Advice for businesses on Facebook is plentiful, but nonprofit organizations face their own, unique challenges. With this in mind, the social network released a guide Wednesday aimed at helping nonprofits connect with users, as well as a case study featuring the successful efforts on Facebook by grassroots advocacy movement Movember.
The guide detailed the use of key Facebook features such as Timeline, insights, Open Graph, applications, and advertising, as well as providing an entire section devoted to Facebook-owned photo-sharing site and app Instagram.
Facebook suggested the following best practices for nonprofits:
- Tell your story in your own unique voice.
- Share rich content, including photos, videos, and links.
- Create a dialogue through posts and tools that allow people to share and engage with your message.
- Amplify your impact when your supporters and followers share your content with their friends.
- Measure and optimize your message by using page insights to understand your audience.
The social network concluded the guide with its top five tips for nonprofits:
- Develop your voice. Be authentic. Create fun, engaging conversations with clear calls to action and encourage people to like and share your posts.
- Offer exclusive content. Post sneak peeks or behind-the-scenes details about your organization. Share personal stories using photos and videos. Post compelling pictures to Instagram and use hashtags to make them more discoverable. Give people a reason to come back to your page.
- Create a conversation. Use the questions product within your page to solicit feedback, take quick polls, and gather opinions from your supporters and community.
- Post from your phone. Post on the go. Download the Facebook Pages Manager app to your smartphone to start posting mobile status updates and photos and manage your insights, all from your mobile device.
- Apps and plugins: You can use lightweight social plugins on your existing website to make it more social. When you use the like button plugin, for example, people can like your page right from your website. Open Graph actions can be a great way to generate natural and engaging stories from activities people are already performing on your website, like making a donation or signing up to volunteer.
As for Movember, Facebook spotlighted the organization’s November 2012 engagement and fundraising effort, based on encouraging men to grow moustaches every November in support of men’s health initiatives, and it found that:
- Movember raised $17.6 million in 2012, up 26 percent from the previous year.
- The average donation was $27, 13 percent higher than 2011’s average donation.
- 60 percent of “Mo Bros” and “Mo Sistas” used Facebook to share details about their involvement with the organization.
- Facebook drove more than 10 million visits to the Movember website during November 2012, up 37 percent compared with November 2011.
Readers: How often do you engage with nonprofit groups on Facebook?