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Social Impact Partnerships at Facebook - Fundraising, Crisis Response, Health & Mentorship
Powerful tools that improve people's lives
Authentic connections are at the heart of building a strong community. Use your Page to interact with your supporters and help them feel known and appreciated by your organization.
Facebook is a two-way communication channel between you and your supporters. You can use posts, Messenger, groups, tags, comments and events to generate dialogue with supporters and connect them more deeply with your organization. Some ideas for inviting conversation:
People appreciate being heard. When you reply to posts and comments quickly, you’ll notice supporters are more responsive, too. Use the Messages and Notifications tabs in the Page Admin Tools to quickly access and follow up with all the people who interact with your Page. Here are some best practices:
Look at the goals you’ve set for your organization and think about the ways in which people can help you achieve them. How do your programs fulfill a need or solve a problem that a potential supporter would care about? Broadly think about who might be interested and who may benefit from being involved with your organization. Figuring out the value you bring to a community is the first step in identifying your ideal target audience. When choosing your target audience, consider demographic and interest characteristics:
Use post targeting, groups or custom audiences to connect with specific people.
TIP: To help you pick the characteristics to target with your posts (for both paid and unpaid posts), we recommend using the Audience Insights tool to choose the characteristics you want to target and see how many people fit that criteria. This can show you if you should narrow or broaden your audience criteria, as well as identify the top Page likes and typical activity of a potential target audience. Note that the Audience Insights tool is currently available on desktop only.
As your posting strategy evolves, you may want to use a calendar to plan out your posts and stay organized. An editorial calendar can help if you have multiple people managing your posts. It can also keep track of relevant special events and holidays so you can post timely content. A posting calendar can also help you account for people at various levels of engagement with your organization, from people you’d like to reach for the first time to loyal supporters who take actions repeatedly. You may want to balance your posts to support audiences across the “supporter engagement funnel.”
Balance your content. The size of each level of the funnel reflects the number of people in your audience likely to be at that level, which may translate to the portion of posts you want to dedicate to each level of supporter.
Base your post planning on objectives. The objectives you outlined in your campaign strategy also inform how much time you focus on each level of supporter. If your main goal for using Facebook is to get people more deeply involved in your organization, you may choose to allocate more time to posts directed at people in the interested and engaged levels.
Learn what goes into creating an effective Facebook strategy to ensure you get the most out of your online efforts.