If you build it, they will come ... or will they?

Getting fans, friends and followers to join your cause will take more than just building the infrastructure.

For example: Three nonprofit organizations that are leading the fight against breast cancer awareness — Susan G. Komen for the Cure, AVON Walk for Breast Cancer and National Breast Cancer Foundation — all post very different numbers for "Likes" on their Facebook pages:

Susan G. Komen for the Cure: 473,562
AVON Walk for Breast Cancer: 23,624
National Breast Cancer Foundation 20,129

But just having “Likes” on your page doesn’t necessarily translate into advocates, supporters or volunteers – all of which are key stakeholders for nonprofits. Facebook is one tool that can be used to engage one, or all, of these groups, if you know how to use it. A recent post by Social Media Marketing for Non-Profits, suggests five ways to attract volunteers through Facebook.

1. Encourage "Likes" on your Facebook posts so that your page will appear more often in news feeds.
2. Post photos, videos and notes of events as they happen and encourage people to tag themselves and to leave comments. Use this as an opportunity to recognize their efforts, and in turn, perhaps they will repost your photos on their own Facebook pages, which might motivate others to become involved.
3. Maintain an active image gallery. Here is where you invite participants to contribute their photos of events they host or participate in for your organization.
4. Embrace comments – positive and negative about your organization and/or event. Approach negative comments as opportunities to look at things from a different perspective and determine if you need to make any changes.
5. Use Facebook sparingly to make appeals for donations. Remember it’s about building your community.

While all of the points made are all valid, take special note of the last one. Donations are necessary to stay in business, but recognize the value that volunteers bring to your organization. Don't neglect to invest in them.