In this episode David explores a question from a Clubhouse listener curious about how their non-profit Facebook page could be more engaging.
Some quick highlights:
- Focus your setup of the page on content, keywords
- Be consistent with your branding
- Show impact
- Engage with users
- Facebook ads
- Facebook events
- And there might be some additional secret tip at the end
So let’s say you’re just starting up a new non-profit organization or you already have a non-profit and you’re trying to promote yourself on Facebook. Where do you go? What do you do? How do you start with it? In today’s episode, I’m going to cover 6 highly actionable tips that you can start using today to promote your non-profit organization on Facebook.
Welcome, you are listening to the Non-profit Digital Success Podcast. I’m your host David from Wow Digital.
Not that long ago I was featured on a podcast by a company called AMC NPO Solutions and I was talking about websites or non-profit organizations, and things that you need to do and look out for in regards to accessibility. Fast-forward a few weeks and I was invited to participate on a panel on their Clubhouse show that they were running. One of the listeners came on and asked a question about how they could use Facebook for their non-profit organization. In today’s episode, I’m going to talk about different ways that you can use Facebook to help your organization.
The first tip that I’m going to talk about is completing your profile for your Facebook page. It’s really important for a couple of reasons. The first is that you want to be able to showcase what you do and how you impact society. Those are really the two main key pieces of information that anybody looking at your Facebook page is going to care about. You want to be able to paint a picture of the type of people you help, the community that you help, and how your impact has helped in creating change. You also want to talk about how donors’ money is put to use in your organization.
People who come to your Facebook page don’t always know as much about your organization as you think they do, and so they typically go to the About page to learn more information.
Having this section of your Facebook page will also help get you more attention. Facebook and Google use the information that is on this page to help drive traffic to it. You want to make sure that you include as many keywords and the right keywords in the About section of your Facebook page so people will be able to find it easily.
The second tip is that you want to make sure that you’re consistent with your branding, so your logo, and your cover image, so that you have a unified voice and visual identity across all of your social media platforms as well as your website. The last thing that you want to do is dilute your non-profit’s identity and message.
And this leads right into tip number 3, your visual impact. Social media is all about the visuals as you’re scrolling through your feed, something there stands out, you’ll stop, you’ll look at it for maybe two to three seconds, and if you like it, if you’re feeling engaged with it you might click through or if it’s a video you might continue to watch, otherwise, you’re just going to keep scrolling and it’s just a fleeting moment in time. You want to make sure that you’re using video as one of the main ways to show your impact that you’ve got. Sharing video content with teachers or supporters, your donors, affiliate organizations to build your non-profit’s credibility and to show the impact of your work is a great way to drive engagement. It’s essentially a form of “social proof” that you can use to build trust.
But David, it’s COVID right now, how are we going to get video? Well, there’s an easy way that you can get around that. You can create the video using text and b-roll footage in the background to compliment the content of the video. You don’t need to have live events to be able to produce great video content that you’ll be able to drive engagement with. If you don’t have video content, images are the next best option.
Having a visual is the only way that you’re going to grab somebody’s attention as they’re scrolling through their feed.
Tip number four is to create content that is engaging and compelling for people to want to share it. Typically, photos of animals and people are some of the most often shared content on Facebook. If you don’t have any photos of people or animals that you can use, the next best thing is images of inspirational quotes. Whatever you do, make sure that if you’re going to go down this path that the message ties directly to one of the core values of your organization. You always want to be on point with your messaging and tie it back. You can encourage supporters to engage with you by asking questions in your content, you can help supporters become advocates for your non-profit, providing engaging content that they want to share is absolutely key and critical to this.
And further to that, you always want to make sure that you’re responding to any comments that people are leaving on your Facebook page. This is going to help build a stronger relationship with your audience. When you launch a new fundraising campaign, supporters can feel more compelled to promote if they are regularly being engaged with.
Tip number 5, use Facebook advertising. It’s amazing the amount of data that you can get into when you’re creating ads in terms of gender, location, income, interest, education level, age, and those are just a few off the top of my head. This will help you promote your organization to the demographics that are most likely to become supporters. Something interesting with regards to the ads and that a lot of people kind of overthink is that you should target different audiences with different ads. You might have some ad that speaks more to a younger demographic or to a demographic that’s living in a different region of the country for example, and the same should be true for the images that you’re using for those ads. You want to choose a photo that can evoke a particular emotion that is linked specifically to your goal, mission, and vision. The image should be eye-catching, and be able to evoke an emotional response that will compel people to act.
And here’s a little pro-tip, you want to try out different versions of the ads and monitor them carefully over the first few times that you iterate and create a new advertisement. You want to make sure that you’re spending just a limited amount and that you’re iterating it to the point where you know what works and what doesn’t work with the audiences that you’re trying to target. And one last note on ads if you’re not sure where to start, start with a popular post that has some engagement, some people commenting on it, and boost that post. You don’t need to create something new from scratch, start with that and see how it goes.
You’ve made it all the way through to tip number 6, you can create events for fundraising purposes or even informational. Something that a lot of organizations are starting to move towards are webinars that are streamed live through Facebook. This could encourage all kinds of engagement, if you want to make sure that you’re utilizing this well, make sure you have the permission set so that followers can post to the event wall. This can create a much bigger buzz around your event.
If you’re interested in finding out more about the types of software or hardware requirements or doing a livestream feel free to reach out. You can get me at [email protected].
If you promise not to tell anybody, I’ll give you a 7th tip. Shhh, it’s a secret one, don’t tell anybody about this, but if you find that your engagement – I should probably be whispering – If you find that your engagement is a little bit low, talk to your friends and talk to your family and ask them if they’ll help you out for a few weeks by sharing and commenting occasionally on the post for your organization. You didn’t hear that from me.
This brings us to the end of this episode, I hope that you’ve been able to learn something from one of these seven- I mean six actionable tips that you can take starting today to drive more engagement with your non-profit’s Facebook page.
So I hope you’ve enjoyed this episode and I’m looking forward to having you listen to the next ones that we’ve got coming up. If you’ve enjoyed this episode please leave feedback on iTunes or wherever you listen to this podcast, I’d love to hear your feedback and it would also help others find the show.
Be sure to check out the show notes for the episode, head over to wowdigital.com, click on podcast, and search for this episode number and you’ll find all the links, details, and other information that has been discussed in this episode.
Are there any other topics that you would like to hear about? Just send an email to [email protected]. Thanks for listening to the Non-profit Digital Success Podcast!