Discover why Facebook for charities is more necessary today than ever, with three simple principles to start you off.
I said it in a recent article, and I’ll say it again: Facebook is a platform that is designed for interaction between friends. The algorithm that works behind the scenes to control who sees what in their newsfeed, therefore favours this type of content.
In a world where no one can get as close to a person as their phone, or fill in the time quite as well as a 10-second scroll; it’s evident, the lure of technology is working.
So rather than get lost in it all here are three simple ways that you can use Facebook for your charity.
1. Put a face to your organisation
From my own learnings from managing multiple organisations’ and business’ Facebook pages, I’ve learnt that real-life principles still exist. To save you from having to learn them yourself, here they are:
- People who follow you genuinely have an interest in something about you. But this isn’t an invitation to start asking for their money.
- Content that gives your organisation a face and personality makes your supporters feel like they know you.
- When someone knows you and likes what they see; they are comfortable to engage in conversation and sometimes even respond to your offers.
2. Let them get to know you. Through story.
It’s fundraising 101, but the principle is true on this platform too. Rather than promoting what your program or project does, tell the stories of those that your project helped.
People relate and connect through emotion. Empathy for someone’s hardship, and joy to hear their story of transformation. We all desire those ‘happily ever afters’ and chances are, if your program is helping people, then you have a bunch of stories up your sleeve. Content done. Well… kind of.
Nonetheless, when you combine this approach with even more human-focused posts like: pictures of staff at events, a Facebook Live from the field and ensuring you respond to every comment, your followers begin to know you deeper than your projects.
They see your heart in every word… and post for that matter.
3. Start conversations
This third point is often overlooked but necessary to keep in mind. Here’s why you need to remember to create content that fosters conversation:
- The Facebook algorithm will recognise that people are either ‘commenting’, ‘reacting’ or ‘sharing’ your posts and therefore make sure more of your audience will see it. *NOTE – ‘likes’ don’t count.
- Whether their comment is positive or negative, people appreciate being heard and a good way to make them feel heard is to answer.
- A negative comment is an opportunity to correct what could be a widespread opinion.
- By seeing what type of content people are interacting with you can learn a lot about the thoughts and attitudes of your supporters, and how they might act differently on various platforms.
- When people share and even just comment on your posts, that content is then being viewed by their own circles, expanding your reach.
So whilst many organisations are still using Facebook for the hard-ask or sell, it’s really only after an established relationship that you should feel comfortable asking someone for money.
… Even then there are ways to do that. If you’d like to know how, you can sign up for the Climbing Vine Co. email where you will get a series of lessons on Facebook and fundraising in general.