Navigating the Social Media landscape can be difficult for NonProfits. We will provide best practices for gaining followers and converting those followers to Cause Donors.

1. Getting The Most Out Of Facebook
For Your Nonprofit
Darren Rankin
May 15, 2012
A Service
Of: Sponsored by:

2. Protecting and Preserving the www.cjwconsulting.com
Institutional Memories of
Nonprofits Since 1993 (866) 598-0430
info@cjwconsulting.com
A Service
Of: Sponsored by:

3. Affordable collaborative data
management in the cloud.
A Service
Of: Sponsored by:

4. Today’s Speaker
Darren Rankin
President,
KarmaWell Inc.
Assisting with chat questions: Hosting:
April Hunt, Nonprofit Webinars Cheri J Weissman, CJW Consulting & Services, Inc.
A Service
Of: Sponsored by:

5. GETTING THE MOST OUT OF
FACEBOOK FOR YOUR NONPROFIT

6. TABLE OF CONTENTS
 Intro: Why Facebook?
 Page Setup
 Content
 Engagement
 Analytics
 Wrap-up
 Questions
 General Definitions
 Thank You from KarmaWell!

7. WHY FACEBOOK?

8. "If you're not in the social space, then you're not
anywhere. It is crucially important to be
engaging with your customers on a daily basis.”
-Jenna Boig, The Nature Conservancy
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

9. Facebook Allows You To:
Personalize Your Cause
Build Your Community
Engage Your Fanbase
Raise Funds!
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

10. WHY FACEBOOK?
• There are 800 Million people on Facebook
– 1.5 million US non profits
– 75 million Facebookers support non
profit pages
– 100,000 nonprofits have pages
• Nonprofits can use Facebook to find fans
that are Committed to their cause
• Nonprofit supporter bases are Growing
Rapidly
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

11. FACEBOOK WORKS… IF YOU DO IT RIGHT!
Case Study: Tuesday, May 1, 2012
• Facebook called users to register as organ
donors
• Within hours… 6,000 signed up! (15x normal)
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

12. WHO’S THERE NOW?
• Nov 2010 Study: Top 100 nonprofits…
Oct 13, 2011 Review
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

13. PAGE SETUP

14. BEFORE YOU START:
THINGS TO CONSIDER
• Look at other Nonprofits. What’s Working For Them?
• Consider your goals
– Short-Term
– Long-Term
• Evaluate your resources
• Be prepared to Evaluate/
Analyze Performance
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

15. FACEBOOK SETUP WIZARD
1. Choose a Master Admin:
1
2 4 7
8
5
3 9
6 10
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

16. POST WIZARD: PRETTY BASIC!...NOT DONE!
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

17. MANAGE SETTINGS: VIEWS
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

18. MANAGE PERMISSIONS
More Open = More Engagement = More Oversight
✔
✔
✔
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

19. COMPLETE BASIC INFORMATION
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

20. CHOOSE A PROFILE PICTURE
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

21. RESOURCES
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

22. MANAGE APPS
• Enhance your Page Experience.
• Connect Real-Time actions on the web
• Keep it Simple
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

23. CHOOSE YOUR COVER IMAGE
• Quickly Engage
• Tell Your Story
• Make it Relevant, Specific,
& Emotionally Compelling
Follow the Rules:
NO Contact Info
NO Direct Calls to Action
• Like Us
• Share Us
• Donate
• Pledge
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

24. MAKE YOUR LANDING PAGE
LIVELY/INTERESTING
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

25. INTEGRATE YOUR SOCIAL MEDIA
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

26. CONTENT

27. WRITE POSTS SPECIFICALLY FOR FACEBOOK
• Provide New Info
that followers care
about
• Discuss Important
Topics
• Keep them
Coming Back!
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

28. Talk about Current Events that
are Relevant to your cause
Be BOLD! Get Your followers’ Attention!
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

29. USE PHOTOS / VIDEOS
Facebook now lets you use videos
and larger photos in your news feed.
Use Them!
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

30. FOLLOW THE 80/20 RULE
80% of Posts Should be Relevant Content
20% Should Have a Call to Action
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

31. HAVE A PURPOSE
What do you intend to get
from FaceBook?
– Raise Funds?
– Recruit Volunteers?
– Gain Likes?
– Foster Activists?
Make sure your posts are in
line with This Goal!
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

32. SET A SCHEDULE AND STICK TO IT!
• Provide Regular Content
• Find Your Frequency
• Assign Responsibilities
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

33. CONSIDER YOUR CALL TO ACTION
Make Sure Fans know what
you want them to do!
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

34. HIGHLIGHT POWERFUL POSTS
The Pin To Top Feature lets you Emphasize a
Specific Post for 7 days
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

35. THE PERFECT POST
Content
Call To Action
Photo
Sharing
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

36. ENGAGE

37. ENGAGE YOUR FOLLOWERS
• Encourage Responses
• Ask Open-Ended
Questions
• Let customers Ask
Questions of your staff
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

38. ENGAGEMENT TOOLS
Quizzes
Contests
Polls
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

39. REPLY TO POSTS AND BE AN ACTIVE USER
• Encourage people to post their own
experiences by responding to them personally
• Encourage Discussion Between Users, not just
between your org and the user
• Don’t be afraid to take the conversation
offline through Direct Messaging.
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

40. DIRECT MESSAGING
• Reach out to users individually if they require
private attention
• Be aware of the 2-to-1 rule
1 User Message = 2 Direct Cause Messages
1 User Message = 2 Direct Cause Messages
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

41. NETWORKING
• Follow other Causes. They will Follow You!
• Repost their relevant content to your followers
• Find FaceBook Groups that match your Cause
• Create your Own Groups!
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

42. LINK FROM YOUR WEBSITE
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

43. LINK FROM YOUR EMAILS
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

44. LINK FROM ANYWHERE
Your Twitter
Your Blog
Your Business Cards
Your Email Signature
Your Newsletters
Your Print Promotions
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

45. ADVANCED STRATEGIES / ANALYTICS

46. SOCIAL PLUGINS
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

47. TIMELINE APPS
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

48. SHOWING UP ON NEWS FEEDS
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

49. FACEBOOK ADS
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

50. FACEBOOK INSIGHTS
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

51. BEST PRACTICES
• Export Data Monthly for
comparisons and access
when Insights is offline
• Regularly check to see
what your Audience is
Responding To
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

52. DEMOGRAPHICS AND ENGAGEMENT TYPES
• Who are you Engaging?
• What are they Doing?
• Tailor Posts accordingly
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

53. ADDITIONAL TIPS
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

54. YOUR PAGE’S NEWS FEED

55. WRAP-UP

56. KEY TIPS
• Fill In your FaceBook Information Completely
– Help Fans Find Your Page
• Content Should Be Relevant / Timely
– Remember the 80/20 Rule
• Engage Your Followers
– Keep them Active and Engaged with Your Cause
• Analyze Your Performance
– Monitor your Progress and Make Adjustments

57. QUESTIONS?
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

58. GENERAL FACEBOOK DEFINITIONS
Fan: A Facebook "fan" is a user who "likes" a particular page. If a user chooses to
"like" a page, they are then able to get updates from that page's administrator
through status updates, link posts, and event invitations.
Friend: A User who accepts a friend request from another user. Both users will
receive updates and status posts from each other as long as they remain
“friends”
Friend List: A total list of all people connected to a user through approved friend
requests.
Group: A group of FaceBook users with interest in a single subject. Groups are
created by users, and assigned admins. In order to join a group you must be
approved by an admin.
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

59. GENERAL FACEBOOK DEFINITIONS
Like: A Facebook action in which you give your approval for a specific Facebook
page. That page will show up in your list of likes, and any posts made by that
page will show up in your Activity Feed.
Activity Feed: A list of stories created by your friends and any page that you have
liked.
Tag: The act of referencing a specific user or page on one’s posts.
Wall: The area on a profile or page where friends and “fans” can post their
thoughts, views, or criticisms for everyone to see.
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

60. FACEBOOK INSIGHTS DEFINITIONS
Total Likes: The number of unique individuals who click the Like button to “Like”
your Facebook Page. This number is sometimes referred to as Lifetime Likes.
New Likes: The number of unique individuals that liked your Facebook Page
during a specific date range that you select.
Like Sources: The number of times your Facebook Page was liked, categorized by
where the like occurred (on your Facebook Page, website, and so on) during
the specific date range that you select.
Unlikes: The number of unique individuals who have unliked your Facebook Page
during the specific date range that you select.
Friends of Fans: The number of unique individuals who are friends with the
people who like your Facebook Page. These people represent the total
potential reach of any content you publish to your Facebook Page.
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

61. FACEBOOK INSIGHTS DEFINITIONS
People Talking about This: The number of unique individuals who have created a
“story” (see definition below) about your Facebook Page during the time
period you select.
Story: A term used to reference the ways people can interact with your page,
including:
• Liking your Facebook Page
• Liking, commenting on, or sharing a post from your Facebook Page
• Answering a question you asked on your Page
• Responding to an event you posted on your Page
• Mentioning your Page within their own posts
• Tagging your Page in an uploaded picture
• Checking in to or recommending your Facebook Place
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

62. FACEBOOK INSIGHTS DEFINITIONS
Total Reach: The number of unique individuals who have actually seen any
content related to your Facebook Page. This could include content published
on your Page, as well as Facebook Ads and Sponsored Stories that lead people
to your Page.
Organic Reach: The number of unique individuals who saw a specific post from
your Facebook Page on their own News Feeds, tickers, or directly on your
Page.
Paid Reach: The number of unique individuals who saw a specific post from your
Facebook Page through a paid source, such as a Facebook Ad or Sponsored
Story.
Viral Reach: The number of unique individuals who saw a specific post from your
Facebook Page through a story published by one of their Facebook friends.
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

63. FACEBOOK INSIGHTS DEFINITIONS
Active Users: The number of people who have viewed your Facebook Page
or interacted with it in some way (for example, liking it, commenting
on a post, and so on).
Monthly Active Users: The number of people who have viewed your
Facebook Page or interacted with it during the previous 30 days.
Daily Active Users: The number of people who have viewed your
Facebook Page or interacted with it on the specific day you select,
categorized by the type of action they performed.
Engaged Users: The number of engaged individuals who have clicked
anywhere on one of your Facebook Page posts. They could have liked
your post, commented on it, shared it, and so on.
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

64. FACEBOOK INSIGHTS DEFINITIONS
External Referrers: The number of views your Facebook Page received from
website URLs that are not part of Facebook.com.
Page Views: The total number of times your Facebook Page was viewed during
the time period you select.
Tab Views: The total number of times each tab in your Facebook Page was viewed
when people were logged in to Facebook, during the time period you select.
Post Views: The number of times a story published on your Facebook Page News
Feed was viewed during the time period you select.
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

65. FACEBOOK INSIGHTS DEFINITIONS
News Feed: The center column in a Facebook Profile or Page which displays a
continually updated list of stories published by people and Pages you follow
on Facebook.
Page Content or Post Feedback: The number of likes and comments on stories
published in your Facebook Page News Feed during the time period you select.
Daily Story Feedback: A breakdown of how people responded to your stories by
engaging with them (through likes or comments) or unsubscribing from them
(so your Page stories don’t appear in their News Feeds in the future) during
the time period you select.
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

66. FACEBOOK INSIGHTS DEFINITIONS
Daily Page Activity: A breakdown of how people engaged with your Facebook
Page, other than by commenting and liking your posts, on the specific date
you select. For example, this metric will measure when fans write on your
Facebook Wall, upload photos or videos to your Page, write reviews,
participate in your Page’s discussion board, mention your Page in updates
they publish on their own Facebook Profiles, or mention your Page to
friends.
Impressions: The number of times a post from your Facebook Page is
displayed, regardless of where a person sees it. A single person can see a
post multiple times, thus creating an impression for every time that
content is viewed.
Media Consumption: The number of times a piece of media content that you
published on your Facebook Page, including a video, photo, or audio clip,
is clicked and viewed on a specific day.
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

67. THANKS!!! – NOW GO CAUSING!
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

68. HI!!
SO, WHAT’S KARMAWELL?
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

69. • Free service & tools helping nonprofit uncover
revenue & engage/develop supporters all-year-long
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

70. CONTACT US: WE ARE EXCITED TO HELP!
Darren.Rankin@KarmaWell.com Marshall.Alexander@KarmaWell.com
operations & growth technology
Oumar.Ganame@KarmaWell.com
partnerships
Why Facebook? Page Setup Content Engagement Analytics Wrap-Up

71. Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
A Service
Of: Sponsored by: