By Stephanie Williams (@stephnatural)
Facebook has become our generations most popular social media platform for a multitude of reasons. It’s an easy, paperless way to keep in touch with your family, everyone’s sharing hilarious viral videos, and your closest friends are only a click away. When you hear the word “marketing” you normally think “for profit”, but really, nonprofits have a great advantage by marketing on Facebook. Not all videos that go viral are of cats doing silly things… remember the ALS challenge that brought awareness to Lou Gehrig’s disease? Facebook marketing can do wonders for your nonprofit.
FACEBOOK ADS AREN’T ALWAYS FOR ADVERTISING… THEY’RE GREAT FOR RAISING AWARENESS TOO
Facebook ads offer many different calls to action when you run a campaign. “Learn more”, “Download now”, and “Sign up” can all be calls to action for Facebook users to learn more about a social cause you’d like to bring awareness to, download an ebook, or add their signature to your petition. Get creative with your marketing. The best part is that your organization isn’t “selling” anything, so you don’t have to worry about people thinking you’re just out to get them to purchase something.
AD TARGETING IS MADE SIMPLE
No more running ads to generalized groups who aren’t interested in your cause! Now, Facebook ads allow you to target similar business “pages” and interests in a specific demographic. Before running an ad to raise awareness for your cause, check out the profiles of some of your loyal Facebook page followers. See what other pages they have liked, and you can use this in your targeting. Another thing that would help is to make a list of other causes that are similar to yours or more popular than yours; use these as targeting aspects as well. Organizations can also target by purchasing behavior; donating to organizations can also be targeted. Check out this guide to effective Facebook ads for nonprofits.
FACEBOOK IS THE ONLY SOCIAL MEDIA PLATFORM WITH OVER A BILLION USERS
That’s right… over ONE BILLION. Let’s not forget international users that speak English as well. Social causes and disease awareness can strike a chord with a multitude of audiences, and not only in the US. According to Amy Porterfield’s Facebook stats, five new Facebook profiles are created every second!
INVOKING EMOTIONS IN YOUR MARKETING CAN HELP TO INCREASE SHARES
This is huge in sales, but is great for marketing your nonprofit as well. Share success stories on your business page, talk about your fundraising processes, give your fans and supporters a reason to resonate with you. Recently, the Huffington Post released a story about a woman who graphically exposed her bare breast on Tumblr after a bout of radiation to show social media that breast cancer is a deadly disease, not a ploy to “save the tatas” or to “save the boobies”. The headturning photo garnered massive emotional attention and has been published on leading websites like Mashable, Daily Mail, and Cosmopolitan magazine.
These tips are sure to help your nonprofit when developing your Facebook marketing strategy. What tips do you think will be most helpful to your organization? Have you implemented any of these tips before and found success with increasing your organizations visibility? Leave a comment down below!
Category: Integrating with Traditional Marketing, Social Media Marketing 201