Best practices for nonprofits on Facebook

One of the most helpful resources for nonprofits on Facebook is actually Facebook itself. Go to https://www.facebook.com/nonprofits for Facebook’s official resources to help your nonprofit organisation maximize the benefits of this popular platform.

Some basic best practices:

  • Be human, and engage with your audience. Social media is not simply there for you to broadcast news about yourself, and if you use it as such, you will lose your supporters.
  • Use your organisation’s logo as your profile picture. Make sure it can fit neatly into the small square and still be recognizable. Having a ‘social media version’ of your logo is an important consideration if your logo is not easily scalable
  • Encourage dialogue and interaction on your page by asking questions and inviting participation from your followers. You can also encourage your staff to post on your page and respond to questions to get a dialogue started.
  • Select a username for your site that is as close to your organisation’s website URL. Previously you had to have “25 likes” before you got to choose your vanity URL, but now you can choose one as soon as you setup your page
  • Have more than one trusted admin for your Facebook page. Don’t risk having your Facebook admin leave the organisation, and lose access to your page and followers.
  • Don’t update your page too frequently each day: 1 or 2 updates is enough. More than that risks having people leave your page or ‘hide’ your updates as they would be cluttering their newsfeeds.
  • Promote your page on your e-newsletter. Do more than include a simple "follow us on Facebook" like. Talk about what kinds of posts and information people can access on your Facebook page that isn't as accessible elsewhere. 
  • Ask your followers to “suggest your page” to friends, to help grow your community.
  • Advertise your Facebook page on all your correspondence, even your 'thank you' notes. 
  • Post powerful stats about your area of work and your impact. This is very helpful in sparking an interest and generating support.
  • Embed social media on your website – a simple “like” and “tweet” button on articles on your site to make it easy for people to share them is sufficient. You don’t have to include options to share on every social media network known to mankind!
  • Promote your Facebook page with a ‘like box’ on your website
  • Remember that social media is all about the human story. Use pictures and real case studies of your work to help connect with your audience.