5 Steps to Grow Your Nonprofit’s Facebook Audience
Growing your audience on Facebook doesn’t have to be daunting. The large majority of your supporters are already on Facebook—you just need to find them!
It’s fair to assume that, among Facebook’s $2.9$ billion users, your supporters are poised to donate. But where are you? With so much activity, it’s easy to feel lost. You might wonder, “Which audiences should I target, and why isn’t my current approach working?”
While we aren’t experts in fishing, we know how to connect with audiences online. Want to know a secret? It’s simpler than you think!
All you need are these five steps. You’ll be the next Beyoncé of Facebook… or another famous person everyone knows.
The Five-Step Organic Growth Plan
Step 1 – Nail the Basics
Do not throw content around before nailing the basics. Your Page reflects your non-profit. It must look the part.
Make sure you enter all the relevant information. Include details about who you are and a link to your website. Also, list any other ways supporters can contact you. This builds trust. They know you are who you say you are.
Visually, make an impact! Your profile photo and cover image are important. They must align with your branding. Ensure they fit the correct dimensions and are high-quality. No pixelation here, please!
Step 2 – Content, Content, Content
Creating content can be difficult and time-consuming. However, the right content is always worth the effort.
We are all guilty of only creating “ask, ask, ask” content. Even our most loyal supporters don’t want donation hassles in every communication. Therefore, mix up your content!
Some content ideas could be:
- Impact Stories: Showcase how your charity made a difference.
- Volunteer Shout-outs: Highlight the incredible work your volunteers achieved.
- National or Calendar Events: Create fun, engaging posts for events like Valentine’s Day.
- Progress Updates: Working on something special? Let your supporters know how it’s progressing.
Top Tip for Planning: Tag each piece of content in your planner with its theme (e.g., ‘Impact’ or ‘Volunteering’). That way, you see clearly what’s scheduled for the weeks ahead.
The Rule of Thirds: You can also manage content using the rule of thirds: 1) Promoting your own charity content; 2) Engaging with others; and 3) Sharing industry news or tips your supporters might like. This balances content and engagement. It also keeps your newsfeed fresh!
Timing is Key: Have you thought about when to schedule your content? Even the best content goes unnoticed if you post when your audience isn’t active! Check the Insights tab on your Facebook page. Click Posts. You’ll see “when your fans are online.” Use this as a guide for scheduling.
Note: Insights for the time of day on Facebook show in the Pacific time zone. Check this against your own time zone!
Step 3 – Boost Your Best Posts
Once you have exciting content, activate the boost button! Boosted posts build on content you already created. This makes them quick and easy to do. Furthermore, you don’t need a huge budget. These two reasons make boosting a great tool for charities.
Start by choosing content that already received great organic engagement. Ensure the post showcases your charity and your mission. This is vital so new followers quickly understand what you are about.
When boosting, test various audiences. A top tip is targeting your existing supporter base: What is their typical age range? Where are they geographically based? Do they have stand-out interests (e.g., ‘pets’ for an animal charity)? Then, target a similar audience on Facebook to find existing or new supporters.
Step 4 – Be Active in the Community
Social media is a community, even though it isn’t face-to-face! And every community needs active members to thrive. You can be one of them on Facebook.
Start commenting on relevant posts. React to any mentions of your non-profit. Post in related groups as your Page. This is an easy way to increase exposure to new supporters. It also shows that you are worth following!
Step 5 – Turn On the Tools
Last but not least, and maybe the most important step: turn on Facebook’s Giving Tools! Start your social fundraising journey today.
Having the tools lets you add Donate buttons and start fundraisers as a Page. Crucially, it also allows your supporters to fundraise on your behalf. This, in turn, increases brand awareness.
Not sure where to start with Facebook’s Giving Tools? We put together a step-by-step guide for getting your charity approved and what to expect afterwards: The Complete Guide to Facebook Charitable Giving Tools for Nonprofits.
Now you have an engaged band of supporters and Giving Tools activated. You’re ready to supercharge your fundraising! Good news, we can help!
📞 Book a GivePanel Demo
Book your 30-minute demo with one of our awesome Facebook Fundraising specialists today. Make sure you’re making the most of Facebook’s Giving Tools.
Book a Demo: https://givepanel.com/demo/
Related Resources
How can I check that my nonprofit has Facebook’s Giving Tools? (Referencing the step-by-step guide in Step 5): The Complete Guide to Facebook Charitable Giving Tools for Nonprofits
How to plan the perfect Facebook Fundraising Challenge in 2022
https://givepanel.com/blog/how-to-plan-the-perfect-facebook-challenge-in-2023/
Why your charity needs to invest in a Facebook Fundraising strategy
https://givepanel.com/blog/5-reasons-why-you-should-continue-to-invest-in-a-facebook-fundraising-strategy/
How to change the game with Facebook Challenge Events
https://givepanel.com/blog/facebook-challenge-events/