How to Create an Epic Presence on Facebook for your Nonprofit

How to Create an Epic Presence on Facebook for Your Non-Proﬁt


What we’ll be talking about today:

• Creating an effective Facebook marketing plan
• Let your nodes do the talking
• What the heck is Edgerank?
• Conﬁguring your Page for engagement
• When should I post content?
• How to use photos and text updates to spark engagement?
• Yeah, but can you raise money?
• How to use Facebook ads to target donors


Creating an effective Facebook marketing plan

Your brand is the essential feeling people
get from their interactions with you.

brand



Your Audience is the various different
people you reach (or are trying to reach).

brand Audience



Your Message is the two-way discussion
you have with your audience.

brand Audience Message



Brand Audience Message


Free workbook for creating a Facebook Marketing plan:

http://zmb.me/FBMarketingWorkbook


Let your nodes do the talking


#1: Start with
people in your
database!

Your Community
Subscribers
Donors
Volunteers


#2: Create
content they
want to share
with their
friends!

Your Network
Your community’s
family, friends and
acquaintances


What the heck is Edgerank?



Edgerank is an algorithm that
determines whether a speciﬁc
Page story will appear in the
Newfeed of a speciﬁc fan.

It ranks your content, not your Facebook Page.



Three factors that determine Edgerank:

(1)Relationship between user and story
(2)How people talk about that story
(3)How recent the story was published



You win in the Newsfeed when:

(1) People increasingly talk about your content
(2) You skirt Edgerank with other channels
(3) You publish content your community loves
(4) You use Promoted Posts wisely
(5) You invest time into replying to commenters


Conﬁguring your Page for maximum engagement

Let the love in!



(1)Posting ability - Allowing users to post increases exposure for
your org through virality.
(2)Post visibility – If your org has a thriving community of
customers, displaying this section on your Page will help amplify
your community's voice on your Facebook Page simply
because what they post on your Page will have more visibility.
(3)Tagging Ability – This creates viral exposure when people tag
their friends
(4)Replies - This helps deepen discussions within comments


When to post content



Buddymedia found a
20% higher rate of
engagement for these
posts published in the
mornings and evenings.



HubSpot found that
8pm is best for
comments and likes,
6pm for shares



Conﬁrm this with
your Page Insights!



You can also use PostPlanner which has additional scheduling features.


Posting photos


Posting photos

Images speak
directly with the
Limbic system,
which is also the
seat of action.


Posting photos

Images also
capture more
phyical space in
the newsfeed


Posting photos Only post photos with a story!


Posting photos Use emotions and conditions


Posting photos Drive more trafﬁc with photos


Posting photos Create more exposure for
your top photos

Post images on Pinterest that link back
to your Facebook photos


Posting text updates



Comment rates on questions are more than double comments
on non-question updates!



•Speciﬁcity wins!
•Relevance wins!
•Preference questions
•Choice questions
•“Yes” or “No”
•Fill in the blank_____.


But can you actually raise money?



.

.

?

FirstCreate an Epic Presence on Facebook for Your Non-Proﬁt
How to some numbers...


A Handshake is not the
best tool
to collect
money



Facebook is relational,
not transactional



Facebook is about long-term
relationships with supports


Share their donation
on Facebook

Donate for the first time via email
This is where
viral reach is
created Advocate and/or join your email list

ity Continue engaging and like your Page
fin
af
nd
ta
us Like, comment on, and share your updates
Tr

Become aware of your cause when friends talk about your Page



Email acquisition and
advocacy are the best
ways to ﬁnd new
donors on Facebook


Target donor segments with Facebook ads



A relatively new Facebook ad feature allows you to:

➡Reach lapsed donors.
➡Push unique post content based on donor levels.
➡Target donor segments with project-specific content.
➡Target Facebook users who are similar to your specific segments
➡Get your core supporters amped up with action-based messaging.



Video Tutorial: http://zmb.me/TargetDonorsFacebook


Questions?


About John:

Founder of Inbound Zombie - a non-proﬁt social media
consultancy in Cambridge, MA

Co-Founder of SocialBrite and Social Media Fundraising Club

Speaker: Nonproﬁt Technology Conference, BlogWorld,
TechSoup, NetworkForGood and more...

Author: Facebook Marketing for Dummies

Clients include: Oceana, EpicChange, Share Our Strength,
Environmental Defense Fund, Shriners Hospitals for Children,
Opportunity Works, Community TechKnowledge, HopeLab,
Healthy Babies Project, Scholastic, TechSoup, MarketingProfs,
WaterAid America, University of Massachusetts

Subscribe to John’s blog for free and get three articles each
week delivered to your inbox!

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