Getting Started Informational Page

Getting Started

A Page gives your nonprofit a voice and presence on Facebook. Having a Facebook Page connects you to a global network of over a billion people. A Facebook Page may be a good option for you if your organization wants to grow its community of supporters and create more connections and interactions with people. When people share interests and ideas on Facebook, it helps you find and connect with those who care most about your work.

Benefits
  • Educate & engage your community about your cause and update them on your organization
  • Find and connect with new supporters who share your passion
  • Inspire people to take action by spreading the word, attending events, volunteering or donating funds
Features
  • Fundraise Directly
  • Say Thank you
  • Inspire others to fundraise on your behalf
  • Go live while raising donations
How-to Create a Page
  1. Go to facebook.com/pages/create.
  2. Give your page a title (Organization Name)
  3. Select ‘Company & Organizations’ as your Page type
  4. Select your Page subcategory
  5. Add a profile photo (Organization’s Logo)
  6. Add a cover photo that showcases your programs (820 pixels wide by 312 pixels tall)

Notes:

  • You can access your Page from the left hand bookmarks on your personal Profile
  • For further questions about creating a Facebook Page please visit the Facebook Help Center
Best Practices
  1. About. Briefly state the mission of your organization and the impact your programs create. This is also a good place for contact information.
  2. Profile Picture. Your profile picture is a way to help people recognize your brand when they see a post from your Page in News Feed. We recommend a square version of your organization’s logo. Keep in mind, it’ll often appear small.
  3. Cover Photo: Your cover photo should be an image that represents the work your organization does and the communities it serves.Use a high quality image that is visually appealing. Your cover photo can be changed at any time and is a good place to feature a special event or initiative. Learn more about guidelines for Page cover photos.
  4. Video and Images. When you upload a photo or album, your supporters will see it as a post in News Feed. If you have videos that showcase your organization’s work and mission, add those here too. Some additional tips:
    • Add descriptions to your photos
    • Tag volunteers and supporters in the photos when possible
  5. Milestones. Milestones are a great way to show people the history and progress of your organization. Consider including things like:
    • When your organization was founded
    • Impact from successful programs and events
    • Your organization’s contributions to the progress made on major issues
  6. Events. Your Page is a great way to let people know about events your organization is hosting. Read more about how to create and event for your page here.
Eligibility & Usage
  • Only official representatives can create a Page for an organization, business, brand or public figure.
  • When you use your personal profile to set up your organization’s Page, you’ll be the Page admin by default. Page admins can be changed or added at any time under Manage Pages. Your admin role won’t affect the privacy of your personal profile and won’t appear in your Page’s posts or other activity.
Resources
Fundraising Tools

We’re committed to helping nonprofits raise money through Facebook. To make it easier for you and your community to raise money on Facebook, we’ve built tools to help nonprofits and their supporters fundraise. Click Here to learn more about how to verify and apply for Facebook Fundraising tools.

Crisis Response Tools

Crisis Response enables nonprofits and businesses to offer information about critical services to the most relevant people during and after a crisis. Click Here for eligibility and usage and how to become a whitelisted partner.

Health Tools

Our health tools aim to help identify health emergencies, provide tools and alert providers so people get the help they need faster. Facebook has created tools like Suicide Prevention, and Blood Donations to help support those who need help to find help. Click Here for eligibility and usage for our Blood Donations tool. Learn More about how Facebook uses machine learning for Suicide Prevention.

Mentorship

We believe that creating and nurturing the right new relationships can unlock positive outcomes, and this is where Mentorship & Support comes in—it’s a tool that connects those who seek support and guidance with those who have the right experience to help.

The Mentorship tool allows organizations to launch a scalable mentorship program, or provide an additional layer of support for existing mentorship programs.

Click Here for eligibility and usage.

The primary communication on Facebook happens through posts, as it’s the easiest always available way to talk to some or all of your followers.

How-to create, schedule, hide, or delete a post:
  1. Creating a Post is easy. Just start typing where it says “Write something…” Your update can be about anything you think supporters will be interested in, like announcing an event or showing photos of a project. All your posts are visible on your organization’s Page and may show up in News Feed for people who’ve liked it. Click here for more information on how to manage posts on your Homepage or your organizations Page.
  2. After publishing a post to your Timeline, you have the option to hide that post from being visible to the public. This can be useful when you are creating tailored posts to target audiences that you do not think will be valuable for your general audience to see. Click here for more information on how to hide or delete your post.
  3. Some posts are more important than others. When your post is published, you can bring more attention to it by using Pin to Top or schedule for future publishing.

Visit our help center for more information on how to manage your Page.

Best Practices
Post Regularly

Keep supporters informed about your organization’s activities and news related to your cause. Posting regularly will keep people informed, which can help maintain supporter confidence in your work. If you’re new to creating content for social media, aim for a post 2–3 times per week. Eventually, you’ll want to post daily to maintain a presence in you followers’ News Feeds.

Posts can be simple and short. Use a variety of post types (ex: photos, videos, text), subjects (ex: news, quotes, calls to action, updates on peer organizations), and original and shared content (ex: links to articles, individual’s posts). For ideas on what to post, check out Grab People’s Attention.

Personalize Posts

You can publish different posts to different groups of people who like your Page, to make your message more personal and relevant to those groups. This can take a bit more time, but can be effective at cultivating supporter relationships. Ways to personalize your posts include:

  1. Post Targeting. Send posts to a specific subset of people who like your Page by choosing the age range, gender, locations, languages or interests of the people who should see the posts.
  2. Groups. Consider creating a Facebook Group if you want to communicate regularly with a segment of your supporters, like your board, volunteers or brand ambassadors. A group creates a special space where you can distribute information that people need, share news that’s relevant to a closer circle of people and if you choose, discuss private topics by making the group closed or secret. More on Groups.
  3. Custom Audiences. If you’re using ads, you can use custom audiences to contact people on your email or donor lists on Facebook. These paid posts can add an extra touch into your email or phone communications.
Resources

For more information, visit

Attracting motivated people to like your organization’s Facebook Page can raise your Page’s worth to your entire audience.

How-to invite people you already know

Building an audience on Facebook starts with inviting the people you already know to like your Page. You want to invite people who are inclined to like and interact with what you’re posting. As those people engage with your posts, their Facebook friends will see that and create exposure to new audiences.

Invite Friends

Select the people you want to invite to like your Page, and they’ll get a notification. You’ll want to invite people that are most likely to be genuinely interested in your cause. Ask your staff, board of directors, volunteers and beneficiaries to like and share the Page with their friends. They can also use the invite tool to send invitations directly through Facebook.

Connect to Your Email Contacts

After you set up your Page, you can import your email contacts and send them an invite to like it. Their contact information will remain safe and private. Keep all the people that are already involved with you (like volunteers, donors, staff, beneficiaries and vendors) in mind when inviting others to like your Page.

Inperson Invites

If you are having an event, consider creating a way to let attendees know that they can follow your organization’s activities on Facebook. Provide a reason for attendees to seek out your Page after the event.

  • Take photos and let people know they will be posted to your Page. You can tag people in the photos if they’ve allowed photo tagging from their page.
  • Publish a short video recap of the event.
  • Send a follow-up email to attendees with a recap of the event and a link to like your Page on Facebook.
Word Of Mouth

Let people in your network know that you need their help growing your Facebook audience.

  • Ask people to share your Page and like your posts so that you can grow your reach.
  • Provide them with a paragraph they could share with others over email or Facebook to easily recommend to their friends that they check out your Page.
  • Connect with other organizations by liking the Pages of peer organizations with similar audiences.
  • Build your organization’s professional network by tagging other Pages in your posts. This will help more of their supporters learn about your organization and vice versa.

Promote Your Page in Other Places

Let people know you’re active on Facebook through your other marketing channels. Here are some ideas for how you can use those avenues to promote your Facebook Page. Make sure to tell people why it’s important for them to like your Page. Remind them of what you’re trying to accomplish by growing your support base online.

Website

Give the people who visit your website the opportunity to join you on Facebook. Facebook offers a few ways you can integrate Facebook with your website.

Blog

If your organization publishes a blog, you may want to add a Social Plugin such as a Like or Share button to your posts so that people’s interactions will appear on their Facebook profiles.

Email

If you email your supporters with updates, you can also email them to showcase your Facebook Page.

  • Put a link to like your Page in the footer or as a call to action in the body of the email.
  • Include one of your posts as part of the email.
  • Let people know they can join a Facebook group or contact you on Facebook Messenger to get feedback or ask questions more in depth, like exploring volunteer opportunities or discussing program progress.
Social Media

If you have a presence on other social media sites, post to those platforms to let people know that they can also stay in touch with your organization on Facebook. If you have connections with any social media influencers, organizations or businesses with large followings on a platform, you can ask them to share a link to your Facebook Page. You might choose to include suggested text or images to use in order to increase the chance they’ll post.

TIP: You’ll get more people to like your Page if they have a good reason to do so. For example, your donors may be more motivated to like your Page if you tell them it’s a good way to get updates on the impact of their donations.

Reach Outside Your Current Network Using Ads

If you have some budget to work with, you may want to consider using Facebook Ads to reach out to new people on Facebook who might be interested in your cause.

Ad Basics

On Facebook, you can promote a post or send an ad to people based on 100+ different characteristics, including age, gender, location, interests and behaviors. Ads are effective ways to reach new people whom you might not be able to find otherwise. Our targeting capabilities allow you to direct your posts to the people who are most likely to be interested in your organization, and to experiment with publishing posts that resonate with new communities and potential supporters. You can run small tests that are quick and inexpensive to see what type of ads might be cost-effective for you before ramping up to larger campaigns. To get started, visit the Facebook Ads Manager to walk through creating an ad.

Promoted Posts

If you’re a Page admin thinking about getting started with advertising, you can start by boosting posts directly from your Page. Promoted posts are existing posts that you pay to boost so they appear in News Feed for people outside your current audience. Promoted posts show up with a “Sponsored” label below your Page name.

Paid Ads

Paid ads are advertisements you create in the Ad Creation tool. You upload your image, text or graphic, choose your budget and audience, and then publish. When you create ads, they’ll be shown in different areas (placements) on Facebook depending on your objective, audience targeting and image/text choices. Ads can show up in the right column of Facebook or in News Feed on mobile or desktop devices.

For more on how and why to use Facebook Ads for your organization, click here. To learn more about the difference between a boosted post and an ad click here.