in their feed from Pages. This won’t reduce the number of ads people see; just what
Facebook deems as overly promotional posts – that aren’t paid posts.
“The idea is to increase the relevance and quality of the overall stories — including
Page posts — people see in their News Feeds,” said Facebook on their blog.
Facebook defines promotional content as:
1. Posts that solely push people to buy a product or install an app
2. Posts that push people to enter promotions and sweepstakes with no real
3. Posts that reuse the exact same content from ads
This comes on the heels of several Facebook news feed changes that may are
pointing to the demise of organic reach on Facebook. How does this change my
nonprofit’s Facebook strategy? What tactics can I use to respond to these changes?
1. Move Your Fans to Your Email List
Over the past 18 months, one of the biggest challenges with Facebook marketing is
not knowing exactly what changes are on the horizon and how it will impact organic
reach. We believe that eventually organic reach on larger nonprofit Facebook pages
will reach close to 0%, so marketing on Facebook will significantly change.
It’s not possible to download an email list of all of your fans, but there are some
techniques you can use to convert people from a fan to a lead:
1. Create a digital asset to give away, such as an ebook or free report. You
can use existing assets at your nonprofit and compile them into something
valuable for your audience. Use a landing page to offer the download in
exchange for contact information.
2. Host an online event such as a chat with your founder or an author
who’s popular with your nonprofit’s audience. This can be as simple as an
hour long webcam chat, or a more formal professionally produced event. Ask
people to register and then give away prizes during the event.
3. Create social engagement tools such as quizzes or surveys to convert
people to a lead. Think personality type quizzes or entertainment quizzes,
but tailored for your industry. For example, if you manage a pet shelter, you
could create a quiz “What breed of dog are you?”
2. Post Engaging Content
We know you’re already doing this – but keep it up! Creating content that creates
interaction – Likes, Shares, and Comments – will keep you in the News Feed more
often. As we reach limited organic distribution of content, having engaged users is
your best way to keep showing in their feed.
3. Build Other Social Presences
Facebook is the largest social network, but shouldn’t be your only social presence.
Many nonprofits have found Pinterest and Instagram contribute to social success.
LinkedIn is often a hidden gem of engagement as it’s targeted to business
professionals, but may be a source to connect with donors and business influencers
that can have a positive impact for your organization.
4. Create an Ad Budget
Facebook can be one of your best digital ad investments – when its done right. Start
testing paid posts and advertisements to see what impact they can have on
acquiring leads and getting people to invest time on your website. Facebook
provides an easy platform to A/B test ideas with very little cash, allowing you to find
the right ads for your demographic.
You can also create Facebook Custom Audiences to target ads to your donor base
and similar profiles. It’s a powerful tool to convert donors in multi-channel
Facebook will continue making changes that will impact nonprofit organizations.
Creating a diversified social strategy will help survive these changes. What ideas have you found to increase reach on your Facebook Page?
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