When your nonprofit organization is marketing its events and programs, social media, especially Facebook, can be one of your most effective tools. An average of 68% of Americans use Facebook, which is a much higher rate than Twitter (24%) and Instagram (35%). Three-fourths of these users visit daily and just over half of those check multiple times a day. So, your organization should be using this tool to get the word out about your services, events, and programs.
We’ve gathered a guide on how to get the most out of Facebook and how to use both pages and profiles to promote your organization’s mission. This is the first in a series of posts, and today, we’ll cover how to make Facebook page, adjust its settings, and become a registered charity.
First thing’s first, your nonprofit should use a page instead of a profile. Let’s review the differences between Facebook profiles and Facebook pages.
|For individuals||For business, organizations, and public figures|
|Have a mutual relationship with friends||Others like and follow the page|
|Access for one specific person||Can have many different administrators|
|No advertising options||Advertising available|
You can use your personal profile to share your page’s posts and events (we’ll discuss that in a future post) but you should be using a page for your organization.
If you haven’t created a Facebook page for your organization yet, you can follow the steps here to do that.
Getting the settings right will improve your page’s visibility and functionality. Reach your settings by going to your page and clicking “Settings” at the far right of the white bar below the blue header.
Page Info: This should be as complete as possible. Fill this out as much as you can, including the contact information, mission statement, and anything else you have information for. The more information you have, the fewer questions you leave unanswered. If someone has already arrived at your page, don’t make them go to Google to search for any info. they should be able to easily find on your page.
Page Roles: If you have other board or staff members who will help manage your Facebook page with you, you can add people to your Page Roles. Admins can manage all aspects of the page. Most pages will only need admins, but Facebook offers a variety of roles such as Editor, Advertiser, and Jobs Manager. Get more specifics on the different roles here.
Other Settings: You can set up a messenger platform, link an Instagram account, block followers, access page support, access donation and fundraiser reports, and much more! Take the time to browse through all of the Facebook page settings to see the various things you can adjust. You may find some adjustments to make now or make note of things to do later.
Become a Facebook registered charity to officially raise funds through your page. Completing this step will allow you to access tools to help you collect donations and enable supporters to fundraise for your nonprofit. There are no fees to receive money raised through Facebook. Visit Facebook’s Charitable Giving Tools for all the information and for more info on eligibility.
An Important Note About Payouts: The payout threshold to receive your donations is $100. This means you will not receive the funds until they reach at least $100. For small organizations or those that don’t get much engagement on Facebook, this may initially be a hard number to reach. If you don’t consistently see that much through your online fundraising efforts, not to worry! We recommend redirecting people to PayPal or a donation checkout form on your website for now. You can link to it from your page.
We hope Part 1 in this series has been helpful! In the next CNS newsletter, we’ll discuss writing the perfect post for your Facebook page. Make sure you’re subscribed to our mailing list to be notified when the post is up!