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Why nonprofits & charities should not focus on Facebook.

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Owen O'Doherty

The importance of content to Nonprofits

Content marketing and a digital presence are very important for Nonprofits and charties. Nonprofits by their nature exist to serve the people or cause they are dedicated to. They therefore must place themselves- their mission, news and content- where people are to be found, at the best possible return on investment in both money, time, resources, and of course, content. People, of course, are to be most easily found on the internet.

“As of December, 2018, there are 4.1 billion internet users worldwide, with 65% of people accessing the internet through their mobile phone”
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In addition to reaching those they serve, equally, nonprofits and charities rely heavily on both private donations and public funding in order to survive and continue the great the work they do. Marketing and communicating their mission and impact in an effective, and being able to demonstrate that impact, is crucial to securing both donations and public funding.

And they know this. A great amount of time is spent on creating contenting & messaging, a content strategy and choosing a digital strategy to best to communicate that content to the wider world.

Much of that strategy centres around the use of traditional platforms like Facebook & Instagram (also owned by Facebook) leaving nonprofits & charities at the mercy of platform and commercial changes Facebook have undertaken on their advertising and content delivery model.

We’d like to give you some insights into how those changes and why Facebook for nonprofits is not always the right consideration for nonprofit’s & charities' content strategy and community building.

Why Nonprofits should think twice before using Facebook to publish content

  • Organic reach is dead. You have to pay to play.

    At one time getting your content to appear on the news feeds of your Facebook page followers didn't cost anything. Reaching your followers without paying , or organic reach as it is called, was one of the expected benefits of having built up follower base for your brand or organisation page. Unfortunately that has changed.

    Now organic reach on Facebook reached an all time low. Even if a nonprofit or charity has spent years building up a follower base on Facebook, when they publish content to their page this means that the reach of their content or the number of their followers that will see the content is low- in the region of 2% of your followers only see it- unless you pay for them to see it.

    “The content you post only gets seen by approx. 2% of your followers (unless you pay for it)”

    Even when a nonprofit has taken trouble to create great content, and are relying on a unencumbered delivery of that content to their followers, unless they have an advertising budget to match their strategic ambitions, their content strategy is likely going to fail.

    When you consider that only a small % of any viewers of that content will convert into a donator, a contributor or a community member (depending on the underlying purpose of the nonprofit's content strategy) nonprofits potentially find themselves in a situation where they are working against the odds, despite having investing so much time and energy into content & messaging.

    When you consider that only a small % of any viewers of that content will convert into a donator, a contributor or a community member (depending on the underlying purpose of the nonprofit's content strategy) nonprofits potentially find themselves in a situation where they are working against the odds, despite having investing so much time and energy into content & messaging.

    When everyone is advertising, there’s little room left

    There is now a world of advertisers competing for the same news feed space of Facebook users. The more content and the more advertisers paying and competing for every user’s News Feed space, the less there is for everyone. It’s not hard to work out why. Facebook try to manager this through their algorithms, but the net result has been that even if you are paying for your content to reach your followers, the number of viewers or clicks per spend has steadily decreased also.

    Facebook’s long term strategy has always been to convert brands and organizations into paying customers, and the changes to content delivery on the platform over the last couple of years have been steps in reaching that strategic goal.

    It has been extremely lucrative for Facebook, but worked against the interests of nonprofits and charities.

  • There is no SEO or 'Search Value' in the content you post on Facebook

    SEO, or search engine optimization, is a great way to pick up community members and viewers of your content organically. It refers, in effect, to content being indexed and searchable by search engines like Google or Bing. If someone is searching for a particular subject on Google for example, they will see results based on what they were searching for.

    If a nonprofit posts content on its website or on white labelled apps under their own branding, this content is indexed by search engines which means people can find it and are taken to your brand and site, allowing them to sign up or join your community. This also improves your ‘SEO score’ which is the ranking that Google and search engines gives your organization and results in where you appear in the list of search rankings. This has a huge impact on how nonprofits can organically grow and develop, without having to invest in paid advertising.

    Facebook on the other hand is a closed platform for content. Any content a nonprofit or charity posts on Facebook is only visible on Facebook, and won’t be seen in search results in Google and other search engines.

How does sureMission solve this problem for Non-Profits?

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sureMission offers a unique product for Nonprofits. Nonprofits can quickly white label and launch tested award-winning apps and a social network on a single platform across desktop, web, and mobile, at a fraction of the cost of developing them. The platform apps are beautiful and intuitative to use, and quickly allow Nonprofits to bring utility, support and community to their users, and drive their key success metrics. Critically, Nonprofits can post their content and material and deliver 100% of it to their own community, at no cost.

sureMission's mission is to support those who support people who are most in need of it. We believe your budget should be assigned to where it will be most effective- marketing your new apps and community and building awareness around your cause- rather than eaten up through high risk technology builds or advertising.

For more information, see here.

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