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Nonprofits that have been using Facebook for a year or more consistently comment “OK, Facebook is great, but how can we take our Facebook Page strategy to the next level?”
Below are 3 advanced Facebook Page strategies in response to that question:
Advanced strategies require advanced tech skills. If you know html and have a good graphic designer, then you can use the Static FBML App to create and completely customize Tabs on Facebook Pages.
If you don’t know html and want customized Tabs for your Facebook Page, then you have two options: 1) Hire someone who knows html and Facebook. 2) Get in touch and we will help you add a tab to your Facebook page.
Most nonprofits send immediate thank you emails to online donors and signatories of petitions. Make sure to add a simple “Become a fan of [Organization Name] on Facebook!” into your email.
Ask your text alert subscribers to fan your Facebook Page, but make sure you link to the mobile version of your Facebook Page. Most nonprofits haven’t even begun to think about mobile tech, but mobile Web usage is on track to hit 3 billion+ users in 2011.
1. Create a new cause and choose to have it support your campaign. According to the Facebook application we are about to learn about and use, “causes strives to empower people from all walks of life to have a positive impact on the world in which they live.”
To create a new cause, type the word “causes” in the search field on your Facebook page. A variety of results will appear on your screen, just click on the “go to app” button alongside the icon shown below:
Once you’re in, click on the “continue to causes” button.
Click on the log in button at the upper left corner of your screen. A pop up screen will appear asking if you will allow the application to access your basic information. Proceed by choosing “allow.”
On the left hand corner of your screen, you will see the ‘Set up your new Causes profile’ link. Click on it to create/join a cause. To personalize your account, click on the “edit profile” link beside your name. Populate the necessary fields. Be sure to choose a URL for your cause and add pertinent information in the Bio field.
Once you’ve created a new cause, you can either invite your friends to join or just wait for people to find your cause and join your group. Facebook’s “feed” feature will automatically notify your friends. You can also send messages to personally invite them to join your cause.
Facebook’s Cause application only allows you to select one picture or logo to go with your cause. But you can upload pictures on a photo-sharing site such as Flickr or Smugmug and add a link to your page.
Public relations is one of the most important aspects of promoting non-profit organizations. It works because you can get a lot of free publicity through it. So why not use your cause and the funds raised to write a press release about your achievements? You’ll probably need to have a lot of members signed up or a significant amount of money raised for the media to pay attention, but it’s worth it.
Looking for ways to involve your members and supporters? After a donation has been made, a scorecard on your member’s profile page tracks how many people your members recruited and how much money they have raised.
If you haven’t seen a use for Facebook for your organization, then you are not alone. Many people view online social networking tools, such as Facebook, LinkedIn, and Myspace as time-draining distractions.
Facebook also has the potential benefit of having your entire network of friends in the one place, so you can easily announce new activities, campaigns, and events to your constituency without having to email a large group of people – and risking the effects of the spam filter’s black hole.
Facebook can also help you to connect with organizations and people which might not have known about your organization before. As it is an easy venue to plug into an existing audience that has similar interests.
If you have video content, podcasts, interviews, or documents just languishing on your desktop, creating a presence on Facebook provides an easy way to upload these types of media, without spending the time or resources required for updating your own Web site.
The way that Facebook interacts with other social media tools, like Twitter, blogs, and Flickr, can provide a simple interface to consistently and easily update your community of supporters with news of your organization’s activities.
Best of all, using Facebook is free so the cost is only in how much time you and your staff choose to invest. What’s the return on the investment? If not a direct monetary ROI, there will definitely be a marketing return that becomes evident as your network grows.
Creating a fan page on Facebook can also be used to increase your volunteer base and to help your members do the advertising of your organization’s mission for you.
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