Facebook and Non-Profits: A Social Media Tool

Introduction

Facebook is an efficient and effective promotional tool that can help spread the word about your non-profit organization. Facebook provides dynamic web space allowing up-to-the-minute information about any event, program, breaking news etc.

Your non-profit website probably contains a wealth of information about its programs and events. Additionally, it demonstrates a call-to-action reaching out to the community for volunteers and donations.

Now that social media has become a communication norm among the masses, web presence on Facebook will only enhance your non-profit’s mission and vision statement.

Why Facebook?

According to Non-Profits on Facebook, an organization providing resources for other non-profits utilizing Facebook, “There are over 30,000 non-profits using Facebook Pages. Through the application Causes more than $5M has been raised since 2006 benefiting over 150,000 different causes.”

Facebook empowers non-profits by enabling them to mobilize communities, organize events, increase fundraising, reduce costs with free online tools, and raise awareness through viral networks.

Where to start

Any individual or organization can set-up a Facebook page in a reasonable amount of time and begin inviting and seeking out “friends”. However, an effective and relevant Facebook campaign goes beyond simple invitations and casual conversation, photo sharing, video sharing etc.

An effective and relevant Facebook campaign helping fulfill your non-profit’s mission and vision statement will take time and ongoing effort.

The process involves four steps:

1. Set-up Facebook page
2. Launch
3. Utilize and implement Facebook for Non-Profit Tools
4. Create current and relevant content

Set-up Facebook page

The following will help your non-profit set-up a Facebook presence:

• Implement and incorporate Facebook link and icon into current website
• Gather and enter Facebook account information
• Develop content including info about your non-profit, photos, video and links
• Incorporate donation and volunteer information and links
• Provide links to your newsletter archives

Launch

The following will help successfully launch your non-profit’s Facebook presence:

• Mass distribution via email, newsletter and press release
• Find and follow other organizations similar to your non-profit
• Create discussion posts

Utilize and implement Facebook for Non-Profit Tools

Facebook for Non-Profits Tools are available and will benefit your non-profit Facebook page if they are researched and implemented. However, these tools will take time and effort to incorporate into the page.

While Facebook for Non-Profits Tools are added to your non-profit’s Facebook page the following can coincide with this process including:

• Create a Facebook post about each new Facebook feature that's added
• Create regular Facebook posts about your non-profit's website and invite others to view the website
• Provide your non-profit's Board of Directors a list of similar organizations they may consider joining on Facebook

Create current and relevant content

Your non-profit’s Facebook page will need to be cultivated and its content kept current. As such, someone must take on this responsibility.

The following are options to consider in regards to sustaining your non-profit’s Facebook presence:

• Create a written guide or instructions for the Facebook manager
• Train someone to become Facebook manager
• Provide a guide/instructions and training for a Facebook manager