Engaging and attracting volunteers (not to mention retaining them) requires a strategy that cuts through the social media noise – particularly on Facebook.
This is not easy, of course, with Facebook constantly evolving its newsfeed algorithm that determines how posts will be seen by users.
Here are five tactics for getting more Facebook exposure with volunteers.
1. Post Compelling Content to Reach Volunteers on Facebook
Obviously, the foundation for success on Facebook is to publish compelling content that your fans love. This isn’t as easy as it sounds, but it can be done if you ask yourself a few simple questions:
- Do our Facebook fans engage more with videos, text, or photos?
- What topics do our fans respond to?
- What would make me comment on, like, or share a post?
- What gets our people talking?
2. Use Organic Targeting to Reach Volunteers on Facebook
Thanks to organic targeting, your organization can increase the visibility of Facebook Page posts based on: gender, relationship status, educational status, age, location, and even specific interests.
This means that you can deliver more relevant content to users. Maintaining a high relevance between the content and the user increases the likelihood of engagement.
3. Post When Your Fans Are Using Facebook
Industry research consistently supports the strategy of posting after 6 pm (local time).
This should be no surprise, of course. Most people work during the day and have very little time to check Facebook. However, at night more people are using Facebook, which increases the reach for updates published during the evening.
4. Post on Weekends to Reach Volunteers on Facebook
Weekends are golden on Facebook. Simply stated, more people use Facebook during the weekend. Plus, with fewer brands publishing posts on Saturdays and Sundays, you’ll have less competition in the newsfeed.
Keep in mind that the content you publish on weekends should be different from weekday content (especially when it comes to your tone). Weekends are a time for family, rest, reflection, and preparation for the next week. Post content that your fans will find useful during the weekend. Examples might include family events or weekend projects that parents can do with their kids.
5. Use Your Email Newsletter
Most nonprofits have at least ten times as many email addresses as they do Facebook Page fans. Most people on such email lists are already interested in your nonprofit. They don’t have to be sold on why they should share your Facebook content with friends. Leverage this marketing asset by linking to one of your top updates. Since the content has already been vetted by your fans, your email subscribers will naturally like, comment on, and share it.