The recent success of the ALS ice bucket challenge has made one thing clear for many non-profit organizations: Facebook can be a game-changer. However, many non-profits struggle to make Facebook work for them. While it’s free to register and use, paid ads seem almost essential these days. This can be a deal-breaker for organizations operating on tight budgets. So, how can non-profits build a successful Facebook page from scratch and overcome this challenge?
Make Sure Your Organization is Well-Defined
If you’re an established non-profit, you likely have a defined mission statement, a good relationship with your cause, and an audience following you on your website or through a newsletter. However, if you’re a new organization, take some time to define these aspects. Determine the story behind your organization, the target audience you want to reach, and your goals with social media. This information will guide you throughout the process.
Create a Non-profit Page Specifically
When creating a Facebook page, choose the “company/organization/institution” option instead of the cause/community option. This will allow you to select the nonprofit organization type, providing you with a dedicated page for your organization. Choosing cause/community will result in a more informal page without the benefits of a specific page type.
Fill Out Profile Information
Once your page is created, fill out the necessary information. In the “About” section, include a brief description of your organization and your cause. Be sure to add a link to your primary website. Set your profile picture as your logo and ensure your cover photo is high-resolution and relevant to your cause. Utilize the option to create a custom URL for easier access. Consider adding additional moderators or admins to manage the page effectively. Enable posting, tagging, and replies to maximize engagement. Lastly, use milestones to showcase significant events in your organization’s history.
Start Initial Growth
Once your page is set up, publish it. Like your page with your personal profile to gain your first follower and associate your profile with the page. Invite friends to like your page, reaching an immediate audience. Import your mailing list to send invites to those with Facebook accounts. Create a welcoming status update and connect with partners and organizations you regularly interact with. Join relevant Facebook groups for non-profit promotion and sharing. Lastly, link other social network accounts you run to gain more exposure.
Set a Content Schedule
Non-profits often lack time, money, and resources, making it challenging to manage a Facebook page effectively. However, free tools can ease the process. Aim to post several times a week using impactful images. Visual content performs better on Facebook. Engage with your followers and respond to comments to increase interaction. Remember that Facebook’s algorithm, EdgeRank, determines post visibility based on affinity, weight, and time. Focus on building relationships with your users to increase affinity and visibility.
Consider Basic Paid Promotion
Although non-profits are often strapped for cash, Facebook ads can help you grow faster and attract more donations. Start by reading up on Facebook PPC marketing to understand how to set up ads, target specific audiences, minimize costs, and track value. Treat your non-profit as a business, maximizing the return on your investment through Facebook ads.
Consider Creating Tab Apps
Tab apps on Facebook are like micro-websites that exist within the platform. They allow you to provide specific information and functionality without directing users outside of Facebook. They also appear in the top bar beneath your cover photo, providing additional exposure. Consider creating tab apps for a store selling merchandise, a donation page, contests for prizes, or interactive apps with information about your cause. Be creative with your tab app ideas to benefit your non-profit.
Remember, building a successful Facebook page for your non-profit organization takes time and effort. Stay consistent, engage with your followers, and adapt your content strategy based on what resonates with your audience. By following these steps and utilizing the power of Facebook, you can effectively promote your non-profit and drive positive change. For more tips and guides, visit Mr Reviews.