Greetings! Â Once again, I am proud to bring you an article by a guest author who has lots of experience working for the benefit of non-profit organizations. Â John Haydon (pictured at left) is the man behindÂ JohnHaydon.comÂ andÂ InboundZombie, which is the site for his social media consulting business. Â
John specializes in helping non-profits â€œincrease awareness, amplify engagement, and get more donations online.â€ Â I think those are goals that most non-profits would aim for!
John has also written an e-book, calledÂ â€œThe Complete Facebook Guide For Small Nonprofitsâ€, which is free to download, if you â€œLikeâ€Â his Facebook page.
I hope you enjoy this article and I encourage you to check outÂ Johnâ€™s siteÂ when you get the chance. Â Iâ€™m sure you will learn something and have a good time doing it! Â Thanks, John!
7 ways Facebookâ€™s Subscribe Button can be a nonprofit game-changer
Up until now there has been no way for the leaders within your nonprofit to join discussions about your cause on Facebook, unless they were willing to compromise their privacy. But now with theÂ Subscribe Button, Facebook users can opt-in to their public updates without being her friend.
1. Multiply the number of organizational touch points on Facebook
The Facebook experience is essentially a personal one. If given the choice, your fans would rather connect with the people they already know and respect in your organization.
One way to give them what they want, is to select a handful of these respected employees to be spokespeople for your cause on Facebook. Once youâ€™ve selected these folks, you can add them as featured admins on your Facebook Page displayed in the left-hand sidebar (see below).
You could also create a custom tab calledÂ â€œOur Peopleâ€Â with a two-sentence bio for each spokesperson and a link to their Profile.
2. Enhance relationships with your Facebook fans
One way to think about the strategy mentioned in #2 is to remember thatyour brand is ultimately your people. Theyâ€™re your brand at events, and on the telephone. So why wouldnâ€™t they be your brand on Facebook?
By putting multiple spokespeople on the Facebook front lines, youâ€™re giving your supportersÂ more human ways to connectÂ with your organization. Quantity and quality.
3. Segment communication channels
It gets really interesting if you have leaders within a specific focus areas. For example,Â UNICEFÂ might promote spokespeopleÂ based on the countries they serve. This way, a donor who consistently supports theÂ organization in GhanaÂ can subscribe to updates from that UNICEF spokesperson.
4. Identify top supporters
When a Facebook users subscribes to public updates from an executive director at a nonprofit, they have more than just a passing interest. They have more interest in your organization then your average Facebook fan. You can identify these folks by clicking on theÂ â€œSubscribersâ€Â button on your spokespersonâ€™s profile.
5. Enhance brand transparency
It goes without saying that having a handful of Facebook spokespeople designated to connect with constituents says a lot about how open the organization is. Obviously youâ€™ll want toÂ create guidelines for these spokespeopleÂ so that itâ€™s easier for them to know what share and what not to share.
6. Enhance your organizationâ€™s search profile
Public updates on a Facebook profileÂ enhance to your organizationâ€™s ability to appear in search results. Imagine theÂ National Wildlife Federationpetition to fight global warmingÂ showing up in Google more often because their key evangelists are posting public updates about why they care.
7. Increase your Facebook Page fanbase
When you feature Page owners on your Facebook Page sidebar, the Page is also displayed on each admins Profile. This creates more opportunities for Facebook users to be introduced to your Facebook Page.
Thatâ€™s all I got for nowâ€¦ Just a few ideas from a guy with a laptop.