Digital Marketing for NGOs Series: 
Facebook and Instagram Master Class 
(The 2nd Cohort)




This series is designed for NGO practitioners to enhance their knowledge and skills in digital and social media marketing to cope with the rising challenges and changing dynamics of the social environment.


  • To equip participants with the latest updates on the use of Facebook tools and resources for NGOs to reach out more effectively to their target groups for various good causes
  • To demonstrate the best practices in Hong Kong and other Asian markets to inspire NGOs to think out of the box
  • To maximize the influence of NGOs and create positive impact in the communities


  • Participants who have attained 80% attendance of the Master Class will be awarded a certificate of completion issued jointly by Facebook and HKCSS Institute; e.g. attended 4 out of 5 sessions and upon successful completion of 80% of the training hours required in each session
  • Applicants enrolled in all the sessions of the Master Class will have higher priority to be accepted
  • Attendance certificates for individual sessions will NOT be issued to participants

Course Structure

Session 1:
Introduction to Facebook and Instagram 

  • Introduction to Facebook’s family of Apps
  • How News Feed works
  • Account Security & Online Safety
  • Community Standards
  • Other Policies


Course Code: 20B-C06 
Date:  11 March (Thurs)
Time: 1530-1700 (1.5 hrs)





Session 2:
How to Leverage Facebook Tools to Drive Engagement for your Digitial Campaigning?

  • Insights and tools
  • Facebook Live
  • Facebook Messengers
  • Facebook Groups
  • Best practices on content creation
  • Mobile trends
  • Regional case studies

Course Code: 20B-C07
Date:  25 March (Thurs)
Time: 1530-1700 (1.5 hrs)





Session 3:

  • Insights, Tools and Resources
  • IG Stories
  • IG Live
  • Use of Stickers & Filters
  • Ads
  • Regional case studies

Course Code: 20B-C08
Date:  8 April (Thurs)
Time: 1530-1700 (1.5 hrs)




Session 4:
Introduction to Ads – Scale Your Advertising Efforts with
Ads Manager

  • Difference between organic content & ads
  • Ads manager and boosting
  • How to get started with advertising, examples from NGO partners
  • Deep dive into ads manager
  • Advanced targeting via location, demographic and interest
  • Measurement
  • Creative considerations for ads
  • Ads policy overview
  • Ads transparency on social issues
  • Regional case studies

Course Code: 20B-C09
Date:  22 April (Thurs)
Time: 1530-1700 (1.5 hrs)




Session 5:
NGO Case Studies

  • Regional and Hong Kong case studies
    (Experience sharing by regional NGOs and local NGOs of Cohort 1 & Facebook’s NGO partners)



Course Code: 20B-C10
Date: 6 May (Thur)
Time: 1530-1700 (1.5 hrs)




Course Details

Course Codes: 20B-C06, 07, 08, 09 & 10
Dates and Time: Please refer to individual sessions for details

Online platform through Zoom*
*video conferencing service platforms

Target Participants:

A maximum of two applicants per NGO, one from management level and one who has hands-on experience in managing social media channel(s) for the organization

Class size: 80
Language: Cantonese (supplemented with English & Mandarin)
Fee: [Free of charge] (A refundable course deposit in the amount of HK$500 is required)














Enrollment deadline: 25/02/2021

– The Master Class is not offered on a first-come, first-served basis
– Application screening by Facebook and HKCSS Institute may apply
– With Facebook’s sponsorship, the Master Class is conducted at no charge to participants
A refundable course deposit in the amount of HK$500 is required for anyone who enroll for any session(s). Please make the cheque payable to “The Hong Kong Council of Social Service”. Please write down your full name and organization name in Chinese, and your contact number at the back of the cheque
– The refundable course deposit should be sent to HKCSS Institute within 5 business days after your online application is submitted. Address: Room 906, 9/F Duke of Windsor Social Service Building, 15 Hennessy Road, Wanchai, Hong Kong. Applications without refundable course deposit submitted will not be processed.
– The refundable course deposit cheque will be returned to successful applicants upon completion of the Master Class enrolled with 80% attendance
– If any participant fails to attend the Master Class or cannot meet the 80% attendance requirement, the refundable course deposit will be cashed and converted to a donation made to The Hong Kong Council of Social Service
– For enquiries, please call 2876 2434 or send email to [email protected]

  Online Application  

 (Application via HKCSSI Member Portal, E-mail and Fax will NOT be accepted)




Ms Aurora Li 李鶴女士
Partner Manager (Hong Kong & Taiwan)


Aurora is a Partner Manager at Facebook, looking after Government, Politics and Advocacy sector. She’s dedicated to providing partners around the world education and guidance on how to connect with their people through Facebook marketing solutions.

Aurora has spent more than a decade in digital marketing field, including Google, Ogilvy and Baidu, among others. She has led key projects for global brands on their cross-culture communications and integrated marketing.




Mr Charles Chow 周子烈先生
Political and Government Outreach Manager (Hong Kong & Taiwan)

Charles is Outreach Manager for Government, Politics and NGO sector. He focuses on delivering workshops on best practices on organic contents, tools and resources of Facebook apps.

He is a communications and public affairs professional with 14+ years PR, public affairs and communication experience and worked in the Government, technology, real estate and media industry. Worked as an Information Officer in Hong Kong Government and posted to a few bureaux and departments such as Security Bureau, Development Bureau and Digital Media Team in Information Services Department.






Ms Maggie Tam 譚雋蘭女士
Public Policy Manager (Hong Kong)

Maggie is the Public Policy Manager for Hong Kong at Facebook. In this role, Maggie provides strategic policy advice to key business and policy team partners and communicates Facebook’s policies and business priorities to the government, policymakers, academics, NGOs and private sector organizations. Maggie also focuses on civil society partnerships and collaborations addressing a wide range of social issues.

Prior to joining Facebook, Maggie held various roles of public affairs and communications in conglomerates such as Swire Properties and New World Development. She started her career as a local news reporter at South China Morning Post.



Ms Michelle Chan 陳殷愉女士
APAC Education Program Trainer, Facebook Blueprint

Michelle is a Blueprint Education Trainer specialized in the Higher Education and Social Good Program in the APAC region. Her work focuses on enriching university students, educators and NGOs’ understanding towards Facebook marketing products and solutions.

Prior to Facebook, she was a Digital Marketing Specialist at Google Ads, assisting advertising agencies and clients on product strategizing and product education. If not training, she enjoys a good morning coffee and rainy days.





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