Facebook 101 For Nonprofits

Facebook for Nonprofits
By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)
Facebook – The largest social networking platform in the world

Who’s Talking?
Jeff Patrick
President
Common Knowledge
@commonknow ^jp
Frank Barry
Managing Consultant
Blackbaud
@franswaa

In this session, using real-world case studies we'll cover the following:
What is Facebook?
How is Facebook useful for nonprofits?
How many nonprofits are using Facebook? (Benchmark results from recent nonprofit industry survey regarding social networking)
What is the difference between Facebook Pages, Groups, and Causes?
What is a Facebook Application and how can nonprofits use them effectively?
Tips for getting started quickly!
Facebook for Nonprofits

What is Facebook?

What is Facebook?
Facebook is a global social networking website that is operated and privately owned by Facebook, Inc.[1] Users can add friends and send them messages, and update their personal profiles to notify friends about themselves. Additionally, users can join networks organized by city, workplace, school, and region.
The website's name stems from the colloquial name of books given at the start of the academic year by university administrations with the intention of helping students get to know each other better.

What is Facebook?
It’s really all about the social graph of your supporters, volunteers, donors, staff and advocates.
Source: http://www.flickr.com/photos/christopheducamp/693439830/sizes/m/

Why should I care about Facebook?
The stats
7

Why should I care about Facebook? The Stats
300 million active users (September 15, 2009)
50% of active users log in daily
Fastest growing demographic is 35 and older
6 billion minutes are spent on Facebook each day (worldwide)
10 million users become fans of Pages each day
65 million active users accessing Facebook through their mobile devices.
More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week
Source: http://www.facebook.com/press/info.php?statistics

Check out the entire report at: nonprofitsocialnetworksurvey.com

How Does Facebook Work?
A few basics

Facebook Activity Feed

Facebook Profile

Facebook Friends

Distributing Messages Automatically via Social Map
Jeff Patrick is doing his 3rd hike in preparation
for the ALR San Francisco Walk on May 25th.

Online Ecosystem
Equality California

Online Ecosystem
EQCA.org

Online Ecosystem
Twitter
EQCA.org

Online Ecosystem
Twitter
EQCA.org
Blog

Online Ecosystem
Facebook
Twitter
EQCA.org
Blog

MySpace
Online Ecosystem
Facebook
Twitter
EQCA.org
Blog

MySpace
Online Ecosystem
Facebook
Twitter
EQCA.org
Blog
YouTube
June 2008

Online Ecosystem at Equality California

Understanding Facebook
So many choices: Groups, Pages, Applications, and Causes

Understanding Facebook
March 2009
Groups:A way to dip your toe or run a small campaign
Pages:Improved communication with supporters, metrics, and control
Causes:Facebook’s most popular application for fundraising and spreading awareness
Applications:Improved communications, integration and customization capabilities, supporter activities, and control (both visual and functional)

Understanding Facebook - Groups
Starter organization profile
Typically used by smaller organizations or chapters of a larger nonprofit
Easy to set up; good place to dabble with Facebook
User actions display on their profile and in their friends’ news feeds
Limitations
Updating and notification capabilities restricted
No applications
March 2009

Understanding Facebook - Groups

Understanding Facebook - Pages
March 2009
Custom Vanity URL once you have 25 fans
Facebook’s preferred location for big organizations, brands, and public entities
You can message entire “Fan” base
“Status update” updates every fans profile and displays in their friends’ newsfeeds
Pages can use applications
**Advanced Reporting** (Facebook Insights)
Real time feedback from supporters (or critics)

Understanding Facebook - Pages
Friendly URL
Logo
Outposts
Info
Fans
YouTube
Events
Photos
Community
Relationships
June 2008

Page vs. Group in Facebook
Page
Groups

March 2009
Understanding Facebook - Causes
Very popular application on Facebook
Users create “Causes” to support “Beneficiaries” (nonprofits)
Allows supporters to raise money, recruit additional supporters, and advocate on behalf of the organization
Donations processed through Network for Good

Understanding Facebook - Causes

Understanding Facebook - Applications
March 2009
Applications provide the ability for people on Facebook to deepen their relationship with your organization using tools that Facebook does not provide
Allows people to publicly identify with your organization and take action on your organization’s behalf
Message users who have added the application to their profiles
Integrate with your existing CRM and website
Improved ability to use supporters social graphs
Increases opportunities to build house file

Don't just send friends any gift, send a gift that makes a difference. 50% of all proceeds go to animal charities you choose. Adopting pets from Pets Cybershelter helps REAL animals! Send friends a facebook family member or adopt pets for your page
Fundraising Application

Acquisition Path
Organization Website
External Networks
FaceBook
Org’s Social
Network
Organization
Online Fundraising
Email Marketing/Direct Mail Solicitations

Sierra Club on Facebook

Sierra Club Website

Sierra Club Petition

Event Fundraising

Event Fundraising
Event Site
Registrant Page
Registrant Giving Form
Registrant Email Tools
Team Tools
Promotional Tools
Donor Recognition
Gift Thermometer
Offline Giving Options
Phone Support

Event Fundraising with Facebook
http://www.facebook.com/StartWalkingNow
Displays on personal profile
Org/Event branded
Fundraising focused
Personalized giving results
Personalized donation link
Progress meter
Wall and news feed updates

Keys to Facebook Success …
Quick tips to get your started today

http://www.facebook.com/livestrong
Allow Fans to post on wall
Use video and other media
Engage with people
Share content from Blog

Tell people what’s going on
Use 3rd party fundraising apps

Custom Logo setup
Use built in Photo sharing
Use built in Events tool

Use 3rd party applications
(FB)

Use Custom Tabs
Create a call to action

Integrate your Blog content

Questions?
Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/

The End … We appreciate your time!
Frank Barry
Managing Consultant
Blackbaud
858.795.8947
www.blackbaud.com
frank.barry@blackbaud.com
@franswaa (http://twitter.com/franswaa)
Jeff Patrick
President & Founder
Common Knowledge
www.commonknow.com
jpatrick@commonknow.com
@commonknow (http://twitter.com/commonknow)

A few resources for you to get started …
4 Facebook Tips for Nonprofit Success – See What Others are Doing by Blackbaud
So you want a Facebook Fan Page for Your Nonprofit? Here's the Scoop! by Beth Kanter
Nonprofit Directory on Facebook by Facebook
Facebook Best Practices for Nonprofit Organizations by DIOSA Communications
5 Creative Ways to Hack Your Facebook Profile Photo by All Facebook
How To Develop A Facebook Page That Attracts Millions of Fans by All Facebook
Facebook for Business Super Guide by Interactive Insights Group
HOW TO: Set Up a Winning Facebook Fan Page by Mashable
Facebook Groups and Pages – Features, Benefits And Killer Tips by John Haydon
A beginner's guide to Facebook for non-profits by Wild Apricot

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Facebook 101 For Nonprofits

by frank barry

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