Using a Facebook Profile to market your nonprofit on Facebook is not smart, for at least three reasons:
1. You Have No Way Of Knowing What They Want
Facebook gives marketers a powerful tool called Insights that allows you to see – on a post level – how your fans engage with your content. Profiles don’t have this tool, only Pages do.
Facebook users don’t analyze how their friends react to their status updates. But marketers care very much about this – and so should you.
2. They Don’t Want To Be Your Friend
A friend request is very different from asking someone to like your Page.
If you’re sending friend requests as a Profile, your asking the user to see their photos, their friend list, their address, their phone number, and perhaps their relationship status.
Facebook users don’t want to share this info with your organization. Asking a user to like your Page, on the other hand, doesn’t cross any personal boundary.
3. Facebook Could Delete Your Profile
Using a Facebook profile to market your organization is a violation of the TOS.
What this means is that after spending a lot of resources of building up a large amount of friends – say 5,000 – Facebook can simply delete the profile.
A Visual Map Of Facebook Pages, Profiles, Places And Groups – All In One Slide
The difference between a Profile and a Page is a topic covered in the Facebook Foundations webinar I conduct with Charityhowto. Below is a map of all properties available on Facebook (PDF can be downloaded here):