Step 4

Grow followers

Attracting motivated people to like your organisation's Facebook Page can raise your Page's worth to your entire audience.

How to invite people you already know

Building an audience on Facebook starts with inviting the people you already know to like your Page. You want to invite people who are inclined to like and interact with what you're posting. As those people engage with your posts, their Facebook friends will see that and give you exposure to new audiences.

Invite friends

Select the people you want to invite to like your Page, and they'll get a notification. You'll want to invite people who are most likely to be genuinely interested in your cause. Ask your staff, board of directors, volunteers and beneficiaries to like and share the Page with their friends. They can also use the invite tool to send invitations directly through Facebook.

Connect to your email contacts

After you've set up your Page, you can import your email contacts and send them an invite to like it. Their contact information will remain safe and private. Take all of the people who are already involved with you (such as volunteers, donors, staff, beneficiaries and vendors) into consideration when inviting others to like your Page.

In-person invitations

If you are holding an event, consider creating a way to let attendees know that they can follow your organisation's activities on Facebook. Provide a reason for attendees to look for your Page after the event.

  • Take photos and let people know that they will be posted to your Page. You can tag people in the photos if they've allowed photo tagging from their Page.
  • Publish a short video recap of the event.
  • Send a follow-up email to attendees with a recap of the event and a link to like your Page on Facebook.
Word of mouth

Let people in your network know that you need their help with growing your Facebook audience.

  • Ask people to share your Page and like your posts so that you can grow your reach.
  • Provide them with a paragraph that they could share with others via email or Facebook to easily recommend to their friends that they take a look at your Page.
  • Connect with other organisations by liking the Pages of peer organisations with similar audiences.
  • Build your organisation's professional network by tagging other Pages in your posts. This will help more of their supporters learn about your organisation and vice versa.
Promote your Page in other places

Let people know that you're active on Facebook through your other marketing channels. Here are some ideas for how you can use those avenues to promote your Facebook Page. Make sure that you tell people why it's important for them to like your Page. Remind them of what you're trying to accomplish by growing your support base online.


Give the people who visit your website the opportunity to join you on Facebook. Facebook offers a few ways in which you can integrate Facebook with your website.


If your organisation publishes a blog, you may want to add a Social plugin such as a Like or Share button to your posts so that people's interactions will appear on their Facebook profiles.

Email address

If you email your supporters with updates, you can also email them to showcase your Facebook Page.

  • Put a link to like your Page in the footer or as a call to action in the body of the email.
  • Include one of your posts as part of the email.
  • Let people know that they can join a Facebook group or contact you in Facebook Messenger to get feedback or ask more in-depth questions, such as regarding volunteer opportunities or programme progress.
Social media

If you have a presence on other social media sites, post to those platforms to let people know that they can also stay in touch with your organisation on Facebook. If you have connections with any social media influencers, organisations or businesses with large followings on a platform, you can ask them to share a link to your Facebook Page. You might choose to include suggested text or images to use in order to increase the chances that they'll post.

TIP: You'll get more people to like your Page if they have a good reason to do so. For example, your donors may be more motivated to like your Page if you tell them that it's a good way to get updates on the impact of their donations.

Reach outside your current network using ads

If you have some budget to work with, you may want to consider using Facebook ads to reach new people on Facebook who might be interested in your cause.

Ad basics

On Facebook, you can promote a post or send an ad to people based on 100+ different characteristics, including age, gender, location, interests and behaviours. Ads are effective ways to reach new people who you might not be able to find otherwise. Our targeting capabilities allow you to direct your posts to the people who are most likely to be interested in your organisation, and experiment with publishing posts that resonate with new communities and potential supporters. You can run small tests that are quick and inexpensive to see what type of ads might be cost-effective for you before ramping up to larger campaigns. To get started, visit the Facebook Ads Manager to walk through creating an ad.

Promoted posts

If you're a Page admin thinking about getting started with advertising, you can start by boosting posts directly from your Page. Promoted posts are existing posts that you pay to boost so that they appear in News Feed for people outside your current audience. Promoted posts appear with a "Sponsored" label below your Page name.

Paid ads

Paid ads are advertisements that you create in the ad creation tool. You upload your image, text or graphic, choose your budget and audience, then publish it. When you create ads, they'll be shown in different areas (placements) on Facebook depending on your objective, audience targeting and image and text choices. Ads can appear in the right column of Facebook or in News Feed on mobile or desktop devices.

For more on how and why to use Facebook ads for your organisation, click here. To learn more about the difference between a boosted post and an ad, click here.