Use Facebook for Nonprofits

7/28/2019 Use Facebook for Nonprofits

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HOW TO USE FACEBOOK FOR NONpROFiTS1

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HOW TO USEFACEBOOKFORNONPROFITS

AN INTRODUCTORY GUIDE:

Master the

Essentias to Better

Engage, Share, and

Promote Causes on

Faceboo

A pubication of

Of
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Introductory content is for mareters ho are ne to the subject.

This content typicay incudes step-by-step instructions on ho

to get started ith this aspect of inbound mareting and earn its

fundamentas. After reading it, you i be abe to execute basic

mareting tactics reated to the topic.

INTRODUCTORY

IS THIS BOOK RIGHT FOR ME?

Not quite sure if this eboo is right for you? See the beo description to determine if

your eve matches the content you are about to read.

Intermediate content is for mareters ho are famiiar ith the

subject but have ony basic experience in executing strategies and

tactics on the topic. This content typicay covers the fundamentas

and moves on to revea more compex functions and exampes.

INTERMEDIATE

Advanced content is for mareters ho are, or ant to be, experts

on the subject. In it, e a you through advanced features of

this aspect of inbound mareting and hep you deveop compete

mastery of the subject.

ADVANCED


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... brings your hoe maretingord to
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HOW TO USE FACEBOOK FORBUSINESS

By Tayor Corrado

Tayor Corrado is a member of the

Nonprot Marketing Team at HubSpot.Her soe mission is to mae every

nonprot an all star inbound marketer.

She creates and manages all nonprot

ebinars, eboos, and bog artices.

Her past experience with nonprots

as heping them maximize their onine

fundraising and overa onine strategy.

FOllOW ME ON TWITTER@TAYlORlCORRADO
http://twitter.com/TaylorLCorradohttp://twitter.com/TaylorLCorradohttp://twitter.com/TaylorLCorradohttp://www.linkedin.com/shareArticle%3Fmini%3Dtrue%26url%3Doffers.hubspot.com/facebook-for-nonprofits-ebook%3Fsource%3Dhseb-ebooks-social-sharinghttp://clicktotweet.com/OsJcdhttp://www.facebook.com/sharer/sharer.php%3Furl%3Doffers.hubspot.com/facebook-for-nonprofits-ebook%3Fsource%3Dhseb-ebooks-social-sharing


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AN INTRODUCTION TO FACEBOOK/8

SETTING UP YOUR PERSONAl FACEBOOK PROFIlE /16

SETTING UP A NONPROFIT FACEBOOK PAGE /38

6 BEST PRACTICES FOR YOUR NONPROFIT /50

MEASURING YOUR FACEBOOK SUCCESS /53

CONClUSION AND ADDITIONAl RESOURCES /59

CONTENTS


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Social media and inboundmarketing are increasingly

important assets for nonprots

to get found by and engage with

potential constituents on the web.

Youve probaby heard of socia media and inbound mareting. You may

have even experimented ith Titter and been checing out od friends

from coege on Faceboo. But hy does any of this matter to you or your

organization?

Socia media and inbound mareting are increasingy important assets for

nonprots to get found by and engage with potential donors on the web.

Think about the way you nd information about products and or other

organizations. Are you atching TV ads? Going through your jun mai? Or

are you consuting a search engine or a friend? Peope have gotten better

and better at ignoring fundraising messages ith DVRs, caer ID, and

spam lters. Instead, they visit Google and social networks for answers to

their questions. The question for you is, i you be there to anser it a?


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Faceboo is not a evi time-aster, a community just for the ids, or

irrelevant for marketers - even nonprots. In fact, according to M+R, larger

nonprot organizations average over 31,000 Facebook fans!

Faceboo can be a very usefu too for your

nonprot to connect constituents to your

cause and vounteer opportunities they may

be interested in. In fact, nonprots can use

Faceboo to directy connect ith event

participants and donors.

It can be difcult to gure out how to use

Facebook for nonprot activities. It can

also be difcult to convince your executive

director to et you incorporate Faceboo

or a arger socia media strategy into

your fundraising pan. But ith the right

noedge and metrics, you can prove

that it is highly benecial and essential to

groing your organization.

More About Facebook


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CHAPTER 1

ANINTRODUCTION

TO FACEBOOK


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what is Faceboo?

Faceboo is a socia netor for connecting peope ith those around

them friends, famiy, coorers, or simpy others ith simiar interests.

Facebook started in 2004 as a closed community for college students

(requiring users to sign up ith a vaid university emai address). Today,

Facebook is open to anyone over the age of 13. Any person or nonprot

can create a page about a particular item or a group about a specic

concept. This is here organizations ie yoursef are abe to mae pages

about your mission, or purpose.

Not only is Facebook a valuable place for individuals to create a prole

and connect ith friends, famiy and

organizations, it is aso a community

here constituents can interact and create

relationships. Nonprots are moving away

from traditiona mareting efforts, and

the constituent reationship is changing.

Faceboo is on the forefront of socia media

mareting. Read on to earn ho you can

use Faceboo for both persona use and for

doing good. f


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Nonprot Goals to Set on Facebook

Get found by peope ho are ooing for ays to support your cause

Connect and engage ith current and potentia supporters

Create an onine community around your organization

Promote the content you create incuding ebinars, guides, bog artices, press

reeases, videos, and photos

Generate potentia donors, fundraisers, vounteers, and activists for your

organization

U

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Faceboo Terminoogy

For peope ho are ne to Faceboo, the commony used terms can

be confusing and overheming. To get a hande on them, read the

cumination of these ords beo.

APPlICATION

A program that aos users to

share content and interact ith

other users.

EDGERANK

An agorithm used to

determine hich content is

shon in users Nes Feeds.


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FAN

A fan is a Faceboo

user ho chooses to

lie and become

a fan of an

organizations page.UFRIEND

1) (n) A persona

connection on

Faceboo

2) (v) To add a user as

a connection on your

prole.

lFRIEND lIST

An organized grouping

of friends.


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gGROUPCoection of Faceboo usersith a common interest.

like(s)1.(v) within Faceboo, to ie a

organizations Page means youve

become a fan of that page.

2. (v) within Faceboo, to ie others

comments/posts.

3.(n) The number of users ho ie your

page.

4. (n) Outside Faceboo, to ie

something that has the lie button on

the page.


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ONETWORK

An association of Faceboo

users based on a schoo or

orpace.

NNEWS FEEDAn aggregation of friends aposts on your on homepage.F

PAGE

Ofcial presence for public gures, artists,

bands, businesses, paces, entertainment,

causes, or products to share information and

interact ith fans on Faceboo. This is a ay

nonprots can use Facebook to organically

drive trafc and donors to a website.


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WAll

The core of a prole or

page that aggregates ne

content, incuding posted

items (e.g. status updates,

and recent actions, (e.g.

becoming a fan of a page)

PPROFIlE

Presence for individuas to share

information and interact ith friends and

organizations

q


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www.HUBSPOT.COM

CHAPTER 2

SETTINGUP YOUR

PERSONAlFACEBOOKPROFIlE


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On Facebook, proles are meant for people, and pages are meant for

organizations, businesses, and institutions. If you oud ie to fuy

engage and everage Faceboos features, you shoud create a persona

Facebook prole for yourself, if you do not already have one. As online

donation is a persona decision, reating to the peope behind the cause

can hep drive donations. when creating a Faceboo presence for your

organization, begin by creating a page. Faceboo has created a great

deal of functionality into pages, specically to benet nonprots.

Prole vs. Nonprot Facebook Page

Persona

Profle

Nonproft

Page


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NONPROFIT

FACEBOOK PAGESYou can designate mutipe page

administrators on your nonprots Facebook

Page, providing you ith the option to have

more than one person manage the account.

whie technicay caed business pages,

these pages are used by a ide variety of organizations and causes,

including public nonprot organizations. Pages are public by default,

aoing them to ran in both Faceboo searches and in search engine

resuts. Pages are aso categorized (chosen by you), hich heps your

organization appear in reevant resuts. This means that the peope ho are

on your page are actuay interested in your content. Anyone can become a

fan of an nonprot Facebook Page, whereas

personal proles require mutual acceptance.

PERSONAl PROFIlE

Your personal prole is connected to your

organizations page, and is essentia in

making your rst organization page. Your

personal prole is different than an organization page because you can

set privacy settings to mae certain posts, photos, etc. private. Your

personal prole is where you can communicate with your friends.

NOTE: Creating your nonprots page with your Facebook

prole will not make your organizations page fans your friends

on Faceboo.

O

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At .faceboo.com, sign up for a free Faceboo account. Faceboo i

send you an email verication afterward.

SIGN UP FOR FACEBOOk

How to Set up a Facebook Prole

1


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Once you are signed up, Faceboo i a you through three steps to add

information to your prole.

First, you can nd friends on Facebook. Friends are a key

component to Faceboo. You can connect ith friends

and share things ith them. You can oo up friends at

rst by their email, or later on in the process through

Faceboo search.

Fi out basic information about yoursef. This incudes

your high schoo and coege, and here you curenty

or. These can be changed at any point. Its hepfu

to put a bit of information on your prole so that other

people with similar information can nd you and connect.

Add a prole picture. Your prole picture will appear when

peope search for you, so it is hepfu to mae this a cear

picture. Well discuss prole pictures more later.

Add Persona Information2

g

P

W

FIND FRIENDS

PROFIlE PICTURE

BASIC INFORMATION


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At any point hie on

Faceboo, cicing on

your name in the top right

corner i bring you to your

profle page.

3

Prole Page Tips

Cicing on the Facebook

ogoi bring you bac to

your nesfeed (discussed

ater).

Search for friends,

businesses, causes and

appications here.


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Your cover photo is a great way to personalize your prole. Use the cover

photo as an opportunity to shocase something about yoursef, or for a

nonprot Facebook Page, something that relates to your cause. To edit

the cover photo, simpy hover over the bottom right corner. You can seect

any image from your computer here.

Your prole picture should be a

headshot of yoursef for a per-

sona account, or the ogo of

your organization for a nonprot

Faceboo Page. Editing this im-

age is simiar to the cover photo;

just hover over the image and

click on Edit Prole Picture.

Cover Photo and Prole Picture3


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The about me section of Faceboo is here you can add information

about here you or, ent to schoo, your ocation, birthday, and more.

with each piece of information you add to this section, you can chose the

privacy eve of the information. This information can be pubic, visibe to

friends, or a custom setting you can create yoursef.

About Me Section4

O


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Tips for Optimizing Your Personal Prole

Faceboo aos you to upoad an unimited number of photos to your

account. Photos can be made into photo abums, shared ith friends, or

posted on your timeine. Friends can aso be tagged in photos, and you

can chec in to a particuar ocation. when a friend is tagged in a pic-

ture, the picture will also be associated with his/her Facebook prole.

PHOTO AlBUMS


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Once you have choosen images to upoad, you can incude more

information about the photos.

Choose a tite for your abum, and add a description about it.

Add a ocation for the entire abum, if they ere a taen in one pace.

Tag peope by cicing their face. The person you tag can see that you tagged

them, and can chose to eep or remove the tag.

You can add the date the picture as taen, and the ocation.

Decide ho you ant to see the abum, from pubic to custom ists.

Come bac ater and add more photos to the same abum.

CREATING AN AwESOME PHOTO AlBUM

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MAP YOUR TRAVElS

when adding a ne ocation to your map, simpy begin typing in the

ocation. You can choose anything from a city to a restaraunt. My co-

eague, Amanda, recenty visited Marseie, France. To add this to her map,

she searched for the city itsef.

She as given options as to the nature of her visit. She chose, I as

here, and as given the option of riting a description of her visit, the

abiity to tag peope ho ere ith her, and upoad photos from this visit.

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lIkES AND INTERESTS

Your Facebook prole is a great place to share your interests with

others. You can add in your favorite music, boos, movies, TV shos,

sports teams, activities ,and more. This is aso here a the pages you

have lied overtime i accumuate.


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POSTING ON FACEBOOkPosting on Faceboo is the biggest reason to join Faceboo; to see hat

your friends and the causes you like are doing! You can post something

from your prole page, or from your News Feed (discussed later). In any

post, you can tag friends, put a time stamp on it, add a ocation, and ad-

just privacy settings. what can you post to Faceboo?

Status UpdateA status update is the most basic form of a Faceboo post. These posts

are ritten in text and can be used to et friends and fooers no hat

you are doing or thining.

Photos

You can aso post an image on your timeine. These pictures i appear on yourtimeine and in an abum tited Timeine photos that is automaticay gener-

ated by Faceboo.P

N


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Paces

Traveed somehere? Add a pace to

your Facebook timeline! Some compa-

nies give you coupons if you chec into

their ocation hie you are there, so

be on the ooout.

life Events

Faceboo is a pace to eep others informed about your ife, and it no

has a posting option here you can actuay announce ife events instead

of just maing a status update on it. These events range from Got a ne

job and in a reationship ith... to Received a ifetime achievement

award! There are many options you can chose from and customize to your

iing.

@

H


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ADVANCED OPTIONS ON PAGE POSTS

Once you have created a post of any ind, you can highight it and edit it

afterard.

Highighting a post i mae it arger and more prominent on your page. This is

a good idea for important posts you ant more peope to see.

Editing a post i ao you to change the settings of the post, incuding date,

ocation, and privacy. These changes i ony be made to the individua post.

You can lie or comment on any post. liing a post simpy means you ie hat

is ritten. Comments on a post i be visibe to anyone ho can see the

origina post.

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NEwSFEED

The Nes Feed is a pace here updates from friends and pages you have

lied i sho up. Any interactions you can do on Faceboo can aso be

done on the Nes Feed.

Friends suggestions

Posts by friends and causes you foo

You can post a status update here

left Sidebar Menu: Ev-

erything you have on your

Faceboo (discussed

ater)


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when a friend or organization posts something, you can lie, comment

on, or share it. liing it i put your name in the ist of peope ho lie

the post. Commenting on the post i mae your post appear to a peope

ho are aso friends ith or fooing that page, and sharing the post i

mae a dupicate post of this on a ocation of your choice -- your timeine

or a group or friends timeine.

when you share a post that a friend or cause posts, the fooing i

appear. You can chose to share this on your on timeine, a friends

timeine, in a group you are part of, or in a private message. You can add

in your on message above the post, and decide ho you ant to share it

ith.

PAGE POSTS


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Messages - You can send private messages to peope

through Faceboo. They must aso have a Faceboo

account. You i aso get messages for event invitations in

Messages.

Events - Any event you have been invited to i appear in

your events tab. You can aso create an event and invite

vounteers or participants. This is a great pace to send an

invite to a arge group of constituents or potentia donors for

persona or fundraising events.

Apps - There are numerous apps you can connect to through

your Faceboo account. These apps incude games, music,

Pinterest, and more. The app center aos you to easiy

brose and donoad your favorite apps.

lEFT SIDE MENU


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You can use the search bar in the top of any Faceboo Page to search

for a friend or mission by name.

FINDING FRIENDS

There are several ways to nd friends and constituents once in your

Facebook prole.

Facboo i suggest peope you may no on the right side of your

prole.

You can go back to the original friend nder, which can be found on

the eft menu bar. Here you can search for friends using contacts from

your emai contact ists.

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Faceboo aos you to put certain peope into ists. with friend ists, you

can imit the peope ho see certain posts. This feature maes it easy to

sho content reated to certain peope. If I posted a ne bog post I rote,

I oud ant that to be visibe to the peope ho are passionate about my

cause. With friend lists, thats easy!

FRIEND lISTS

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FIND AND lIkE A FACEBOOk PAGE

One of the best uses of Faceboo is to eep up to date ith your favorite

organizations, causes, and public gures. How do you get notications

about these missions and peope in your Nes Feed?

Search for the cause or person in the search bar at the top.

Cic the lie button beo the cover photo. Once you lie the page, their

statuses and images i appear in your Nes Feed. liing a page isdifferent than liing an individua post on that page.

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JOINING NETwORkS

You can join a aumni or mission-based

netor. You must have a vaid emai

address associated ith it. By joining a

netor, you mae it easier for others

to nd you in searches when you share

a common netor. To join a netor,

cic on the drop-don arro in the top

right of Faceboo. Cic on account set-

tings, and then edit netors.


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www.HUBSPOT.COM

CHAPTER 3

SETTING UP ANONPROFIT

FACEBOOKPAGE


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Nonprot Facebook Pages are similar to personal pages, but are by

defaut, pubic. Users can lie and become a fan of your page ithout

requiring approva from page administrators. Once you are ogged into

Faceboo, you can create a page here: http://.faceboo.com/pages/

Once you seect the type of page you are ooing to mae, you can choose

what category your organization falls into and add your nonprot name.

Creating a Nonprot Facebook Page
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Faceboo i a you through three simpe steps to get your page

up and running.

Select a prole picture. Just like your picture in your personal account, this

is the image peope i see hen searching for you. Use a cear image of

your ogo here.

The About section will appear below your logo on your nonprots time-

ine/homepage. Be cear here about hat your organization does.

Enable Ads. Advertising your page can be very benecial to your cause.

You can enabe ads here, hich i ao you to ater go bac and set up

an advertising account. For a detaied description of creating Faceboo

ads, you can read, Ho to Create Epic Faceboo Ads.

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To edit your page, cic on edit page at the top

ithin the Manage Page, or admin pane.

You are the administrator of your page. Your name i not appear

anywhere on your nonprot Facebook Page unless you choose to post as

yourself. By default, you will be posting as your nonprot Facebook Page

name.

Edit Page

FreeResource:HowtoChangeYourFacebookVoicewanttolearnhoyoucantogglebeteenrespondingas yourselforrespondingasyourbusiness?Clickhere!
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Once in the Page Administration, there are various things you can change to

customize your page.

MANAGE PERMISSIONS

Here, you can decide ho can post hat on your page,

ocation and age restrictiions, and post visibiity.

BASIC INFORMATION &

PROFIlE PICTURE

Here you can edit the information about your

organization, incuding about, ocation, phone number,

ebsite, and more. This information is hepfu in case

peope ant to contact you or donate to your mission.

Remember, Facebook fans often become customers!

Page Administration

FreeVideo:CreateYourFacebook

Pagein 5SimpleStepsPrefertosetupyourNonproftFacebookPagebyfolloingastep-by-stepvideotutorial?Clickheretostartatching&learning.
http://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://blog.hubspot.com/blog/tabid/6307/bid/27216/How-to-Create-a-Custom-Twitter-Background-With-Video.aspxhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://www.youtube.com/watch%3Ffeature%3Dplayer_embedded%26v%3D5s3nohFGiNEhttp://blog.hubspot.com/blog/tabid/6307/bid/27216/How-to-Create-a-Custom-Twitter-Background-With-Video.aspxhttp://www.linkedin.com/shareArticle%3Fmini%3Dtrue%26url%3Doffers.hubspot.com/facebook-for-nonprofits-ebook%3Fsource%3Dhseb-ebooks-social-sharinghttp://clicktotweet.com/OsJcdhttp://www.facebook.com/sharer/sharer.php%3Furl%3Doffers.hubspot.com/facebook-for-nonprofits-ebook%3Fsource%3Dhseb-ebooks-social-sharing


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APPS

You can connect various apps

to your nonprot Facebook

Page. A fe of these apps

incude Pinterest, Instagram,

and Titter. These apps

ao you to connect your

socia media accounts and

other appications that may be

usefu for your organization.~Tips for Optimizing YourNonprot Facebook Page Use

FreeResource:6-StepCheat

SheetforFacebookTimelinelearn somequicktipsandtricksforFacebooktime-inewiththesesixsteps.Cickheretoearn more.
http://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/32087/Your-Cheat-Sheet-for-the-New-Facebook-Page-Timeline-Design-INFOGRAPHIC.aspxhttp://www.linkedin.com/shareArticle%3Fmini%3Dtrue%26url%3Doffers.hubspot.com/facebook-for-nonprofits-ebook%3Fsource%3Dhseb-ebooks-social-sharinghttp://clicktotweet.com/OsJcdhttp://www.facebook.com/sharer/sharer.php%3Furl%3Doffers.hubspot.com/facebook-for-nonprofits-ebook%3Fsource%3Dhseb-ebooks-social-sharing


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Ho to Promote Your Page

Post a variety of content, from pho-

tos and status updates, to videos,

events, and pos. As your constitu-

ents questions and have them post

their ansers in the comments sec-

tion of your post. Not ony does this

engage your current supporters, it i

aso mae the post visibe in the Ne

Feeds of your fans, thus increasing

your reach to their friends ho may

not yet know about you!

CREATE ENGAGING CONTENT

POST CONTENT

wORTH READING

PAGE VISIBIlITY

This can range from bog posts

you have ritten to reevant

content ritten by others ho

support your mission.

let your audience in other netors

no about your page. Add a lie

us button in a emais and bog

posts you create.

P

N


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Respond to users questions and

compaints. A supporter that posts

a negative comment needs to be

responded to quicy in order to

decrease the negative effect they

coud have on your mission. Re-member, Faceboo is pubic, and

anyone can post anything. The best

thing to do is to hande negative

comments in a poite manner and

buid a cause ith a positive image.

RESPOND TO USERS

Use Faceboo ads for paid

promotion. To increase the

reach of your organization

name, you can use Faceboo

ads to promote your content

and your nonprots page.

ADVERTISING

z

>


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g

GROUPS

Groups on Facebook are slightly different than nonprot Facebook Pages. In

some cases, it makes sense for a nonprot to create a group as well. The main

difference between a nonprot Facebook Page and a group is that pages rep-

resent a brand, hie a group is a pace for a community of peope to discuss

common interests. A group is essentiay a page that is used as a chat room for

a specic group of constituents. In a group, members can post all kinds of con-

tent just like on personal timelines and nonprot Facebook Pages.

Once you have estabished yoursef on Faceboo, Faceboo

i recommend groups you shoud join that are reated to

your interests and the peope you are friends ith.

Members

Post Types

Discussion posts from group members


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key Differences Beteen Groups & Pages


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CREATE A GROUPTo create your on group, cic on MORE in the eft menu under the Groups tab.

Cic Create a Group at the top right.

You can then ll in details about the group and choose what privacy setting

you want. If you group is for a more specic activist purpose, creating a closed

or secret group i decrease the groups reach. Maing an open group is

therefore recommended for most nonprot purposes. You can use groups to

create events, invite friends to attent, start conversations, add photos, and

more.


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TURN FACEBOOkINTO A POwERFUl

SOCIAl CHANNEl

^Are you tracing everyFaceboo interactionyou have ith yoursupporters? HubSpot

not ony ets you trac

every cic on a in in a

socia message; it aso

ets you use that data

to segment eads and

trigger emais. wecome

to the rst social mediatracing system of its

ind.

3 lookup: Automaticay oo up socia information for your donors.

listen: listen to chatter and trac cics on a of your socia posts.

Segment: Segment your constituents based on the socia activity.

Trigger: Trigger emails, update prole information, and adjust your

ists based on socia interactions.

33

3

REQUEST A DEMO READ MORE
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www.HUBSPOT.COM

CHAPTER 4

6 BESTPRACTICES

FOR YOURNONPROFIT


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Nonprot Best Practices For Facebook

1Be interactive, fun, and hepfu. Give peope

insight into your organization. Highight different

individuas ithin your cause, hy theyre invoved,

and hat they do. Put a face to your organization

for your audience to reate to.

Sho the impact of your mission and share a the

miestones, big and sma, that you accompish

over time. Highighting outstanding fundraisers

and donors on a eey/monthy basis is another

ay to do this. Posting videos from events or on

ocation is effective as e.

2

Post interesting industry nes. Mae it a pace

peope ant to visit, eep up to date on your

missions progress, and entertain themseves.

Posting things going on ithin your cause and

vouneteer opportunities is a great ay to become

a eader and increase your supporter base.

3

SsG


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4Like related nonprot Facebook Pages. Facebook

is a socia pace aftera, and connecting ith part-

ners, compementary missions, and other ie-

minded groups can strengthen your cause and your

nonprot Facebook Page credibility.

Focus on engagement. Youre trying to connect

ith and get a response from your community. As

questions, post hepfu tips, and in to artices that

your audience i lie and share. when you mae

your posts about your audience and hat they

need rather than simpy soiciting donations, you

i deveop a richer and deeper reationship ith

your community.

5

Dont constanty as for donations or vounteer

drives. No one ies a never-ending saes pitch, even

for a cause they beieve in. By the same toen, mae

sure you do highight your donor opportunities from

time-to-time! Use the 80-20 rule for fundraising

drives vs. content/connection posts. So if you decide

to post ve times a week, one of the posts should be

a campaign message and four posts shoud be about

other informationa or fun content.

6

F

$

g


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www.HUBSPOT.COM

CHAPTER 5

MEASURINGYOUR

FACEBOOKSUCCESS


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Using Faceboo Insights

Insights ao you to see the anaytics behind the

engagment on your page. You can measure lies, reach,

the number of peope taing about your page, and the

number of checkins at your nonprot or event. You can see

the increase in lies your page has, as e the number of

Friends of Fans. This number is important because you

can see the potentia number of peope ho can see your

content through your current supporters. Remember, hen

a fan lies, comments, or shares some of your content, that

interaction is visibe to their friends.

E

EE

E


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gENGAGEMENT

You can aso oo at the engagement eves of each idividua post on

Faceboo. Ho many peope did each post reach, ho many peope are

taing about it, and ho vira is it? These are a questions that can be

answered within Facebooks Insights! Nonprots can look at which types

of posts are most successfu ... and ho doesnt ove that? Use thisinformation to pan your future Faceboo strategy to achieve your goas.


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FAN DEMOGRAPHICS

The demographics and ocation of your fans can aso be found in Insights.

This can teach you a ot about your audience and hep you taior your content

to hat your supporters are actuay interested in. Youre abe to see the age

and gender breadon of users, as e as the geographic ocation of the

peope ho became your fans. Not ony can you oo at this data for peope

ho have had lied your page, but aso for the peope ho sa your page,

talked about your page, or checked in to your events!

This data shoud be used to taior content to the peope ho are actuay

vieing and interacting ith your page. You may thin you no ho your

best mission evangeizers are, but tae a oo at concrete data before

making nal decisions.


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Trac Your Faceboo Success

No that you are up and running on Faceboo, ho can you te if you are

sending peope to your ebsite and driving donations? Using HubSpots

softare, you are abe to see exacty here your ebsite vieers and eads

are coming from. You can even use specic tracking tokens to hone in on

where from your Facebook page youre seeing the most success!


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Trac Your Faceboo Engagement

Through HubSpot, you can aso oo at each post individuay and see

which of your constituents or donors interacted with the post. You can nd

your most socia-savvy supporters and utiize this information for better

relationships! Your Facebook leads will be automatically added to a list in

HubSpot for you to refer to.


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CONClUSIONAND

ADDTIONAlRESOURCES


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we have covered a great dea of information on ho to use Faceboo for

both your personal life and your nonprot. You should now feel

comfortable creating your own prole and creating your organizations

nonprot Facebook Page. You can now set up your pages preferences

and settings to your iing. You shoud aso have some great ideas about

optimizing your nonprot Facebook Page for increased fan and partiicpant

engagment. We hope that your nonprot Facebook Page will help grow

your base and attract more donations.

Of


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POWER YOURFACEBOOK SUCCESSWITH HUBSPOTlearn ho your Faceboo

mareting can be optimized

for more eads and

customers. Get a free demo

of the HubSpot softare

to earn ho to trac and

improve just that.

http://bitly.com/HubSpot-Demo
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Documents

Use Facebook for Nonprofits