With nearly three-quarters of nonprofits having a presence on Facebook, I was curious: so what’s the big deal? Susan Gordon, Senior Nonprofit Coordinator for Causes, the free Facebook application, enthusiastically offered best practice tips during the very last time slot of the recent NTEN Nonprofit Technology Conference in San Francisco.
But wait (you say)! Didn’t I just read a big article that Causes is no good for raising money? Shouldn’t I spend my resources on something with a better return?
After the dissing of the article died down (blogs abuzz…), many users of Causes at the NTEN conference spoke to the value of Facebook as a part of their marketing mix. Look, no nonprofit has a lot of time OR money, so when these fundraisers tell me it’s a critical part of their toolbox, I listen. Many believe that people learn about them through Causes, begin to care about the cause or organization, and give through other channels. By the way, Causes takes a fairly hefty cut (Facebook takes a small cut of donations, and there’s a transaction fee charged by Network for Good, which processes the money) — but you’re likely acquiring new donors that you wouldn’t have reached any other way. For small donations, it compares fairly well to the administrative cost of mailing appeals, sending thank you’s, etc. (postage and cost adds up for snail mail donor acquisition, too).
But wait (you again?)! Doesn’t it take too much time to keep up with Causes? Angela, who maintains the “Save Darfur Coalition” Causes page (along with a lot of other responsibilities), says she only spends 10 minutes a day on Causes — and they have 1 million Facebook friends. She says she takes a hands-off approach, checks out new users (and thanks them), and does a little moderation of members’ posts.
Without further adieu (now that you’ve stopped interrupting), here are Susan’s best practice suggestions:
- Get the name right. The name should use an active verb and grab attention, like, “Educate girls in Africa,” or “Stand up for hungry children!”
- Find the exclamation point key and use it often. Susan says that part of the culture of Facebook is enthusiasm. Exclamation points sell!
- Turn it into a campaign. Set an achievable goal – like raising $10,000 — and find a creative way to engage people to invite their friends. The “Power of Ten” campaign asked 10 people to invite 10 other people to send $10 each. One of Susan’s co-speakers, Ryan, noted, “Always have a fundraiser up” (not just a generic cause/organization page).
- Consider an incentive, like a drawing to attend a conference, a free downloadable CD, etc.
- Use the announcements feature and keep followers in close touch. Susan says you can’t announce too often, but make the content different each time (and short) – oh, and with exclamation points!
- Post on the wall.
- Activate your offline network. Tell people what you’re doing by email and at events.
- Reach out to the hall of famers — those that recruited the most friends to the cause — and message them on the Care Wall. Facebook is VERY careful about not allowing you to message people you don’t know, but Causes found a way to allow nonprofits to communicate with followers through the Care Wall.