Facebook is one of the most powerful tools for your nonprofit. It has the ability to reach the masses, bring in donations, market programs, and other tools. However, very few nonprofits actually use it to its full potential. So, looking to give your nonprofit’s Facebook a facelift? Try these suggestions, and optimize your Facebook page!

Your “About” Section

The “About” section of your nonprofit’s Facebook page is where all your main information is located. This is your opportunity to introduce your organization and get your most important facts to your audience. This includes your nonprofit website, contact information, a keyword-rich description, links to other social media platforms. It is important that you fill out the “About” section as best as you can, include all the necessary information as this helps when people search for your nonprofit or nonprofits similar to yours.

Your Profile and Cover Photo

Profile and Cover photos are typically what get the most views on your Facebook page. These are the first things that everyone sees when they not only search for your nonprofit’s Facebook page but are looking for more information about your organization.

Your organization’s Facebook profile picture should clear in who your organization is, using your logo is best to ensure there is no confusion as to whether it is your nonprofit page or not. Make sure that your logo can fit properly in the small square, remain recognizable, and be of high quality to ensure there is no room for confusion. 

Cover photos should be sending a message that highlights your nonprofit’s cause. Keep your cover photo relevant, it would even be beneficial to change it once or twice a month if possible. A few things to keep in mind for the photo are design and following Facebook guidelines. As far as for the caption or description of your cover photo include necessary information such as links or a call to action.


Branding is all about how your Facebook page identifies with your audience. Individuals more often than not “Like” a Facebook page because they identify with it, it says something about their own identity not so much because they like the product or service that is being offered. Give users a reason to follow you!

Content Strategy 

So much goes into a content strategy that people are hired just for social media management. Here is a quick overview of what you need to focus on and how to make the most of your nonprofit’s Facebook page.

  1. Does your content speak directly to your target audience? Make sure that you are giving your followers what they want. Don’t force upon them your own agenda. Create content that has value and is relevant to your audience.
  2. Implement the 70/20/10 rule to help diversify your post. 

70% of your nonprofit’s Facebook pages post should add value, help build brand recognition. This type of content should be interesting, inspiring, informative, or entertaining. 

20% of your post should be shared content. Examples could include community events, other people’s ideas, or content that relates to your brand.

10% of your post should be promotional content. Promote your nonprofit, whether that be events, fundraisers, or programs. 

  1. Using images gives your Facebook post a higher possibility for engagement. Including a call to action will increase your probability of engagement as well. 
  2. Learn the best times to post for your Facebook page and schedule your post. You should be posting your nonprofit page at least once a day.

Commenting and Messaging

You can spend a lot of time and money on creating the perfect content for your brand and building an audience that follows and engages with your Facebook page, but it is all for naught. Social engagement with your audience is key in not only keeping and growing your following but having your audience be an active part of your cause whether that be in volunteering, donating, or spreading the word about your nonprofit. 

Social engagement involves everything from:

  • Responding to questions
  • Answering direct messages
  • Liking and responding to comments made on a post
  • Engage with a post where your organization is tagged

Leverage Facebook to your Advantage

All of these will help show your audience that there is someone on the other side of the screen. This creates trust with your audience and shows that your nonprofit appreciates your audience. We live in a world where almost everyone and every business has a social media presence, nonprofits that embrace social media bring awareness to their causes. Use Facebook to your organization’s advantage!

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