktotweet.com/OsJcdhttp://www.facebook.com/sharer/sharer.php%3Furl%3Doffers.hubspot.com/facebook-for-nonprofits-ebook%3Fsource%3Dhseb-ebooks-social-sharing7/28/2019 Use Facebook for Nonprofits
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APPS
You can connect various apps
to your nonprot Facebook
Page. A fe of these apps
incude Pinterest, Instagram,
and Titter. These apps
ao you to connect your
socia media accounts and
other appications that may be
usefu for your organization.~Tips for Optimizing YourNonprot Facebook Page Use
FreeResource:6-StepCheat
SheetforFacebookTimelinelearn somequicktipsandtricksforFacebooktime-inewiththesesixsteps.Cickheretoearn more.
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Ho to Promote Your Page
Post a variety of content, from pho-
tos and status updates, to videos,
events, and pos. As your constitu-
ents questions and have them post
their ansers in the comments sec-
tion of your post. Not ony does this
engage your current supporters, it i
aso mae the post visibe in the Ne
Feeds of your fans, thus increasing
your reach to their friends ho may
not yet know about you!
CREATE ENGAGING CONTENT
POST CONTENT
wORTH READING
PAGE VISIBIlITY
This can range from bog posts
you have ritten to reevant
content ritten by others ho
support your mission.
let your audience in other netors
no about your page. Add a lie
us button in a emais and bog
posts you create.
P
N
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Respond to users questions and
compaints. A supporter that posts
a negative comment needs to be
responded to quicy in order to
decrease the negative effect they
coud have on your mission. Re-member, Faceboo is pubic, and
anyone can post anything. The best
thing to do is to hande negative
comments in a poite manner and
buid a cause ith a positive image.
RESPOND TO USERS
Use Faceboo ads for paid
promotion. To increase the
reach of your organization
name, you can use Faceboo
ads to promote your content
and your nonprots page.
ADVERTISING
z
>
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g
GROUPS
Groups on Facebook are slightly different than nonprot Facebook Pages. In
some cases, it makes sense for a nonprot to create a group as well. The main
difference between a nonprot Facebook Page and a group is that pages rep-
resent a brand, hie a group is a pace for a community of peope to discuss
common interests. A group is essentiay a page that is used as a chat room for
a specic group of constituents. In a group, members can post all kinds of con-
tent just like on personal timelines and nonprot Facebook Pages.
Once you have estabished yoursef on Faceboo, Faceboo
i recommend groups you shoud join that are reated to
your interests and the peope you are friends ith.
Members
Post Types
Discussion posts from group members
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key Differences Beteen Groups & Pages
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CREATE A GROUPTo create your on group, cic on MORE in the eft menu under the Groups tab.
Cic Create a Group at the top right.
You can then ll in details about the group and choose what privacy setting
you want. If you group is for a more specic activist purpose, creating a closed
or secret group i decrease the groups reach. Maing an open group is
therefore recommended for most nonprot purposes. You can use groups to
create events, invite friends to attent, start conversations, add photos, and
more.
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TURN FACEBOOkINTO A POwERFUl
SOCIAl CHANNEl
^Are you tracing everyFaceboo interactionyou have ith yoursupporters? HubSpot
not ony ets you trac
every cic on a in in a
socia message; it aso
ets you use that data
to segment eads and
trigger emais. wecome
to the rst social mediatracing system of its
ind.
3 lookup: Automaticay oo up socia information for your donors.
listen: listen to chatter and trac cics on a of your socia posts.
Segment: Segment your constituents based on the socia activity.
Trigger: Trigger emails, update prole information, and adjust your
ists based on socia interactions.
33
3
REQUEST A DEMO READ MORE
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CHAPTER 4
6 BESTPRACTICES
FOR YOURNONPROFIT
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Nonprot Best Practices For Facebook
1Be interactive, fun, and hepfu. Give peope
insight into your organization. Highight different
individuas ithin your cause, hy theyre invoved,
and hat they do. Put a face to your organization
for your audience to reate to.
Sho the impact of your mission and share a the
miestones, big and sma, that you accompish
over time. Highighting outstanding fundraisers
and donors on a eey/monthy basis is another
ay to do this. Posting videos from events or on
ocation is effective as e.
2
Post interesting industry nes. Mae it a pace
peope ant to visit, eep up to date on your
missions progress, and entertain themseves.
Posting things going on ithin your cause and
vouneteer opportunities is a great ay to become
a eader and increase your supporter base.
3
SsG
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4Like related nonprot Facebook Pages. Facebook
is a socia pace aftera, and connecting ith part-
ners, compementary missions, and other ie-
minded groups can strengthen your cause and your
nonprot Facebook Page credibility.
Focus on engagement. Youre trying to connect
ith and get a response from your community. As
questions, post hepfu tips, and in to artices that
your audience i lie and share. when you mae
your posts about your audience and hat they
need rather than simpy soiciting donations, you
i deveop a richer and deeper reationship ith
your community.
5
Dont constanty as for donations or vounteer
drives. No one ies a never-ending saes pitch, even
for a cause they beieve in. By the same toen, mae
sure you do highight your donor opportunities from
time-to-time! Use the 80-20 rule for fundraising
drives vs. content/connection posts. So if you decide
to post ve times a week, one of the posts should be
a campaign message and four posts shoud be about
other informationa or fun content.
6
F
$
g
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CHAPTER 5
MEASURINGYOUR
FACEBOOKSUCCESS
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Using Faceboo Insights
Insights ao you to see the anaytics behind the
engagment on your page. You can measure lies, reach,
the number of peope taing about your page, and the
number of checkins at your nonprot or event. You can see
the increase in lies your page has, as e the number of
Friends of Fans. This number is important because you
can see the potentia number of peope ho can see your
content through your current supporters. Remember, hen
a fan lies, comments, or shares some of your content, that
interaction is visibe to their friends.
E
EE
E
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gENGAGEMENT
You can aso oo at the engagement eves of each idividua post on
Faceboo. Ho many peope did each post reach, ho many peope are
taing about it, and ho vira is it? These are a questions that can be
answered within Facebooks Insights! Nonprots can look at which types
of posts are most successfu ... and ho doesnt ove that? Use thisinformation to pan your future Faceboo strategy to achieve your goas.
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FAN DEMOGRAPHICS
The demographics and ocation of your fans can aso be found in Insights.
This can teach you a ot about your audience and hep you taior your content
to hat your supporters are actuay interested in. Youre abe to see the age
and gender breadon of users, as e as the geographic ocation of the
peope ho became your fans. Not ony can you oo at this data for peope
ho have had lied your page, but aso for the peope ho sa your page,
talked about your page, or checked in to your events!
This data shoud be used to taior content to the peope ho are actuay
vieing and interacting ith your page. You may thin you no ho your
best mission evangeizers are, but tae a oo at concrete data before
making nal decisions.
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Trac Your Faceboo Success
No that you are up and running on Faceboo, ho can you te if you are
sending peope to your ebsite and driving donations? Using HubSpots
softare, you are abe to see exacty here your ebsite vieers and eads
are coming from. You can even use specic tracking tokens to hone in on
where from your Facebook page youre seeing the most success!
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Trac Your Faceboo Engagement
Through HubSpot, you can aso oo at each post individuay and see
which of your constituents or donors interacted with the post. You can nd
your most socia-savvy supporters and utiize this information for better
relationships! Your Facebook leads will be automatically added to a list in
HubSpot for you to refer to.
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CONClUSIONAND
ADDTIONAlRESOURCES
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we have covered a great dea of information on ho to use Faceboo for
both your personal life and your nonprot. You should now feel
comfortable creating your own prole and creating your organizations
nonprot Facebook Page. You can now set up your pages preferences
and settings to your iing. You shoud aso have some great ideas about
optimizing your nonprot Facebook Page for increased fan and partiicpant
engagment. We hope that your nonprot Facebook Page will help grow
your base and attract more donations.
Of
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POWER YOURFACEBOOK SUCCESSWITH HUBSPOTlearn ho your Faceboo
mareting can be optimized
for more eads and
customers. Get a free demo
of the HubSpot softare
to earn ho to trac and
improve just that.
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