GR OUPS WHATS APP FACEBOOK MES S ENGER INS TAGR AM 1 Billion 1 Billion 1.79 Billion 1 Billion 400 Million 150M 1.5M Nonpr ofit pages C onnected to a cause
S ocial Good Products at Facebook Crisis R esponse Charitable Donations
We want to make it easier for nonpr ofits to unleash people’ s philanthropic generosity on Facebook
By powering the community to r aise funds in fiv e ways Facebook Live Fundraisers P age Header P age P osts Ads
$6.79mm Impact and Progression raised on a single day - #GivingTuesday Nov 2016 Fundraising tools for >800k S ept 2016 Fundraising beta launches June 2016 Donate Beta launches Nepal Nov 2015 Fundraiser Ice Bucket Aleppo >$1.5mm May 2015 Challenge Dec 2016 August 2014 ACLU >$1mm
Donations in Live
FRONT-LOAD THE GOOD STUFF
Donations in Live For Pr ofiles and Verified P ages • 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 y our cause – this c ould be a performance, activity, race, etc. • Allo ws public figur es, 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 • Benefitt ed American Cancer S ociety • C ontent 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 ost • API integration
Viewer / Donor Experience
• Nonprofit Marketing on Facebook April 2017
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 options — the places where you can run ads — let you grow your reach with precision. More places Reach people on their favorite apps and websites with ads Faceboo Instagra Audience across Facebook, Instagram and Audience Network. k m Network Reach people across Across devices Reach 600 Reach 1.9 billion 1000s of mobile apps million people and websites Show your ads on whatever device your audience happens to be using, with ad placement options for mobile or desktop. Fewer steps Reach people where they Reach people off spend a majority of their of Facebook Running ads across platforms and devices is easy. time on mobile Just build your ad once, then select Facebook, Instagram and Audience Network under Placement. No resizing or reformatting required.
Planning What are my business goals? you Define your objectives r campaign Who is my audience? As you plan your campaigns Deliver the right message to the right on Facebook and people Instagram, start by asking yourself a few questions 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 How will you measure success? 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 Before launching your campaign, identify the channels. key performance indicators (KPIs), or what’s important to define the success of your campaign
Choosing the right objectiv Raise Awareness Tools and built-in mechanisms to help e Your campaign starts with you find people who care and reach choosing an objective. The them to build your movement objectives you choose depend on the needs of your Activate Supporters nonprofit, or the goal you have Tools to engage people more deeply for your campaign. For and spur them to take action and example, during a growth spread the word phase, focus on brand awareness and customer Raise Funds acquisition. When thinking New products that can help amplify the about fundraising, focus on millions of dollars the Facebook driving transactions and community has already raised for conversions causes
Targeting Who you need to reach to have the impact you want • 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 objective 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.
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 LINK ADS LEAD ADS MOBILE APP ADS DYNAMIC ADS Canvas is an immersive Direct people off of Capture intent from Reach mobile users to drive Dynamic ads enable you to creative format that creatives Facebook from any people interested in your quality installs for your app, automatically promote one or a native experiences within device to a specific product or service within feature products, and to more relevant products from the Facebook app location on your website the Facebook or Instagram create app engagement to your catalog to drive people increase revenue and lifetime to your website, app value of your customer base 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 & optimize how Measure how your media Measure how your media you reach your spend impacts brand spend impacts fundraising audiences objectives objectives
Elements of an ad campaign strategy Your ad campaign should align with your nonprofit’s mission. What is your mission? • Increase reach Link • Results • • Interests on Facebook • Reach • Video • Location • Grow Community Cost • • Image • Demographic • Increase web • Amount spent traffic • Behaviors Relevance • • Increase score Connections • attendance • And more • Get video views 2 8
Thank you for doing what you do.
First non-profit on Instagram @charitywat er
EXPLORE 100M daily active users of the Instagram explore Stories, videos and photos all featured
HOW IT WORKS 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.
TELL THE BACKSTORY @unicef 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
FRONT-LOAD THE GOOD STUFF @doctorswithoutborders
STEP-BY-STEP & BEHIND THE SCENES
INSTAGRAM LIVE CONNECTS WITH YOUR FOLLOWERS IN REAL TIME AND INSTANTLY DISAPPEARS. LOW PRESSURE, PERSONAL, POSITIVE
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