Best Friends Animal Society is a national animal welfare organization dedicated exclusively to ending the killing of dogs and cats in America’s shelters. Since its founding in 1984, Best Friends has helped reduce the number of animals killed in American shelters from 17 million per year to an estimated 4 million. Best Friends Animal Society was able to create a Facebook marketing campaign and raise $13,000 during their test period.
With the new year fast approaching, it's time to start fresh and make some resolutions. How about starting with creating objectives and goals for your nonprofit on Facebook. In this blog post we will go over how to increase your nonprofit's reach and influence on the largest social sharing site.
Nonprofit organizations need online exposure for a multitude of reasons… one of which is to secure funding. Whether you need to make a few simple tweaks to your current page or perform a complete overhaul, these Facebook marketing techniques will help get your page seen. Social media marketing has a lower cost and enables organizations to connect with potential volunteers, sponsors, donors, etc. on a much wider scale.
Your nonprofit’s next event, big or small, will likely be announced and hyped up using social media. We all know this is something that we need to do, but how effective are your current strategies? Are you and your team just throwing Tweets and posts out there hoping something will stick?
On December 9th, 501cTECH, NetSquared DC, and the Nonprofit Technology Network (NTEN) co-sponsored a happy hour and panel discussion on digital trends. Panelists included thought leaders in the digital engagement space: Charmaine Nokuri, Chris Tuttle, DeRay Mckesson, and Jo Miles, and Colin Delany and Roshani Kothari moderated.
The discussion focused on how nonprofits can use digital platforms to further their missions.
Photo: Colin Delany, Jo Miles, DeRay Mckesson
Chris Tuttle’s opening remarks summed up the focus of the discussion quite well. There are three areas where organizations tend to struggle on digital platforms:
Facebook's constantly evolving algorithms have made it difficult for organizations to reach their audiences. In 2012, data showed a steep drop in post “reach” of around 40%, while the rate of engagement with those posts stayed relatively consistent. The obvious conclusion was that Facebook altered its formula to allow fewer brand pages into the newsfeeds of its users.
Content marketing allows your charity or nonprofit to tell a story about what you do, how you're doing it, why people get involved, and provide tips for those looking to promote goodness--which is what The Guardian refers to as "sticky content". This type of content hits a multitude of keywords and increases engagement via social media through retweets, shares, likes, and link clicks.
If you’re on Twitter, then you have no doubt encountered hashtags at one point or another. They’re those words, or collections of words jumbled together, with a pound sign in front of them (e.g. #Technology, #Nonprofits, #SleepyCats).