You've seen those Facebook postings by nonprofits desperately, pitifully saying, "Please stop talking to people you like and pay attention to me!"
If that's your platform on Facebook, you're going nowhere, says John Haydon at The Biggest Facebook Mistake Most Nonprofits Make:
The biggest mistake nonprofits make with Facebook is thinking Facebook is about them, not their community.
Funny thing is, this is also the biggest mistake nonprofits make in email, direct mail, telemarketing, broadcast, events, and every other fundraising medium.
They make their message about themselves. Not about the people they hope will stop what they're doing, pay attention, and give them some money.
The secret of fundraising (and all marketing, and every other type of persuasion) is to make the message about them, not about you.