1.5M Nonpr ofit pages C onnected to a cause S ocial Good Products - - PowerPoint PPT Presentation

GR OUPS

1 Billion

WHATS APP

1 Billion

FACEBOOK

1.79 Billion

MES S ENGER

1 Billion

INS TAGR AM

400 Million

150M

C

• nnected to a cause

1.5M

Nonprofit pages

Crisis R esponse Charitable Donations

S

• cial Good Products at Facebook

We want to make it easier for nonprofits to unleash people’s philanthropic generosity on Facebook

Facebook Live Fundraisers

By powering the community to raise funds in five ways

P age P

• sts

Ads P age Header

Ice Bucket Challenge

August 2014

Nepal Fundraiser

May 2015

Donate Beta launches

Nov 2015

Fundraising beta launches

June 2016

Fundraising tools for >800k

S ept 2016

$6.79mm

raised on a single day - #GivingTuesday

Nov 2016

Impact and Progression

ACLU >$1mm Aleppo >$1.5mm

Dec 2016

Donations in Live

FRONT-LOAD THE GOOD STUFF

Donations in Live

For Profiles and Verified Pages

• Ability to add a donate button to live video
• G

reat way to engage your friends and followers through video and encourage them to give to your cause – this could be a performance, activity, race, etc.

• Allows public figures, brands, and teams

engage with fans in a new way

• Actionable call to action for viewers

Coaches vs. Cancer Final Four Basketball

• $1,335 in 30min
• Benefitted American Cancer S
• ciety
• C
• ntent branded by INFINITI
• Broadcaster guided viewers to

Donate Button

Trace Adkins Album R elease

• $3,210 in 20min
• Fireside chat with

Wounded Warrior's E xecutive Director

• Intimate discussion on

what cause means to T race

S tand Up for R ights

21st century telethon event

• $250k raised in 4 hrs
• S

NL talent

• 3 native streams
• S

tand Up for R ights, Funny or Die, HuffP

• st
• API integration

Viewer / Donor Experience

• Nonprofit Marketing on Facebook

April 2017

More places

Reach people on their favorite apps and websites with ads across Facebook, Instagram and Audience Network.

Across devices

Show your ads on whatever device your audience happens to be using, with ad placement options for mobile or desktop.

Fewer steps

Running ads across platforms and devices is easy. Just build your ad once, then select Facebook, Instagram and Audience Network under Placement. No resizing

• r reformatting required.

The Facebook Family of Apps and Services enable you to run ads across Facebook, Instagram or Audience Network, on mobile and desktop. Our ad placement

• ptions—the places where you can run ads—let you

grow your reach with precision.

Faceboo k Instagra m Audience Network

Reach 1.9 billion Reach 600 million people Reach people across 1000s of mobile apps and websites Reach people where they spend a majority of their time on mobile Reach people off

• f Facebook

Planning you r campaign

As you plan your campaigns

• n Facebook and

Instagram, start by asking yourself a few questions

What are my business goals?

Define your objectives

Who is my audience?

Deliver the right message to the right people

Develop your creative

Use any existing creative you have, like videos or product imagery, or determine if you need to develop new creative for your Facebook campaigns

The answers to these questions will define your strategy and help you measure the effectiveness your advertising campaigns across the Facebook Family of Apps and Services alongside other marketing channels.

How will you measure success?

Before launching your campaign, identify the key performance indicators (KPIs), or what’s important to define the success of your campaign

Choosing the right

• bjectiv

e

Your campaign starts with choosing an objective. The

• bjectives you choose depend
• n the needs of your

nonprofit, or the goal you have for your campaign. For example, during a growth phase, focus on brand awareness and customer

• acquisition. When thinking

about fundraising, focus on driving transactions and conversions

Raise Awareness

Tools and built-in mechanisms to help you find people who care and reach them to build your movement

Activate Supporters

Tools to engage people more deeply and spur them to take action and spread the word

Raise Funds

New products that can help amplify the millions of dollars the Facebook community has already raised for causes

• Core Audiences
• Location, demographics, interests and behaviors
• Custom Audiences
• Using your donor/member lists, upload emails, phone numbers, or addresses (CRM data)
• Mirror Custom Audiences segments to your existing audience segmentation
• Build Custom Audiences segments based on where your customers are in the funnel
• Engagement Custom Audiences
• Enhance your email or direct mail campaigns
• Search campaign
• Target customers that have demonstrated intent to donate/volunteer/take action

Targeting

Who you need to reach to have the impact you want

• Lookalike Audiences
• Lookalike Audiences allow you to reach new people who share similar characteristics with

customers that have expressed interest in your cause.

• Use your website visitors: Using data from a Facebook pixel, you can find people who are

similar to those that have demonstrated high intent, recently visited, or converted on your website to drive more sales.

• Use specific seed lists to build Lookalike Audiences: Use seed lists that are specific to the
• bjective you want to achieve, such as people who tend to convert online versus offline and find

people who look like them.

• Use existing customer list: Build your Lookalike list based on existing customer traits to reach new

users.

Targeting

Who you need to reach to have the impact you want

Designingyour ad

Develop authentic creative that resonates with your target audience

Creative considerations

• Images. Use strong, striking images that will

stand out in News Feed and grab people’s attention.

• Video. Find videos that capture people’s

attention within the first 3–5 seconds. They should get to the point quickly and clearly communicate how someone can help. Keep in mind that many people watch videos without sound, so you might want to include subtitles.

• Copy. Simple messages with a clear call to

action often resonate. Aim to write conversational text that people will connect with and want to share with friends.

• Links. If your ad includes a link, make sure the

landing page you’re driving people to is mobile- friendly and relates to the ad in some way.

Ad Formats

CANVAS

Canvas is an immersive creative format that creatives a native experiences within the Facebook app

LINK ADS

Direct people off of Facebook from any device to a specific location on your website

LEAD ADS

Capture intent from people interested in your product or service within the Facebook or Instagram app

MOBILE APP ADS

Reach mobile users to drive quality installs for your app, feature products, and to create app engagement to increase revenue and lifetime value of your customer base

DYNAMIC ADS

Dynamic ads enable you to automatically promote one or more relevant products from your catalog to drive people to your website, app or store

Facebook Creative Hub https://www.facebook.com/ads/creativehub

Tools for Collecting Donations

Donate CTA

Add a donate button to direct people to a website of your choice Available to all pages

Measureme nt

Facebook helps partners see results clearly by providing people-based tools to measure your audience, brand and outcomes, allowing you to connect the dots between your online advertising and true business results.

FUNDRAISING OUTCOMES Measure how your media spend impacts brand

• bjectives

Measure how your media spend impacts fundraising

• bjectives

Measure & optimize how you reach your audiences

2 8

Elements of an ad campaign strategy

• Increase reach
• n Facebook
• Grow Community
• Increase web

traffic

• Increase

attendance

• Get video views
• Interests
• Location
• Demographic
• Behaviors
• Connections
• And more
• Results
• Reach
• Cost
• Amount spent
• Relevance

score

• Link
• Video
• Image

Your ad campaign should align with your nonprofit’s mission.

What is your mission?

Thank you for doing what you do.

First non-profit

• n Instagram

@charitywat er

100M daily active users of the Instagram explore Stories, videos and photos all featured

EXPLORE

Swipe right to easily access the camera to capture and share photos and videos to your story. Pull-down to upload photos and videos to your story from the last 24 hours in your camera roll. You can see what's in your story by clicking 'your story' on the left of your tray. Have a favorite moment? Make it permanent by sharing directly to your feed.

HOW IT WORKS

@unicef

TELL THE BACKSTORY

Take your followers closer to the work you're doing Use the phone camera and native drawing tools to tell a real, in-the-moment story

@doctorswithoutborders

FRONT-LOAD THE GOOD STUFF

STEP-BY-STEP & BEHIND THE SCENES

INSTAGRAM LIVE CONNECTS WITH YOUR FOLLOWERS IN REAL TIME AND INSTANTLY DISAPPEARS. LOW PRESSURE, PERSONAL, POSITIVE

Next S teps --

Thanks for joining!

• Update your nonprofit profile at guidestar.org/update
• Sign up for Facebook charitable giving products at www.facebook.com/donate/signup
• Learn more about ads and Instagram for nonprofits at https://nonprofits.fb.com/tools-products/
• Interested in going live with a Donate Button? Reach out to nonprofits@fb.com