September 26, 2011

7 ways Facebook’s Subscribe button can be a nonprofit game-changer

Facebook subscribers

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, brands, social media managers, individuals

John HaydonUp 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 the Subscribe Button, Facebook users can opt in to their public updates without being a friend.

Multiply the No. of organizational touch points on Facebook

1The 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 you’ve selected these folks, you can add them as featured admins on your Facebook Page displayed in the left-hand sidebar (see below).
admin panel

You could also create a custom tab called “Our People” with a two-sentence bio for each spokesperson and a link to their Profile.

Enhance relationships with your Facebook fans

2One way to think about the strategy mentioned in #2 is to remember that your brand is ultimately your people. They’re your brand at events, and on the telephone. So why wouldn’t they be your brand on Facebook?

By putting multiple spokespeople on the Facebook front lines, you’re giving your supporters more human ways to connect with your organization. Quantity and quality.

Segment communication channels

3It gets really interesting if you have leaders within specific focus areas. For example, UNICEF might promote spokespeople based on the countries they serve. This way, a donor who consistently supports the organization in Ghana can subscribe to updates from that UNICEF spokesperson. Continue reading