Nonprofit Social Media Marketing

Posts tagged ‘people for the ethical treatment of animals’

Nonprofits Via Facebook

Facebook is the top social media site today and many companies and organizations use it as a means to communicate with their customers and build their reputation. However, unless these attempts are done effectively, they bear no improvement in reaching consumers and can even harm reputation. For nonprofits, it is extremely important to do these two  duwellthings, and do them well. Here is how nonprofit organizations can utilize Facebook effectively to create positive change. Here are some pages used to research for this post:

Tips for Nonprofits on Facebook

How Nonprofits Use Facebook 

Show (Don’t Tell) What You Do


Images are more effective than text at conveying a story. When posting, use pictures and videos instead of long paragraphs of text to send a message. Duwell Medical   posts about once a day and often has pictures, videos, or short bits of information/facts to engage people’s attention. Additionally, post at the right time. Click the image at the left to see some interesting time statistics.

If you’re going to write a post, make it an interesting fun fact or trivia question. Create photo and video albums that are for a particular cause. The Humane Society’s Facebook page  has an album called “Hurricane Sandy Unclaimed Pets”  with pictures of animals that were lost during the hurricane and have yet to be recovered. Albums like these often entice donations because it shows how active the organization is.

Encourage others to share your newsfeeds, photos, albums, etc. One of my favorite Facebook trends right now is shareable pictures with arrows pointing to the sharer’s name that say “This Person…” One example of this is the National Forest Foundation’s  picture. When people read their newsfeed, they’ll see you shared the picture and it will point to your name. This example says ” This person loves national forests”.

Show Off your Successes and History

Show how long you have been active. Organizations that have been around a while have a lot of credibility. By exhibiting this, you may earn more donations. On the same note, share your success stories. Happy-ending posts will put people in a better mood and make them more likely to read your other stories and be more active with your Facebook account.

Manage Your Apps

Use your apps. Most people aren’t familiar with the Facebook apps that are on a page’s profile. They often read how many ‘likes’ you have, provide a link to your photos, or show a map of your location. But there are more important things to have here, such as a sign-up for an e-mail list or a donate button. National Forest Foundation has an app to sign up for their tree-mail. The Monterey Bay Aquarium’s page  currently has a “Countdown to Cuteness” button that features otters, sweepstakes, and asks for donations! That’s an effective marketing mix! Another potential app:  A donate button! It’s amazing how few nonprofits actually have a ‘donate here and now’ button anywhere on their page. Why wouldn’t you?countdown-to-cuteness-fb


Link to press coverage, link to legislation (often petitions), link to your website, Twitter, Pinterest, etc. Putting links in front of people is an effective way of making them click them!



Facebook events don’t just have to be for physical events. Use them for special days. PETA (who I’m starting to realize are marketing geniuses) created an event March 5, 2010 called International Day of Action for Seals  and invited 58,600 people of which 23,000 said they were going. Though this wasn’t a physical event, they urged followers to post seal-related media on their Facebooks or Twitters to spread the word.


You can talk to anybody on Facebook at any time. That’s the beauty of it. So if people are posting questions or comments on your page, you don’t have to respond to all of them, but replying to a few will show people you’re active and listening. This is what donors want!

Recent Facebook Changes

This is important. Facebook recently made changes so that many posts by pages don’t show up in the follower’s newsfeed. To fix this, ask your followers to add your page to an ‘Interest List’. To do this, they must go to your page, click the small ‘Settings’ dropdown above your apps, and click “Add to Interest List”. Then they have to either create an Interest List or add your page to an existing one.


PETA v. WWF – Whose Use of Internet Marketing is Superior?

People for the Ethical Treatment of Animals (PETA) and the World Wildlife Fund (WWF) are two global organizations that fight for animal rights. Each uses internet marketing in order to further their causes, but which utilizes the internet more efficiently? I will explore a variety of techniques and criteria to determine who has the most effective internet marketing and why.

       SociPETAal Media

WWF and PETA both have Twitter and Facebook websites. However their presence and actions on each differ greatly. PETA has about 1.66 million likes on Facebook, 364,482 Twitter followers, and tweets every 5 hours on average. On the other hand, WWF has about 653,000 likes on Facebook, 912,280 followers on Twitter, and tweets on average every 2 hours. PETA has tweeted 46,753 times. WWF has tweeted 4,961 times. What’s interesting is that WWF has a greater Twitter presence and PETA has a greater Facebook presence. PETA even posts much more on Twitter, but WWF still wins when it comes to followers. A look at YouTube will give us a better sense of overall social media presence. PETA has over 47,000 subscribers and almost 28 million views. WWF comes in much shorter with 7,615 subscribers and almost 3 million views. As you can see, there is a correlation between subscribers and views, but it doesn’t change the fact that PETA has 9 times the amount of views as WWF. Overall, PETA prevails when it comes to social media usage due to its successful Facebook and YouTube accounts.



PETA and WWF are global charities and thus have well-established websites. But with the help of some analytics, we can see whose site is most effective. Marketing Website Grader, gives PETA a score of 94. PETA has a blog, RSS feed, mobile site, Facebook page and Twitter page. On average PETA posts a blog once per hour, blog posts are tweeted eight times, and they’re shared on Facebook ten times. Additionally PETA has 5,360 pages indexed by search engines and almost 25,000 linking sites. Alexa shows PETA is ranked 14,319 globally and 5,156 in the U.S. against other websites.

Unfortunately, WWF does not rate as well. WWF received a 71 from Marketing Website Grader, a much lower score than PETA. WWF has a mobile site, Facebook page, Twitter page, but no blog or RSS feed. These greatly impact the effectiveness of the website. WWF has 10,700 pages indexed by search engines- twice the amount of PETA- but only 16,000 linking sites – almost 10,000 less than PETA. Alexa ranked WWF 29,673 globally and 7,153 in the U.S. Both of WWF’s Alexa rankings are worse than PETA’s. Thus, when it comes to website effectiveness, PETA wins again due to their higher website ratings and number of linking sites. Because PETA has better social media and website presence, it is the winner in this evaluation against the World Wildlife Fund.

I do not own the below graphs. Graphs provided by


Alexa’s graph shows each website has a very similar Bounce Rate. PETA is red. WWF is blue.


Alexa’s graph shows PETA’s website has a larger daily reach percentage. PETA is red. WWF is blue.


Alexa’s graph shows PETA’s website has a larger daily reach percentage. PETA is red. WWF is blue.


Alexa’s graph shows both websites are similar on average Time on Site. PETA is red. WWF is blue.


Alexa’s graph shows PETA has a larger daily traffic rank. PETA is red. WWF is blue.