When it comes to social media, not all platforms are created equal. Some are for niche audiences, some have short-lived moments of influence, but there are a few that have maintained longstanding popularity. Facebook, for instance, is a must for almost any organization. In fact, 79 percent of all internet users are on Facebook, and that number jumps to at least 84 percent for people under the age of 50.
But since most experts and studies suggest you post once or twice per day to Facebook, the sheer amount of content needed to maintain an effective profile can be daunting. How do you keep up when best practices advise you to generate 30 to 60 posts per month?
One way to manage and plan ahead for your Facebook presence is to understand what nonprofits should be posting.
Nonprofit Facebook content tends to fall into a few simple categories. We’ve outlined these types below, along with some helpful tips and best practices. Use these ideas to generate new content and keep your Facebook page active and engaging.
1. Fundraising Campaigns
Social media is an important outlet to spread the word about your fundraising campaigns and Facebook allows you to share details, updates, and more with your followers.
Fundraising campaign posts will generally fall into one of the following categories:
This is a Facebook post that introduces your campaign and asks people to donate or get involved.
This type of post seeks to mobilize your supporters by showing them that you are already well on your way to success. Donors want to be part of a winning team, so use Facebook to show your community that you are halfway or almost to your goal. Don’t forget to link to your campaign page so people can contribute.
Results and Thank You
Don’t forget to follow up on Facebook to show what your community accomplished through a campaign. Share the amount you were able to raise and remind donors what that money will provide.
2. Event Promotion
Facebook is also a great tool for organizing and promoting events. You can create an event page to share with supporters and invite large groups or individuals. Facebook events can also be used to track RSVPs, although they are usually an unreliable headcount. If you want an accurate gauge of attendees, create an event page on Classy, where supporters can RSVP for free events or register and purchase admission to ticketed ones.
- Announcement/Appeal to Register
- Progress Update (on the amount raised, number of tickets sold, or how many spots are left)
- Results and Thank You
Remember to include images or videos in your posts. You can add pictures from last year’s event, share performer or event activities, or even create a series of images counting down to the big day. If you want people to register for your event, always include a link to the event page.
3. Supporter Testimonial
Social media platforms like Facebook are ideal for presenting your audience with social proof. Social proof is the psychological principle that people are more likely to take an action if they see others doing so. For example, someone who just heard about your organization might visit your Facebook page and see in the sidebar that several of their good friends have “liked” your page. When they see that people they trust and identify with have “liked” you, they are more inclined to click “like.” But your Facebook posts themselves can also be a form of social proof to encourage people to volunteer, fundraise, and donate to your mission.
4. Question or Conversation Starter
When organizations feel the pressure to create so much content for platforms like Facebook, it’s easy to forget that social media should be an interactive experience. Facebook in particular makes it easy for people to reply to your posts or like and share them.
Spark some action and conversation with your Facebook followers by posting a question or asking for their opinions and experiences. People with a personal connection to your cause may be reminded of why they care and be motivated to reply or get more involved.
5. Impact and Delight
Some of the most successful and sharable posts on Facebook are the ones that just make people feel good. And while you certainly want to mobilize your audience for action, you also need to remind them of the impact they’ve helped you make or the people (or animals) affected by your cause.
Share impact stories that show how your organization is making a difference. Again, videos and images are a huge asset when it comes to getting attention and shares. Posts with images receive more than double the engagement of posts without images on Facebook.
The constant upkeep on social media channels like Facebook can seem like a huge task for time-strapped nonprofits, but with a keen understanding of what to post, content generation becomes easier. Create a calendar on which to plan your Facebook posts. This will help ensure you have a solid mix of these different types and even allow you to create posts ahead of time. Use these post types to generate an engaging flow of content that keeps your followers interested.