In recent years, there has been a growing trend of nonprofits leaving Facebook. Facebook has long been an important platform for nonprofits to reach supporters, raise awareness of their cause, and fundraise. However, concerns around issues like privacy, transparency, and the spread of misinformation have led some nonprofits to conclude that the negatives of being on Facebook now outweigh the benefits.
What are the main reasons nonprofits are leaving Facebook?
There are several key factors driving nonprofits off of Facebook:
- Privacy concerns – Following scandals like Cambridge Analytica, many users and nonprofits are worried about how their data is being used and shared on Facebook.
- Spread of misinformation – The amount of false and misleading content on Facebook makes some nonprofits uncomfortable being associated with the platform.
- Questionable practices – Nonprofits object to some of Facebook’s practices around political advertising, hate speech moderation, and treatment of non-profit accounts.
- Toxic culture – There are worries that the tone on Facebook has become too negative, divisive, and toxic for some causes.
- Lack of transparency – Nonprofits want more transparency from Facebook on issues like algorithms, content moderation, and use of data.
These concerns have led organizations working on causes like social justice, public health, and climate change to decide the risks of being on Facebook now outweigh the benefits.
How many nonprofits have left Facebook?
It’s difficult to put an exact number on how many nonprofits have left Facebook, but here are some statistics that help illustrate the trend:
- In 2020, over 1,000 organizations participated in the #StopHateForProfit advertiser boycott of Facebook.
- A 2021 survey found 16% of nonprofits had deactivated their Facebook pages.
- High-profile nonprofits like Greenpeace, Mozilla, and NAACP have publicly left Facebook and encouraged others to do the same.
The number of nonprofits leaving Facebook has accelerated in recent years amid growing scrutiny of social media. While many still find value in having a presence on Facebook, it’s clear there is significant momentum around nonprofits reevaluating their use of the platform.
What do nonprofits lose when leaving Facebook?
Here are some of the potential drawbacks and losses nonprofits face when deciding to leave Facebook:
- Reduced ability to reach supporters – With over 2 billion users, Facebook offers a huge potential audience for nonprofits.
- Lower brand awareness – Nonprofits may become less visible and top of mind, especially for younger demographics.
- Fewer fundraising opportunities – Facebook provides fundraising tools and the ability to mobilize donors.
- Less engagement – Nonprofits lose the ability to connect with stakeholders through comments, messages, and content sharing.
- Decreased website traffic – Facebook is a major driver of traffic, so leaving can impact visits to a nonprofit’s site.
Many nonprofits rely heavily on Facebook for promoting their work and communicating with stakeholders. Those that leave have to grapple with losing access to large audiences, engagement, and fundraising capabilities provided by the platform.
What strategies are nonprofits using when leaving Facebook?
Nonprofits employ a few key strategies to mitigate the potential downsides of leaving Facebook:
- Shift focus to other social platforms – Many nonprofits replace Facebook engagement with increased activity on Instagram, Twitter, TikTok, and LinkedIn.
- Prioritize owned media – Nonprofits aim to drive supporters to their websites, email lists, and blogs as alternatives.
- Find alternative advertising options – Leaving Facebook ads means exploring other digital, print, and outdoor advertising channels.
- Partner with influencers – Influencers on various platforms can help nonprofits reach audiences they are no longer tapping via Facebook.
- Focus on search and SEO – Optimizing content for organic search enables nonprofits to reach people through Google.
Successfully leaving Facebook requires nonprofits to diversify their outreach through both digital and traditional channels. Those that can execute an integrated cross-platform strategy are best positioned to thrive after exiting Facebook.
Are donors and volunteers leaving Facebook along with nonprofits?
When nonprofits leave Facebook, it does not necessarily mean their supporters are exiting Facebook at the same rate. Some key stats on where Facebook users stand:
- In the US, 69% of adults use Facebook as of 2021.
- Just 4% of US Facebook users say they plan to delete their accounts in the next year.
- Only 34% of Facebook users say they have taken extended breaks from the platform.
While portions of nonprofit donors and volunteers have likely left Facebook in solidarity, many remain actively engaged on Facebook. Nonprofits must determine if completely leaving alienates these supporters who still find value in the platform.
Proportion of donors on Facebook by age
| Age Group | Percentage on Facebook |
|---|---|
| 18-29 | 67% |
| 30-49 | 76% |
| 50-64 | 79% |
| 65+ | 58% |
This data indicates the vast majority of nonprofit donors in the 30-64 age range are still regularly using Facebook. Completely leaving could mean losing connection with key supporters.
Should my nonprofit leave Facebook?
The decision of whether to leave Facebook depends on each nonprofit’s specific situation. Here are some of the key factors for nonprofits to consider:
- Importance of Facebook to current strategy – Assess how vital Facebook is for achievng core goals.
- Ability to shift resources to alternatives – Evaluate capacity to diversify efforts across other platforms and channels.
- Tolerance for risk – Leaving Facebook carries uncertainty and potential drops in engagement.
- Opinions of internal stakeholders – Survey staff, board members, donors to assess their perspectives.
- Alignment with mission and values – Determine if Facebook’s policies and business practices contradict core principles.
Nonprofits also have options beyond completely leaving Facebook. Some alternatives include:
- Reducing activity on Facebook without fully leaving.
- Stopping paid advertising but keeping brand pages active.
- Avoiding sharing content but retaining ability to respond to comments and messages.
Before deciding to leave, nonprofits should thoughtfully analyze if the loss of reach and capabilities on Facebook can realistically be replaced through other means.
Conclusion
The movement of nonprofits leaving Facebook reflects growing discontent with the platform. However, the decision to leave involves significant strategic trade-offs. Nonprofits must carefully assess if they are ready to forego Facebook’s audience reach in exchange for taking a stand on ethical concerns. Those able to effectively adapt through cross-channel alternatives are best positioned to thrive in a post-Facebook future.