Revised with new information as of January 8, 2020

A free resource for nonprofit organizations, NGOs, civil society organizations,
public sector organizations, and other mission-based agencies

Jayne Cravens, www.coyotecommunications.com


How Nonprofits, Charities, NGOs, etc., Should Use Facebook

Every web-based online community evolves, and Facebook is no exception: what Facebook is now is not what it was five years go, not what it was when it originally launched,and not necessarily what it will be in two years. What started off as an online dating site and rating system for "looks" for college students is now the most popular online community in the USA, and in many other countries as well. It won't be forever, (remember back in the 1990s when commercials said "Find us on America Online!" instead of web addresses?), but its popularity make it worth using for any nonprofit organization, non-governmental organization, school, government program or other mission-based organization interested in engaging with a very large number of people.

HOWEVER, it is NOT a substitute for a web site. Your organization still needs a web site.

Unfortunately, there are a lot of nonprofits creating a profile on Facebook and posting event announcements. That's it. That's not now to use Facebook (or your web site, for that matter). If that's how you are using Facebook, you are missing out on most of the benefits you could gain from such. If your Facebook page is pretty much just announcements of gift shop hours, event announements, requests for donations, etc., your Facebook profile is NOT worth following! Facebook is an ENGAGEMENT tool - it should entice people to comment, ask questions and share information.

Even if your organization decides not to use Facebook to engage - you are overly fearful of a PR misstep or whatever - your program needs to claim its space on Facebook - before someone else creates a page with your program's same name.

What your organization absolutely must do on Facebook - no excuses!

Those are things your organization absolutely, positively should be doing on Facebook - no excuses. There are also things your organization should consider doing, if you have time or if you feel it's appropriate for your organization.

What you organization should also consider doing on Facebook

Note that, if your organization wants to use Facebook successfully and engage in the aforementioned activities, you have to allow multiple people to lead your organization's social media activities - not just the person in charge of fundraising, not just the marketing director, but also the person that supports and manages volunteers! She or he must be allowed to use Facebook at work, no excuses!

Here are some organizations that "get" FaceBook, in my opinion:


What do all these FaceBook users have in common? Their status updates are so compelling that I want to read them! They are using FaceBook to micro-blog about "wow" things. And I feel like there is a caring human writing their posts, not a cold PR person trying to manipulate me. I feel like they are my "friend."

What happens when these organizations post to FaceBook? People respond: They click "like". They post glowing comments. They repost to their own status on FaceBook. They blog about it. They tell their friends. My guess is that these organizations see greater attendance at events, greater numbers of volunteers signing up to help, and probably an increase in donations - tangible results that make online activities worth doing.

Here's a blog I wrote about what nonprofits I think do a great job with Facebook a while back.

Ethics of using Facebook

By using Facebook, you are exposing yourself to data mining at a level never before seen, with companies buying up all the information you freely share on Facebook through your posts and likes, as well as what you have put into your profile (your birthday, family connections, etc.) and using it to target you for products, services and, of course, misinformation. Through your continued use of Facebook, you may also be seen as endorsing Facebook’s business practices which are under investigation by Congress. On the other hand, Facebook is, by far, the most widely-used social media platform and makes it oh-so-easy to share information with current and potential clients, constituents, volunteers, other supporter and the general public. A nonprofit or government agency that stops using Facebook may be cutting itself off from people who need its information, as well as from current and potential supporters. So, should your nonprofit, as a matter of safety and ethics, delete its Facebook page and any Facebook group it manages and stop using the platform altogether? I explore the answer to that question here on my blog.

 
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