How Your Nonprofit Can Get the Most Out of Facebook Groups

If your nonprofit is active on Facebook, it’s most likely through a Facebook page, used to publish updates, news items, calls to action and other posts relevant to the organization’s mission. However, there’s a second tool that can also be valuable to nonprofits, even though relatively few are using it: Facebook groups.

But what’s the difference? Pages are essentially the organizational version of Facebook’s individual profiles, allowing supporters to follow the organization and view its posts. Groups, on the other hand, are more like members-only forums, where members can interact with each other and with the administrators from the organization.

Facebook groups can serve many different purposes for nonprofits, but here are some of the most useful ones.

Running a Facebook group can be extremely useful. Here's how to make the most of it. Click To Tweet

Manage volunteers

Nonprofits that use volunteers often create a private volunteers-only Facebook group to coordinate with them. For volunteers who need to communicate with each other about something like planning events, the group provides a forum to work together. It can also be a place for volunteers to share and discuss relevant articles and other resources. Managing volunteers in a Facebook group works well if the number of volunteers is fairly small and there aren’t a huge number of items to discuss.

Access a core group of supporters

If the organization creates a more open Facebook group, the people who join will likely be dedicated supporters with a strong interest in the organization’s area of work. In other words, they’re people who are likely to donate to, volunteer with, advocate for, or otherwise champion the organization and its cause.

It’s in the organization’s interest to provide value to these group members and facilitate their connection with each other. Even if it doesn’t directly promote the nonprofit’s work, running a Facebook group that is useful to core supporters can boost its recognition and attract more engagement and support.

Creating a Facebook group can give your organization access to dedicated supporters. It’s a line of communication to people who are likely interested in volunteering, donating, and championing your nonprofit.

Test ideas

Assuming it’s a private group (with posts only visible to members), it can also be a place to test out new ideas before they’re launched to the general public. If your organization’s group is made up of core supporters, they’re a good audience to get feedback from. Running polls to help determine where to focus marketing efforts, having members vote on different options for graphics or campaigns, or asking for critiques of new ideas can all help improve campaigns or other efforts before the public sees them.

Provide an insider’s look at the organization.

Additionally, your group can reward its members for their support and participation by offering an insider’s look at what’s going on in the organization. Whether it’s showing behind-the-scenes footage from events or sneak peeks of new reports, giving members exclusive access to information can help them feel more invested in the organization.

Mobilizing activists

For nonprofits whose mission focuses on engaging and mobilizing the public, a semi-public forum like a Facebook group can be a useful way to share information, encourage activists, and help them connect with one another.

The ACLU runs one such group, focused on “organizing grassroots volunteers across the country.” The group connects members who live in the same community so they can better work together. If grassroots mobilization is part of your organization’s work, a public Facebook group can be a useful way of recruiting and connecting people who want to get involved.

Connect with other nonprofit professionals

Even if your organization decides not to start its own Facebook group, it can still benefit from employee participation in existing ones. Numerous groups exist for nonprofit professionals, providing a place to share resources, discuss relevant news items, get questions answered, and connect with like-minded people.

Facebook groups for nonprofit professionals not only benefit the individual members, but can also raise your organization’s profile among those working in the same field.

Creating a Facebook group might not be right for every nonprofit, especially those whose social media management capacity is already stretched thin. But encouraging employees to participate in existing groups not only benefits them individually, it can also increase the organization’s profile among professionals in the field.

Tags: Ally 360, Content Strategy, marketing, membership, Social Media, strategy