Rock Your #GivingTuesday with Facebook Ads

Transcription

1 Rock Your #GivingTuesday with Facebook Ads Audio for this event will Q2 be 2015 available beginning at 1 pm ET via your computer speakers or #nonprofit911

2

3

4 Rock Your #GivingTuesday Campaign With Facebook Ads with John Haydon

5 Consultant, Trainer, Coach - Helping nonprofits get more from digital marketing and online fundraising. Instructor at Marketing Profs University, regular contributor at Social Media Examiner Author: Facebook Marketing for Dummies, 3rd, 4th and 5th Editions Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood. Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.

6 Salt and Pepper Set smart objectives Map out your fundraising funnel Create buzz before your fundraising event Various options for Boosting Posts Reaching donors, volunteers and subscribers Retarget website visitors Workbook: 1-Page Marketing Plan Handout: Facebook Ad Glossary

7 Take notes

8 The real reason for declining reach

9 Cost to reach 1000 people Still, Facebook Ads are super cheap

10

11

12 Facebook Ads Smart Strategy and Awesome Content

13 Set smart objectives

14 Set smart objectives Do you want to get new likes? Do you want to get website visits? Do want to boost attendance at an event? Do you want to create awareness around an issue? Do you want to broaden engagement?

15 Create smart objectives Increase engagement Increase website traffic Increase conversions Jane becomes aware of campaign and signs pledge to support. Jane receives personalized messages based on her opens and clicks. Jane decides she wants to attend / give / support. Increase engagement Jane shares the campaign with her friends. Capture Nurture Convert Share

16 Map out your funnel

17 Online donor funnel [noun]: 1. a useful model that lets you visualize a donor-centric fundraising strategy.

18 Jane becomes aware of campaign and signs pledge to support. Capture

19 Jane becomes aware of campaign and signs pledge to support. Jane receives personalized messages based on her opens and clicks. Capture Nurture

20 Jane becomes aware of campaign and signs pledge to support. Jane receives personalized messages based on her opens and clicks. Jane decides she wants to attend / give / support. Capture Nurture Convert

21 Jane becomes aware of campaign and signs pledge to support. Jane receives personalized messages based on her opens and clicks. Jane decides she wants to attend / give / support. Jane shares the campaign with her friends. Capture Nurture Convert Share

22 Boosted Posts, Lookalike Audiences Custom audience targeting Website retargeting Jane becomes aware of campaign and signs a pledge to support. Jane receives personalized messages based on her opens and clicks. Jane decides she wants to attend / give / support. Custom audience targeting Jane shares the campaign with her friends. Capture Nurture Convert Share

23 Ramp up buzz before your event

24 Boosted Posts, Event Ads, Post Engagement Ads, Lookalike Audience Custom audience targeting Ramp up buzz before event Website retargeting Jane becomes aware of campaign and signs pledge to support. Jane receives personalized messages based on her opens and clicks. Jane decides she wants to attend / give / support. Custom audience targeting Jane shares the campaign with her friends. Capture Nurture Convert Share

25 Ramp up buzz before event 1. Post engaging content before event Hot topics related to event Behind the scenes Auction items Speakers

26 Ramp up buzz before event 2. Boost ONLY the best posts

27 Ramp up buzz before event 3. Target wisely

28 Targeting options for Boosted Posts

29 Boosted Posts targeting options #1: Target by location, gender and age

30 #2: Target Interests Rock Your #GivingTuesday Campaign With Facebook Ads Boosted Posts targeting options

31 Reaching donors, volunteers and subscribers

32 Nurturing subscribers Boosted Posts, Event Ads, Post Engagement Ads Custom audience targeting Website retargeting Jane becomes aware of campaign and signs pledge to support. Jane receives personalized messages based on her opens and clicks. Jane decides she wants to attend / give / support. Custom audience targeting Jane shares the campaign with her friends. Capture Nurture Convert Share

33 Nurturing subscribers Create engagement, capture s, registrants Personalize messaging based on their behavior Ask the right people at the right time Identify core supporters

34 Nurturing subscribers 1. Create drip-campaigns for event For pre-engagement mini-campaigns For new registrants For previous registrants

35 Nurturing subscribers 2. Target those contacts with ads facebook.com/ads/create

36 Retarget website visitors

37 Website retargeting Website retargeting is the practice of serving ads to Convert Donors and Volunteers users based on prior engagement.

38 Website retargeting Convert Donors and Volunteers image from retargeter.com

39 Website retargeting facebook.com/ads/create

40 Exclusion targeting facebook.com/ads/create

41 Worksheet: 1-Page Marketing Plan

42 TACTICS STRATEGIES OBJECTIVES PEOPLE Campaign name: Who are we trying to engage? Supporters? Volunteers? Donors? Where do they hangout? What do they talk about? What s in it for us? More fans? More s? More donors? How will we measure success? How will we promote the campaign? What other channels will we use? What tools and tactics will we use? FREE DOWNLOAD: 1-PAGE SOCIAL MEDIA PLAN 1-Page Social Media Marketing Plan - by John Haydon

43 Download this template:

44 Handout: Facebook Ad Glossary

45 Page Engagement: Total number of times people have engaged with your Page or post. Engagement includes liking your Page, liking, commenting on, or sharing a post, or clicking on a link. Reach: The number of people that were served your ad. Frequency :This is the average number of times a person was exposed to your ad during the campaign. Total Spent: This is the total you've spent on this campaign during the dates selected. Below the Page Engagement or Click graph you will see a button allowing you to view the full report. Once you select this, you will be able to select the date range for the report and view the following data at the top of the report (from left to right): Impression: this is the total number of times your ad was displayed during the campaign. Clicks: This is the number of clicks your ads have received. This number includes Page Likes, event RSVPs, and app installs from the ad. Actions: This data includes all actions taken by people within 24 hours after viewing an ad or Sponsored Story, or within 28 days after clicking it. You ll only see data here if you re promoting a Page, event, or app. CTR (Click-through rate): The number of clicks on your ad divided by the number of impressions. Spent: The amount of money you ve spent so far during a campaign, or the total suspense once your campaign is finished. CPM: This is the cost per 1,000 impressions. CPC: This is the average cost per click. Facebook Ad Definitions

46 Questions? FREE DOWNLOAD: 1-PAGE SOCIAL MEDIA PLAN

47 Consultant, Trainer, Coach - Helping nonprofits get more from digital marketing and online fundraising. Instructor at Marketing Profs University, regular contributor at Social Media Examiner Author: Facebook Marketing for Dummies, 3rd, 4th and 5th Editions Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood. Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.

48 Join Us Next Tuesday! Do s and Don ts of Acquiring Major Donors With Gail Perry from Fired Up Fundraising Sign up here: