Your Message Media &

Direct Intelligence’s guide to

Facebook
and
Non-Profits

direct
intelligence
Convergence Marketing Strategies
 FACEBOOK AND NON-PROFITS

Social networking sites are online outlets used to form communities based
around particular interests. For example, Friendster started as a simple way to connect
with friends, Myspace started around a focus on music, LiveJournal around personal
blogging, and Facebook around colleges and connecting with classmates.

Facebook has been around for a few years, but only recently has become the
biggest and fastest growing online social networking site. It was started in 2004 by a
Harvard student as a way to connect with classmates and soon expanded to open up
its community with other universities in the United States. Until 2006 you had to have
a valid school email address to even join. This requirement would place members in a
particular network for communicating. For example, a student at UC Berkeley would be
in the network called Berkeley. It would then be simple to see what events and activities
were going on in your community. In 2006 Facebook opened its doors to everyone over
the age of 13. At this point, the site really took off and no longer just focused on the
college crowd.

WHAT IS THE CURRENT FACEBOOK AUDIENCE?

There are more than 160 million active users on Facebook and it’s growing every day. In
the United States alone, there are more than 45 million members. Of these, 25.5 million defined
themselves as female and 19 million as male. Your target audience is online, and on Facebook.

Here is the breakdown of those users that reported their age in the U.S.:

• 13-18 year-olds: 8.2 million

• 19-25 year olds: 16.6 million
• 26-35 year olds: 11.6 million
• 36-45 year olds: 4.8 million
• 46-55 year olds: 2 million
• 56-65 year olds: 1 million

Some other fun facts about U.S. users on Facebook:

• more than 5 million state they are college graduates

• more than 7.9 million state they are in college

direct
 intelligence
Convergence Marketing Strategies
 FACEBOOK AND NON-PROFITS

• about 4.5 million people list California as home

• 98,000 members list the environment as an interest
• 171,000 list health as an interest

Want to see if your target audience is on Facebook? You can sort by country,
state, city, sex, age, keywords, education, workplace, and/or relationship status. To do
so, go to http://www.facebook.com/ads/create/. Use “Step 3: Reach the exact audience
you want” to see.

CONNECTING TO PEOPLE ON FACEBOOK

Facebook always allowed ways to form communities through networks and by

creating Groups. In recent years, it also began offering other ways to network such as
through Pages and Causes, and began allowing externally-developed applications and
information into the community. For example, you can play Scrabble in Facebook, read
about the work of your favorite nonprofits, and when you rate a restaurant on Yelp or
a movie on Netflix, you can have it link to your account. If a user chooses to allow it,
this information is put on their page or Mini Feed and fed to their friends via the News
Feed. At the end of 2007, Facebook also started allowing paid ads into the community.

NEWS FEEDS and MINI FEEDS

News Feeds appear on a person’s homepage. It lists what’s been happening

among friends. Have they given money to a cause or broken up with their partner?
This is where a person gets many of their updates on their online friends’ lives. If you
are marketing a message or an organization, this is where you want to be. It is a very
important way to get your message out into the Facebook world. So how do you get a
message into a News Feed anyway? This is through Mini Feeds.

A Mini Feed is a personal feed that just shows information about one person’s
activities. It shows if anything has changed recently on their profile, if they’ve joined
any new groups or causes, or if they’ve updated any content or added new content.
This is what gets pulled into a News Feed. If the individual doesn’t want any stories

www.direct-intelligence.net | www.yourmessagemedia.com 
Facebook | Home Page 1 of 4
Create a Profile Badge
Erica Gulseth I want to save the baby polar bears!! :(.
FACEBOOK AND NON-PROFITS via Twitter - 6 hours ago clear

2 Wall Info Photos Boxes Causes Hug Me

Applications Home Profile Friends Inbox Erica Gulseth Settings Online
LogoutFriends (15)
Search

Update Status Share Link Add Photos Elbow Tap Causes

An example of a News Feed:

Erica I want to save the baby polar bears!! :(. 6 hours ago - clear
AnWhat
example
are you doingof
Requests
rightanow?
Mini Feed: Post Advertise
What are you doing right now? 1 friend suggestion 2 event invitations
Unique Engagement
1 (lil) green patch
request All Posts Posts by Erica Posts by Others Settings Rings
News Feed Status Updates Photos Posted Items Live Feed Today

Erica became a fan of The Humane Society of the United States.

Ben De Leon is updating his blog: http://benlinus.blogspot.com. 8 minutes ago - Comment Applications Edit
Non-Profit - 49,319 fans
John Scarpulla pondering the complexity of the bulgina. 21 minutes ago - Comment Photos The HSUS is the nation's
Groupslargest and most powerful animal welfare
organization. We work in the United States and abroad to protect all
John Bell at 6:41pm January 24 Events animals. We ce... Marketplace
Unlike any other ring. View
i always thought it was "ballgina" Comment
Mobile Page Manager the new engagement rings
and wedding bands from the
Write a comment... more Verragio's Paradiso and
Stephanie Katz mentioned Erica in her note harmony cellers saturday night :).
- Comment - Show Comments (1) Insignia collections now.
Aaron Lutze just stomped the long manual line at Woodward first try, no warm up! Sponsor
22 minutes ago - Comment
Erica I want toFlight
saveofthe
the baby polar bears!! :(. via Twitter -
Conchords
12:25am - Comment
Elys Claire was tagged in an album. It’s back to business time Sundays Give Her Your Promise
at 10pm – only on HBO.
halloween Anthony Komaromi at 12:30am January 25
15 photos What happened to them?
by Holli Styles (Portland, OR)
Show 3 more comments...
Date: January 25 at 10:00pm
Location: Jason
HBOLopez at 1:39am January 25
Attendees:I'm 4,043
doing people (1 friend)
this topic for a report for school. Have any Say "I love you" with a
RSVP: research I can steal?
Yes Maybe ;) No gorgeous promise ring from
Robbins Brothers. Shop our
Ryan Dorp at 6:10am January 25 huge selection today!
Britt Card is attending.
Steve Schuitt uploaded a new video. You should save Mr. Splashy Pants as well!
http://en.wikipedia.org/wiki/Mister_Splashy_Pants
Jan 24, 2009 5:49pm
by Steve Schuitt Super Weightloss
1:15 Added 51 minutes ago PokesWrite a comment... Foods
You were poked by:
Yesterday
Dana Gulseth - poke back | remove
Inga Beck mentioned Erica in her note 20 Random Things. - Comment - Show Comments (8)
Comment Events and Birthdays See All
Melody McCoy celebrated change with you using SocialCalendar.
Today, January 24 at 10:00pm These foods help you slim
Jack Forder became a fan of Tribe Called Quest.
YOUNGBLOODZ W/ ELI GLAD, LXNDR, NEW down and stay healthy and
Musician - 17,463 fans YOUNGSTARZ beautiful. They've worked
A Tribe Called Quest is a critically acclaimed and highly- Tomorrow for thousands, how about
influential American hip-hop group, formed in 1988. The Angie Schwartz and Dan Atherton you?
group is composed of rapper/producer... Comment - View Gift - Celebrate Change - Give Another Gift
Monday
Comment - Become a Fan - See more Pages Neal Martin
More Ads
Casey Roncoroni wrote at 4:26am
Cara Hirsch was tagged in an album. People You May Know See All
Thanks!! =)
30th Birthday Wall-to-Wall - Write on Casey's Wall
Brad Hodges
26 photos Add as Friend
Jan 23
by Matthew Bullock (Claremont Colleges)
20 Random things - my version
Location: Sacramento
Once you've been tagged, you are supposed to write a note with 20 random things, facts, habits,
or goalsMelissa Unger
about you. At the end, choose 25 people to be tagged. You have to tag the person who
Cedar Kyes is happy to see snow again today...riding tomorrow! ;). Add as
If IFriend
from their Mini Feed available to see, they can choose to remove them from their profile,
tagged you. tagged you, it's because I want to know more about you.
about an hour ago - Comment You and Melissa both went to Simons
Comment
Rock.
Stephanie Lindloff wrote a new note.
which removes them from the News Feed as well. Getting and staying in a Mini Feed
Mike Sellers at 3:34am January 24
Laura Ryan
25 things - you've been tagged!
Add as Friend
Rules: Once you've been tagged, you are supposed to write a note with 25 random things, You and Laura both went to Simons Rock.
can get your message permanently on someone’s personal page and pushed out to their
facts, habits, or goals about you. At the end, choose 25 people to be tagged. You have to
tag the person who tagged you. If I tagged you, it's because I want to know more about
you. Invite Your Friends

friends’ homepage. So how does one get into the Mini Feed? If a member joins your
In this note: Erica Ringewald
Comment - Continue Reading
Invite friends to join Facebook.

group, adds your page as a favorite, signs your petition, donates to your cause, updates
Find Your Friends close
Anne Dillenbeck at 9:23am January 24
Um, ok, how do I do this tagging thing..I like yours--did you To find people you know who are already using
do it all at once or did you write in sections? Can you edit it
their status with your message, or any number of different activities, a story will be
Facebook, check out the Friend Finder.
later? Where do you find the time? I am supposed to be
working and need to call my sis and my mom today--catch-up
http://www.facebook.com/home.php?
call with Chrissie and duty call to Mom. 1/23/200
added to their Mini Feed/personal page letting their circle of friends and networks
Stephanie Lindloff at 9:27am January 24
I did it over the morning while watching the Aussie Open. :)

know about it. Just kept the window up on my computer and added to it

GROUPS

Anyone can create a group on Facebook. Groups can be based around

anything— shared interests, activities, or an organization for example.
http://www.facebook.com/home.php? The benefit of
1/23/2009
groups is that all your supporters are in one place. You can message them all, invite
them to events, show them links, photos or videos, and get them involved. It is also
interactive, letting people write messages, contribute to discussions, upload photos

direct
 intelligence
Convergence Marketing Strategies
 FACEBOOK AND NON-PROFITS

and more. A nice aspect of having a group is that you can control its content, invite
members to join, and moderate anything associated with that group.

When someone joins a group, writes a message on a group page or attends an

event, a story is created on their Mini Feed. All users also have a Groups application
page that displays their recently updated groups as well as groups their friends have
joined recently.
Facebook | Join (RED) -- End AIDS in Africa Page 1 of 8

An example of a Group:
Applications Home Profile Friends Inbox Erica Gulseth Settings Online
LogoutFriends (16)
Search

Join (RED) -- End AIDS in Africa

Global

Advertise
Basic Info View Discussion Board
Type: Common Interest - Politics Join this Group
Make it a Career
Description: From joinred.com --
Share

THE (RED) MANIFESTO

Group Type
All things being equal, they are not.
This is an open group. Anyone can
As first world consumers, we have tremendous power. What we choose to buy, join and invite others to join.
Turn your passion for arts
or not to buy, can change the course of life and history on this planet.
into a successful career. Find
Admins flexible design schools and
(RED) is that simple an idea. And that powerful. Now, you have a choice. There
are (RED) credit cards, (RED) phones, (RED) shoes, (RED) fashion brands. And programs. Sign up for
no, this does not mean they are all red in color, although some are. „ T Greg Doucette (N.C. State) schools today.

If you buy a (RED) product or sign up for a (RED) service, at no cost to you, a
PAGES (RED) company will give some of its profits to buy and distribute anti-retroviral
medicine to our brothers and sisters dying of AIDS in Africa.
Related Groups

Barack Obama (One Million Strong

We believe that when consumers are offered this choice, and the products meet for Barack)
Common Interest - Politics
their needs, they will choose (RED). And when they choose (RED) over non-
Once people began bringing their businesses and organizations
(RED), then more brands will choose to become (RED) because it will make
good business sense to do so. And more lives will be saved.
onto
Join to support Breast
Awareness Month.
Facebook,
Cancer

the site created (RED)

what is notare known
a charity. It is simplyas Pages.
a business model. They arestuff.
You buy (RED) advertised
We as the “complete
Organizations - Non-Profit Organizations
When I was your age, Pluto was a
get the money, buy the pills and distribute them. They take the pills, stay alive,
solution withinand Facebook
continue to taketo careshowcase
of their famlies andyour business,
contribute socially and band orCommon
brand.”
planet.
Interest -Pages
Science are harder
economically in their communities.
For Every 1,000 that join this group I
to connect people If theyto asgetyou
don't can’t
the pills, they die.be within
We don't want thema topage
die. We and click, invite
want to give will donateyour friends the way
$1 for Darfur.
them the pills. And we can. And you can. And it's easy. Organizations - Non-Profit Organizations
you can with a Group, but once they are associated with you,Ifyou can connect
you remember this you grew uptoin them
All you have to do is upgrade your choice. the 90's
easier when
Contact Info you have updates. This is your organization’s chance to be the ultimate Just for Fun - Totally Random

resource to the consumer, aka fan, on your organization or industry. When a Page is
updated with new information, all fans, as they are called, are informed of the changes
and updates. If you update your Page regularly, a fan will constantly be nudged, in an
unobtrusive manner, to your site to see your changes.

Like Groups, Pages are free and allow members to interact with your product,
http://www.facebook.com/s.php?init=q&q=humane+society&ref=ts&sid=6b9671ee5a0bda39111d33f8dd5f76a0 1/23/2009
organization, etc. When a fan interacts with your Facebook Page, stories linking to
your Page are sent to their friends via the News Feed. As these users click through and

www.direct-intelligence.net | www.yourmessagemedia.com 
 FACEBOOK AND NON-PROFITS

interact with your Page, News Feed keeps driving word-of-mouth to a wider circle of
friends.
Facebook | TheAnother way of
Humane Society tothe
increase your
fans is to advertise your Page to a wider audience
United States Page 1 of 9

using a pay-per-click or a pay-per-view approach.

An example
Applications
of aProfile
Home
Page:Friends Inbox Erica Gulseth Settings Online
LogoutFriends (16)
Search

The Humane Society of the United States Browse more non-profits

ca Gulseth Page 2 of 5
Become a Fan
Add to my Page's Favorites
View Updates

Share
ember Online Friends (12)
8 Profile Box
ed about 2
s ago HSUS Social Networks
rt
maculture
crunchy
mers
ted about 2
s ago
Founded: 1954

Information

Website: http://www.humanesociety.org
Company Overview: The HSUS is the nation's largest and most powerful
Erica Gulseth I want to save the baby polarwelfare
animal bears!!organization.
:(. via Twitter - We work
6 hours ago in the United
clear
States and abroad to protect all animals.
Wall Info Photos Boxes Causes Hug Me
We celebrate the human-animal bond, and fight
animal cruelty and abuse in all its forms.
Update Status Share Link Add Photos Elbow Tap Causes
If you have a question regarding this page or
anything on it, please email us at Advertise
What are you doing right now?clefevre@humanesociety.org or Post

An example of a what someone’s friends see when they become a fan:

clewis@humanesociety.org.
Unique Engagement
All Posts Posts by Erica Posts by Others Settings Rings
The animals thank you!
Today

Erica became a fan of The Humane Society of the United States.

Non-Profit - 49,319 fans
The HSUS is the nation's largest and most powerful animal welfare
organization. We work in the United States and abroad to protect all
animals. We ce...
Unlike any other ring. View
Comment the new engagement rings
and wedding bands from the
Stephanie Katz mentioned Erica in her note harmony cellers saturday night :). Verragio's Paradiso and
- Comment - Show Comments (1) Insignia collections now.

Erica I want to save the baby polar bears!! :(. via Twitter -
12:25am - Comment
Give Her Your Promise
ADVERTISEMENTS
Anthony Komaromi at 12:30am January 25
http://www.facebook.com/s.php?init=q&q=humane+society&ref=ts&sid=6b9671ee5a0bda39111d33f8dd5f76a0
What happened to them? 1/23/2009
Show 3 more comments...

Advertisements
Jason Lopez at 1:39am January 25 on Facebook were first allowed in November of 2007. They
I'm doing this topic for a report for school. Have any Say "I love you" with a
initially had
research I canansteal?extremely
;) low click-through rate, but better
gorgeous promiseplacement
ring from
Robbins Brothers. Shop our
and more
directed marketing
save Mr. Splashy has
Pants asput
well! them on par with Google AdWords’ success. You can choose
Ryan Dorp at 6:10am January 25 huge selection today!
You should
http://en.wikipedia.org/wiki/Mister_Splashy_Pants
to advertise a Page, Group, Event, or Application within Facebook or an outside web
Super Weightloss
Foods
link, such as your website or advocacy center, a donation page, etc.
Write a comment...

Yesterday

Inga Beck mentioned Erica in her note 20 Random Things. - Comment - Show Comments (8)

Melody McCoy celebrated change with you using SocialCalendar.

direct
These foods help you slim
down and stay healthy and

intelligence
beautiful. They've worked
 for thousands, how about
you?
Convergence
Comment - View Gift - Celebrate Change - Give Another Gift Marketing Strategies

More Ads
Casey Roncoroni wrote at 4:26am
Thanks!! =)
 FACEBOOK AND NON-PROFITS
Page 2 of 4

Facebook | Erica
Gulseth Page 2from
The best way to advertise on Facebook is through word of mouth (free!) of 5
your online friends or fans via their actions and News Feed stories. Ads are less
Online Friends (11)

effective, but can help you spread the word even further by reaching a larger audience.
1
Applications
With
December
2008
Facebook Ads, you choose the graphic and text of yourOnline ad,Friends
and(12)select when
shows it to your target users. A Page way 2that
of 4you can up your click through rate
Created about 2
Facebook
weeks ago
i heart
ispolar
h I want to save the baby bybears!!
having
permaculture :(. Facebook add information about a viewers’ friends’ interactions with your
via Twitter - 7 hours ago clear
and crunchy
Photos Facebook
Boxes summers
Causes
Updated about 2
HugPage.
Me See below for an example. This can help you drive customer awareness
weeks ago
Status Share Link ofAdd yourPhotosmessage
Elbow Tapand product.
Causes Online Friends (11)

e you doing right now? Post Advertise

Create a Profile Badge Page 2 of 4 Eric Reid is a

fan of Gavin
Erica Posts
Gulseth
All Posts by Erica Posts by Others Settings
I want to save the baby polar bears!! Newsom.
:(. via Twitter - 7 hours ago clear

ca is now friends with Kim Perrin. - Comment

h I want to save the baby polar bears!! :(.Wall
via Twitter - Info Photos
7 hours ago clear Boxes Causes HugCalifornia
Newsom for Me

Photos
ca became a fan ofBoxes
The HumaneCauses
Society of theHug
UnitedMe
States.
Update Status Share Link Add Photos Elbow Tap Causes
Non-Profit - 49,323Online
fans Friends (11)
StatusThe Share
HSUS isLink
the nation's
Addlargest and most Elbow
Photos powerful
Tapanimal welfare
Causes Advertise
organization. We work in the United States andWhat
abroadare you doing
to protect all right now? Post
animals. We ce...
Advertise Style. Location. Price.
emment
you doing right now? Post Join a leader who is fighting
All Posts
for bold change. Posts by Erica Posts by Others Settings
Today Do you love sailing?
ephanie Katz mentioned Erica in her note harmony cellers saturday night :).
omment - Show Comments (1)
All Posts Erica Posts
Posts by Erica is nowby friends
Others with Kim Perrin. - Comment
Settings
More Ads
- 7 hours ago clear
ica is I
rica now friends
want
25am - Comment
towith
saveKim the

Perrin.
baby
- Comment

polar bears!! :(. viaErica became
Twitter - a fan of The Humane Society of the United States.
Priced from $249k.
Non-Profit - 49,322 fans
Walkscore rated 97. Central

Non-Profit - 49,321

fans
Ads can be placed within News Feeds and in a right hand column
ica became a fan of The Humane Society of the United States.
Anthony Komaromi at 12:30am January 25 on Facebook
The HSUS is the nation's largest and most powerful animal welfare
to BART, Chinatown.
organization. We work in Join
the United
us as we
Why
States
buildand
rent? You can own! 2 stops, theabroad to protect all
Tap WhatCauses
happened to them?
animals. We ce...

how 3 more organization.

comments...
referred to as Ad Space. Examples are below:
The HSUS is the nation's largest and most powerful animal welfare
We work in the United States and abroadComment
to protect all
largest sailing community.
12 min. Save $200k.

animals. WePost
ce... Advertise
ommentJason Lopez at 1:39am January 25 Stephanie Katz mentioned Erica in her note harmony cellers saturday night :).
Do you love sailing?
- Comment - Show Comments (1) Scholarships for Artists A design to be held.
I'm doing this topic for a report for school. Have any
s by Ericaresearch
Posts byI Others
can steal? Settings
;)
ephanie Katz mentioned Erica in her note harmony cellers saturday night :).
Comment - Show Comments (1) Erica I want to save the baby polar bears!! :(. via Twitter -
Ryan Dorp at 6:10am January 25 12:25am - Comment
You should save Mr. Splashy Pants as well!
rica I http://en.wikipedia.org/wiki/Mister_Splashy_Pants
want to save the baby polar bears!! :(. via Twitter -
Anthony Komaromi at 12:30am January 25
:25am - Comment
es.
What happened to them?
Anthony Komaromi at 12:30am JanuaryJoin
25 us as we build the Turn your passion into a The new BlackBerry®
Write a comment...
ful animal welfare largest sailing community.
Show 3 more comments... successful career. Land a Curve™ 8900 is coming to
What happened to them?
broad to protect all valuable degree in fine art, T-Mobile®. Fans find out
Show 3 more comments... Jason Lopez at 1:39am Januarygraphic,
25 fashion or first.
ga Beck mentioned Erica in her note 20 Random Things. - Comment - Show Comments (8) multimedia
I'm doing this topic for a report design.
for school. Have any
Jason Lopez at 1:39am January 25
Scholarships for Artists research I can steal? ;)
I'm doing
aturday McCoy
night this topic for a report for school. Have any
:).celebrated Free iPods, Pay
Melody change with you using SocialCalendar. Ryan Dorp at 6:10am January 25
research I can steal? ;)
You should save Mr. SplashyPilotMall Pilot Shop
Pants as well! Nothing
Ryan Dorp at 6:10am January 25 http://en.wikipedia.org/wiki/Mister_Splashy_Pants
:(. via Twitter -
You should save Mr. Splashy Pants as well!
http://en.wikipedia.org/wiki/Mister_Splashy_Pants
omment - View Gift - Celebrate Change - Give Another Gift Write a comment...
Turn your passion into a

Write a comment... Ads can have a graphic—highly recommended—or just text. Titles can have up
successfulYesterday
career. Land a
valuable degree in fine art, We offer 4,000 pilot supplies
Casey Roncoroni wrote at 4:26am graphic, fashion or Inga Beck mentioned Erica in her noteat20everyday
Randomlow prices.
Things. - Comment - Show Comments (8)
Complete 1 offer from
hanks!! =) to 25 characters of text, and the body of the ad can have up to 135 characters.
multimedia design. Receive a free gift with your
first purchase. Garmin,
partners like eBay orThe
NetFlix best
and get 5 friends to do the
ga Beck mentioned
Wall-to-Wall Erica
- Write on in herWall
Casey's note 20 Random Things. - Comment - Show Comments (8)
Melody McCoy celebrated changeLightSPEED, D.C. and more.
part about ads is that you can target the exact audience you are interested already given in
away.using data
with you using SocialCalendar. same. Over $2,400,000
y Claim
Melody McCoy celebrated PilotMall
change with you Pilot Shop
using SocialCalendar. yours!
0 Random things
from country, state, city, sex, age, keywords,
- my version
nce you've been tagged, you are supposed to write a note with 20 random things, facts, habits,
More Ads education, workplace, interests, and/or
gged you. If I tagged you, it'srelationship status. They can run continuously or for an exact start and end date.
goals about you. At the end, choose 25 people to be tagged. You have to tag the person who
Comment - View Gift - Celebrate Change - Give Another Gift More Ads
because I want to know more about you.
mment
Comment - View Gift - Celebrate Change - Give Another Gift
Mike Sellers at 3:34am January 24 We offer 4,000 pilot supplies
Casey Roncoroni wrote at 4:26am
at everyday low prices.Thanks!! =)
Casey Roncoroni wrote at 4:26am
i already knew all of this.
This is the perfect opportunity to advertise a simple, eye catching call-to-action
Receive a free gift withWall-to-Wall
first purchase. Garmin,
your - Write on Casey's Wall
omment
how 4-more
Thanks!! Show
=) Comments (8)
comments... LightSPEED,JanD.C.
23 and more.
Wall-to-Wall - Write on Casey's Wall
Lisa Gulseth at 7:57pm January 24 20 Random things - my version
alCalendar. Once you've been tagged, you are supposed to write a note with 20 random things, facts, habits,
0 Random things - my version More Ads or goals about you. At the end, choose 25 people to be tagged. You have to tag the person who
tagged you. If I tagged you, it's because I want to know more about you.
www.direct-intelligence.net | www.yourmessagemedia.com
nce you've been tagged, you are supposed to write a note with 20 random things, facts, habits,
goals about you. At the end, choose 25 people to be tagged. YouComment
have to tag the person who

gged you. If I tagged you, it's because I want to know more about you.
omment

Mike Sellers at 3:34am January 24

i already knew all of this.
 FACEBOOK AND NON-PROFITS

such as a petition, advocacy campaign or other time-sensitive action, or a product with

that user in mind. Like with anything online, make your product useful to the consumer
and they will help you sell it further.

CAUSES

Causes is currently the main way that Facebook members associate and reach
out to nonprofits. Anyone can create a cause, donate to one, ask their friends to Page
Facebook | Causes | The Trust for Public Land
become
1 of 2
members and donate, take action by signing a petition, or donate their status to a cause.
It can help to supplement your fundraising and organizing efforts in an interactive way.
Applications Home Profile Friends Bookmark Causes
Inbox Erica Gulseth Settings Online
LogoutFriends (15)
Search

An example of a donated status: Jenni supports the League of Women Voters’ work. Visit www.
Causes Home Find Causes Your Causes
Causes Account About Help Search Causes

leagueofwomenvoters.org to learn more. Advertise

Casey Roncoroni: "I'm turning 24 in 364 days! Please grant my birthday wish by donating to V- Kick Start Your Start-
Day." Up

An example of a Cause page: Learn More

The Trust for Public Land

The Trust for Public Land conserves land for people to enjoy as parks, gardens, and other Meet VCs and successful Bay
natural places, ensuring livable communities for generations to come. Area entrepreneurs at this
networking and coaching
workshop, featuring Chill's
Beneficiary: Donations to the cause benefit: Best of the Bay desserts!

THE TRUST FOR PUBLIC LAND

A 501(c)(3) nonprofit
View Fundraising History Welcome to Japan

Invite

Donate

View Members

Positions: Every child deserves a safe place to play close to home. View Past Announcements At least once in your
lifetime, visit Japan. Visit
Share Japan's official travel
See Extended Info website for more
How You Are Helping information.

89 members recruited
Mariana Maya
$0 donated
480 $1,524 Photography
MEMBERS DONATED $96 raised
Invite Donate
Go to Your Action Center

Donor Matches
Your Fundraising Pledge
Create a Donor Match | See All
Wedding and lifestyle fine
You do not have a personal art. Babies turn into adults
How People Are Helping fundraising pledge. before you know it. Capture
Pledge to Raise it now!

Kristina Johnson joined the cause. 12:55am tomorrow

Your Recruit Activity
More Ads
Trisha Kehaulani Watson joined the cause. 12:38pm
Kristina Johnson joined the cause.
12:55am tomorrow

David Thiebaud joined the cause. 11:40am January 22nd, 2009 Thank Kristina

Forrest Arakawa joined the cause.

Marc Hoess joined the cause. 8:23am January 22nd, 2009 12:03pm January 21st, 2009

Thank Forrest
Marie Thiebaud joined the cause. 5:14am January 22nd, 2009
Casey Roncoroni joined the cause.
1:47am January 21st, 2009
See More
Thank Casey

Eric Reid joined the cause. 12:27am

Hall of Fame
January 21st, 2009
See All
Thank Eric
Recruiters Donors Fundraisers
Jason Lopez joined the cause.
1. Erica Gulseth 1. Matthew G 1. Matthew G
12:17am January 19th, 2009
89 recruits Trifiro Trifiro
$1,000 donated $100 raised Thank Jason
2. Hsiao-Wen Shih
45 recruits 2. Brian Dougherty 2. Erica Gulseth
$100 donated $96 raised
3. Carisa Jurgens How Your Friends Are Helping
Turner 3. Greg Chelius 3. Nancy Biskovich
17 recruits $100 donated $58 raised
Your friends have no recent activity.
Email Friends in the Cause

direct
 intelligence
Convergence Marketing Strategies
 FACEBOOK AND NON-PROFITS

One positive aspect of Causes is that each individual controls how they relate
to your cause. They control how to fundraise for you if they choose, or how to let their
friends know about their favorite causes. They are then rewarded for their work via a
listing as a top recruiter or top fundraiser for their contacts and other members to see.

A downside is that if your organization receives a donation through this

application, you are not given the full donor information you would normally want
out of a membership program and thus it is harder to stay in contact with them and
retaining their support. One way around this is to message the members of your cause
with an external link to a donation page.

OTHER APPLICATIONS

Causes, Groups, and Pages are all examples of Facebook applications. In simple
terms, applications are enhancements that users can add to their profiles to improve
their interactions with friends and networks.

In May 2007 Facebook began allowing outside developers to create applications

that interact with the core features on Facebook. All applications must maintain the
look and feel customized to Facebook settings using the Facebook Markup Language.
By July of 2008, over 33,000 apps had been created. The most successful are ones that
people find value in, such as Causes where users can highlight and promote their
favorite nonprofits.

Unless you have a specific product that is highly desired by users, than plugging
into an existing application such as Causes, and creating a Page, Event and/or Group
and keeping these updated with resources and new content is a much more effective
use of time and money by an organization.

BEST PRACTICES

Nonprofits will always have limited resources, so what are the most efficient
ways to connect to supporters and fans online? The trick in this day and age to
connecting with supporters is to meet them on their turf. If they are on Second Life,
Myspace, Facebook, Twitter, etc., make your organization available to them via these

www.direct-intelligence.net | www.yourmessagemedia.com 
platforms. They will help you grow your supporters and fanbase. Providing them with
something useful and interactive such as a game, a petition to sign and promote, or
serving as a source for reliable information can increase interest and promotion in your
cause ten-fold.

Start by making a presence on Facebook. Facebook is the number one social

networking site in the world. Create a Page and Group and let your supporters and
employees know about it. Ask them to invite their friends and other supporters.
Include a link on your website and in your email communications. Then keep the pages
updated with fresh content and interactive materials. Remember that it is very easy to
embed links to articles, video, sound, and photos in Facebook. Take advantage of this.
If done right, your message will spread to new supporters in a relatively short period of
time.

If you are able to be a source to your online supporters, they will just through
their use attract new supporters and interest. One day you may think about testing
with ads and applications, but for many organizations this is the low cost and most
effective way to engage with people on Facebook, and the minimum needed to have a
healthy online presence in this arena.

This strategy is a starting off point. The most effective online strategies must be
created specifically to each organizations needs and audience. There is undoubtedly a
Facebook strategy right for your organization and the right expert can find it and apply
it effectively.

www.YourMessageMedia.com

direct
Direct Intelligence provides convergence
intelligence
ConvergenceMarketingStrategies
marketing strategy and planning to organizations
striving to integrate emerging Web 2.0, mobile and 1300 Clay Street, 11th Floor
Oakland, CA 94612
social networking technologies into their traditional www.direct-intelligence.net
direct marketing efforts. 888.505.8836