1. Define Facebook’s Role in Your Communications Strategy

The actions you will take and the content you will create on Facebook should tie back to your overall communications and digital strategy.

Consider how you will connect your organization’s social media efforts to your website and blog, email marketing, event promotions and any other content you share online

2. Determine What You Want to Accomplish

To give you a sense of common goals for Nonprofits, our clients have identified these Top 5 Goals for 2016:

  1. Engaging Community
  2. Promoting Events
  3. Retaining Donors
  4. Acquiring New Donors
  5. Generating Brand Awareness

3. Identify Your Target Audience

“If you think your target audience is ‘The General Public’, then you are targeting nobody.” Said Thomson Tong, Digital Marketing Specialist at Yifestyle, a boutique digital agency for small businesses & nonprofits.

You should have an idea of who’s following you on Facebook by looking at the analytics.

4. Be Focus

Don’t spend your time and effort to manage different social channels, especially when you have limited budget and resources. Do an excellent job on Facebook instead of doing average on 5 channels.

5. Create a Content Strategy

“The most powerful thing about social media is something many companies and organizations often forget: It’s social,”

Don’t just use Facebook as a broadcasting platform. It’s designed for two-way conversation. Make good use of Facebook Messenger and respond to your followers quickly.

6. ‘Social’ First

When creating a content strategy, focus on storytelling and value-added approach.

From pictures and graphics to short videos and text, your organization should share a healthy mix of content that points back to your site. Visual content can often reach emotional triggers in a way that words alone cannot.

Facebook is also an excellent tool for directing people to your website, blog or mailing list.

7. Track and Measure Your Results

Analytics will help you adjust your content strategy to focus on the type of content that performs best.

8. Hire a Social Media Manager

Facebook Management itself is a time-consuming task and it requires specific skills and updated knowledge about Facebook’s policy. From creating content, collaborating with the team, analyzing past performance to engaging with audience and planning, you need a find an experienced person who can help you build your brand’s online presence effectively.

If you have limited budget or talent in this area, you can outsource the work to a freelancer or a digital agency.


Remember that social media and content marketing is a long game. You’re not going to put one post out there and instantly get hundreds of ‘Likes & Share’ and thousands of dollars in donations. Instead, you will learn what types of content gets your community talking over time. Keep fine-tuning your social media strategy to get the best results.