How to Promote Your Next Fundraising Event with Facebook Ads - - PowerPoint PPT Presentation

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How to Promote Your Next Fundraising Event with Facebook Ads - - PowerPoint PPT Presentation

Sep 09, 2022 480 likes •1.07k views

How to Promote Your Next Fundraising Event with Facebook Ads Consultant: Digital marketing, PR and fundraising for nonpro fj ts. Trainer: Charityhowto and MarketingProfs. Speaker: Nonpro fj t Technology Conference, New Media Expo, 140 Conference,

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How to Promote Your Next Fundraising Event with Facebook Ads

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Consultant: Digital marketing, PR and fundraising for nonprofjts. Trainer: Charityhowto and MarketingProfs. Speaker: Nonprofjt Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofjts 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.

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How to Promote Your Next Fundraising Event with Facebook Ads

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 email 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

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How to Promote Your Next Fundraising Event with Facebook Ads

Take notes

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Salt and Pepper

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How to Promote Your Next Fundraising Event with Facebook Ads

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How to Promote Your Next Fundraising Event with Facebook Ads

Facebook Ads Smart Strategy and Awesome Content

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How to Promote Your Next Fundraising Event with Facebook Ads

Facebook only sells reach

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How to Promote Your Next Fundraising Event with Facebook Ads

Facebook Ads are super cheap!

Cost to reach 1000 people

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  • 1. Map Out Your Funnel
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How to Promote Your Next Fundraising Event with Facebook Ads

Online donor funnel [noun]:

  • 1. a useful model that lets you

visualize a donor-centric fundraising strategy.

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How to Promote Your Next Fundraising Event with Facebook Ads

Jane becomes aware

  • f campaign and signs

pledge to support.

Capture

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How to Promote Your Next Fundraising Event with Facebook Ads

Jane becomes aware

  • f campaign and signs

pledge to support. Jane receives personalized email messages based on her opens and clicks.

Capture Nurture

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How to Promote Your Next Fundraising Event with Facebook Ads

Jane becomes aware

  • f campaign and signs

pledge to support. Jane receives personalized email messages based on her opens and clicks. Jane decides she wants to attend / give / support.

Capture Nurture Convert

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How to Promote Your Next Fundraising Event with Facebook Ads

Jane becomes aware

  • f campaign and signs

pledge to support. Jane receives personalized email messages based on her opens and clicks. Jane decides she wants to attend / give / support.

Capture Nurture Convert Share

Jane shares the campaign with her friends.

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  • 2. Determine Best Ad

Strategy for Each Stage

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How to Promote Your Next Fundraising Event with Facebook Ads

Jane becomes aware

  • f campaign and signs

a pledge to support. Jane receives personalized email messages based on her opens and clicks. Jane decides she wants to attend / give / support.

Capture Nurture Convert Share

Jane shares the campaign with her friends.

Boosted Posts, Page Post Engagement Ads, Event Ads, Lookalike Audience

Custom audience targeting

Website retargeting

Custom audience targeting

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  • 3. Ramp up buzz before your event
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How to Promote Your Next Fundraising Event with Facebook Ads

Jane receives personalized email messages based on her opens and clicks. Jane decides she wants to attend / give / support.

Capture Nurture Convert Share

Jane shares the campaign with her friends.

Custom audience targeting

Website retargeting

Custom audience targeting

Ramp up buzz before event

Jane becomes aware

  • f campaign and signs

pledge to support.

Boosted Posts, Event Ads, Post Engagement Ads, Lookalike Audience

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How to Promote Your Next Fundraising Event with Facebook Ads

Ramp up buzz before event

  • 1. Post engaging content before event
  • Hot topics related to event
  • Behind the scenes
  • Auction items
  • Speakers
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How to Promote Your Next Fundraising Event with Facebook Ads

Ramp up buzz before event

  • 2. Boost ONLY the best posts

https://www.facebook.com/insights

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How to Promote Your Next Fundraising Event with Facebook Ads

Ramp up buzz before event

  • 3. Target wisely

https://www.facebook.com/insights

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How to Promote Your Next Fundraising Event with Facebook Ads

Ramp up buzz before event

  • 4. Capture emails with mini-campaigns

actionsprout.com

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New Boosted Posts targeting options

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How to Promote Your Next Fundraising Event with Facebook Ads

#1: Target by location, gender and age

Boosted Posts targeting options

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How to Promote Your Next Fundraising Event with Facebook Ads

#2: Target Interest

Boosted Posts targeting options

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How to Promote Your Next Fundraising Event with Facebook Ads

#3: Save audiences

Boosted Posts targeting options

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How to Promote Your Next Fundraising Event with Facebook Ads

#4: Change run dates

Boosted Posts targeting options

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How to Promote Your Next Fundraising Event with Facebook Ads

#5: Use advanced Facebook Ad features

Boosted Posts targeting options

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  • 4. Nurturing email subscribers
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How to Promote Your Next Fundraising Event with Facebook Ads

Jane becomes aware

  • f campaign and signs

pledge to support. Jane receives personalized email messages based on her opens and clicks. Jane decides she wants to attend / give / support.

Capture Nurture Convert Share

Jane shares the campaign with her friends.

Boosted Posts, Event Ads, Post Engagement Ads

Custom audience targeting

Website retargeting

Custom audience targeting

Nurturing email subscribers

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How to Promote Your Next Fundraising Event with Facebook Ads

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

Nurturing email subscribers

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How to Promote Your Next Fundraising Event with Facebook Ads

  • 1. Create drip-campaigns for event
  • For pre-engagement mini-campaigns
  • For new registrants
  • For previous registrants

Nurturing email subscribers

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How to Promote Your Next Fundraising Event with Facebook Ads

  • 2. Target those contacts via custom

email audiences

facebook.com/ads/create

Nurturing email subscribers

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How to Promote Your Next Fundraising Event with Facebook Ads

  • 3. Test various link posts

facebook.com/ads/create

Nurturing email subscribers

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  • 5. Use explicit call-to-actions
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How to Promote Your Next Fundraising Event with Facebook Ads

Use explicit CTAs

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How to Promote Your Next Fundraising Event with Facebook Ads

Use explicit CTAs

facebook.com/ads/create

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How to Promote Your Next Fundraising Event with Facebook Ads

Use explicit CTAs

facebook.com/ads/create

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  • 6. Retarget registration page visitors
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How to Promote Your Next Fundraising Event with Facebook Ads

Problem: Registration page abandonment

Website retargeting

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How to Promote Your Next Fundraising Event with Facebook Ads

Problem: Asking for at the right time

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How to Promote Your Next Fundraising Event with Facebook Ads

Problem: Dismal ROI with Facebook Ads

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How to Promote Your Next Fundraising Event with Facebook Ads

Solution: Facebook Website Retargeting

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How to Promote Your Next Fundraising Event with Facebook Ads

  • Convert Donors and Volunteers

Website retargeting is the practice of serving ads to users based on prior engagement.

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How to Promote Your Next Fundraising Event with Facebook Ads

  • Convert Donors and Volunteers

image from retargeter.com

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How to Promote Your Next Fundraising Event with Facebook Ads

facebook.com/ads/create

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  • 7. Exclude registrants from ad campaigns
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How to Promote Your Next Fundraising Event with Facebook Ads

Exclusion targeting

facebook.com/ads/create

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Reminder: Set smart objectives

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How to Promote Your Next Fundraising Event with Facebook Ads

  • 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?

P i c k

  • n

l y

  • n

e

Set smart

  • bjectives
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How to Promote Your Next Fundraising Event with Facebook Ads

Jane becomes aware

  • f campaign and signs

pledge to support. Jane receives personalized email messages based on her opens and clicks. Jane decides she wants to attend / give / support.

Capture Nurture Convert Share

Jane shares the campaign with her friends.

Increase engagement

Increase website traffic

Increase conversions

Increase engagement

Create smart

  • bjectives
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Worksheet: 1-Page Marketing Plan

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1-Page Social Media Marketing Plan - by John Haydon

Campaign name:

Who are we trying to engage? Supporters? Volunteers? Donors? How will we measure success? What’s in it for us? More fans? More emails? More donors? How will we promote the campaign? What other channels will we use? What tools and tactics will we use? Where do they hangout? What do they talk about?

PEOPLE OBJECTIVES STRATEGIES TACTICS

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Handout: Facebook Ad Glossary

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How to Promote Your Next Fundraising Event with Facebook Ads

  • 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.

Facebook Ad Definitions

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How to Promote Your Next Fundraising Event with Facebook Ads

Questions?

FREE DOWNLOAD: 1-PAGE SOCIAL MEDIA PLAN