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Welcome to Vantage Business Support & Insurance Services
VANTAGE has been servicing the nonprofit industry for over 35 years. Over the years we have accumulated much knowledge, contacts and experience in helping to establish nonprofits and help them grow. As such, we will be publishing a semimonthly newsletter geared toward providing nonprofits with the latest news, products, and guidelines to assist in their success and growth. Please feel free to comment and/or request topics that are important to you for us to research.
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5 Kinds of Facebook Posts That Work for Nonprofits
 Love it or hate it, Facebook is still highly used by nonprofits to reach supporters. In 2014, 95% of nonprofits use Facebook for marketing and fundraising.
Despite recent studies showing that most Facebook Pages only reach 5% of their fans, the biggest social network does have value for marketers, namely due to the sheer number of people using the site and the amount of time they spend on it.
If you are determined to stick with Facebook and make it work, here are five types of posts your nonprofit needs to be using:
1 ) Eye-catching, compelling photos. Yes, I know - you've heard this 1000 times. Post more photos. The difference is this - when I implore you to post more photos, I am not talking about throwing up any old picture and hoping that someone will like it.
Most Facebook users do not want to a fuzzy photo of your Board retreat or the floral arrangement at your latest event. Those types of photos certainly have their place, but they are not going to make anyone stop in their tracks - or rather, their Facebook News Feed - and pay attention.
Successful nonprofit photos on Facebook elicit emotion and inspire action. They entice you to learn more, to click on a link, or to share with others because you have been inspired. The St. Baldrick's Foundation uses eye-catching photos frequently, as does nonprofit social media superstar charity:water.
2) Article links to outside websites. It used to be the case that Facebook penalized link posts - they made the thumbnails tiny, the links often didn't pull up a correct preview, and the reach on link posts was abysmal. However, recent announcements and changes to the News Feed algorithm have authentic, high-quality link posts receive priority over text posts that have photos and URLs in the captions.
What makes a great article link post? Content that is relevant and interesting to your audience, and provides your community with news/information they will stop and click on.
Tip: Avoid link-baiting headlines (think Buzzfeed and Upworthy), as Facebook will be giving these posts less weight in the News Feed.
3) Content from other Pages. At least once per week, share a helpful, interesting or fun post from another Facebook Page with your fans. This has the added benefits of creating great karma and exposing your Page to others who may not have heard of you.
Be sure to keep your audience in mind at all times. Think: What other pages do they like? What else are they passionate about? What are your competitors and partners sharing that is inspiring and engaging their communities?
Only share content that is relevant to your audience and that has been shown to work. If a page posted an update that only received one like and no shares, it is probably not that interesting to their community, and may also fall flat with yours. The key is to curate thriving, engaging posts on other pages and piggyback on their success.
4) Questions/brief polls/fill-in-the-blanks. Posts encouraging interaction and feedback from your online community work very well on Facebook. Questions, polls or fill-in-the-blank questions should be very brief and very simple, not requiring much thought to answer.
The John Haydon - Digital Marketing page uses this feature very well, frequently posting short questions to his fans. Questions and polls help you determine what your fans are interested in and what they will respond to, but they also elicit engagement on the individual post, which will help it show up in more News Feeds!
5) Impact moments. I find that impact moments, also called "mission moments," are the best types of posts on Facebook (and all the other social networks). Impact moments are photos, short videos (think Vine and Instagram) and brief quotes that directly show the impact of your organization.
I assume that one of your goals in using Facebook for your nonprofit is to stay top of mind with supporters. Another goal may be to connect with new, potential donors. Impact moments are shareable, clickable and bite-size glimpses into the world of your organization, your clients and your mission. Why do you do what you do? Why should we care about your work? What is different about your vision? How are you helping people/animals/the environment every single day?
Great examples of impact moments can be found at ASPCA, Stand Up To Cancer and Boston Childrenā€™s Hospital.
No More Free Lunch
When used strategically, these 5 types of posts will help you engage more fans and build your reach on Facebook. It is important to note that the "free lunch" on Facebook is effectively over - the only real way to ensure that a majority of your followers see your Facebook content is to purchase ads. But having a solid base of engaging posts is the place to start.
Stick with a strategy and keep your posts interesting, relevant and fun - and you are sure to succeed on Facebook!
SOURCE: Julia Campbell - rapidly becoming a leading expert on social media for nonprofits and business. |
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DISCLAIMER OF LIABILITY
Our firm provides the information in this e-newsletter for general guidance only, and does not constitute the provision of legal advice, tax advice, accounting services, investment advice, or professional consulting of any kind. The information provided herein should not be used as a substitute for consultation with professional tax, accounting, legal, or other competent advisers. Before making any decision or taking any action, you should consult a professional adviser who has been provided with all pertinent facts relevant to your particular situation. Tax articles in this e-newsletter are not intended to be used, and cannot be used by any taxpayer, for the purpose of avoiding accuracy-related penalties that may be imposed on the taxpayer. The information is provided "as is," with no assurance or guarantee of completeness, accuracy, or timeliness of the information, and without warranty of any kind, express or implied, including but not limited to warranties of performance, merchantability, and fitness for a particular purpose.
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Vantage Business Support & Insurance Services
2363 Mariner Square Dr., Ste. 240 / Alameda / CA / 94501
30251 Golden Lantern, Ste. E376 / Laguna Niguel / CA / 92677
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