The document outlines the basics of using Facebook for organizations, emphasizing its importance for fundraising and building connections with supporters. It provides a step-by-step guide on creating and populating a Facebook page, engaging with followers, and leveraging Facebook tools for effective communication. Additionally, it highlights the upcoming mycharityconnects conference and webinars for further learning and development in online charity management.

1. Facebook Basics for Your
Organization
March 9, 2011
The 2011 MyCharityConnects
Webinar Series is generously
supported by Direct Energy.

2. Today’s Presenter
Amy Huynh
Marketing & Communications Coordinator

3. reminders
 You can hear us, but we can’t hear you
 Presentation slides will be available on
www.mycharityconnects.org/pastwebinars
 For the best webinar experience, close all other applications
 Turn up your computer’s volume
 Have questions? Type questions in the Questions Log

4. What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.
CanadaHelps is giving made simple.

5. Agenda
Anatomy of a Facebook Page
What To Do First ...
Now You’re Ready For ...
Tips & Reminders
About MyCharityConnects
Q&A

6. Why Facebook?
• Enormous network: 17 million+ users in Canada!
• Free and easy to use
• New tools and features are always being added
• Make meaningful connections with current supporters and
gain new ones

7. Things to Consider
• Information is shared and is
public
• Limited control over other
users’ opinions
• New tools and features are
always being added
• Maintenance and commitment
is required

8. ANATOMY OF A FACEBOOK PAGE

9. “Facebook Profile”
A personal page on Facebook
Share photos, videos
Send Messages
Post status updates and write
wall posts
Like Pages
Join groups

10. “Facebook Pages”
Represents an
organization
Customized user
experience
Target updates
Post status updates and
write wall posts
All public and searchable

11. “Facebook Groups”
Represents an idea or cause
No customization
Limited messaging
Wall
Some private, some public

12. “Facebook Community
Pages”
Represents a topic or
experience
Owned collectively by a
community
Content from Wikipedia

15. WHAT TO DO FIRST…

16. Get informed!
• Check out www.facebook.com/nonprofits for tips and best
practices
• Good idea to “like” them to keep informed of any updates
• See what other organizations are doing

17. Create your page.
• Create your organization’s Facebook Page at
www.facebook.com/page

18. Secure a username for your
Page.
• Choose a username for your Page at
www.facebook.com/username
• Eligible to create a username when your Page has
more than 25 fans
• Example: www.facebook.com/canadahelps

19. Get to know the apps that
come with your Page.
• Photos, Videos, Notes, Links, Events, Discussion
Boards
• Discuss out how you’ll use (or not use) them for
your Page

20. Populate your page.
• Populate your page with the content you have:
photos from past events, PSAs, information about
pillar events and programs
• Fill out all your basic info

21. Develop content ideas for
post-launch.
• Have some content ideas for after your launch
• Great time to test out the apps:
• Start a discussion
• Post a link to an interesting news article
• Update your status
• Write a note!

22. Promote!
• Add your Facebook Page link everywhere
• Make an announcement to your email list of
your page launch
• “Suggest to Friends”

23. NOW YOU’RE READY FOR…

24. OTHER APPLICATIONS
• Check out the
Application directory
at
www.facebook.com/
applications
• Browse through ones
that make sense for
your organization

32. CUSTOMIZATION
• Create custom tabs for: welcoming non-Fans,
contests, projects, events, initiatives,
recruitment, etc.
• Static FBML, Static HTML, iFrames

35. Customization

38. STRATEGY
• Integrate with your existing communications plan
• What are your current marketing, fundraising or
programming goals? What desired outcomes do
you wish to achieve? Can Facebook be used to
accomplish them?

39. Sample Plan
GOAL To broaden the base of supporters between the ages of 18 - 22 to the
organization.
OBJECTIVE To increase the number of our Facebook fans by 10% by the end of the
fiscal year.
STRATEGY Leverage our connections to the local colleges and universities through our
Board Member, Joe Stiles – President, Learning College.
AUDIENCE Tool(s) Tactic Message(s) Timeline Resources
College and Facebook Initiate an We help 1 in Sept – April SWAG for
university incentive 3 people in incentives
students in campaign to our town.
our town. solicit “fans”. Help us help
more. Tell a
friend.

40. TIPS & REMINDERS

41. Go at a comfortable pace
• Take your time
• Learn about the different tools
• Then focus on building your network

42. Be Real
• Leave room for personality
• Most online communities expect a less
formal tone

43. • Balance self-promotion with listening
• Social media is about personal connections
• Engage with your fans, followers and supporters
It’s a Conversation

44. Rule of Three
• Content planning tip:
• 1/3 “me” – content about
your organization
• 1/3 “you” – content directed
towards your Fans
• 1/3 “them” – content about
your sub-sector, an important
issue affecting your cause

45. Listen, Learn, Adapt
• Use Facebook
Insights
• Observe activity
on your page
• Analyze, adjust,
optimize
• Track referrals to
your website

46. • What’s next on the horizon?
• Keep on top of Facebook’s changes
• Attend training opportunities
Keep Your Ear to the Ground

47. ABOUT MYCHARITYCONNECTS

48. www.mycharityconnects.org
free online resources
 Information about technology
 Video demonstrations
 More webinars
 Past webinar recordings & slides
 Learning opportunities
 Events across the country

49. MyCharityConnects Conference 2011
JUNE 6 – 7 | MaRS Centre, Toronto
• Join us for thought-provoking keynotes,
practical how-to workshops and plenty of
chances to learn from other non-profits
about what works online… and what
doesn’t!
• A proud partner in Net Change Week
• Registration is open! Early bird ends on
April 30. Limited quantities available.
www.mycharityconnects.org/2011Conference

50. Upcoming Webinars
www.mycharityconnects.org/webinars
• March 15 – Special Webinar: Charity Fraud –
What does your charity need to know?
• March 23 – The Art of Storytelling: 2.0 Edition
• April 13 – Blogging Basics
• April 27 – Social Media Done Right: 5 Case
Studies
• May 11 – Spruce up your E-newsletter
• May 25 – 10 Tips to Improve Your Website
• June 15 – Getting the Most From your MyCharity
Account & Reports
• June 29 – Know Your Website: An Intro to Google
Analytics

51. Keep in touch!
info@canadahelps.org
www.twitter.com/canadahelps
www.slideshare.net/MyCharityConnects
www.facebook.com/canadahelps
www.youtube.com/canadahelps

52. YOUR TURN