I’m always amazed at what a terrible job most non-profits do with Facebook. After all, designing and executing a good website is expensive and requires some real internet marketing chops. But Facebook? They’ve already done almost all the design work and search engine optimization for you. Come on.
So if you’re an absolute Facebook newbie working at a non-profit, this post is for YOU. If you’ve already been around the block with Facebook a few times, clear out now and wait for the next post on more advanced Facebook marketing techniques. Or better yet, follow Mari Smith, who is the absolute goddess of all things Facebook.
Still here? Ok, this is going to take at least 30 minutes. Longer if you are diligent. So carve out some time and fix that lousy page now, before an important donor sees it!
1. DO NOT use a personal page for your non-profit organization. Create an actual Fan page. Facebook actually calls these Official Pages now, but no matter. A personal page has all kind of limitations on it that a fan page doesn’t. How do you know which kind you have? Simple: If you have to click “add a friend” and get permission, that’s a personal page. If you can click “Like” and be instantly admitted, that’s a fan page.
2. Use the Info Tab: You see that little tab at the top next to the “Wall” tab above? It’s called “Info”. You know why? You’re supposed to put your information there! ALL your information, not just your website and phone number. Would you leave the “About” Tab on your website blank? Sheesh.
3. Add a Link to your website: The photo below is a screenshot of the far left column of Choose Spun’s Facebook page. (Choose Spun is not a non-profit, but it is a small business.) See the link to their website? You enter it in the summary description of your organization and the link will be live. It works EVEN BETTER when you write something compelling, (like “Save a Life Today”) and link to the page on your site that best follows up on the message in the box (like the “How To Donate” page.) Do that right now.
4. Post Something. Preferably EVERY Day: Your fans have given you permission to talk to them and keep your organization top of my mind. Not posting is like having a free web ad and letting someone else use it. (And believe me, plenty of other organizations and companies will be happy to fill up your fans’ feed if you don’t.) So get on there and start sharing with your fans.
If you do a halfway decent job, they might even share back.