Social Media

The Secrets To Running A Successful Charity On Facebook [Weekly Facebook Tips]

Angela Randall 31-12-2013

Facebook has recently introduced a new “Donate Now” feature for charities Donate To Charity Directly Through Facebook Pages & News Feed Facebook has just announced that they are going to help charities by inserting a "donate" button on their pages, and on posts in the News Feed, so users can directly donate funds. Read More , allowing regular Facebook users to quickly nominate an amount of money and give a donation to the charity through Facebook. Charities who are accepted into the program will be able to feature a “Donate Now” button on both their Facebook Page and posts, which are easily shareable across Facebook.



This is great, but not immediately useful for charities that are not eligible for it (at the moment, this is most charities). So, what else can a charity do to be successful on Facebook? Let’s take a look.

Which Non-Profits Are Doing Well On Facebook?

It may be hard to pinpoint exactly what your charity might do to improve its Facebook presence, but with an eye on what’s working for other charities, plus some good general advice to follow, you’ll be on the right track.

Here are a bunch of great charity pages on Facebook:

Why not makeover your Facebook Page Give Your Facebook Page A Makeover [Weekly Facebook Tips] Is this you? You made a Facebook page for your association, made it look alright, set up a few things, got a few fans and then left the page lying around dormant. Sound familiar? Probably.... Read More and try a few of the things you can see working well for these charities? However, do keep in mind Facebook’s promotions policy How To Run Facebook Competitions With The New Page Promotions Policy [Weekly Facebook Tips] Non-technical Facebook Page owners can now breathe a sigh of relief. Facebook has finally changed their promotions guidelines so you no longer have to make apps in order to run competitions on your Facebook page.... Read More if you decide to run any competitions via your Page.

Learn Why People Share Charity Links

Most people sharing links to a charity via social media do so because it’s a way to show they really care about a cause. Try to create a short summary of your cause so that it’s easily shareable by your fans. Do the same for every update you post — readers need to know in just a few words why people care about your cause and what sort of impact a donation will achieve.

Network Effectively

Successful charities use corporate and community ties as effectively as possible. On Facebook, this means forming alliances with like-minded Facebook groups who will promote your efforts. It also means looking for Facebook Pages linked to companies who may want to donate to your cause. Large companies who are looking to do internal charity fundraising yet also have an active Facebook presence are the best, as they will be likely to share photos and links to your charity with their fans.

Get Kids Involved

When kids want to fundraise, adults want to help them reach their goals. If there are children trying to raise money for your charity, promote their efforts as best as you can. It’s likely that your fans will be moved by their campaign and willing to make a spontaneous donation.

Like.. Then What?

It’s a sad truth that many Facebook users will “Like” a charity Page, then feel as if their contribution is complete. If you want to capture these users and turn them into more meaningful contributors (such as helpers or philanthropists) there are a few tactics you can employ suggested by “The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action” [PDF]. Most importantly, you need to get Facebook users to note how well their own values align with yours.

“Draw attention to the values the organization stands for, and how these values are congruent with the consumer’s own values.” — Kirk Kristofferson, Katherine White, John Peloza.

Thank Your Donors & Supporters

Randomly praising your donors and fundraisers can be an awesome way to thank people and reach an even bigger audience by having your thank you message shared. On Facebook, the best way to get viewed and shared is to upload a Facebook video, so no matter how you create it, upload a copy to Facebook directly. You don’t have to spend a lot of time or money to thank people, and people really will appreciate it! You might also want to read about some amazing social media campaigns 3 Social Media Campaigns That Worked Their Magic On Me What kind of socially devoid person Facebook-likes Nike or Coca Cola just to get some marketing spiel pseudo-status messages fill up their Facebook homepage? Surely this new social marketing fad is just a bunch of... Read More for inspiration.

Diabetes UK created a short Vine clip to thank a fundraiser for their work:

Mailing List Tools For Facebook

If you’re looking to collect email addresses for future contact, it’s really important to use a mailing list service that makes it easy to link in to your Facebook Page. Some good suggestions are DotMailer, Mailchimp, and MadMimi through GroSocial [Broken URL Removed]. Read an example of using MadMimi as one of many important Facebook apps for your Page How To Add Interesting & Important Apps To Your Facebook Page Have you ever seen those really cool Facebook Page App Tabs on Facebook Pages and wondered how you could get them yourself? In this post you'll learn how to add those cool app tab. Read More . You should also check out many other useful tabs for your Facebook Page Need New Tabs On Your Facebook Page? [Weekly Facebook Tips] If you run a Facebook Page, you probably want to make it the perfect portfolio for your business or association. Facebook presences are important these days, because if your audience is there already you’ll want... Read More while you’re reading, such as Woobox for Pinterest Double The Social Power: How To Integrate Pinterest And Facebook Most curators of visual content have a Pinterest account and either a Facebook account, page or group. Today we'll focus on connecting Facebook Pages and Pinterest accounts; however many of these ideas could be used... Read More , as well as Twitter and YouTube integration.

Alternative Donation Strategies

If you are unable to meet Facebook’s standards for direct donations (which is the case for most charities right now), there are other ways to get donations almost immediately, using Facebook-ready tools. One fantastic example is, where you create a charity page, then use all manner of social media tools and widgets to collect your donations. JustGiving makes it easy to collect the payments, keep track of goals and make the best of the tools you have available to you.

It’s also possible to use Facebook and JustGiving to promote a text-to-donate campaign 6 Charities That You Can Just Text To Donate Back in early 2010, when Haiti was devastated by a massive earthquake, text-to-donate campaigns helped raise the amazing amount of $10 million pretty quickly. Though that campaign is no longer active (you can still mail... Read More , which have been really effective for some charities (don’t forget that a huge amount of web traffic is via smartphone these days).

Before you go asking for charity dollars though, it may be worth your while to make sure your fans know that it is really the legitimate charity running the Facebook Page. Here are some tips to ensure your fans know your Facebook Page is real The Essential Steps To Identify & Avoid Facebook Hoaxes Everyone has been caught out at some point by Facebook scams. But just how dangerous can they be, really? We've listed some of the most common Facebook hoaxes to be aware of and avoid. Read More .

Make Your Charity Page Awesome

It goes without saying that all good advice for Facebook Pages is relevant to charity Pages as well. So, with that in mind, be sure to read up on how to make your Facebook Page popular 10 Great Ways To Improve Your Facebook Page's Popularity Facebook pages come in all manner of different shapes and sizes. Many are pretty lame, gaining very few likes and with hardly anyone talking about them. Obviously the subject of the page is the most... Read More and how to keep your Facebook Page interesting 5 Great Ideas to Make Your Facebook Fan Page Interesting There are many Facebook pages around that aren't being run very effectively, mainly because the people in charge aren't sure what they can do to be more interesting to their fans. You've seen them around... Read More .

Read more about Facebook for charities. Don’t just make updates about your own events and goings-on. Share anything that is noteworthy and relevant to your fans. For instance, promote something from a like-minded charity or news that relates to things your charity believes in. Keep making connections between your charity and things people love talking about, such as current events, special days, TV shows and sport. Keep going back to your charity’s message, but with a new focus or twist.

How does your charity use Facebook? Let us know in the comments.

Explore more about: Charity, Facebook.

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