The Breast Cancer Site launched in 2000 with a single goal: to help women who cannot afford mammograms to get access to this essential early detection procedure. Today, nearly 3 million people have liked The Breast Cancer Site Facebook Page and over 2.6 million have liked its sister site, the Breast Cancer Awareness Facebook Page.
There are several great things about the page that make it stand out. First, visitors can access a busy Facebook Wall filled with information, personal stories, contests, discounts on merchandise, and more. The “About Us” section of the Facebook Page makes it immediately obvious how visitors can help the cause by breaking it down into three simple options.
In addition to its primary Facebook Pages, The Breast Cancer Site has several related Pages, including the Fight Breast Cancer Page, the Breast Cancer Site Store Page, the Fans of Mammograms Page, and the Pink Ribbon App Page. Each Page has a slightly different focus for niche audiences and purposes.
Founded in 2006, (RED) partners with well-known brands to sell (RED) products. A portion of the proceeds go directly to programs around the world that support the fight against HIV/AIDS. Brands like Apple, Nike, Starbucks, and American Express are among (RED)’s partners.
The (RED) Facebook Page includes an interactive Facebook Wall, videos, photos, polls, event calendars, and a store. Through the page, (RED) provides a variety of ways for visitors to engage with the community and get involved.
(RED) attracts a lot of celebrity involvement, which is highlighted on its Facebook Page to bring attention to the cause. For example, an entire section of the Facebook Page is dedicated to the (RED) Nights concert series. These events bring artists together to perform with proceeds from the events going to help fight AIDS in Africa.
LIVESTRONG was founded in 1997 by professional cyclist and cancer survivor Lance Armstrong. Its goal is to make cancer a global health priority, and to increase care and support to those afflicted by the disease.
Over 1.5 million people have liked the LIVESTRONG Facebook Page. Many of those people are actively involved in the conversations happening on the Page and within the community that has developed around it. People publish their pictures, comment on posts, and share information. The staff members behind the scenes do a great job of keeping the meaningful content and conversations flowing.
The Page includes a section for events and questions, as well as a “Share Your Story” section where people are encouraged to share their stories about cancer on the LIVESTRONG Foundation’s Facebook Page wall. Supporters can also share their stories about achieving their healthiest lives on the sister Livestrong.com Facebook Page, which is dedicated to healthy living.
If you thought PBS pledge drives were the only way that PBS connects with its viewers for support, think again; nearly 1 million people have liked the PBS Facebook Page. The PBS page includes sections for events, daily deals, photos, videos, special programming, and more.
The Page invites interaction with sections devoted to reviews and discussions. PBS updates the Page frequently throughout the day, and most wall posts get dozens of comments and hundreds of shares.
5. National Wildlife Federation
The National Wildlife Federation Facebook Page is used to help build a sense of community among people who support the organization’s mission to protect wildlife. The Page includes photos, videos, events, questions and answers, jobs, blog posts, links, the organization’s Twitter feed, and more. The Welcome page is colorful and inviting, and makes it easy to find the organization on its other social media outposts like Flickr and YouTube.
This Page stands out in a couple of other ways as well. First, the “Causes” section of the page makes it easy for people to donate or invite friends to like the page and get involved. Donors’ pictures, along with the dollar amount that they donated, are displayed on the Page to give people recognition for their actions. Second, the Page creates special sections for significant events that demand greater attention, such as the 2010 BP oil spill in the Gulf of Mexico. This type of responsiveness is not only important, it’s also well-received on its Facebook Page.
Know any other nonprofits doing Facebook right? Let us know in the comments below.
Susan Gunelius: Susan Gunelius is a 20-year marketing veteran and President & CEO of KeySplash Creative, Inc., a marketing communications company. She has authored nine books about social media, content marketing, branding, copywriting, and blogging, and she is a marketing columnist for Forbes.com and Entrepreneur.com. Susan speaks about marketing, branding, and social media at events around the world and is often interviewed about marketing topics by television, online, print, and radio media organizations.