While Facebook is a valuable platform for almost any type of business, the social network realizes that nonprofits face some unique challenges. With that in mind, Facebook released a guide to help nonprofit organizations raise awareness and connect with its user base.
The guide, which details the best practices on how to use Facebook Pages, Instagram, and other tools, also includes a case study about Movember — a grassroots advocacy movement. The November event around men’s health initiatives raised $17.6 million in 2012 through the use of the social network.
Movember also found that the average donation amount was $27, a 13 percent increase from 2011 and 60 percent of donators used Facebook to share their involvement with the campaign. Additionally, 10 million visits to Movember.com came from the social network, an increase of 37 percent from the previous year.
While it’s unlikely that all nonprofit movements will share the same results, it’s a strong example of why Facebook should play a role in your social media strategy. Also included in the guide are detailed uses of key Facebook features, such as Timeline. The social network walks you through creating your Page and even shares its top five tips and tricks for nonprofits.
In addition to Timeline, Facebook also provides information about Insights — how to measure your success — Open Graph, applications, and advertising. Ads can get quite costly, but depending on your budget, your nonprofit might benefit from Page Like Ads, Page Post Ads, or Sponsored Stories.
The guide for causes and nonprofits can be accessed through Facebook’s Public Files, where you can also download a PDF copy to read through later or share with the rest of your team.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.