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.

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Facebook 101 For Nonprofits

  1. 1. Facebook for Nonprofits<br />By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)<br /> Facebook – The largest social networking platform in the world<br />
  2. 2. Who’s Talking?<br />Jeff Patrick<br />President<br />Common Knowledge<br />@commonknow ^jp<br />Frank Barry<br />Managing Consultant<br />Blackbaud<br />@franswaa<br />
  3. 3. In this session, using real-world case studies we&apos;ll cover the following:<br /><ul><li>What is Facebook?
  4. 4. How is Facebook useful for nonprofits?
  5. 5. How many nonprofits are using Facebook? (Benchmark results from recent nonprofit industry survey regarding social networking)
  6. 6. What is the difference between Facebook Pages, Groups, and Causes?
  7. 7. What is a Facebook Application and how can nonprofits use them effectively?
  8. 8. Tips for getting started quickly!</li></ul>Facebook for Nonprofits<br />
  9. 9. What is Facebook?<br />
  10. 10. What is Facebook?<br />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. <br />The website&apos;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. <br />
  11. 11. What is Facebook?<br />It’s really all about the social graph of your supporters, volunteers, donors, staff and advocates.<br />Source: http://www.flickr.com/photos/christopheducamp/693439830/sizes/m/<br />
  12. 12. Why should I care about Facebook?<br />The stats<br />7<br />
  13. 13. Why should I care about Facebook? The Stats<br />300 million active users (September 15, 2009)<br />50% of active users log in daily<br />Fastest growing demographic is 35 and older <br />6 billion minutes are spent on Facebook each day (worldwide) <br />10 million users become fans of Pages each day<br />65 million active users accessing Facebook through their mobile devices. <br />More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week <br />Source: http://www.facebook.com/press/info.php?statistics<br />
  14. 14. Why should I care about Facebook? The Stats<br />
  15. 15. Why should I care about Facebook? The Stats<br />
  16. 16. Why should I care about Facebook? The Stats<br />Check out the entire report at: nonprofitsocialnetworksurvey.com<br />
  17. 17. How Does Facebook Work?<br />A few basics<br />
  18. 18. Facebook Activity Feed<br />
  19. 19. Facebook Profile<br />
  20. 20. Facebook Friends<br />
  21. 21. Distributing Messages Automatically via Social Map<br />Jeff Patrick is doing his 3rd hike in preparation <br />for the ALR San Francisco Walk on May 25th.<br />
  22. 22. Online Ecosystem<br />Equality California<br />
  23. 23. Online Ecosystem<br />EQCA.org<br />
  24. 24. Online Ecosystem<br />Twitter<br />EQCA.org<br />
  25. 25. Online Ecosystem<br />Twitter<br />EQCA.org<br />Blog<br />
  26. 26. Online Ecosystem<br />Facebook<br />Twitter<br />EQCA.org<br />Blog<br />
  27. 27. MySpace<br />Online Ecosystem<br />Facebook<br />Twitter<br />EQCA.org<br />Blog<br />
  28. 28. MySpace<br />Online Ecosystem<br />Facebook<br />Twitter<br />EQCA.org<br />Blog<br />YouTube<br />June 2008<br />
  29. 29. Online Ecosystem at Equality California<br />
  30. 30. Understanding Facebook<br />So many choices: Groups, Pages, Applications, and Causes<br />
  31. 31. Understanding Facebook<br />March 2009<br />Groups:A way to dip your toe or run a small campaign<br />Pages:Improved communication with supporters, metrics, and control<br />Causes:Facebook’s most popular application for fundraising and spreading awareness<br />Applications:Improved communications, integration and customization capabilities, supporter activities, and control (both visual and functional)<br />
  32. 32. Understanding Facebook - Groups<br />Starter organization profile<br />Typically used by smaller organizations or chapters of a larger nonprofit<br />Easy to set up; good place to dabble with Facebook<br />User actions display on their profile and in their friends’ news feeds<br />Limitations<br />Updating and notification capabilities restricted<br />No applications<br />March 2009<br />
  33. 33. Understanding Facebook - Groups<br />
  34. 34. Understanding Facebook - Pages<br />March 2009<br />Custom Vanity URL once you have 25 fans<br />Facebook’s preferred location for big organizations, brands, and public entities<br />You can message entire “Fan” base<br />“Status update” updates every fans profile and displays in their friends’ newsfeeds<br />Pages can use applications<br />**Advanced Reporting** (Facebook Insights)<br />Real time feedback from supporters (or critics)<br />
  35. 35. Understanding Facebook - Pages<br />Friendly URL<br />Logo<br />Outposts<br />Info<br />Fans<br />YouTube<br />Events<br />Photos<br />Community<br />Relationships<br />June 2008<br />
  36. 36. Page vs. Group in Facebook<br />Page<br />Groups<br />
  37. 37. March 2009<br />Understanding Facebook - Causes<br />Very popular application on Facebook<br />Users create “Causes” to support “Beneficiaries” (nonprofits)<br />Allows supporters to raise money, recruit additional supporters, and advocate on behalf of the organization<br />Donations processed through Network for Good<br />
  38. 38. Understanding Facebook - Causes<br />
  39. 39. Understanding Facebook - Applications<br />March 2009<br />Applications provide the ability for people on Facebook to deepen their relationship with your organization using tools that Facebook does not provide<br />Allows people to publicly identify with your organization and take action on your organization’s behalf<br />Message users who have added the application to their profiles<br />Integrate with your existing CRM and website<br />Improved ability to use supporters social graphs<br />Increases opportunities to build house file<br />
  40. 40. Don&apos;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 <br />Fundraising Application<br />
  41. 41. Acquisition Path<br />Organization Website<br />External Networks<br />FaceBook<br />Org’s Social<br />Network<br />Organization<br />Online Fundraising<br />Email Marketing/Direct Mail Solicitations<br />
  42. 42. Sierra Club on Facebook<br />
  43. 43. Sierra Club Website<br />
  44. 44. Sierra Club Petition<br />
  45. 45. Event Fundraising<br />
  46. 46. Event Fundraising<br /><ul><li>Event Site
  47. 47. Registrant Page
  48. 48. Registrant Giving Form
  49. 49. Registrant Email Tools
  50. 50. Team Tools
  51. 51. Promotional Tools
  52. 52. Donor Recognition
  53. 53. Gift Thermometer
  54. 54. Offline Giving Options
  55. 55. Phone Support</li></li></ul><li>Event Fundraising with Facebook<br />http://www.facebook.com/StartWalkingNow<br /><ul><li>Displays on personal profile
  56. 56. Org/Event branded
  57. 57. Fundraising focused
  58. 58. Personalized giving results
  59. 59. Personalized donation link
  60. 60. Progress meter
  61. 61. Wall and news feed updates</li></li></ul><li>Keys to Facebook Success …<br />Quick tips to get your started today<br />
  62. 62. http://www.facebook.com/livestrong<br />Allow Fans to post on wall<br />Use video and other media<br />Engage with people<br />Share content from Blog<br />
  63. 63. Tell people what’s going on<br />Use 3rd party fundraising apps<br />
  64. 64. Custom Logo setup<br />Use built in Photo sharing<br />Use built in Events tool<br />
  65. 65. Use 3rd party applications<br />(FB)<br />
  66. 66. Use Custom Tabs<br />Create a call to action<br />
  67. 67. Integrate your Blog content<br />
  68. 68. Questions?<br />Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/<br />
  69. 69. The End … We appreciate your time!<br />Frank Barry<br />Managing Consultant<br />Blackbaud<br />858.795.8947<br />www.blackbaud.com<br />frank.barry@blackbaud.com<br />@franswaa (http://twitter.com/franswaa) <br />Jeff Patrick<br />President & Founder<br />Common Knowledge<br />www.commonknow.com<br />jpatrick@commonknow.com<br />@commonknow (http://twitter.com/commonknow) <br />
  70. 70. A few resources for you to get started …<br />4 Facebook Tips for Nonprofit Success – See What Others are Doing by Blackbaud<br />So you want a Facebook Fan Page for Your Nonprofit? Here&apos;s the Scoop! by Beth Kanter<br />Nonprofit Directory on Facebook by Facebook<br />Facebook Best Practices for Nonprofit Organizations by DIOSA Communications<br />5 Creative Ways to Hack Your Facebook Profile Photo by All Facebook<br />How To Develop A Facebook Page That Attracts Millions of Fans by All Facebook<br />Facebook for Business Super Guide by Interactive Insights Group<br />HOW TO: Set Up a Winning Facebook Fan Page by Mashable<br />Facebook Groups and Pages – Features, Benefits And Killer Tips by John Haydon<br />A beginner&apos;s guide to Facebook for non-profits by Wild Apricot<br />