Creating an Effective Facebook Page for Your

Non-Profit

Why Create a Facebook Page?

It's a free way to promote your NPO.

It helps you engage with current and potential supporters.

Pages show up high in search engine results, giving your organization better visibility.

It helps you “spread the word” online.

Why Create a Facebook Page?

Connect with current and future supporters.

According to Facebook:

Over 75 million people are supporters of non-profit Pages.

There are more than 100,000 non-profits using Facebook.

Getting Started

Click the link at the bottom of the sign-up form to create your “page.”

Select “Company Organization, or Institution”

Select “Non-Profit Organization”

Add Your Profile Picture

Make sure the file is under 4 MB.

Add Your Profile Picture Width: 200 px.

Allow for 12 px border.

Height is flexible.

Thumbnails are always square.

50 x 50

Get FansSKIP THIS STEP!

Save this for later when your profile is complete.

Add Basic Info

Getting Started with Your Page Follow the

steps on the welcome screen to add a profile picture, invite friends, write company info, promote the page, and more.

Page Building Tips

Be concise. Sell the FB page rather than your

organization: What value will supporters get from becoming

fans? Use social plug-ins on your website to let

people know about your Facebook page. Create a home page using the Static HTML

app.

Status Updates

Tips: Post blog

updates, leading questions, polls, news, events, etc.

Limit your posts to 2-3 per day.

Keep requests for fund-raising to a minimum.

Create an editorial calendar.

Status Updates Con'd

Tips: Use a first-person voice. Educate supporters. (Share statistics, graphs, etc.) Mix it up: Use video, pictures, podcasts, and

interviews to generate a viral response. Take photos/video from your events. Give a behind-scenes glimpse of your

organization. Share other people’s content if you think it’s of

interest to your fans. Ask questions that require short answers.

Status Updates Con'd

Tips: Share other people’s content if you think it’s of

interest to your fans. Ask questions that require short answers. Respond to comments. Comment on other people's posts. Solve problems. Turn negative comments into opportunities. Integrate with Twitter, Flickr, YouTube and

other social media sites (Hootsuite).

Discussions Tab

A great way to generate conversations with fans. Post questions that make people want to respond.

Notes Tab

Notes can be used for articles you've written.

Acts like a blogging space.

I wouldn't advise using this in place of a blog, though.

Helpful Apps Events

Causes

Your organization must be in GuideStar.org for you to be able to use Causes.

Donate to your own cause to get the ball rolling.

FundRazr (works through PayPal)

Polls/Questions

Static HTML

Involver

2 free apps

Promoting Your Page

Invite friends! (But only friends who might have an interest in your NPO.)

Encourage them to share, spread the word, and comment!

Promoting Your Page Use the Like Button

on your website! Or try a “Like Box.”

Promoting Your Page with Ads Create Ads Warning: This costs

$! Pay per click or

impression. Target a specific

demographic. Track your results.

Insights

Metrics are key to the success of any social media campaign.

Facebook shows you who's visiting and when, so you can gauge the effectiveness of your posts.

Is Facebook Worth It?

Like any marketing effort, your Facebook campaign won't succeed if you don't: Make a time commitment. Respond to comments. Track your results. Know your audience.

But if you start posting content that matters to your customers, the potential for going “viral” and getting immediate feedback can be make it worth the investment.

Resources

Facebook Best Practices for NPOs (pdf). https://facebook-inc.box.net/shared/tgft7uj

msp Nonprofit Tech 2.0

http://nonprofitorgs.wordpress.com/

Good luck!

Find me at:

whoelscher@bullseyewriting.com

828.290.9314

www.bullseyewriting.com

Facebook Page: Bull's-Eye Writing & Editing Services

Twitter: @BullsEyeWriting