Reading through the facebook for nonprofits website is not too dissimilar from an ant moving through an ant farm. Its tips and strategies weave through one another in dissecting and unpredictable paths and in the end you’re not quite lost, but not quite where you thought you’d be either.
With all the marketers out there telling organizations how to use Facebook, the social media made sure to cover all their bases this year, creating an end-all, sprawling guidebook on how to run a nonprofit page. But even after covering every possible tip, they never once mention how the page is only one element of a very large, and successful, social media campaign ecosystem.
In a riddle where the only word omitted is Donation Webpage, the answer to the riddle must surely be…Donation Webpage.
What the guidebook fails to mention is how things like a donation page, a blog space and quality content work hand-in-hand to create social media campaigns. We recently helped a nonprofit animal shelter raise a quarter of a million dollars in a month by utilizing their Facebook audience–but that audience was moved by really good (shareable and engaging) content and they were able to donate with a well-designed donation landing page. If one side doesn’t work, neither will the other.
What you need beyond Facebook:
- A solid donation landing page: Soon you’ll be able to donate to a nonprofit while staying on Facebook (in the meantime, use these donations button tips). So does this mean a website isn’t necessary? Of course not. People will search on Google for your nonprofit, people will want to link to your page through other social media, people will want to use your website in a way they can’t use your Facebook page, some people (believe it or not) won’t even have Facebook. The fact of the matter is you’re going to need a website, and you’re going to need a killer donation page on that website to close the deal after all the hard work you put into your social media accounts.
- A well done blog/content hub: You need content to build a following of donors and advocates on Facebook, and this content needs to live somewhere. Preferably this blog site should be mobile-ready, remedied with up-to-date SEO, good looking and correctly branded.
- Well done content for that space: If you have the time and expertise to produce the blogs, videos or images needed for your campaign, then go for it! No one knows your cause and your audience like you. But if this type of work isn’t in your arsenal, then don’t. Don’t waste time and money promoting poor content infrequently. You can’t reach new audiences on Facebook without giving your current followers something to share.
- Tip: If you have the ability to create, let’s say, 10 great blogs and two short videos, then create that content for a short term campaign aimed at fundraising or awareness building (to increase your audience numbers).
- One well done video: When working with the Baltimore Animal Rescue & Care Shelter, idfive created a four minute video announcing the motivation behind our fundraising campaign. The exponential reciprocation was off the chain–the video was shared by over 1,000 different Facebook users and businesses and led many people straight to the shelter’s donation page. When the footage was picked up by a local news station the reach of the video increased exponentially. A well done piece of content (almost always a video) can be a highly impactful marketing tool, call to action and rally cry for a well-deserving non-profit.