The Ultimate Guide to Facebook Marketing for Nonprofits [PDF]

THE ULTIMATE GUIDE TO FACEBOOK MARKETING FOR NONPROFITS How to ATTRACT SUPPORTERS & Receive More CONTRIBUTIONS for Your NONPROFIT Through FACEBOOK

By Richard Santos

Copyright © 2015 by Richard Santos. All Rights Reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, or by any information storage and retrieval system without the prior written permission of the publisher, except in the case of very brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. This guide in no way authorized by, endorsed by, or affiliated with Facebook or its subsidiaries. Facebook® is a registered trademark of Facebook, Inc. All trademarks used in this guide are used without any consent, and the publication of the trademark is without permission or backing by the trademark owner. All trademarks and brands within this guide are for clarifying purposes only and are owned by the owners themselves. Some images used in this guide are licensed through Shutterstock and we do not claim any ownership of these images. The information herein is offered for informational purposes solely, is provided without contract or any type of guarantee and is presented as is. Under no circumstances will any legal responsibility or blame be held against the publisher or author for any reparation, damages, or monetary loss due to the information herein, either directly or indirectly.

The Ultimate Guide to Facebook Marketing for Nonprofits

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About The Author Richard Santos is the founder and president of Fundlio, a simple and secure online fundraising platform for nonprofits and churches. He’s also president of Santis Web, a mobile and web development company. Richard is dedicated to helping nonprofits develop effective marketing campaigns to create brand awareness, attract supporters and provide assistance in their fundraising efforts. Through his company, Santis Web, Richard has helped a large number of small business owners grow their businesses through web applications, custom website designs and online marketing since 2008. Richard enjoys reading books on marketing, psychology and technology in general. And when he’s not working, he's spending time with his wife, Melissa, and their two boys, Richy and Ryan.

You can connect with Richard on LinkedIn - https://www.linkedin.com/in/richardsantos13 Twitter - @santisweb Email – [email protected] Web – http://santisweb.com


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Table of Contents Introduction .................................................................................................................................... 5 Why Use Facebook? .................................................................................................................... 6 What Should I Expect from This Guide?...................................................................................... 6 Chapter 1: Planning Your Facebook Marketing Strategy ................................................................ 8 Why Do You Use Facebook? ....................................................................................................... 9 Who Is Your Audience? ............................................................................................................... 9 How Do You Reach Your Target Audience? .............................................................................. 10 Who Will Handle Your Facebook Activity?................................................................................ 10 Facebook Is About Supporter Engagement First ...................................................................... 11 Chapter 2: Setting Up Your Nonprofit Facebook Page ................................................................. 12 How Do I Create My Nonprofit Facebook Page? ...................................................................... 13 How to Get Donations Through Facebook ................................................................................ 16 Chapter 3: How to Attract More Donors ...................................................................................... 18 Facebook Contests .................................................................................................................... 18 Mini-goals & Silly Punishments ................................................................................................. 19 Use Storytelling ......................................................................................................................... 19 Matching Gifts ........................................................................................................................... 19 Making a Donation in Order to Vote ......................................................................................... 19 Making Sacrifices for Charity..................................................................................................... 19 Ask for Feedback from Supporters............................................................................................ 19 Listen to Your Fans .................................................................................................................... 20 Chapter 4: How to Get More Likes & More Engagement ............................................................. 21 Ask Acquaintances to Like Your Page........................................................................................ 21 Use Facebook Features to Increase Your Visibility ................................................................... 21


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Promote Your Facebook Page Through Online & Offline Channels.......................................... 22 Identify Influencers & Ask Them to Support Your Page............................................................ 24 Spend Some Money on Advertising .......................................................................................... 24 Chapter 5: Increasing Brand Awareness Through Facebook ........................................................ 25 High Quality Graphic Design ..................................................................................................... 25 Show the Human Part of Your Organization ............................................................................. 26 Content Is King .......................................................................................................................... 26 What to Post on Facebook? ...................................................................................................... 27 What Kind of Content Should You Post & How Often? ............................................................ 28 Additional Tips on Facebook Post Updates............................................................................... 29 Chapter 6: Facebook Ads .............................................................................................................. 31 Facebook Ads Objectives .......................................................................................................... 32 Facebook Ads Benefits .............................................................................................................. 32 Facebook Ads Challenges .......................................................................................................... 34 Chapter 7: How to Create Your First Facebook Ad in 10 Quick & Simple Steps ........................... 36 Chapter 8: What Are Promoted Posts? ........................................................................................ 39 Chapter 9: Facebook and SEO ....................................................................................................... 41 Chapter 10: Less Known Features Than Can Benefit Your Nonprofit ........................................... 43 Chapter 11: Facebook Insights ...................................................................................................... 46 Chapter 12: Nonprofit Case Studies ............................................................................................. 48 truth........................................................................................................................................... 49 charity: water ............................................................................................................................ 51 UNICEF ....................................................................................................................................... 53 Conclusion ..................................................................................................................................... 55 FREE Bonuses & Resources ........................................................................................................... 56


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Introduction Before I share with you valuable information that will transform the way you promote your nonprofit organization on Facebook, let me first thank you. Thank you for downloading my eBook. You made a great choice! Also, congratulations for being committed to the success of your nonprofit organization! This shows me that you want to have a bigger impact in whatever causes you support. Each year, a large number of nonprofits fail due to not receiving the necessary funds to support and maintain their causes. There are a number of reasons why this happens, and a very common one is that nonprofits leaders fail in reaching out to prospect supporters and donors. By reading this guide, you’re setting yourself apart from thousands of other nonprofit organizations leaders. You’ve chosen to use the power of the Internet and social media, Facebook in this case, to create awareness about your cause, to find passionate supporters and donors and to ultimately raise funds to fulfill your mission.

Let’s go to the next page to learn more about using Facebook to promote your nonprofit and find why it’s important to create a marketing plan!


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Why Use Facebook? Facebook is the largest social network in the world with more than 1.44 billion monthly active users as of the writing of this eBook. In this day and age, not being on Facebook is almost like you don’t even exist. From Facebook’s About Us: Founded in 2004, Facebook’s mission is to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them. See the table below to understand why Facebook is incredibly huge and why you need to leverage its full potential for the benefit of your nonprofit. Facebook Latest Statistics (as of the writing of this guide) o o o o o

936 million daily active users on average for March 2015 798 million mobile daily active users on average for March 2015 1.44 billion monthly active users as of March 31, 2015 1.25 billion mobile monthly active users as of March 31, 2015 Approximately 82.8% of our daily active users are outside the US and Canada Source: Facebook Company Info

On the other hand, setting up your nonprofit fan page and being on Facebook doesn’t necessarily guarantee more supporters and online donations. You will have to invest time and resources in creating an effective and affordable Facebook marketing strategy. Most Facebook tips available on the Internet are oriented towards profitable business, but you can easily adapt advice to the specific needs of your nonprofit.

What Should I Expect from This Guide? This quick and simple-to-follow guide is aimed at helping you create and develop an effective Facebook marketing strategy that will translate into attracting donors, increasing supporter engagement and receiving more contributions for your cause. It’s based on proven tactics and strategies that will allow you to leverage the Facebook community and accomplish your nonprofit organization’s goals. From planning to monitoring and evaluating the results of your Facebook marketing campaigns, “The Ultimate Guide to Facebook Marketing for Nonprofits” will take you through the most


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important aspects that you need to consider in order to improve your visibility and audience engagement on Facebook. After reading and learning about the strategies outlined in this short guide, you’ll have the necessary knowledge to raise more funds and awareness for your nonprofit. It’s important to mention that I wrote this guide as both a simple to follow step-by-step and a reference guide. In other words, you will learn about what works on Facebook now and you’ll also have the opportunity to apply what you have learned in each chapter. This quick guide is for you if you answer “Yes” to any of the following questions: o You have basic knowledge about how Facebook works and you’re serious about promoting your nonprofit through Facebook. o You want to create awareness about your cause through Facebook. o You want to attract more supporters and engage with them. o You want to raise more funds for your cause. o You have a limited marketing budget for your nonprofit. o You’ve been trying to promote your nonprofit on Facebook, but haven’t had the success you would like to have. o You know the importance of maintaining communication with your donors and supporters. This guide is not for you if you’re looking for more advanced or expert level Facebook marketing strategies. However, you may learn new foundation concepts that may help you accomplish better results when marketing your nonprofit through Facebook. Ok, let’s move on to the next page and start Planning Your Facebook Marketing Strategy!


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Chapter 1: Planning Your Facebook Marketing Strategy “If you don’t know where you’re going, how will you know when you get there?” -- Seth Godin Everybody has jumped into the social media bandwagon nowadays, including nonprofits. Many nonprofit organizations start a Facebook page, get a few likes from acquaintances, post some updates, and end up getting modest results.

Facebook Homepage – http://facebook.com

If your Facebook page is not helping you grow your audience as expected, chances are you haven’t made a good plan in advance and your marketing efforts are not well coordinated. A written plan is a must for any nonprofit trying to reach its supporters on social media. Socializing on Facebook feels like child’s play for most of us. However, if you want to use this marketing channel to attract more supporters and donations, it’s time you got serious about developing a solid marketing strategy. Ask yourself the following questions and your answers will help you provide a basis for your Facebook marketing plan.


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Why Do You Use Facebook? Why is your nonprofit organization on Facebook? Remember what your nonprofit’s mission is, think about your main goals, and develop separate objectives for each and every goal.

Which of these objectives can be attained through social media marketing? Don’t try to complete too many objectives using one single tool. Some nonprofits are on Facebook just to spread the word and raise awareness on a cause. Others focus on their fundraising efforts, while other nonprofits use Facebook to attract more volunteers. You should communicate a consistent and clear message on Facebook. Making appeals for donations, looking for volunteers or placing job advertisements may distract your audiences’ attention and leave them puzzled. Focus on a single goal and you’ll have better and positive results. This is not to say that you can’t promote and share relevant information about your nonprofit. It’s all about having a clear understanding of what you wish to accomplish from using Facebook.

Who Is Your Audience? Defining your audience is not critical only for your social media activity; knowing whom you are talking to and who your prospects are is highly important and relevant for the development of any awareness or fundraising campaign. No matter what actions you want to take as a nonprofit organization leader, you will need thorough knowledge of your target audiences’ demographics: age, gender, location, lifestyle, habits, aspirations, goals, etc. Pro Tip: Communicating to the Wrong Target Audience Is a Waste of Time & Resources. When starting a Facebook page for your nonprofit organization, ask yourself if your audience is on this social network. Which segments of your audience can be reached here, and how much of your efforts should focus on Facebook compared to managing other social network pages or your website?


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How Do You Reach Your Target Audience? What makes your audiences react? What kind of messages do you need to transmit? You cannot base your social media strategy just on casual conversation. You’ll need valuable and engaging content, both from your website’s blog section and from other websites.

When creating content to share on Facebook, always keep in mind how that content relates to your target audience. Put yourself in your audience’s shoes and think about what’s important to them. Oftentimes, I see nonprofit organizations only talking about themselves and their needs. Although it’s OK from time to time to share your needs, you also need to take into account your supporters’ or donors’ needs. In fact, most of your content should be directed towards your target audience’s benefit, not yours. You will get better results not only from your Facebook marketing, but from any marketing you do when you put their needs and wants first.

Who Will Handle Your Facebook Activity? Keeping and maintaining your Facebook activities can be a full time job if you don’t have a plan in place. It also requires a set of skills, though not too complicated or advanced. Therefore, you should ask yourself - does your staff have the necessary skills? Do they have enough time? Are they willing to take on the responsibility? Because handling a personal Facebook account is completely different from managing your nonprofit organization fan page.


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Facebook marketing involves smaller costs compared to other traditional promotion methods, but it still requires a good deal of time, work and commitment. Continuity or consistency is also very important when it comes to Facebook marketing. If you post an update every day to keep your fans engaged, you cannot disappear for a week. If you do disappear, you will fail your fans' expectations and lose their engagement. This is why you need to nominate a member of the staff to handle your Facebook account. When assigning this role to an individual, keep in mind a number of aspects. The ideal candidate for this role should demonstrate the following qualifications: Good writing skills - you don’t need typos and grammar mistakes throughout your Facebook updates. Communication abilities - as he or she may need to engage in conversations with fans and handle negative comments. Time management - scheduling updates at the same hour every day, keeping up to date with editorial calendars, etc. Good computer competences – an interest in the latest technologies is also required, and your social media manager should know how to use the most important Facebook features and how to schedule posts using tools like Hootsuite. The person fulfilling the role of the social media manager should dedicate at least 5-6 hours of work every week to Facebook and other networks and sometimes even more, depending on your organization’s needs.

Facebook Is About Supporter Engagement First Just as traditional businesses make the mistake of trying to sell on Facebook by posting overtly promotional messages, so do nonprofits. They fail by insistently asking for donations or shocking their fans with emotional images. Make someone feel guilty about not supporting your cause and you have lost a potential donor. Social media, including Facebook, is about building a strong relationship with your audiences and creating rapport. As I mentioned before, you need to focus on providing content that offers value to your fans rather than speaking just about your organization and its needs.


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Chapter 2: Setting Up Your Nonprofit Facebook Page You need to create a Facebook fan page for your nonprofit rather of using your own personal Facebook account. By creating a Facebook nonprofit page, you will enjoy advantages and features you wouldn’t have access to otherwise. A personal profile has a 5,000 friends limit, and the number of fans looking to interact with you may very well exceed this limit.

UNICEF Facebook Page - https://www.facebook.com/unicef

Furthermore, using a personal profile instead of holding a nonprofit page looks unprofessional and in this case, educated audiences will most likely not interact with your brand. Your prospect donors or supporters are not interested in knowing what you had for lunch today, they’re interested in knowing how you’re making an impact with the causes your organization supports. Note How To’s: I recommend you complete each How To section in this eBook as you go through each chapter. However, feel free to skip any of the How To sections and continue reading. This short eBook was written as reference guide, so you can always come back and complete all How To's. Choose whatever method works best for you.


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How Do I Create My Nonprofit Facebook Page? Complete the next quick and simple-to-follow steps to create your nonprofit Facebook Page (if you don’t have one already): 1. Make sure you have a personal Facebook account, as you cannot create a fan page without it. The personal account will serve as an admin for the nonprofit page. 2. Access www.facebook.com/pages. 3. Click on “Create a Page” and select the “Cause or Community” category. Select “Company, Organization or Institution” in case you are not a registered nonprofit and you want to receive donations using Facebook.

4. Pick a name for your page.

5. Read the Facebook Pages Terms before creating your page.


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6. Complete the following steps:

a. Add information about your organization i. Here you can enter your About description, your website, your own unique Facebook URL (this makes it easy for people to find you on Facebook) b. Upload a profile picture i. You can upload your organization logo here. Always make sure you upload high quality images (if possible). c. Add your page to your favorites d. Set your Preferred Page Audience 7. Go through the “Get Started” steps. Before having access to your Facebook wall, you should see the “Get Started” interface, where you need to add more information about your organization. 8. Now you should have access to your wall and be able to use your Nonprofit’s Facebook Page at its fullest potential. 9. It’s recommended to have more than one admin for your Facebook page to prevent your organization from losing access to its page.


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Congratulations! By now you should have your own organization Facebook page. From this point forward, you will be able to add content such as images, videos, photos of your volunteers, events, links to your website and other social networks (Twitter, Instagram, etc…). Now, let’s move to the next section where you will learn more about how to add a “Donate Button” to your Facebook page.


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How to Get Donations Through Facebook In December 2013, Facebook introduced the “Donate Now” button allowing nonprofits to gather contributions more easily. The Facebook "Donate Now" button is displayed at the top of your Facebook Page and bottom of your News Feed posts.

Facebook Donate Now launch news release

This innovative feature eliminated the need to force users off Facebook to make a contribution and allowed donors to give by simply introducing the amount they want to offer and their payment details. Using the payment details already stored with Facebook is possible too. Also, it’s important to mention that Facebook is not charging a fee to process credit card donations and is instead paying that fee itself so 100% of donations go to the nonprofits. Note: As of the writing of this eBook, only a number of nonprofit organizations have access to the "Donate Now button". If you’d like to add the "Donate Now" button to your Facebook page, you can fill out a Nonprofit Interest Form from Facebook’s website. Here’s the link: https://www.facebook.com/help/contact/585894954798346

Featuring a “Donate Now” button on your nonprofit’s Facebook page comes with various benefits: o Increasing conversion rates by attracting more funds for your cause.


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o Your donation appeals can become viral a lot faster, as fans enjoy an easy way of sharing your call. o No fees are charged by Facebook and every philanthropic dollar reaches your organization. Note: It’s important to mention that you will need to provide evidence on your organization being a 501(c) 3 nonprofit beneficiary to be able to accept donations via Facebook.


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Chapter 3: How to Attract More Donors “We must all hang together or most assuredly we shall hang separately.” -- Benjamin Franklin Adding a donation button to your fan page doesn’t guarantee your fundraising needs will be instantly met. Supporter engagement is the secret to a successful fundraising campaign, and you will need to implement creative methods of asking for donations.

I’ll go over some of the methods you can utilize to attract donors using Facebook in the following paragraphs.

Facebook Contests This method has been used by thousands if not millions of organizations already, but it always works because people are attracted by the idea of competition and the possibility of winning a significant prize. Supporters involved in a contest are more likely to give online, and you can also attract more contributions by asking people to make a $5 donation in order to enter the contest.


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Mini-goals & Silly Punishments You can offer your supporters an extra incentive to make a donation by stating that each time a donation threshold is reached, the nonprofit’s leader will do something silly like getting inside a dog house or wearing a funny hat at work for an entire day.

Use Storytelling People are irresistibly attracted by good stories, so use storytelling to create catchier Facebook updates or blog posts. Your story does not necessarily have to take the shape of a text. Photos and videos can do the trick as well. Afterwards, link supporters to your story using Facebook posts.

Matching Gifts Start a partnership with a sponsor and publicize the following or a similar matching gift idea: whenever a supporter gives $10, the sponsor will also donate the same amount, allowing you to reach your donations threshold faster.

Making a Donation in Order to Vote Another creative fundraising idea you can try implies organization leaders or local celebrities submitting childhood photos and asking supporters to donate $5 online to vote for the cutest baby.

Making Sacrifices for Charity Organization leaders or sponsors will be required to give up a pleasant activity like shopping for clothes or going to fast-food restaurants for a month, and to donate the money they save to your nonprofit. Have some key figures documenting their experiences on social media, so they encourage supporters to do the same thing and donate as well.

Ask for Feedback from Supporters Offering people a chance to express their opinions is an important part of your promotion strategy and it also helps you discover their fears and concerns about making a donation. For instance, if you have just included a “Donate now” button into your page, don’t refrain from asking your fans what they think about it or if they would try it.


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A well-known funny but true fundraising principle says: “Ask for money, and you’ll get advice; ask for advice, and you’ll get money.”

Listen to Your Fans Aside from asking for advice from supporters, it is also important to respond to their inquiries and get involved in their conversations. People are tired of organizations trying to promote themselves all the time and what they actually need is someone who is willing to listen to them.


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Chapter 4: How to Get More Likes & More Engagement “We make a living by what we get, but we make a life by what we give.” -- Winston Churchill

Getting as many likes as possible is the dream of any social media marketer and also of most Facebook users posting their musings on the most famous social network. But in the case of both nonprofit organizations and businesses, likes are not everything. In the end, it is more important to have real engagement and to encourage people to take action. Nevertheless, having many likes on your Facebook page is a sign of popularity and is also associated with a good level of engagement. Here are some methods you can use to get more likes, gain social media momentum and eventually collect more funds:

Ask Acquaintances to Like Your Page If you just have started your Facebook page, there’s nothing wrong with sending friends and relatives a message where you nicely ask them to like and support your page. Also invite employees and volunteers to like your page.

Use Facebook Features to Increase Your Visibility Turn on Similar Page Suggestions Activate the “Similar Page Suggestions” option available under “Settings” and your profile will be included among page recommendations displayed to Facebook users. This should determine some new users to like your page.


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Add your physical address so fans can check-in

An extremely efficient method of getting more likes and attracting new supporters is making it possible for your fans to check-in by adding your physical address to your Facebook page. When someone checks in at your location, their Facebook friends can see the update and they may also view your page, find out more about your nonprofit and eventually become fans.

Create Facebook events Fans who are invited to your event and select “Join” will have the event added to their Facebook calendar and will be regularly notified as the day of the event approaches. Their friends will also see they’re going to your event and this will raise more awareness of your organization and its cause.

Promote Your Facebook Page Through Online & Offline Channels Facebook icons Have Facebook icons placed on your website, blog and newsletter. Social media icons should be located above the fold for better visibility.


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Place a “Page Plugin” on your website This is for people who visit your website and become interested in your nonprofit organization; they may also like to visit your Facebook profile and check your social media activity. By using the social plugin which allows you to place a “Page Plugin” on your website, you won’t have to push people out of your website and make them spend some more time opening Facebook, searching your page and liking it. With just one click, they will be able to like your Facebook page right from your website.

Use Google Ads to attract more traffic to your website and Facebook profile The good news is that you don’t have to pay for Google ads as a nonprofit organization. You can benefit from the Google Grants program and be offered as much as $10,000 a month in AdWords advertising services. Being more visible in search results through advertising will also lead to more people accessing your Facebook page.


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Use QR codes and links to your Facebook page on your prints Place QR codes and links to your Facebook page wherever you can: on brochures, fliers, banners, promotional objects, and so on. By scanning the QR code, supporters will be directed to your Facebook page and like it within seconds.

Identify Influencers & Ask Them to Support Your Page Look for Facebook groups that are related to your cause and contact their admins. Group admins can send email alerts to followers, and you can use their influence to have your page shared to large numbers of Facebook users.

Spend Some Money on Advertising You can use Facebook ads like I’ve mentioned before. If your nonprofit’s budget allows you, use paid Facebook ads that will promote you to audiences you couldn’t reach otherwise. Make sure you get the best results from the money you spend and target your ads to the right audiences.


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Chapter 5: Increasing Brand Awareness Through Facebook “Potential supporters [must] not only believe in your mission, but in your capacity to deliver on that mission.” -- Jim Collins We tend to associate the concept of branding with traditional businesses and see it as an artificial construction, but the truth is that every person, organization or entity interacting with other members of the society or being part of a market has a brand, even if they are not aware of it. As a nonprofit organization, you will need a marketing strategy as well, because you are “selling” your cause to supporters and donors. You’re also competing against other similar nonprofit organizations for the same philanthropic dollars. A brand is not something you choose to have, but instead it is an asset of your organization that exists and evolves continuously, whether you like it or not. What you can do, as a nonprofit organization leader, is to assume the reins of building a strong brand and increasing its awareness among targeted audiences. Many of the previous tips, aimed at increasing engagement and getting more likes, are also part of your brand building strategy. Here’s a few things to keep in mind when building your brand on Facebook:

High Quality Graphic Design Your cover image looks rather pixelated? All you have is a couple of photos taken with your old smartphone? It’s time to invest in some high-quality images – it’s not impossible to do it even if your resources are limited. Few tips for getting high quality graphic images: o o

Get help from a friend who owns a good digital camera. Hire a freelancer to create your logo and other graphic design elements. Some freelancers will even donate their time if they know the work is for a nonprofit. o Make sure your cover image looks impeccable. o Stay away from cheesy stock photos.


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A handful of high-quality images are enough to start building the visual facet of your brand. Without a strong visual identity, your Facebook page will look amateurish and unprofessional, and most people won’t stay on it and engage with your brand. Pro Tip: You can use free websites, such as Canva. You can easily create graphics for your Facebook posts and even your cover image.

Show the Human Part of Your Organization Oftentimes, organizations, including nonprofit ones, are perceived as abstract, intangible entities, and audiences don’t interact with them. The emergence of social media changed this forever. Currently, you can communicate to supporters like a real person and encourage them to interact with you in return. If in the past brands communicated to audiences and audiences could only receive their messages and either react or ignore them, nowadays two-way communication is a reality. Pro Tip: The more human your charity looks and acts, the more engagement and support you will attract. Communicate like a real person and audiences will reward you with more commitment and loyalty.

Content Is King You’ve probably heard it before, but yes, “Content is king”. In the past, branding efforts used to focus on promoting organizations and encouraging customers to buy, respectively supporters to donate, but today things are completely different. Inbound marketing (promoting a company through blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers) strategies include becoming an authority in the field and establishing an expert’s or authority reputation. You can achieve this by sharing valuable content that educates, entertains, and also helps solving some of your audience’s problems. By having a blog in your website and adding up-to-date content which is relevant to your cause, you will have plenty of material for your social media updates and increase your brand’s authority. This takes us to our next section, “What to post on Facebook?”


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What to Post on Facebook? Many nonprofit organizations only post external links from other websites and don’t have a voice of their own. Others use exclusively links to their website and blog and look too selfcentered. Another common scenario we see is pages posting only light-hearted content and nonsensical chit-chat. What is the perfect recipe for effective Facebook updates? Well, you need to have a good combination of all types of posts: o 60% - Valuable content - either from your blog or from other websites. o 20% - Sharing other people’s posts - share updates from industry leaders, influencers, potential donors and other people in your community. o 10% - Promotional content - who you are, what your cause is, upcoming events, donor drives, your blog, showing how you’re helping, and other information about your nonprofit. o 10% - Conversational updates - commenting on news in your community, mentioning major events, asking questions or advice, etc.

These percentages may vary from one organization to another, but the rule of thumb applying to everyone is that valuable content should represent the largest share, while promotional updates and chatter should not exceed 10% of your updates each.


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What Kind of Content Should You Post & How Often? Below are a few of the content types that have lots of engagement potential. Keep in mind, however, that Facebook keeps changing their content algorithm and what works well today may not work well tomorrow. As of the writing of this eBook, video post types have been gaining lots of momentum since Facebook is competing against YouTube when it comes to video views and video sharing. Post more photos and fewer links Statistics show that photos attract more engagement than videos, texts, and links. Not without a reason is it said that an image is worth 1000 words. The simple truth you always need to remember is that people are visually-oriented. Post regularly When you post regularly, you become more visible on your fans’ timelines and your chances of people stopping and taking a look at your page are higher. 1-3 posts a day is considered a good frequency. Be concise People want to be entertained fast and will not have the patience to read a long post. Competition on the timeline is fierce and your updates need to be catchy and brief if you want to attract more likes and more engagement. Ask questions Asking for your fans’ opinion about the new pizza place downtown or how to solve a minor technical problem will do wonders in terms of engagement. You can ask about fundraising ideas for your next charity event. You may get a great fundraising idea that will help collect a large amount of funds. Avoid personal questions or inquiries that make you look lazy. For instance, how you can download a video from YouTube is something you can simply find out from Google. Get the best from your most popular updates If a past update was particularly successful, you can use it once again to attract more likes and engagement on your page. Identify these popular updates and use the “Pin to Top” option to place them at the top of your page.


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Additional Tips on Facebook Post Updates Scheduling updates As mentioned before, the time and frequency of your updates are crucial. Luckily enough, there are free tools you can use to schedule your posts in advance, like social media management systems or the built-in scheduling feature provided by Facebook. The best times to post on Facebook are considered between 1PM and 4PM on Wednesdays. Posting on weekends and before 8AM and after 8PM is generally considered a bad idea. These recommendations should not be followed religiously, though, as things may be different for your nonprofit. This is why a thorough research of your audience is absolutely necessary as it helps with your social media scheduling tasks as well. You can also look at your fan page Facebook Insights (I will cover this topic later in this eBook) to have a better idea about when your fans are visiting your page. Using calls to action to encourage sharing Begging fans to share your updates and page is one thing, and using effective calls-to-action is another. Your fans will engage with you if you ask them and if you share interesting content. Facebook calls-to-actions include: o o o o

Images asking people to like, comment or share them. Teasing people with a resource they can access with a “click here” link. Asking a question that can be easily and quickly answered, etc. Quotes: asking if they like your quote.

Make sure people always get something in return for taking action and avoid clickbait. Never use sensational headlines or urgent calls-to-action that lead to dull content. Use hashtags Hashtags were first embedded in Twitter updates, but they are supported by other social networks as well, including Facebook. These labels starting with the “#” character are used to catalogue content on social media and provide a simple way of searching for updates on a given topic. Including hashtags in your Facebook posts ensures better visibility and helps fans and other Facebook users find information more easily.


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Be funny and authentic Being human should represent one of the most important principles for any organization interacting with its audiences on social networks. Supporters are tired of dry statistics and companies which recycle their outdated web copy to make up some social media updates. What your supporters and donors want is to see the real you and engage with a person who cares. Find your unique voice and make sure it fits with your audiences and the cause promoted by your organization.


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Chapter 6: Facebook Ads If you’ve been using Facebook to engage with your supporters and donors, you’ve probably noticed a slight (or drastic) decline in the number of fans that you’re reaching with your posts. This is due to the constant changes that Facebook has been implementing through the last couple of years. Their reasoning behind this is that they only want to show people posts that are relevant to them and that they’re engaging with the most.

So, to just give you an idea on how their algorithm (or how Facebook determines who sees your posts) works, if your fans are posting comments and liking your content, then there is a high probability that those fans will see your page posts. Now, keep in mind too, that Facebook gives higher preference to the posts or updates from your fans’ friends and families. In order for you to create awareness about your cause or attract potential donors and supporters, your best solution will be to invest in Facebook Ads. By using Facebook ads, you can reach a very specific and targeted group of people. In fact, that is the main reason why a large number of businesses advertise on Facebook. Most importantly, you can get started with Facebook with a small budget, sometimes as low as $5 per day. This is very good news taking into consideration that your nonprofit organization may not have a large advertising budget. A major reason why nonprofits avoid Facebook advertising is the lack of a grant program, like Google Ad Grants. In spite of a petition being filled by nonprofit professionals and supporters,


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the largest social network in the world did not change its rules and applies the same advertising rates for all users, regardless of their mission and activity. In the next section, you’ll learn some of the Facebook ad objectives that you can take advantage of and discover some of the main benefits and challenges you may face when investing in Facebook ads.

Facebook Ads Objectives There are a number of ad objectives you can accomplish by using Facebook Ads. We will not cover all of them here. However, we will briefly mention some of the ones that you can use to effectively promote your nonprofit. Page Post Engagement – using this objective you can get more likes, comments and sharing for your fan page posts. Page Likes – this will help you build your Page audience by getting more page Likes. It helps you learn more about your audience and engage with them. Clicks to Website – helps you build traffic for your website. You can use to drive people to your fundraising campaign or to learn more about the causes you support. Event Responses – use to let people know about your special event, such as a fundraising gala or food drive. People can join and they’ll automatically get reminders for the event. Video Views – although is fairly new to Facebook, the video views objective allows you to create a video ad which you can use to tell your story. It’s very effective and depending on the video popularity, its cost per view is very low. Useful Resource: you can learn more about Facebook ad objectives here: https://www.facebook.com/business/learn/facebook-create-ad-basics/

Facebook Ads Benefits There is a large number of benefits for using Facebook Ads to promote your nonprofit. Here’s a few of the Facebook Ads benefits: Huge exposure Facebook is the second most visited website in the world after Google, and a large percentage of your audiences can be found on Facebook.


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Precise targeting One of the greatest advantages of Facebook advertising is that you can reach a specific group of people using criteria such as age, location, personal interests, keywords mentioned on their profiles, etc. With Facebook advertising, you are sure that your message is delivered to those people who are most likely to become your supporters. Reaching local audiences Supposed you are a charity based in a certain city, you can serve your ads only in a certain area and have them displayed to people who have selected your location as their hometown. You can use images or videos Unlike Google advertising options, Facebook allows you to include an image or a video in your ad, aside from copy and a headline. Images are more eye-catching than plain text and with video you get more people to engage with your ad. The power of example When someone likes your page through your ad, their action appears on the Facebook news feed of their friends, who may also click “Like”. Convenient pay structures Facebook offers advertisers two different possibilities: paying by click or paying by impression. Your ads will be delivered to targeted segments at reasonable costs, and you will reach only as many users as your budget allows. You can set a daily budget for your Facebook advertising campaign, so you don’t end up spending more than you can afford. You can start a campaign for as low as $5 dollars per day. Customizing your ad You can customize your Facebook ad with different functions, and have it redirect users to a certain website, to your Facebook page, or to an event. User feedback Facebook users can hit “Like”, ignore your ad, or close it, in which case they can provide a reason for their option. This helps you identify those audiences who are not interested in your message, so you opt for not displaying your ads to them anymore.


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Facebook Ads Challenges Facebook ads can be a very effective way to promote your nonprofit, but they also come with a few challenges. Some of these challenges may be easy to address, while others can be outside of your control. The following are a few of the Facebook Ads challenges you may encounter: Advertising doesn’t guarantee support and donations By clicking on your ad, users are redirected to your Facebook page or website, and the actions they take depend on what they find there. If your website is optimized for donations and it provides engaging content, the price you pay for someone clicking on your ad will be worth it, but if prospects don’t like what they find and abandon your website or profile, you have spent your money on nothing. Use Facebook advertising only when you are sure you have plenty of interesting content to keep users entertained and engaged. It’s recommended to develop a strong online presence first and only afterwards to start advertising online. Handling negative comments When you leave the door of your house open wide, expect some unpleasant visitors as well. The more traffic you have on your Facebook page and website, the higher the chances of detractors posting negative content and affecting your reputation. This happens more often with for-profit businesses, where dissatisfied customers can do a lot of harm even to the most reputable brands. But, nonprofit organizations may deal with this problem too. Once you decide you’d like to attract more traffic to your Facebook profile and website, make sure you can allocate the resources needed to manage social media activity, which also includes handling negative comments and responding fast to delicate inquiries. Attracting users’ attention Facebook advertising clickthrough and conversion rates (these are measurement units used to determine how many people click on your ads or convert to supporters) can be very small, as many people use this social network to chat with their friends rather than engage with brands.


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Attracting your audiences can be extremely difficult and results, disappointing. Many users find ads annoying and perceive them as spam. The good thing is that you don’t have to pay anything if no one clicks on your ads. Bonus Content: Click Here to watch a Facebook Ad Basics video. Continue to the next page to start creating your Facebook Ad.


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Chapter 7: How to Create Your First Facebook Ad in 10 Quick & Simple Steps Getting started with Facebook ads is simple. Follow the following steps to create your first ad campaign. Keep in mind, this is a basic tutorial and as such, it’s intended to get your started with a basic ad. You can use more advanced Facebook ads strategies, which will cover in future eBooks. Complete the following steps to create your first ad in Facebook: 1. Go to https://www.facebook.com/advertising/ 2. Click on the green “Create an ad” button located on the upper right corner.

3. Choose the objective for your campaign. This goes back to our previous discussion on the different Facebook Ads objectives.


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4. Create your Ad Set – Next step is to select your audience. Here you decide who you want your ads to reach. To get the best results, be very specific as to who you’re targeting. You can target your ad by: geography, age, gender, education, relationship status, language, workplace, connections, and so on.

5. Enter your Budget – this is how much you want to spend per day or you can enter a specific fixed amount. You can start as low as $5 USD per day. The more you spend, the more people your ad will reach. Also, note that your ad budget will be optimized based on your objective.


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6. Select your Ad Images – here you can select up to 6 images. Make sure you use good quality images and that compliment your ad text (which you will include in the next step). Tip on images: make sure you own the rights to the images you use. Facebook also offers free high quality images that you can use. The Recommended Image Size is 1200 x 628 pixels.

7. Ad Text & Fan Page – next you’ll write the text for your ad and select your fan page a. Select your Fan Page – this will associate your ad with your fan page giving your target audience the opportunity to not only see your add but also like your page. b. Headline – make sure it’s clear and easy to understand. This is what is going to attract your target audience c. Description – here you have the opportunity to expand on your headline and explain the benefits of what you’re promoting. d. Call-to-Action – although it’s optional, I recommend you to include a call-toaction button. This can link to your website or a dedicated page you created to collect your target audience’s emails. e. Ad Preview and Placements – you can select where you want to show your ad. You have 4 options: Desktop News Feed, Mobile News Feed, Right Column and Audience Network. I recommend to leave these options as they are. You can learn more about this later. 8. Review & Place Holder – in this step you can enter your payment information (credit or debit card), review your order and place the order.

If you followed the steps above, congratulations! You’ve placed your first ad in Facebook. Now let’s learn about other promotion options that Facebook offers.


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Chapter 8: What Are Promoted Posts? Promoted posts involve paying Facebook to show a certain update from the past to all your current Facebook fans. A problem that many online marketers complain about is their posts reaching just a small part of the audience, as not all their updates are seen by all fans when reading their newsfeeds. Since Facebook has decreased the organic reach for pages, organizations need to pay more to be seen on their community’s news feeds. What’s the difference between boosting and promoting posts? Boosting can be applied to any post on your timeline, and you need to click on the “Boost Post” button, which is located in the lower right corner of your post. A window for marketing your post opens and you have two options available: pushing the post to “People who like your page and their friends”, or to “People you choose through targeting”.

Boosting posts to friends of your friends may not be such a good idea, as these users may not be interested in your organization or cause. An option for setting your budget is available here, too. Post promotion can be performed by using the Ads Manager, where more pricing and targeting options are available. To promote a post, go to https://www.facebook.com/ads/create/ and select “Page Post Engagement”. You can select the exact post you want to promote by searching it in a drop-down menu and afterwards you can choose various bidding and targeting options enabling you to push the post to the right audiences at the costs you can afford.


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Promoted posts involve a bit more effort as you will be actually setting up a campaign. They are very much like Facebook ads, but instead of promoting an advertisement consisting of headline, image (or video) and text, you promote a post. With promoted posts you usually focus on targeted segments of your audience, while boosting posts also helps you target your friends, people who like your page, and friend of your friends or fans.


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Chapter 9: Facebook and SEO One of the biggest benefits of an intense social media activity is improving your search engine ranking. The more visible you are in search results, the more traffic and donations you should attract to your nonprofit website. If your website SEO is strong, you will get FREE or organic traffic from search engines, such as Google, Bing and Yahoo. There are engines, but those are the popular ones.

What is SEO? Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. Source: Wikipedia

Here is how Facebook can help you with search engine optimization: Backlinks By placing your website’s URL on your Facebook fan page, you will obtain a quality backlink that helps you rank higher with search engines. Including keywords on your Facebook page Keywords that are relevant for your mission and activity can be included in your fan page’s URL, in the “About Page” description, and in other fields like comments, links, event titles, and page names. Posting fresh content regularly Search engines favor websites linked to Facebook pages that post new information constantly. Cross-links Cross-links are links to other social networks like Twitter, LinkedIn, Google+, Instagram, YouTube and Pinterest. Cross-links make it easier for users to find related content that can be relevant to them, and search engines have the same approach, considering pages linking to other social networks as more relevant.


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Social shares Social shares are considered the new form of link building (Link building is creating links on other sites pointing back to your own site. This practice helps your organic search results in search engines). While in the past organizations used both rightful and illegitimate link building tactics, nowadays effective link building implies creating engaging content which gets shared on social networks. Other factors helping you rank high Besides social shares, other signs of credibility and relevance are a large number of followers, connections, and friends. Lately, search engines can distinguish between accounts connected to reputable sources and profiles followed by bots.


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Chapter 10: Less Known Features Than Can Benefit Your Nonprofit Every platform, in this case Facebook, a social media platform, has “secret” features that not many people know about. Knowing these features will help you engage and attract more supporters or donors to your nonprofit organization. Here are few of the less know Facebook features that you need to be aware of: Embedding Facebook posts to your website Would you like to embed Facebook posts to your website? You don’t need to create a print screen and then include it in your website. There is a better option.

To embed a Facebook video on your website: 1. First you need to find the post you want to embed, either in your timeline or on your pages “Insights”. 2. You’ll need to select the post if you access it from your “Insights” section.


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3. Click on the arrow on the upper right corner of the post and a drop-down menu will appear. 4. Select “Embed post” and you will be provided with a code that you need to copy and paste into your website. The great thing about this feature is that website users will be able to like your embedded post without leaving your website and accessing the post on Facebook. Saving links and reading them later Have you ever wished you could bookmark a Facebook post? There is a solution allowing you to save a post and review it later. Hit the arrow in the right upper corner and select form the drop-down menu the “Save” option.

You can find these posts in the menu located in the left side of the website, in “Saved”, right after “News Feed”, “Messages” and “Events”. The “Posts to Page” section If someone mentions your organization in their Facebook updates, these posts will be featured in the “Posts to Page” section, located below your photos. Engaging with people who mention you can help you attract more awareness for your organization and encourage supporters to donate. Checking statistics for every post If you own a Facebook community or cause page, you are probably aware of the “X people reached” note appearing at the bottom of posts. Many people don’t click on this tag and miss some interesting and useful statistics referring to likes, shares, comments (which can be either on post or on shares), and clicks. Facebook analytics are easier to access than you imagined.


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Saving your Facebook data Did you know you can download everything you’ve ever done on Facebook? Go to your settings page, click on “Download Facebook data”, and have a copy of your Facebook data sent on your email. Featuring your page owners You can select what page owners will be displayed on your “About” page from “Page Settings” -> “Featured Settings”. Rotating photos after being added to Facebook You like to cover your events in real time, and this means you need to post photos to Facebook without editing them in advance? Your fans won’t have to tilt their heads sideways as you can have your photo rotated after it was posted on Facebook. Look at the photo in the photo viewer, click on the “Options” link at the bottom, and select “Rotate Left” or “Rotate Right”. The “View As” privacy tool Would you like to know what your Timeline looks like to your Facebook fans? By using the “View As” feature, you just need to enter a friend’s name and you’ll see you page as they see it. Managing your “Other” Facebook messages There is more than just one place to check for Facebook messages. The second folder is called “Other” and can be found right under “Messages”, in the left side-bar. Facebook doesn’t send you a notification when a message arrives in this folder. The “Other” folder contains messages from people who are not your friends. The contents of this folder can be moved to “Messages” if you wish. Dark posts Dark or unpublished posts are updates that do not appear on your timeline, but can be accessed by anyone with a direct link. This link can often be obtained by clicking on a Facebook ad. In order to create a dark post, you’ll have to use the Power Editor Chrome app. This feature will not work in other browsers than Google Chrome. Campaign creation options are available for dark posts as well, and they are similar to those you can use for sponsored posts. Follow this Facebook training video to create a dark post: https://www.facebook.com/fbvideosforbusiness/videos/10151107995291687/


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Chapter 11: Facebook Insights Monitoring and evaluation are an important part of any marketing campaign. Checking the impact of your social media activity will help you improve your weak areas and reach your audiences more effectively. Facebook Insights help you understand who your supporters are and how they respond to your content. Facebook analytics and metrics are available at the “Insights” section, which can be accessed through “Settings” link (you must be logged in into Facebook to see those options).

Here is what you should expect to find while using this free and powerful monitoring tool: o The total number of likes and whether it is increasing or decreasing. o How many friends your fans have, which translates into the potential number of users you can reach. o Your weekly reach (how many users have seen your updates this week). o Number of users actively talking about your page. o How many users engaged with a particular post, the post’s virality, and how many fans shared it. o The locations of your fans, their age, gender, etc. o How many unlikes your page has received. o Check-ins – relevant for organizations having a physical location available to supporters. o An option for exporting your Insights data to XLS or CSV files.


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These detailed Facebook activity statistics can help you develop better content, determine the best time of the day and of the week to post, and find out more about your audiences. By tracking and analyzing Facebook data, some repeated patterns should emerge, giving you a better understanding of your supporters or donors and their preferences.


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Chapter 12: Nonprofit Case Studies Nonprofit Organizations Using Facebook Effectively Here are a few nonprofit organizations that have created massive awareness, attracted a large number of supporters and in some cases raised large amounts of funds by using Facebook. I highlight these organization in particular because you can see from their efforts and exceptional results that they had an effective Facebook marketing plan. It’s obvious that there is no way you’ll get similar results if you don’t have an effective plan in place. Want to get similar results as the following organizations? Create and execute on the plan outlined in this eBook.

Here’s a brief summary of the marketing plan: To create your plan, first you need to go through the planning phase. Identify why you want to use Facebook and who’s your specific target audience. Then, setup your fan page to attract donors. Once you have your fan page, you can then get more likes and engage with your audience. As a result, you will create brand awareness and drive traffic to your website (if you have a website). You can accelerate this process if you have a budget to invest in Facebook ads. You can create more brand awareness and likes by creating an ad campaign, even with a small budget. At this point you will have enough data, from using Facebook Insights or Analytics, to learn about your audience and seeing the results of your marketing plan.

Ok, let’s learn more about these nonprofit organization and their successes using Facebook! Go to the next page.


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truth “truth” was a campaign implemented in 2013 by using Facebook ads displayed in news feeds. Its aim was delivering “ugly truths” about tobacco use to 13 to 19 year-olds in the United States.

Here is a summary of truth social media activity: Message: smoking health effects and society costs, tobacco’s industry marketing tactics Audience: all US teens (13 to 19 years old) Goal: discouraging teens from using tobacco products Strategy: Increasing the reach of the campaign through mobile advertising Tactics: o Promoting 15 photo posts to every US teen using Facebook for 6 weeks, starting with May 2013. o Using engaging photos and copy that encouraged audiences to search more information about tobacco marketing strategies and the real negative effects of smoking. o Combining content with ad placement.


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Results: o 46.5% of the targeted audience saw at least one “ugly truth” ad in their news feeds. o 54% of the targeted audience was aware of this campaign. o 84% of the impressions were served on mobile phones. o 95% accuracy reaching the target audience.


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charity: water charity: water is a nonprofit organization whose mission is providing safe and clean drinking water to people from developing nations. The nonprofit was founded in 2006 and it has already managed to fund more than 13,000 projects in 22 countries. charity: water is known for having raised millions of dollars through digital channels. One of their latest campaigns is “charity: water Birthday”, which uses a creative fundraising method based on the idea of giving up something for charity.

Here is a summary of charity: water social media activity: Message: “800 million people still live without clean water. Your birthday can change that.” Audience: people living in the United States. Goal: raising more funds for clean water projects and increasing awareness on developing countries' drinking water issues. Strategy: encouraging people to give up their birthdays and ask friends and family to donate for charity instead of offering presents.


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Tactics: o Suggesting supporters to start a charity: water birthday campaign. o Offering project reports which include: the GPS coordinates of project the donor has helped fund, placing water projects on Google Maps and offering information about the name of the population and the village the supporter has helped.

Results: the campaign is still in progress (as of writing of this eBook).


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UNICEF UNICEF is one of the largest and best-known nonprofit organizations in the world, with subsidiaries in countries from almost every continent. UNICEF is particularly active on Facebook, where it has already received over 4,800,000 likes.

Here is a summary of UNICEF’s social media activity: Message: mothers and children in developing countries are in need of long-term humanitarian assistance Audience: global. Goal: raising awareness about issues affecting children in developing countries, such as violence, hunger, lack of safe drinking water, etc. Strategy: presenting UNICEF activity and projects on Facebook to increase awareness and encourage people to donate. Tactics: o Publicizing the activity of UNICEF’s Goodwill Ambassadors. o Using emotional imagery and storytelling techniques. o Engaging in active conversation with followers (any Facebook fan inquiry or comment is followed up as soon as possible, no matter how obvious the answer is). o Encouraging user-generated content through hashtags (the #everychild hashtag is featured on the cover photo). o Using calls-to-action to encourage supporters to donate.


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Results: over 4,800,000 likes, almost 22,000 visits. According to the 2013 Annual Report, the total revenue for that year was $4.9 billion, an increase of $908 million compared to 2012.


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Conclusion The perfect Facebook marketing mix seems to be a combination of inbound strategies and paid advertising, although some small-sized charities may be able to reach their limited audiences without allocating financial resources for ads and sponsored posts. In closing, here is a recap of the most important aspects highlighted in this guide: o Never start social media campaigns without having a plan. o Knowing and understanding supporters should be a constant concern for your nonprofit organization. o Engaging with your supporters and providing valuable content should be the main pillars of your Facebook marketing strategy. o You’ll need to deal with some technical aspects which are not very difficult to understand and learn (creating a Facebook page, adding a donation button on your Facebook profile, interpreting analytics, etc.) o As part of your efforts to collect more donations, you will have to implement creative fundraising ideas. o You’ll need to engage in continuous learning and be persistent in your Facebook marketing activity. Ready to take your nonprofit marketing efforts to the next level? Remember, keep this guide handy and always reference it whenever you get stuck, or check other online resources about Facebook marketing. One last thing to keep in mind is that Facebook changes all the time. Some tactics might not work as they once did by the time you read this guide. With this in mind, I’d suggest that you keep an eye for other upcoming eBooks from me. Think about how important your cause is for you and your nonprofit’s supporters and you’ll find the inspiration you need to continue doing a great job with your nonprofit’s Facebook marketing!

Your feedback is important to me! Please take a moment to provide feedback about this eBook and what you’ve learned from it. I’m always looking for ways to make my eBooks more useful and beneficial to my readers. At the end, it’s all about you, my reader. Whether your feedback is positive or negative, I’d like to hear from you. So, please visit the Amazon page for this eBook to submit your feedback or send me an email at [email protected]. I’ll appreciate it and would like to thank you in advance.


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20 Fan Page Tips to Boost Page Engagement 1. 2. 3. 4. 5. 6. 7. 8.

Use a consistent name across all social media, including Facebook. Update your “About” section. Include a link to your website. Update your fan page profile photo with your logo. Change your cover photo to match your website colors and theme. Add your nonprofit organization address. Tell your organization story using videos. Use Insights to monitor your fan engagement levels, see what content is most popular with your fans and determine what times your fans are online. 9. Create contests to improve page engagement. 10. Post entertaining and high value content. 11. Create a Facebook content calendar. 12. Ask your fans questions to get feedback. 13. Add the “Like” box to your website to increase the number of likes. 14. Include your fan page link in your email signature. 15. Choose a page URL that includes your organization name. 16. Like and comment in other relevant pages. 17. Include your Facebook page URL in all your marketing materials. 18. Create a Facebook ads to increase your number of “Likes”. 19. Post text and image quotes. 20. Shares images and videos to achieve higher engagement.

Best Words to Use Here’s a list of best words to share on Facebook. Use them to get more shares, likes and comments. o o o o o o o o o o o o

Post When Warns Tell Us Submit Take Would Amuses Where Inspires Should When running a contest: Winner, Win, Winning and Events


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Social Plugins

Social Plugins – add Like Box, Share and Send plugins to your own nonprofit website. Get started at the link below: https://developers.facebook.com/products/social-plugins

Facebook for Nonprofits Other Resources Nonprofits on Facebook www.facebook.com/nonprofits Nonprofit Success Stories https://www.facebook.com/business/success/?category=non-profit More on Facebook Ads http://facebook.com/business/products/ads 5 Tips & Tricks for Nonprofits on Instagram https://fbhost.promotw.com/fbpages/img/non_profit_resources/5Tips_Nonprofits_r3.pdf Facebook Help Center http://facebook.com/help


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