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