Social Media for Nonprofits, Using Facebook for Donor Cultivation

Most nonprofit marketers know the importance of including Facebook in their social media strategies. With a

daily active user base of 1.3 billion odds are in your favor that you will be able to attract and cultivate donors who enjoy staying connected with Facebook.

Facebook can also help your organization get found in search , create a community around your organization, promote the content you create, and develop a strong brand identity. 

But, what about using Facebook to generate leads? To cultivate donors that might eventually turn into cash paying donors?

To be sure, there are many strategies that involve using Facebook as a marketing tool.

In this post I’ll show you 5 different Facebook post ideas to capture leads.

But first let’s start with my definition of a “lead” as it pertains to inbound marketing. 

A lead is a person who has shown an interest in your organization by giving you their contact information in exchange for valuable content.

Leads are generated by sharing content that links directly back to a form on your website where visitors can share their contact information in exchange for an offer—whether that be an eBook, infographic, podcast or video presentation.

The form resides on a landing page on your website and is linked to a call-to-action.

As you know, inbound marketing is about being helpful and relevant to your audience. It involves understanding the goals of your donors and partnering with them to overcome challenges. 

Its not about being spammy, annoying or deceiving.

It’s about creating and distributing quality content where your audience is already spending their time. That means being present on Facebook.

Here are 5 Facebook post ideas for Facebook lead generation.

  • 1Post landing pages for offers directly to Facebook; one of the best ways to generate leads on Facebook is to simply to send donors directly to landing pages for lead generating offers. Make sure the offer has a compelling image that gets pulled into your Facebook post and make sure it’s clear to your donor audience where you are sending them. Use phrases like “download your eBook” to let them know where you’ll be sending them.
  • 2Post your most popular blogs to Facebook; another way of generating leads from the content that your marketing team is producing is to simply pick the blog posts that are generating the most leads from your website and post them to Facebook. Place your call-to-action within that post, higher up near the introduction using anchor text.
  • 3Include links to landing pages in your Facebook image captions; Facebook posts with images see more engagement than those without images. To turn these higher engagement rates into lead generation opportunities, consider including links to your website in the descriptions for your images. Whether its to a blog post, lead generation content, or simply to your about us page links are opportunities for donors to get to know your organization. 
  • 4Use Videos to promote lead generation offers on Facebook; this post by Alfred Lua at Buffer social does a great job of detailing the values of Facebook’s algorithm. Long story short, the Facebook algorithm loves videos that receive a large number of views or extended viewing duration. If you want to increase your lead generation efforts on Facebook, start using videos to help introduce and promote lead generating content, whether it’s content offers, events or something else. 
  • 5Pin posts that link to lead generation offers to the top of your feed;​ pinning a post to the top of your Facebook Page’s Timeline allows​​​​ you to highlight what would otherwise be a typical post. It’ll stay at the top of your timeline for up to seven days after which it’ll return to the date it was originally posted on your Timeline.

Conclusion

I hope you found these 5 ideas for generating leads from Facebook posts for donor cultivation helpful. 

Remember though that Facebook is constantly changing and while the ideas here are a strong start to success, nothing beats testing each strategy for success.

In a massive sea of 1.3 billion daily users you need to stand out if you want to market on Facebook.

You need to be helpful, and deliberate.

Really, to master Facebook marketing you need to think like an inbound marketer.

To learn more about attracting and retaining donors, download our eGuide entitled How to Use Inbound Marketing to Attract Donors

You can download it here

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