Facebook for Nonprofits: How to Get the Best of the Platform

Facebook (now officially known as Meta) can be a great platform for any nonprofit looking to increase its social media exposure. But how do you get the best of the platform? As of now, this social media platform still ranks number one as the largest networking site, with nearly three billion people using it every month.

GrantWatch.com‘s marketing team uses Facebook daily to reach its current subscribers and make contact with potential subscribers. With its many features, Facebook can be extremely useful. So today, GrantWatch is providing your nonprofit with a complete guide to Facebook with all the best practical tips! This article will detail the tools available to your organization through Facebook.

What Features Are Available Through Facebook?

Facebook Wall & Stories

The first main feature of Facebook are the Facebook Wall and Stories options. Every person who has a personal Facebook profile or an organization/business page has a Facebook Wall. This is where you can make daily posts that your followers are able to see in their newsfeeds. In these posts, you can include photos and videos to add visual appeal to your Facebook Wall.

Nonprofits should utilize their Wall by sharing fundraising updates, information on upcoming events, success stories, calls-to-action, personal stories and any other resources they want to promote with their followers.

Along with the Facebook Wall, there is also a Story option. Similar to Instagram and Snapchat Story options, this allows nonprofits to share additional information and behind-the-scenes pictures on a temporary basis with their followers. This is good for any content a nonprofit might not want to permanently display on their page, but still provide their audience with short-term access. With this feature, nonprofits can also set up polls to ask their followers about their preferences or opinions on different topics that relate to the organization’s mission or goals.

Messenger

Messenger is Facebook’s direct messaging feature. It is a part of Facebook, but can also be downloaded as a separate mobile device app. This is a great tool for nonprofits who are looking to network with other organizations or individuals. It can also be a great way to share upcoming event information with people other than those who might not regularly follow your page.

Groups

Facebook also allows you to join different Groups that have been created on the site. This can be another great way for nonprofits to branch out and network with other organizations with similar missions. If you are looking to partner with another nonprofit or business for an upcoming project or event, this can be a valuable resource for your organization. if you don’t find an existing group that suits your needs, you also have the option of starting your own group.

Events

Facebook Event gives nonprofits the option to create separate pages to invite their supporters or members to fundraising events, as well as any ongoing private events or meetings. With this feature, nonprofits can generate a virtual attendance list, since the page tracks everyone who ‘RSVPs.’ It also can be set up to send reminder notifications to attendees in advance of an event. On the Event page, anyone who has already been invited can also invite additional people to attend. This feature makes it easy to promote an upcoming event and help ‘spread the word.’ It gives everyone involved with the event a central page they can visit to get all the information regarding the time, venue and description of the event.

Facebook Ads

Facebook Ads are paid advertisements that are used to increase their social media reach on the platform. If looking to go this route, there are many different advertisement options. This is a great way to boost posts already on a Facebook page. The Ads feature can also be used to create new photo or video ads to share a message with a wider audience. Visit the Ads Format page for a full list of available ad options or to learn more about how to utilize this option.

Fundraising Tools

In addition, Facebook offers many fundraising tools for nonprofits to use. For starters, nonprofits can add a donate ‘button’ to their page in addition to posts and live videos. Before adding a donate button, a nonprofit has to sign up for Meta Pay.

Nonprofits can also set up a separate Facebook Page for fundraising events. To do this, nonprofits need to:

1. Go to their nonprofit Page and click on the ‘Fundraiser‘ tab which is one of the ‘Create‘ options.
2. Find where it says ‘Create a Fundraiser‘ and click on ‘Start a Fundraiser‘.
3. Specify the fundraising goal, currency and deadline. Then click ‘Next‘.
4. Fill in the title and description of your Fundraiser.
5. Then Upload (select) a cover photo and click ‘Create‘.

As a perk for signing up for Facebook’s Fundraising Tools, nonprofits are also able to invite supporters to start a fundraiser on their behalf. An easy way many supporters utilize this option is to request that people ask others to make a donation to their favorite nonprofit ‘in lieu of gifts’ to celebrate a birthday or to make a special appeal for funds during a crisis or natural disaster.

In order to qualify for these fundraising tools, a nonprofit must be ‘Verified’ by Facebook. This authentication requires that an organization must be formally registered through the IRS (or similar registry in other countries) as a 501(c)(3) nonprofit entity. For more information on how to qualify as a 501(c)(3) nonprofit, visit Facebook’s FAQ page.

Facebook Live

Facebook Live is another feature the platform offers. This option can be helpful for nonprofits wanting to start a live stream of events or other activities with only a touch of a button. Nonprofits will use Facebook Live to video record events for followers who were unable to attend in person. It can also be a great tool when it comes to conducting interviews or Q&A sessions with the nonprofit’s administration or other individuals who might have important insights into the nonprofit world. This feature is highly interactive and allows nonprofits to engage directly with their audience and provide updates about their work in a genuine way.

When Is the Best Time to Post on Facebook?

According to Hootsuite, a popular social media management software company, the absolute best time to post on Facebook is between 8 a.m. and noon on Tuesdays and Thursdays. Be sure to keep in mind the time zone of your primary audience when scheduling your posts.

10 Best Practices for Facebook Nonprofit Marketing

Now that you know the Facebook features available for nonprofits, here are 10 of the best practices to follow on Facebook:

1. Create an initial strategy. Be sure to know your target audience!.
2. Make sure your nonprofit page includes as much information as possible for both new and existing followers.
3. Add visual appeal by posting images and videos to your page.
4. Be consistent with your posting (this usually means posting 2-5 times each week).
5. Be sure to respond in a timely manner when it comes to replying to comments or messages from followers.
6. Join and/or partner with other groups that have similar missions.
7. Use the fundraising tools to your advantage.
8. Experiment with Facebook ads.
9. Have a set social media team in place.
10. Run analytics to regularly evaluate how you can improve your social media impact and presence.

Overall, Facebook can be an immensely beneficial platform for nonprofits looking to share their message with others. We hope this article helps you learn more about the platform and how your nonprofit can take advantage of its many features.

GrantNews Notes

Looking for grants? With close to 8,000 grants currently available, GrantWatch.com is the leading grant listing directory. Upgrade to a MemberPlus+ subscription to view full grant details, including eligibility criteria and application information. For more information, you can also visit the GrantWatch FAQ page.