Social media can be an incredibly powerful tool for nonprofit organizations. Platforms like Facebook allow nonprofits to spread their message, fundraise, and connect with supporters across the globe. Launching a Facebook page is a great way for nonprofits to establish an online presence and start building their community.
Why Should Your Nonprofit Use Facebook?
With over 2.5 billion monthly active users, Facebook is the largest social network out there. It’s an effective platform for nonprofits for several key reasons:
- It’s free to create and maintain a Facebook page
- Pages have built-in analytics to track your growth and engagement
- You can easily share content like photos, videos, live videos, Stories, and more
- Followers can easily share your content to spread awareness
- Nonprofits have access to powerful Facebook features like Fundraisers and Donate buttons
- You can run targeted ads to reach more potential supporters
In short, Facebook provides invaluable exposure for nonprofits. It allows organizations to cast a much wider net than they could through traditional channels alone. Even nonprofits with limited resources can leverage Facebook to amplify their messaging and mobilize their community.
Step 1: Create a Facebook Page
To get started, you first need to create your nonprofit’s Facebook page. Here’s how:
- Go to facebook.com and either log in or sign up for an account if you don’t already have one.
- Click on the upside down triangle icon in the top right and select “Create Page” from the dropdown menu.
- Under the category “Company, Organization or Institution,” choose “Nonprofit Organization.”
- Select your nonprofit’s category and click “Get Started.”
- Enter your nonprofit’s name, contact info, and any other requested details. Be sure to use your official logo if you have one.
- Read through Facebook’s Terms of Service and click “Create Page.”
Congratulations, your nonprofit’s Facebook page is now live! However, there are still some important setup steps to complete.
Step 2: Fill Out Key Page Details
The initial details you enter when creating your Page provide the bare minimum information. To fully optimize your nonprofit’s Facebook presence, you need to fill out additional key sections:
About Section
The About section is one of the first places people will look when visiting your Page. Take time to provide a thorough overview of your nonprofit’s mission, history, and impact. Some details to include:
- Mission statement
- Year founded
- Locations
- Main programs and services
- Key achievements and success stories
- Founder information
This section gives followers insight into what your nonprofit does and establishes your credentials upfront.
Profile Picture and Cover Photo
Choose profile and cover images that represent your nonprofit and grab viewers’ attention. Optimize these elements:
- Use high-quality, eye-catching photos
- Incorporate your logo into the profile picture
- Pick photos that convey your mission and values
- For the cover photo, use an image or collage that looks good stretched across desktop screens
Contact Information
Ensure your nonprofit’s contact info is clearly listed and kept up-to-date on your Page, including:
- Physical address
- Phone number
- Email address
- Website URL
Allowing followers to easily get in touch builds engagement and trust.
Page Description
The description field under your cover photo is prime real estate for summarizing your nonprofit’s purpose at a glance. Keep it short and compelling.
Step 3: Engage Your Audience
With your Facebook Page fully set up, it’s time to start engaging your audience. Keep these tips in mind:
Post Relevant, Valuable Content
Content is king on Facebook. Post regularly about topics that resonate with your followers. Here are some ideas:
- Program spotlights
- Events and announcements
- Impact stories
- Causes and issues your nonprofit addresses
- Organizational milestones
- Behind-the-scenes photos/videos
- Infographics
- Quotes
- Recognition such as awards
Mix up text, images, videos, and live broadcasts. Share content native to Facebook, such as Stories, to expand your reach.
Respond to Comments and Messages
Nothing turns followers off faster than unanswered questions and messages. Stay on top of notifications and respond promptly to sustain conversations.
Utilize Events and Groups
Facebook Events and Groups allow supporters to connect around specific causes and interests relevant to your nonprofit. Consider creating an event for your next fundraiser or starting a group focused on your mission.
Go Live
Broadcasting live video is a fun way to engage supporters in real time. Share live Q&As, behind-the-scenes footage, and on-the-ground coverage of events.
Run Targeted Ads
Facebook Ads Manager lets you run highly targeted campaigns to reach new audiences. You can promote your Page, events, donations, and more.
Step 4: Add Donate Button
Enable the Donate button to allow supporters to easily contribute right from your Facebook Page. Here’s how to set it up:
- From your Page, click “Settings” in the bottom left.
- Select “Templates and Tabs” from the menu.
- Click “Add a Button.”
- Choose “Donate” and then “Get Started.”
- Select the payment processor you want to use.
- Enter any requested donation details and bank account information.
- Click “Continue” and then “Confirm.”
Once enabled, the Donate button will appear on your Page. You can choose to display it prominently on your cover photo or pinned post.
Step 5: Utilize Insights
Monitor your Facebook Page Insights to track growth and engagement. Key metrics to analyze:
- Followers: How many total Page followers do you have, and how has this changed over time?
- Reach: How many people are you reaching with your posts?
- Engagement: How many reactions, comments, shares and clicks are your posts getting?
- Traffic: How many people are clicking from your Page to your website or other links?
Study what types of content perform best to guide your posting strategy. Insights also shows your top follower demographics like location, age and gender.
Step 6: Promote Your Page
With your polished Facebook presence in place, get the word out! Promote your Page:
- On your website and other social channels
- In email newsletters
- In print materials like brochures
- At in-person events and meetings
- Through Facebook ads
- With Facebook’s Invite Friends tool
Ask supporters to Like, comment on, and share your content. Partner with local businesses, community groups, bloggers, and others to expand your nonprofit’s reach.
Conclusion
Launching a Facebook Page is the first step to unlocking the power of social media for your nonprofit. Optimizing your Page details, posting great content consistently, responding to followers, and promoting your presence establishes a solid foundation. Staying active and utilizing all the tools Facebook offers for nonprofits will take your fundraising, marketing and supporter engagement to the next level.