How to Promote Your Next Fundraising Event with Facebook Ads
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- Erika Ellis
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1 How to Promote Your Next Fundraising Event with Facebook Ads
2 Consultant: Digital marketing, PR and fundraising for nonprofits. Trainer: Charityhowto and MarketingProfs. Speaker: Nonprofit Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc. Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital Marketing Monthly, Examiner. Author: Facebook Marketing for Dummies and All-in-One (2014). Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC.
3 Salt and Pepper 1. Map out your fundraising funnel 2. Select ad for each stage 3. Create buzz before your fundraising event New options for Boosting Posts 4. Nurturing subscribers with Facebook Ads 5. Using explicit call-to-actions in link posts 6. Retarget website visitors 7. Excluding registrants from seeing Facebook ads Reminder: Set smart objectives Worksheet: 1-Page Marketing Plan Handout: Facebook Ad Glossary FREE DOWNLOAD:! 1-PAGE SOCIAL MEDIA PLAN
4 Take notes
5 Salt and Pepper
6
7 Facebook Ads Smart Strategy and Awesome Content
8 Facebook only sells reach
9 Cost to reach 1000 people Facebook Ads are super cheap!
10 1. Map Out Your Funnel
11 Online donor funnel [noun]: 1. a useful model that lets you visualize a donor-centric fundraising strategy.
12 Jane becomes aware of campaign and signs pledge to support. Capture
13 Jane becomes aware of campaign and signs pledge to support. Jane receives personalized messages based on her opens and clicks. Capture Nurture
14 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
15 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
16 2. Determine Best Ad Strategy for Each Stage
17 Boosted Posts, Page Post Engagement Ads, Event Ads, Lookalike Audience 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
18 3. Ramp up buzz before your event
19 Ramp up buzz before event Boosted Posts, Event Ads, Post Engagement Ads, Lookalike Audience 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
20 Ramp up buzz before event 1. Post engaging content before event! Hot topics related to event! Behind the scenes! Auction items! Speakers
21 Ramp up buzz before event 2. Boost ONLY the best posts
22 Ramp up buzz before event 3. Target wisely
23 Ramp up buzz before event 4. Capture s with mini-campaigns actionsprout.com
24 New Boosted Posts targeting options
25 Boosted Posts targeting options #1: Target by location, gender and age
26 Boosted Posts targeting options #2: Target Interest
27 Boosted Posts targeting options #3: Save audiences
28 Boosted Posts targeting options #4: Change run dates
29 Boosted Posts targeting options #5: Use advanced Facebook Ad features
30 4. Nurturing subscribers
31 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
32 Nurturing subscribers Create engagement, capture s, registrants Personalize messaging based on their behavior Ask the right people at the right time Identify core supporters
33 Nurturing subscribers 1. Create drip-campaigns for event! For pre-engagement mini-campaigns! For new registrants! For previous registrants
34 Nurturing subscribers 2. Target those contacts via custom audiences facebook.com/ads/create
35 Nurturing subscribers 3. Test various link posts facebook.com/ads/create
36 5. Use explicit call-to-actions
37 Use explicit CTAs
38 Use explicit CTAs facebook.com/ads/create
39 Use explicit CTAs facebook.com/ads/create
40 6. Retarget registration page visitors
41 Website retargeting Problem: Registration page abandonment
42 Problem: Asking for at the right time
43 Problem: Dismal ROI with Facebook Ads
44 Solution: Facebook Website Retargeting
45 Website retargeting is the practice of serving ads to users Convert Donors and Volunteers based on prior engagement.
46 Convert Donors and Volunteers image from retargeter.com
47 facebook.com/ads/create
48 7. Exclude registrants from ad campaigns
49 Exclusion targeting facebook.com/ads/create
50 Reminder: Set smart objectives
51 Set smart objectives Pick only one 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?
52 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
53 Worksheet: 1-Page Marketing Plan
54 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? TACTICS STRATEGIES OBJECTIVES PEOPLE 1-Page Social Media Marketing Plan - by John Haydon
55 Handout: Facebook Ad Glossary
56 Facebook Ad Definitions Page Engagement: Total number of times people have engaged with your Page or post. Engagement includes things such as liking your Page, liking, commenting on, or sharing a post, or clicking on a link within 24 hours after seeing your ad or 28 days after clicking on it, it's counted as engagement.! 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.
57 Questions? FREE DOWNLOAD:! 1-PAGE SOCIAL MEDIA PLAN
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