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Episode 54: The REAL Purpose of Facebook and Instagram

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Okay, let’s jump into today’s episode… I’m working on creating an online course for you and one of the things I’m focusing on is something so obvious, but doesn’t get talked about much: Why are you posting? What’s the reason?

You know you should be on social media, but you’re frustrated by your efforts that aren’t producing the results that they should… Or maybe you’re really unclear about what your next step is… because you ARE working hard! But you’re not seeing results. You’re posting on your nonprofit organization’s Facebook and Instagram pages regularly, but nothing seems to be coming of it. Nothing is happening. Have you ever been there? Or maybe you’re camping there right now… So frustrating, right?

In the past, I’ve struggled there, too! It seems like you’re doing everything you’re supposed to be doing, but nothing works. Nothing seems to make a difference. It’s not just you… Facebook and Instagram are challenging! There are all these little nuances and tactics that seem so hard to navigate – but guess what? I’ve been through the fire. I’ve done all the hard part of figuring it out and researching and testing, and I’m sharing in this episode, and every episode of Unlocking Your Nonprofit Potential, what I’ve learned with you! 

Why? Because I know what you have to give. I know the GOOD you have to bring to the world… And we need more good in the world - now more than ever! So stop struggling, and start taking notes, because I’m going to help you spread that good. You’re going to help more people who need you. You’re going to raise more money. And you’re going to use social media as a tool to help you accomplish those goals.

Let’s take a step back from Facebook and Instagram, get some perspective and ask… What’s the point?

What is the point?

Why are you posting? Take a second to think about this. 

Is it because you know your nonprofit should be on Facebook because that’s the world’s expectation these days – every business and organization should be represented on social media? Is it because it’s what everyone else is doing? Is it because you find it a fun and enjoyable part of your job? Is it because it’s the “new word of mouth” and you know you can reach the people you want to help through Facebook?

Or maybe you have a different answer… It’s OK if your answer was one of those or something completely different. 

Here’s the answer I want you to remember: 

The point of posting on Facebook is to get people in your door.

And how do you do that?

Use your Facebook posts to direct them to your website so they can make an appointment, to find out directions, to contact you – drive them to your website so they can take the next step and find out more about what you offer. 

For some people, just seeing your Facebook post is enough and they call you.  But for other people, they have to find out more about you.  They want to see if they can trust your organization enough to help them. They check out your website because they want to find out more.  They’re wondering… What else do you offer? Is it something that will help me? I have this problem; can you solve it?  Facebook is the first place a lot of people will learn about your organization – use it to steer them into finding out more.

Your website has the answers for the people that want to find out more.  Facebook points the way to your website so they can get more information there and take the next step of contacting you.

What if you don’t have a website? What if you just offer one thing and don’t need a website?  Then your Facebook posts are going to tell them to call you on the phone so they can make an appointment, or where to find out how to get to you, or how to contact you. 

After they see your Facebook post, the next step should be that they contact you.

The point of posting on Facebook is to get people in your door.

Remember, the reason you use Facebook is to tell people about your service or product – but don’t just tell them about it and leave it at that, guide them so they can take advantage of your service. 

In your Facebook posts, don’t just say, “Free parenting classes.” Say, “Free parenting classes – learn more and sign up on our website”

This also includes Instagram too. Here’s a way to make posting as efficient and effective as possible – if you have an Instagram account for your nonprofit, post whatever you’re posting on Facebook to Instagram too. If you have a link to your website that you are adding in your Instagram post, just add the words “Link in profile” and then make sure you have a link to your organization’s website in your Instagram profile.

Listen, I know social media can be fun. I know it’s so satisfying to post a pretty picture. I know it’s addicting to scroll through Facebook and Instagram and see what other people are posting. But your nonprofit’s page isn’t for fun. It’s not to become Internet famous. Posting on Facebook isn’t just about how many likes you get on a post, or how many followers you have – it’s about how many people you get to come in your door after they see your social media post. Are you seeing results from the posts you create?

Remember, you’re posting for the person in need or in crisis that is looking for help. What’s going to attract them? What problem are you going to help them solve? What is going to be an obvious “front door” that they can walk through to get help?

Let’s expand on this for a minute… Have you ever driven up to a building and you’re not sure where the entrance is? You park your car, get out, and you’re staring at the front of the building but there’s no obvious front door. You peek around the side of the building, and there’s a door, but you’re not sure it’s for you. It’s confusing, right? You don’t want to have to walk around the entire building looking for the front door. 

Wouldn’t you like all front doors to be right there front and center where it’s easy to see and obvious?

This is the way to approach your Facebook posts.

Don’t make someone have to work to figure out how to get help from you or wonder how to contact you after they see your organization’s Facebook post.

Your post should be a picture, a sentence, and a call to action.

Use a picture that’s relevant to your organization. Let’s use a real-life example… If your organization is a pregnancy care center, you’re going to get a picture of a young woman that looks similar to the young women you serve on a daily basis – you can find plenty of free photos on

Tip: If you register as a nonprofit, you get access to Canva’s entire photo library for free! It’s amazing and oh so helpful. Click here to register as a nonprofit

You can also grab a copyright free photo on   Or, you can post another relevant picture you might have from your pregnancy care center. Just make the picture something that is going to grab the attention of the person you’re trying to help. Not a picture you like!

I like to use pictures that look like the person you’re trying to serve because we all like to identify ourselves in what we see. We like to relate to what we’re looking at. If you use a picture of a young woman that looks like the person you’re trying to serve, she will see herself in it. If she sees herself in that picture, she will also be able to see herself getting help from you.

You can use to dress up that picture with text – for this example, you could use a short phrase like “They treated me like I mattered” or “How do I know if I’m pregnant?” or “I feel all alone.” 

Just make sure your text only takes up about 20% or less of the picture. Keep it short and simple. Pick out a phrase that really hits home for the person you’re trying to help. What is something they would say to you?

Along with that picture, you are going to write a sentence to go with your Facebook post. This sentence is also going to be short and simple, for example: “Thinking you might be pregnant brings up so many questions, make an appointment to find out for sure.”

And then, you’re going to put a call to action. A good call to action for this example would be: “Make an appointment today at or call (555) 555-1234”

A call to action is simply giving your contact information. This is the front door to your building. Make it obvious. Make it easy to find. Make it right there, front and center, so no one ever has to poke around the side of the building trying to find a way in. Never leave anyone wondering how to get in touch with your organization. If it’s frustrating to find, that makes the person have a negative feeling about your nonprofit organization.  That’s not what you want.

One way you can measure the success of your social media efforts is by asking the people you help how they found you.  All you have to do is ask the people you serve on your intake form, and they will check the box or boxes where they found you.  You’ll realize that yes – your impact is bigger than your Facebook likes! 

Now, you don’t have to ask the people you help how they found out about you, BUT you might be in the same position you’re in now, in a year. Is that where you want to be? Or do you want to grow? Do you want to get better? Do you want to help more people? I know you have SO MUCH to give. I know your heart – you are here listening to this podcast because there is something inside you that knows you need to do something different. There are people out there that need your help. Show them that front door!

So here’s what I want you to remember from today… This is your main takeaway:

  1. Use Facebook to drive people to your website or to call you on the phone. 
  2. Use a picture, a caption and most importantly a call to action in every single one of your posts – include your website or your phone number in every single one of your posts.
  3. Ask people how they found out about you. Download the intake form template and print it out, make copies and then have the people who walk through your door fill it out. If you want to see what's working, this will show you.

And lastly, I want you to know that I am your biggest cheerleader and your biggest supporter. I see you out there on Facebook and Instagram working so hard. I see you out there on the frontlines working to make a difference in the world. You are so amazing, and I appreciate what you’re doing. You’re selfless, and kind and you care about others. You are doing a great job – keep going! There is someone out there who needs your help! Take this step to help them find your front door. I am here for you, I am here to answer your questions, I am here with you every step of the way! You are not alone, and you can do this! You can reach out to me on Facebook or Instagram or email me – you can find links to all that at – I am literally just a message away. I promise to be your cheerleader and encourage you and help you, all you have to do is reach out and I’ll be there! 

If you liked this episode and you know that you want a lot of great tactics and simple, easy to understand step by step training… then make sure you subscribe to my podcast. Actually go into iTunes or Apple podcasts and subscribe to this. Because when you subscribe, brand new episodes will land right on your phone each week and you won’t miss an episode – it will be right there for you to listen anytime, anywhere in your iTunes library. 

Until next time… 

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Links mentioned in this episode and other helpful episodes: 

Information Sheet and Intake Sheet Downloads

Free Design/Photo tool:

Register on Canva as a Nonprofit:

Copyright free photos to use for posts:

More Helpful Episodes Like This One: 

Episode 30: Your Impact Is More Than Your Likes

Episode 50: How to Run a Facebook Ad

Episode 53: How to Tell Facebook Who Should See Your Posts

Episode 36: 3 Things People Should Know About Your Nonprofit

If you have any questions – I’m right here for you! Ask away! Send me a message on Facebook or Instagram or send me an email and I’ll happily write you back with an answer!

Want something fun to do? Check out the brand new personality quiz, “What’s Your Secret Spice?” It will help you become more confident in yourself and as a leader in your organization with its personalized results. Click here to take the quiz now

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