Most nonprofits understand that Facebook is the largest social networking platform on the planet and they make it a point to spend even a little time posting onto a Facebook page. But, there's one thing that would set many nonprofits apart:
A Facebook group!
Although a Facebook page is excellent, generally it's about your work and organization. People know this, so if you would like to engage your supporters and the public in a way that stands out from other nonprofits, then creating a Facebook group is an excellent option.
The answer is that you shouldn't make your group about you. If you do, that's the quickest way to have people who follow you decide to change their minds and unfollow your group. A group, as in the non-digital world, is about community and a group allows you the opportunity to engage in a conversation with your followers.
What are a few examples of great nonprofit Facebook groups?
Nonprofit Happy Hour is an excellent group because it creates a space for nonprofits to share their best ideas and tips (and also the things that didn't work out so well).
Nonprofits on Facebook is all about... you guessed it... how nonprofits can leverage the power of Facebook to help spread their message.
Nonprofit Social Media Storytelling is a group that helps organizations effectively tell their story to the public.
There are many other groups that you can discover on Facebook that help nonprofits and many charities that are using Facebook groups to communicate about relevant issues and topics to them and their followers.
What's the best strategy for creating a group on Facebook?
Take a look at your mission. Pick the most important issues related to your purpose and provide your supporters with insights about the changes or advances in your industry. Talk about the topic and share lots of relevant third-party content that will help educate and inform your followers. Remember, your supporters are interested in your work because of your programs, but also the issues related to your mission.
What else should I do to make sure that my Facebook group is engaging well?
One of the first places to learn about how to excel on Facebook, including in groups is to visit Facebook's Nonprofit Resource Center.
Another excellent resource is the Facebook Blueprint, which is their education platform and helps you learn other tips and tricks to grow your Facebook audience in many ways, including the groups.
Finally, remember to keep in mind about a group is that it fosters community whereas a page is usually just about the nonprofit organization. So, when you develop a Facebook group, treat it as you would any community activity that you're doing. Keep it fun, informative, engaging, and remember to get great content out there from third parties as well as yourself.
Author of "Not Your Father's Charity: Grip & Rip Leadership for Social Impact" (Free Digital Download available at http://notyourfatherscharity.com/free-resources/ )
© 2018 Wayne Elsey and Not Your Father's Charity. All Rights Reserved.
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