This document provides guidance for nonprofits on using Facebook effectively. It recommends choosing a master administrator to oversee the nonprofit's Facebook page and engagement. It also suggests regularly posting updates, events, photos and videos to engage fans. Additionally, it advises using Facebook ads and promotions to drive people to the page and boost engagement.

1. GETTING
THE
MOST
OUT
OF
FACEBOOK
FOR
YOUR
NONPROFIT
5/15/12

4. • Free
service
&
tools
helping
nonprofit
uncover
revenue
&
engage/develop
supporters
all-­‐year-­‐long

5. Darren.Rankin@KarmaWell.com
Marshall.Alexander@KarmaWell.com
opera&ons
&
growth
Technology
415.830.9321
415.830.9311
Oumar.Ganame@KarmaWell.com
Partnerships
415.830.9325

11. • Nov
2010
Study:
Top
100
nonprofits…
Oct
13,
2011
Review

14. 1. Choose
a
Master
Admin:
1
2 4 7
8
5
3 9
6 10

17. ✔
✔
✔

39. • Reach
out
to
users
individually
if
they
require
private
aTenUon
• Be
aware
of
the
2-­‐to-­‐1
rule
1
User
Message
=
2
Direct
Cause
Messages

43. Your
TwiTer
Your
Blog
Your
Business
Cards
Your
Email
Signature
Your
NewsleTers
Your
Print
PromoUons

57. Fan:
A
Facebook
"fan"
is
a
user
who
"likes"
a
parUcular
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
invitaUons.
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.

58. Like:
A
Facebook
acUon
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
AcUvity
Feed.
AcUvity
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
criUcisms
for
everyone
to
see.

59. Total
Likes:
The
number
of
unique
individuals
who
click
the
Like
buTon
to
“Like”
your
Facebook
Page.
This
number
is
someUmes
referred
to
as
LifeUme
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
Umes
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
potenUal
reach
of
any
content
you
publish
to
your
Facebook
Page.

60. People
Talking
about
This:
The
number
of
unique
individuals
who
have
created
a
“story”
(see
definiUon
below)
about
your
Facebook
Page
during
the
Ume
period
you
select.
Story:
A
term
used
to
reference
the
ways
people
can
interact
with
your
page,
including:
•
Liking
your
Facebook
Page
•
Liking,
commenUng
on,
or
sharing
a
post
from
your
Facebook
Page
•
Answering
a
quesUon
you
asked
on
your
Page
•
Responding
to
an
event
you
posted
on
your
Page
•
MenUoning
your
Page
within
their
own
posts
•
Tagging
your
Page
in
an
uploaded
picture
•
Checking
in
to
or
recommending
your
Facebook
Place

61. 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,
Uckers,
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.

62. AcUve
Users:
The
number
of
people
who
have
viewed
your
Facebook
Page
or
interacted
with
it
in
some
way
(for
example,
liking
it,
commenUng
on
a
post,
and
so
on).
Monthly
AcUve
Users:
The
number
of
people
who
have
viewed
your
Facebook
Page
or
interacted
with
it
during
the
previous
30
days.
Daily
AcUve
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
acUon
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.

63. 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
Umes
your
Facebook
Page
was
viewed
during
the
Ume
period
you
select.
Tab
Views:
The
total
number
of
Umes
each
tab
in
your
Facebook
Page
was
viewed
when
people
were
logged
in
to
Facebook,
during
the
Ume
period
you
select.
Post
Views:
The
number
of
Umes
a
story
published
on
your
Facebook
Page
News
Feed
was
viewed
during
the
Ume
period
you
select.

64. News
Feed:
The
center
column
in
a
Facebook
Profile
or
Page
which
displays
a
conUnually
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
Ume
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
Ume
period
you
select.

65. Daily
Page
AcUvity:
A
breakdown
of
how
people
engaged
with
your
Facebook
Page,
other
than
by
commenUng
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,
parUcipate
in
your
Page’s
discussion
board,
menUon
your
Page
in
updates
they
publish
on
their
own
Facebook
Profiles,
or
menUon
your
Page
to
friends.
Impressions:
The
number
of
Umes
a
post
from
your
Facebook
Page
is
displayed,
regardless
of
where
a
person
sees
it.
A
single
person
can
see
a
post
mulUple
Umes,
thus
creaUng
an
impression
for
every
Ume
that
content
is
viewed.
Media
ConsumpUon:
The
number
of
Umes
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.

66. 1. Focus on your level of Facebook expertise/
resources
• Your Plan: Revisit it, Update it, Set it, Launch
it…
2. Execute new plan for 2weeks
• Review it, Tweak it – Test for 2 more weeks
3. Tap into New Revenue
• Get your Free KarmaWell Shop&Support app
contact_us@karmawell.com
• Everyone shops online, Shouldn't you benefit?

67. Darren Rankin
darren.rankin@karmawell.com
415.830.9321