Welcome to part three of our five-part blog series, created to help nonprofits navigate the complex (but essential!) world of social media marketing. Ready to learn more? Check out the rest of the series, where we cover useful tips and information related to Instagram, Tiktok and Threads.


In the ever-evolving digital landscape, you’ve probably discovered that social media is an invaluable marketing tool for your nonprofit. It’s free, it’s global and it’s quickly becoming the future of communication, media and entertainment. But as platforms rise and fall in popularity seemingly overnight, where should you invest your precious resources for the maximum return?

Instead of spreading yourself thin, it’s wiser to focus on a few channels that best resonate with your audience, your goals and even your organization’s personality. And when it comes to delivering the results most nonprofits are after, it’s hard to overlook the original social media powerhouse—Facebook.

Let’s dive into why your nonprofit should continue to prioritize Facebook in your social media strategy in 2023 and beyond.


Why is Facebook essential for nonprofits?

With a staggering 3 billion monthly active users, Facebook is the world’s most popular social media platform. It’s the go-to for a large portion of Americans aged 18 to 65, and particularly favored by Gen Xers and Baby Boomers (the generations most likely to support your cause).

However, it’s worth noting that only about a third of teenagers are active on Facebook, preferring platforms like Instagram and TikTok. So, while Facebook is fantastic for reaching your current audience, it’s smart to start exploring other platforms to connect with the younger generation (who’ll eventually grow up).


Why have a Facebook marketing strategy?

Facebook offers a treasure trove of tools designed to help nonprofits achieve their varied goals. With official nonprofit status, you can solicit donations directly through the platform and encourage others to fundraise on your behalf. But that’s not all. With boosted posts and paid ads, you can target a specific audience and tailor your campaigns to drive desired outcomes.

Here’s a stat worth noting: According to Hootsuite, over 70% of click-throughs to websites from social media come from Facebook. That’s a huge chunk of traffic heading to donor websites, especially with events like Giving Tuesday.


Content meets platform

Feeling overwhelmed by Instagram’s visual focus or X’s character limit? Facebook offers a comfortable middle ground. You can create simple posts or experiment with more engaging content styles found on Instagram or TikTok. And with its massive user base, you can be confident that your content is reaching a broad audience.


The flip side

Of course, Facebook’s popularity comes with challenges. More users mean it’s harder to stand out, and it takes high-quality content and strategic planning to generate organic engagement. Plus, Facebook’s declining popularity among younger users and rising privacy concerns mean it’s essential to have a plan for engaging people on other platforms as well.

Yet, Facebook is still worth your time. For example, as Hubspot reports, a third of donors have donated through Facebook’s fundraising tools and 9 out of 10 would do it again.


General Facebook marketing tips

Now that we’ve established Facebook’s value, how can we make the most of it? First, focus on posting quality content regularly. Videos, photos or text—whatever format you choose, make it engaging.

Be strategic with your content. A good rule of thumb is the 70/20/10 rule: 70% of your posts should add value to your audience, 20% should involve sharing others’ content and making connections and 10% should promote your organization.

Remember, it’s not just about connecting; it’s about engaging. It’s important to nurture relationships by responding to comments, participating in Facebook groups and replying to direct messages. In other words, interacting with your audience. (Remember: It’s a two-way street).

And don’t forget to monitor your progress. Facebook’s tracking features can provide invaluable insights into your campaign’s performance and guide your future efforts.


To pay or not to pay?

As social media platforms become more crowded, achieving organic reach is an increasing challenge. Facebook offers two paid options to enhance your visibility and drive desired actions: Boosted posts and Facebook Ads.

Boosted posts are the simpler option. For a fee, you can “boost” a post from your timeline so it will appear in more people’s feeds. This strategy is effective when your primary goal is to increase reach while generating likes, comments, shares and overall brand awareness.

On the other hand, Facebook Ads are a more advanced option. They can be precisely targeted to your preferred audience characteristics, and offer greater customization than boosted posts. Whether you’re aiming to drive donations, recruit volunteers, increase traffic to your website or promote event registrations, Facebook Ads can be tailored to meet these goals. They also give you access to the ‘call to action’ button, which lets you encourage and track various desired outcomes.

Whether or not you decide to use these paid features depends on your specific goals and budget. However, both options provide a quicker, more efficient way to spark reach and engagement than relying solely on organic posts. Plus, even with a modest budget, you might be surprised at the significant results you can achieve by boosting a post or running an ad campaign over time. It’s definitely worth considering these paid options as part of a balanced marketing strategy.


In conclusion: The power of Facebook for nonprofits

If you’re a nonprofit wondering which social media platform to prioritize, Facebook remains a top contender. Its wide audience, array of nonprofit-focused features and mix of free and paid options make it a versatile, valuable tool. But remember, as platforms like Instagram rise in popularity, don’t put all your eggs in the Facebook basket. Keep your goals and audience at the forefront, and use the platforms that best help you succeed.


Ready to learn more?

Check out part four: Tiktok