Facebook for Nonprofits
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Facebook for Nonprofits

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A brief overview of how nonprofits can leverage the popularity and resources of Facebook.

A brief overview of how nonprofits can leverage the popularity and resources of Facebook.

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Facebook for Nonprofits Facebook for Nonprofits Presentation Transcript

  • A Field Guide to Facebook for Nonprofits By David Griner Social Media Strategist Luckie & Co. TheSocialPath.com
      • The Why of Facebook
      • The Who of Facebook
      • The How of Facebook
  • The Why of Facebook
    • • The world’s fastest growing social network
      • 153% growth worldwide from 2007-2008
      • Grew from 52.2 million users to 132 million
      • 38% growth in North America
        • At a time when social networking only grew 9% total
    • Source: ComScore, Aug. 12, 2008
  • The Why of Facebook
    • • How it compares to other networks:
      • Facebook: 132 million users, 153% growth
      • MySpace: 117 million users, 3% growth
      • HI5: 56 million users, 100% growth
    Source: ComScore, Aug. 12, 2008
  • The Why of Facebook
    • • What makes Facebook great for users:
      • Privacy barriers
      • Clean, crisp design
      • “ Open source” applications
      • Easy hub for your online life
  • The Why of Facebook
    • • What makes Facebook great for marketers:
      • Targeted advertising
  • The Why of Facebook
    • • What makes Facebook great for marketers:
      • Product pages let you gather fans
  • The Why of Facebook
    • • What makes Facebook great for marketers:
      • Insights
      • Platform (apps)
      • Polls
  • The Who of Facebook
  • The Who of Facebook • 56% of American users are female •  Average age is about 23 • College demographic (18-21) is largest at 33% • Users over 30 are joining faster than those under 30 Sources: The Face of Facebook (TechnoMarketer, Sept. 15, 2008), Facebook social ad stats, CPMAdvisors.com
  • Source: The Face of Facebook (TechnoMarketer, Sept. 15, 2008 )
  • The Who of Facebook • Alabama users: 379,640 • Birmingham users: 74,260 • Tuscaloosa users: 31,840 Source: Facebook social ad stats (Sept. 24, 2008)
  • The How of Facebook
  • The How of Facebook
    • • Outreach available to nonprofits:
      • Groups
      • Causes
      • Customized applications
      • Targeted advertising
  • The How of Facebook
    • • Groups
      • Official part of Facebook
      • Doesn’t require 501(c)(3) status
      • Can be open, closed or secret
      • Few built-in tools for nonprofits
  •  
  • The How of Facebook
    • • Causes
      • An independently created application
      • Limited to 501(c)(3)
      • Built specifically to help smaller nonprofits
      • Many “causes” can benefit one recipient
  •  
  • The How of Facebook
    • • How to do a Cause right
      • Treat it as a community
      • Use the “challenge” tools
      • Make it part of your daily routine
      • Involve active members as admins
      • Focus on specific events and initiatives
  • The How of Facebook
    • • How to do a Cause wrong
      • Set it and forget it
      • Use it as a megaphone instead of a group effort
      • Have too few admins
      • Spread your Facebook presence too thin
  • The How of Facebook
    • • Tools to use for your Cause
      • Positions (what you believe)
      • Announcements
      • Fundraising goals
      • Media board (videos, photos, links)
      • Discussion board
      • E-mail all members (limit of 3 times weekly)
  • The How of Facebook
    • • Customized applications
      • Nonprofits can create their own
      • Requires cost and time
      • Builds buzz and engages new audiences
  •  
  • The How of Facebook
    • • Targeted advertising tips
      • Link to your cause, app or group
      • Mention your area or target group by name
      • Test multiple ads and look for winners
      • Be direct and clear
      • Best used as part of a comprehensive media plan
  • Closing thoughts
    • • Facebook is a rapidly growing social hub for multiple generations
    • • The abundance of young professionals makes it an ideal place to attract volunteers
    • • Using Facebook builds involvement for your nonprofit and shows you’re evolving
    • • You can do a lot of outreach for little money
  • Thanks for your time.