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Facebook 101 For Nonprofits


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Covering Facebook for beginners using real-world case studies drawn from the nonprofit sector demonstrating how Facebook can be used to build community, increase engagement, fundraise and much more.

Covering Facebook for beginners using real-world case studies drawn from the nonprofit sector demonstrating how Facebook can be used to build community, increase engagement, fundraise and much more.

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  • 1. Facebook for Nonprofits
    By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)
    Facebook – The largest social networking platform in the world
  • 2. Who’s Talking?
    Jeff Patrick
    Common Knowledge
    @commonknow ^jp
    Frank Barry
    Managing Consultant
  • 3. In this session, using real-world case studies we'll cover the following:
    • What is Facebook?
    • 4. How is Facebook useful for nonprofits?
    • 5. How many nonprofits are using Facebook? (Benchmark results from recent nonprofit industry survey regarding social networking)
    • 6. What is the difference between Facebook Pages, Groups, and Causes?
    • 7. What is a Facebook Application and how can nonprofits use them effectively?
    • 8. Tips for getting started quickly!
    Facebook for Nonprofits
  • 9. What is Facebook?
  • 10. 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.
  • 11. What is Facebook?
    It’s really all about the social graph of your supporters, volunteers, donors, staff and advocates.
  • 12. Why should I care about Facebook?
    The stats
  • 13. 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
  • 14. Why should I care about Facebook? The Stats
  • 15. Why should I care about Facebook? The Stats
  • 16. Why should I care about Facebook? The Stats
    Check out the entire report at:
  • 17. How Does Facebook Work?
    A few basics
  • 18. Facebook Activity Feed
  • 19. Facebook Profile
  • 20. Facebook Friends
  • 21. Distributing Messages Automatically via Social Map
    Jeff Patrick is doing his 3rd hike in preparation
    for the ALR San Francisco Walk on May 25th.
  • 22. Online Ecosystem
    Equality California
  • 23. Online Ecosystem
  • 24. Online Ecosystem
  • 25. Online Ecosystem
  • 26. Online Ecosystem
  • 27. MySpace
    Online Ecosystem
  • 28. MySpace
    Online Ecosystem
    June 2008
  • 29. Online Ecosystem at Equality California
  • 30. Understanding Facebook
    So many choices: Groups, Pages, Applications, and Causes
  • 31. 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)
  • 32. 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
    Updating and notification capabilities restricted
    No applications
    March 2009
  • 33. Understanding Facebook - Groups
  • 34. 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)
  • 35. Understanding Facebook - Pages
    Friendly URL
    June 2008
  • 36. Page vs. Group in Facebook
  • 37. 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
  • 38. Understanding Facebook - Causes
  • 39. 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
  • 40. 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
  • 41. Acquisition Path
    Organization Website
    External Networks
    Org’s Social
    Online Fundraising
    Email Marketing/Direct Mail Solicitations
  • 42. Sierra Club on Facebook
  • 43. Sierra Club Website
  • 44. Sierra Club Petition
  • 45. Event Fundraising
  • 46. Event Fundraising
  • Event Fundraising with Facebook
    • Displays on personal profile
    • 56. Org/Event branded
    • 57. Fundraising focused
    • 58. Personalized giving results
    • 59. Personalized donation link
    • 60. Progress meter
    • 61. Wall and news feed updates
  • Keys to Facebook Success …
    Quick tips to get your started today
  • 62.
    Allow Fans to post on wall
    Use video and other media
    Engage with people
    Share content from Blog
  • 63. Tell people what’s going on
    Use 3rd party fundraising apps
  • 64. Custom Logo setup
    Use built in Photo sharing
    Use built in Events tool
  • 65. Use 3rd party applications
  • 66. Use Custom Tabs
    Create a call to action
  • 67. Integrate your Blog content
  • 68. Questions?
  • 69. The End … We appreciate your time!
    Frank Barry
    Managing Consultant
    @franswaa (
    Jeff Patrick
    President & Founder
    Common Knowledge
    @commonknow (
  • 70. 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