Facebook for Nonprofits

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
Product pages let you gather fans

The Why of Facebook
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.

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Facebook for Nonprofits

by David Griner

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