Facebook For Non ProfitsFacebook For Non Profits

A discussion on using Facebook to gain A discussion on using Facebook to gain awareness, engagement and supporters using a awareness, engagement and supporters using a

recurring gift program as a case study.recurring gift program as a case study.

Introduction Introduction

The Soi Dog Foundation The Soi Dog Foundation Phuket, ThailandPhuket, Thailand Soi Dog helps the homeless, neglected and abused dogs Soi Dog helps the homeless, neglected and abused dogs

and cats of Thailand.and cats of Thailand. Primary objective: Reduce pain and suffering through Primary objective: Reduce pain and suffering through

humane population control.humane population control.

Case Study OverviewCase Study Overview Promoting recurring giving and cultivating Promoting recurring giving and cultivating

supporters for Soi Dog’s animal sponsorship supporters for Soi Dog’s animal sponsorship program.program.

Results…Results… 350% increase in recurring donors over a 9 month 350% increase in recurring donors over a 9 month

period.period.• Largely attributable to Facebook generated site traffic.Largely attributable to Facebook generated site traffic.

Results…Results… Facebook Sourced Sponsorship (Recurring Gifts)Facebook Sourced Sponsorship (Recurring Gifts) ContentContent AND AND AdvertisingAdvertising Driven Driven

Tightening of advertising campaigns.

Concentration on Facebook awareness.

Results…Results…

Additional Benefits…Additional Benefits…• Increased engagement with relevant Increased engagement with relevant

audience.audience.• Regional & online volunteers.Regional & online volunteers.• Significantly increased “one time” Significantly increased “one time”

donations.donations.• Supporter driven appeals Supporter driven appeals • Even legacy gifts. Even legacy gifts.

Results…Results… The elusive “Holy Grail” of The elusive “Holy Grail” of

small non profits… small non profits… engagement.engagement.• ““opting in” of interested opting in” of interested

(read quality) subscribers.(read quality) subscribers.

Results…Results… Awareness in non English speaking communities.Awareness in non English speaking communities.

Facebook & Your OrganizationFacebook & Your Organization

Facebook: Love It? Hate It? Does not matter!Facebook: Love It? Hate It? Does not matter! Do you understand it’s implication for your Do you understand it’s implication for your

organization’s “online strategy”? – Does matter!organization’s “online strategy”? – Does matter! By population Facebook is the 3rd largest By population Facebook is the 3rd largest

“country” in the world.“country” in the world. Facebook is the most demographically and Facebook is the most demographically and

psycho graphically diverse “country” in the world.psycho graphically diverse “country” in the world.

People & Activity on FacebookPeople & Activity on Facebook More than 500 million active usersMore than 500 million active users People spend over 700 billion minutes per month on People spend over 700 billion minutes per month on

FacebookFacebook There are over 900 million objects that people interact with There are over 900 million objects that people interact with

(pages, groups, events and community pages)(pages, groups, events and community pages) Average user is connected to 80 community pages, groups Average user is connected to 80 community pages, groups

and eventsand events Average Average user createsuser creates 90 pieces of 90 pieces of content content each montheach month More than More than 30 billion pieces of content30 billion pieces of content (web links, news (web links, news

stories, blog posts, notes, photo albums, etc.) stories, blog posts, notes, photo albums, etc.) shared each shared each monthmonth..

More than More than 70 translations70 translations available on the site available on the site About 70% of Facebook users are outside the United StatesAbout 70% of Facebook users are outside the United States

Facebook Users & Facebook Users & PagesPages

A User Profile On FacebookA User Profile On Facebook

A “person” on A “person” on FacebookFacebook

A user’s News Feed A user’s News Feed contains “opt in” contains “opt in” content.content.

Important: More Important: More popular content gets popular content gets greater visibility (in greater visibility (in turn making it more turn making it more popular).popular).

Your Organizations “Fan” PageYour Organizations “Fan” Page

Page Profile – is Page Profile – is youryour organizationsorganizations presence presence on Facebookon Facebook

Similar in many Similar in many respects to a user’s respects to a user’s profile. (Wall, photos, profile. (Wall, photos, etc.)etc.)

Your Organizations “Fan” PageYour Organizations “Fan” Page

The Page The Page WallWall – – Focal PointFocal Point• Where a lot of the Where a lot of the

action happensaction happens..• DialogueDialogue is key. is key.• Page administrators Page administrators

should publish should publish content from other content from other areas of the page areas of the page back to the pages back to the pages wall.wall.

Page BehaviorPage Behavior

Behaves much like a Facebook user. If a page Behaves much like a Facebook user. If a page administratoradministrator posts to the page then the post posts to the page then the post will appear in the News Feeds of the pages fans.will appear in the News Feeds of the pages fans.

• 11,500,094 fans = 11,500,094 communications11,500,094 fans = 11,500,094 communications

• If a page If a page fanfan posts to the page the post will posts to the page the post will appear on the page and in that user’s News Feed.appear on the page and in that user’s News Feed.

Facebook “Fan” PageFacebook “Fan” Page Photo GalleriesPhoto Galleries – Content & dialogue is king – Content & dialogue is king

• Informational - Informational - effectiveeffective• Orient towards a desired outcome.Orient towards a desired outcome.• 2-way2-way Communication Conduits Communication Conduits

Photo Galleries As Photo Galleries As Communication Communication

ConduitsConduits

Tip: Photo galleries are “object rich” hence very effective at propagating content.

Page ApplicationsPage Applications

Facebook “Fan” PageFacebook “Fan” PageApplicationsApplications

Facebook & 3Facebook & 3rdrd party tools for party tools for

enhancing your page.enhancing your page.

Makes your page more content & Makes your page more content &

feature rich!feature rich!

Custom applications allow you to Custom applications allow you to

target specific objectives.target specific objectives.

Keep core content (objectives) Keep core content (objectives)

visible.visible.

IFrames for custom applications.IFrames for custom applications.

http://www.shortstacklab.com/http://www.shortstacklab.com/

Causes ApplicationCauses Application• Can be added to your Can be added to your

page.page.• Allows your fans to Allows your fans to

fundraise for you.fundraise for you. Numerous OthersNumerous Others

• SurveysSurveys• PollsPolls• Etc…Etc…

Facebook “Fan” Page ApplicationsFacebook “Fan” Page Applications- A 3- A 3rdrd Party Application Example Party Application Example

Why Facebook WorksWhy Facebook Works

Page BehaviorPage Behavior

Behaves much like a Facebook user. If a page Behaves much like a Facebook user. If a page administratoradministrator posts to the page then the post posts to the page then the post will appear in the News Feeds of the pages fans.will appear in the News Feeds of the pages fans.

• 11,500,094 fans = 11,500,094 communications11,500,094 fans = 11,500,094 communications

• If a page If a page fanfan posts to the page the post will posts to the page the post will appear on the page and in that user’s News Feed.appear on the page and in that user’s News Feed.

Why It WorksWhy It Works Content and dialogue generate Content and dialogue generate

awareness.awareness. Dialogue creates Dialogue creates engagementengagement and and

further awarenessfurther awareness which leads to which leads to support.support.

Why It WorksWhy It Works Interaction with content creates a strong relationship and identification with the beneficiary.Interaction with content creates a strong relationship and identification with the beneficiary.

Psychologically Psychologically bypasses the “middle man”bypasses the “middle man” (you!) (you!)

Communication and personal engagementCommunication and personal engagement is key. is key.

Why It WorksWhy It WorksImagine multiple conversations like this one…Imagine multiple conversations like this one…

Why It WorksWhy It WorksEngaging supporters as Engaging supporters as evangelistsevangelists

Attracting “virtual” online volunteers.Attracting “virtual” online volunteers.

Why It WorksWhy It WorksAn example…An example…

Page EffectivenessPage Effectiveness Fortress Vs. Two Way Conduit (Interaction)Fortress Vs. Two Way Conduit (Interaction) Content Rich - Content is King!Content Rich - Content is King!

Creates an environment for Fan participationCreates an environment for Fan participation

Interactive, Real Time CommunicationInteractive, Real Time Communication Communication equals EngagementCommunication equals Engagement

Facebook is more interesting and interactive Facebook is more interesting and interactive than your website and newsletter.than your website and newsletter.

Visibility to a more interested audience.Visibility to a more interested audience. SpontaneousSpontaneous opt in (and opt out) opt in (and opt out)

If your content is interesting and propagated If your content is interesting and propagated user engagement with your content occurs.user engagement with your content occurs.

Page Effectiveness - Awareness, Page Effectiveness - Awareness, Engagement, SupportEngagement, Support

Websites are largely about you Websites are largely about you tellingtelling “them”. “them”. A Fan Page can be used in the same manner (Fortress A Fan Page can be used in the same manner (Fortress

approach)…approach)…• Or (preferred?) a fan page can create a Or (preferred?) a fan page can create a dialoguedialogue

(awareness/engagement)(awareness/engagement)• Literally puts “them” in your world.Literally puts “them” in your world.

Page Effectiveness - Content Rich Pages - Page Effectiveness - Content Rich Pages - Content is King!Content is King!

Popular content (as determined by Facebook) receives greater visibility.

Page Effectiveness - Conduit AttitudePage Effectiveness - Conduit Attitude

Awareness outside FacebookAwareness outside FacebookOther Web

Environments

Regional Engagement &

Programs

How To Grow Awareness & Engagement How To Grow Awareness & Engagement For Your For Your PagePage (Attracting Fans) (Attracting Fans)

How To Grow Awareness & Engagement How To Grow Awareness & Engagement For Your PageFor Your Page

Takes time, should be actively pursued.Takes time, should be actively pursued. Existing Supporter CommunicationsExisting Supporter Communications

• Web SiteWeb Site• NewslettersNewsletters• Email SignaturesEmail Signatures• Blog, TwitterBlog, Twitter• Offline MediaOffline Media

Existing Page FansExisting Page Fans Facebook Advertising (Like our page)Facebook Advertising (Like our page) Complimentary Facebook PagesComplimentary Facebook Pages

Awareness & Engagement Via Your FansAwareness & Engagement Via Your Fans

Website & all supporter communications.

Awareness & Engagement Via Your FansAwareness & Engagement Via Your Fans Important.Important. Actively and repeatedly encourage your pages fans to invite Actively and repeatedly encourage your pages fans to invite

their friends.their friends. Done by them sharing your content, posting on your page, etc.Done by them sharing your content, posting on your page, etc. Interesting content promotes sharing.Interesting content promotes sharing.

Awareness & Engagement Via Your FansAwareness & Engagement Via Your Fans Interesting, useful, Interesting, useful, emotionalemotional, engaging content gets propagated., engaging content gets propagated. Content is king…Content is king… Your fan base grows as a result.Your fan base grows as a result.

Awareness & Engagement Via Facebook Awareness & Engagement Via Facebook

Advertising (For Your Fan Page)Advertising (For Your Fan Page)

The widest reaching and most The widest reaching and most effective form of demographic effective form of demographic and psychographic advertising and psychographic advertising available.available.

Useful for generating critical Useful for generating critical mass for your fan page at first.mass for your fan page at first.

Much more on Facebook ads…Much more on Facebook ads…later.later.

Facebook “Insights” Facebook “Insights”

Facebook “Insights” Facebook “Insights”

Fan Page Analytical ToolsFan Page Analytical Tools• Valuable for analyzing page effectiveness and Valuable for analyzing page effectiveness and

identifying areas for improvement/growth. identifying areas for improvement/growth. • Often overlooked by page administrators.Often overlooked by page administrators.

Facebook “Insights” Facebook “Insights”

Facebook “Insights” Facebook “Insights” • Useful For Assessing Areas Of Opportunity re: Media (Content) Usage

Some additional considerations…Some additional considerations…

Study what similar organizations are doing Study what similar organizations are doing on Facebook. Great for ideas.on Facebook. Great for ideas.• Particularly their interaction (or lack of) with Particularly their interaction (or lack of) with

their page’s fans.their page’s fans.• Even in the commercial sector.Even in the commercial sector.

Don’t be mistaken it’s not passive.Don’t be mistaken it’s not passive.• Requires creation of a presence, gaining Requires creation of a presence, gaining

“critical mass” in terms of followers.“critical mass” in terms of followers.• Fresh content and engaging with fans on an Fresh content and engaging with fans on an

ongoing basis.ongoing basis.

Facebook AdvertisingFacebook Advertising

Facebook AdvertisingFacebook Advertising Highly effective form of social advertising.Highly effective form of social advertising. Targeting by:Targeting by:

• AgeAge• GenderGender• Relationship StatusRelationship Status• LocationLocation• EducationEducation• WorkplaceWorkplace• InterestsInterests

Facebook AdvertisingFacebook Advertising

Tip: Advertising to your pages fans is usually a good return on investment.

Facebook AdvertisingFacebook AdvertisingPricing & ROI

Learn the rules

Then learn the tricks, pricing dependent on supply and demand

Iterative testing & refinement

Analytic analysis is important cost/conversion.

Often not the case…

Facebook AdvertisingFacebook Advertising• Cost Effective?

• Yes, if you make it very clear what you are asking for in your ad copy (“discourage clicks”)

• Discourage click through with “graphic” content.

• Textual clarity – dog, Asia, recurring gift.

• Yes, if you define (and refine) your campaigns well.

• Target audience

• Ad content

• Bidding

• etc.

Facebook AdvertisingFacebook Advertising

• Cost Effective?• Analysis by advertising campaign is vital.

• Google Analytics

Wrap-upWrap-up

• Have strategies and measurable objectives.

• Larger organizations need to be ready to let go of some control.

• Facebook is an open environment.

Wrap-upWrap-up

• Engaging your audience through content and dialogue is key.

• Active engagement in building your pages following (fans) is required.

• Who is going to administer your page? (represent you)

• How are they going to be able to effectively represent your organization?

• Let the user “opt in” to action. They will leave Facebook when ready. (Again dialogue followed by intent to take action)

Wrap-up – (FB Advertising)Wrap-up – (FB Advertising)

• Worth doing (IMO) go for a recurring gift – cost effective.

• Test, test, test:

• Audience (Geography, interests, sex, etc.)

• Text Imagery

• Bidding

• Multiple campaigns

• Tight audience, less is better.

• Less risk, then expand.

Questions/Comments?Questions/Comments?