Is Your Nonprofit Facebook Page Worth It?

Reflecting on my experience last fall at Web of Change, the impressions that stick with me are these:

1) Deep personal connection is hard to come by and as critical as ever, maybe even harder to come by in an era of 140-character-or-less snippets of communication. Attending Web of Change was a good idea if only to have a few days to forge meaningful connections with brilliant people over well-thought and deeply felt conversations and experiences - no glowing screens in the middle.

2) As a community dedicated to transformational change, we struggle to stay as smart, current, and focused on the "big stuff" - strategy, power mapping, assessment - as we are on the tactical stuff - tweetbombs,  hashtags, and distributed campaign management.  Check, check, and check.  Determining whether all that is coming together in a way deeply connected to making the change we want to see in the world... less so.  Web of Change is a fab place to work on this, together.

3) The opposite of stories is stats.  We love stories at Web of Change. I love stats, too, and think the combo could be the dream team we need internally as a community to really kick our collective world-changing efforts up a notch.

These bits of WOC I carry with me made their way to a collaborative project with not-yet-WOCer Shabbir Safdar telling the story of one non-profit's experience on Facebook, including the statistics that inform that story and how we as a community can learn from it to do more strategic, impactful work.

Voila... an ebook.  I'm proud to share the fruits of our labors with the WOC community: Is Your Nonprofit Facebook Page Worth It?  It's the story of UNICEF-USA on Facebook, and what every organization can learn from it to make their own investment in the channel more fruitful.

Tidbits include:

1) Over eight months of data, and regardless of content or context, Wednesdays were the best days for clickthrough on UNICEF-USA's FB posts.

2) Engagement with the content had no strong correlation to action (clickthrough or conversion).  The rate of "Likes" and comments on posts didn't show a strong relationship to any further action - an important finding for UNICEF-USA, and one that bears more study.

3) More communication wasn't better.  When UNICEF-USA posted to their FB page more than three times per day, their unsubscribe rate rose dramatically. 

I'm hoping to make it back to WOC this year to hear directly from you all what you think about our effort.  In the meantime... reactions mediated by the glowing screen would be much appreciated.  What do you think?


Shayna puts her experience identifying and mobilizing supporters online and offline to work for progressive non-profits, causes, and political candidates.

From her roots in Colorado as an organizer for Colorado NARAL, to her role as Fundraising Practice Manager at Mindshare Interactive Campaigns (now Verilion), to her leadership as Program and Political Director at the Women’s Campaign Forum, Shayna has been on the cutting edge in producing innovative and effective plans, programs, and materials that yield results: dollars raised, votes won, and policy changed.

Shayna earned a Masters in Public Policy degree from Harvard's John F. Kennedy School of Government, and teaches graduate classes in strategy and communications at Georgetown University and at the George Washington University Graduate School of Political Management.