Non-Profits

Connecting to Supporters with Facebook

The Opportunity
If you are a non-profit organization or fundraiser, Facebook can help you connect with current supporters and grow your supporters quickly and easily. Over 500 million people are active on Facebook every month Over 50% of those people log on to Facebook during any given day People spend over 700 billion minutes per month on Facebook The following guide provides an overview and practical tips for non-profit organizations interested in using Facebook. Links are featured throughout the guide to help explore a specific feature or product. A list of online resources is included at the end of the guide to keep you connected to the latest from Facebook.

Build a Facebook Page

The first step to connecting with supporters is to create your NPOs official presence via a Facebook Page. Pages are a free product for organizations and public figures to connect with supporters in an official, public manner. You can create and maintain a Facebook Page for your NPO from your personal account. If you dont have a Page yet, please consult our detailed Pages Manual to get step-by-step instructions to create yours.

Pages Manual

Facebook Pages Manual offers step-by-step instructions to create a Page in minutes. Download it at facebook.com/nonprofits under Resources.

Visit www.facebook.com/nonprofits for more tips and updates.

Facebook Guide |

Non-Profits

Tips to Help You Connect

Once youve set up your non profit Page, check out the following tips and examples to create an optimal experience for your supporters to connect with your organization.
1. Be Personal and Educational
People connect to NPOs on Facebook because they are passionate about the cause and want to participate in making change. Be careful not to only focus on fundraising as it may not be the best approach. Whenever possible, share updates directly related to the impact of your organization. For example, non-profits should: Use a first person voice vs. third person to show supporters you are active on the page and encourage them to post feedback. Share information directly from your organization to educate supporters about new or past issues and programs. See example below.

Tip #1: Be Personal and Educational

American Red Cross American Red Cross regularly publishes updates with inspiring videos, useful tips, and valuable information on where donations and efforts are being focused.

Visit www.facebook.com/nonprofits for more tips and updates.

Facebook Guide |

Non-Profits

Tips to Help You Connect

2. Create Content Worth Sharing
Empower people to share and spread the word among their Facebook friends by giving them content to interact with and share. Photos, Video and other content can go viral quickly as they attract more like and comment interactions, which then spread to friends of supporters, attracting new ones. For instance, non profits can: Upload behind the scenes photos or inspiring videos. Start a viral movement with status updates to pledge an activity such as this one. Encourage supporters to take photos and videos from your events and upload them to your page. See example below.

Tip #2: Create Content Worth Sharing

Project (RED) Recently, (RED) asked supporters to upload photos wearing (RED) merchandise, generating engagement and excitement among their supporters.

Visit www.facebook.com/nonprofits for more tips and updates.

Facebook Guide |

Non-Profits

Tips to Help You Connect

3. Join the Conversation
Facebook is a culture of conversationsNPOs have a huge opportunity to get immediate feedback on issues. Here are some tips to starting the conversation on your Page. Poll your supporters on Facebook with a question now and then in your status update, instead of only posting statements. See example below. Show youre listening by making a comment among the supporter posts . Dont discredit an occasional negative comment view it as an opportunity to start a dialogue and convert new supporters.

4. Use Tools to Increase Relevance

Facebook Pages offer great tools to help you get closer to supporters. Target your updates geographically when you have news to share that is specific to a certain local region. Review Page Insights to see where supporters are from and discover new cities for upcoming events or mailings to drive support. Use third party applications like Causes to add fundraising/donations to your Page. Design a custom landing tab for your page to run special membership promotions or other applications. See example below. Stay connected to your supporters by making mobile updates to your Page while on the go.

Tip #3: Join the Conversation

Tip #4: Use Tools to Increase Relevance

Save the Children Save the Children regularly posts questions on their Page to engage supporters and provide information about their efforts in a fun and engaging way.

Girl Up A custom tab can provide a unique experience closer to your organizations brand, and can help your supporters connect and get valuable information quickly and easily.

Visit www.facebook.com/nonprofits for more tips and updates.

Facebook Guide |

Non-Profits

Grow Your Connections

Once youve created optimal content and updates on your Page, here are some tips for promoting your Page to grow your audience.
Promote the Username for your non-profit page everywhere: to every email list, in print/ broadcast/outdoor advertising, newsletters and more. Run Facebook Ads targeted to cause keywords, related organizations, relevant geographies or donors/supporter demographics at affordable rates to convert them as supporters. Add a Like Box to your companys website so visitors can instantly connect to your Page without leaving your site. Discover all of Facebooks social plugins at developers.facebook.com/docs/plugins.

Run Targeted Ads

Add a Like Box

Targeted Ads Find more supporters and promote initiatives by targeting across demographics, interests, and connections.

Like Box Encouraging supporters to add a Like Box to their sites or blogs can drive viral support from their readers and friends.

Visit www.facebook.com/nonprofits for more tips and updates.

Facebook Guide |

Non-Profits

Resources
Learn more tips and best practices for non profits
http:/www.facebook.com/nonprofits

Get the latest updates on Facebook Pages product news

http://www.facebook.com/facebookpages

Explore how other sites integrate Facebook via social plugins

http://developers.facebook.com/showcase

Learn how to create affordable ads on Facebook and reach your exact audience
http://www.facebook.com/advertising

Connect with Facebooks official Page for the latest company updates
http://www.facebook.com/facebook

Use the Facebook Help Center to get answers on specific products and features
http://www.facebook.com/help

Visit www.facebook.com/nonprofits for more tips and updates.

Facebook Guide |