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Facebook for Nonprofits

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Facebook for Nonprofits

  1. 1. A Field Guide to Facebook for Nonprofits By David Griner Social Media Strategist Luckie & Co. TheSocialPath.com
  2. 2. <ul><ul><li>The Why of Facebook </li></ul></ul><ul><ul><li>The Who of Facebook </li></ul></ul><ul><ul><li>The How of Facebook </li></ul></ul>
  3. 3. The Why of Facebook <ul><li>• The world’s fastest growing social network </li></ul><ul><ul><li>153% growth worldwide from 2007-2008 </li></ul></ul><ul><ul><li>Grew from 52.2 million users to 132 million </li></ul></ul><ul><ul><li>38% growth in North America </li></ul></ul><ul><ul><ul><li>At a time when social networking only grew 9% total </li></ul></ul></ul><ul><li>Source: ComScore, Aug. 12, 2008 </li></ul>
  4. 4. The Why of Facebook <ul><li>• How it compares to other networks: </li></ul><ul><ul><li>Facebook: 132 million users, 153% growth </li></ul></ul><ul><ul><li>MySpace: 117 million users, 3% growth </li></ul></ul><ul><ul><li>HI5: 56 million users, 100% growth </li></ul></ul>Source: ComScore, Aug. 12, 2008
  5. 5. The Why of Facebook <ul><li>• What makes Facebook great for users: </li></ul><ul><ul><li>Privacy barriers </li></ul></ul><ul><ul><li>Clean, crisp design </li></ul></ul><ul><ul><li>“ Open source” applications </li></ul></ul><ul><ul><li>Easy hub for your online life </li></ul></ul>
  6. 6. The Why of Facebook <ul><li>• What makes Facebook great for marketers: </li></ul><ul><ul><li>Targeted advertising </li></ul></ul>
  7. 7. The Why of Facebook <ul><li>• What makes Facebook great for marketers: </li></ul><ul><ul><li>Product pages let you gather fans </li></ul></ul>
  8. 8. The Why of Facebook <ul><li>• What makes Facebook great for marketers: </li></ul><ul><ul><li>Insights </li></ul></ul><ul><ul><li>Platform (apps) </li></ul></ul><ul><ul><li>Polls </li></ul></ul>
  9. 9. The Who of Facebook
  10. 10. 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
  11. 11. Source: The Face of Facebook (TechnoMarketer, Sept. 15, 2008 )
  12. 12. The Who of Facebook • Alabama users: 379,640 • Birmingham users: 74,260 • Tuscaloosa users: 31,840 Source: Facebook social ad stats (Sept. 24, 2008)
  13. 13. The How of Facebook
  14. 14. The How of Facebook <ul><li>• Outreach available to nonprofits: </li></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Causes </li></ul></ul><ul><ul><li>Customized applications </li></ul></ul><ul><ul><li>Targeted advertising </li></ul></ul>
  15. 15. The How of Facebook <ul><li>• Groups </li></ul><ul><ul><li>Official part of Facebook </li></ul></ul><ul><ul><li>Doesn’t require 501(c)(3) status </li></ul></ul><ul><ul><li>Can be open, closed or secret </li></ul></ul><ul><ul><li>Few built-in tools for nonprofits </li></ul></ul>
  16. 17. The How of Facebook <ul><li>• Causes </li></ul><ul><ul><li>An independently created application </li></ul></ul><ul><ul><li>Limited to 501(c)(3) </li></ul></ul><ul><ul><li>Built specifically to help smaller nonprofits </li></ul></ul><ul><ul><li>Many “causes” can benefit one recipient </li></ul></ul>
  17. 19. The How of Facebook <ul><li>• How to do a Cause right </li></ul><ul><ul><li>Treat it as a community </li></ul></ul><ul><ul><li>Use the “challenge” tools </li></ul></ul><ul><ul><li>Make it part of your daily routine </li></ul></ul><ul><ul><li>Involve active members as admins </li></ul></ul><ul><ul><li>Focus on specific events and initiatives </li></ul></ul>
  18. 20. The How of Facebook <ul><li>• How to do a Cause wrong </li></ul><ul><ul><li>Set it and forget it </li></ul></ul><ul><ul><li>Use it as a megaphone instead of a group effort </li></ul></ul><ul><ul><li>Have too few admins </li></ul></ul><ul><ul><li>Spread your Facebook presence too thin </li></ul></ul>
  19. 21. The How of Facebook <ul><li>• Tools to use for your Cause </li></ul><ul><ul><li>Positions (what you believe) </li></ul></ul><ul><ul><li>Announcements </li></ul></ul><ul><ul><li>Fundraising goals </li></ul></ul><ul><ul><li>Media board (videos, photos, links) </li></ul></ul><ul><ul><li>Discussion board </li></ul></ul><ul><ul><li>E-mail all members (limit of 3 times weekly) </li></ul></ul>
  20. 22. The How of Facebook <ul><li>• Customized applications </li></ul><ul><ul><li>Nonprofits can create their own </li></ul></ul><ul><ul><li>Requires cost and time </li></ul></ul><ul><ul><li>Builds buzz and engages new audiences </li></ul></ul>
  21. 24. The How of Facebook <ul><li>• Targeted advertising tips </li></ul><ul><ul><li>Link to your cause, app or group </li></ul></ul><ul><ul><li>Mention your area or target group by name </li></ul></ul><ul><ul><li>Test multiple ads and look for winners </li></ul></ul><ul><ul><li>Be direct and clear </li></ul></ul><ul><ul><li>Best used as part of a comprehensive media plan </li></ul></ul>
  22. 25. Closing thoughts <ul><li>• Facebook is a rapidly growing social hub for multiple generations </li></ul><ul><li>• The abundance of young professionals makes it an ideal place to attract volunteers </li></ul><ul><li>• Using Facebook builds involvement for your nonprofit and shows you’re evolving </li></ul><ul><li>• You can do a lot of outreach for little money </li></ul>
  23. 26. Thanks for your time.

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