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, Blackbaud BBCon, Social Media for Nonpro fj ts Boston, etc. Contributing Writer: Hu ffi ngton 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.
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
How to Promote Your Next Fundraising Event with Facebook Ads Take notes
Salt and Pepper
How to Promote Your Next Fundraising Event with Facebook Ads
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How to Promote Your Next Fundraising Event with Facebook Ads Cost to reach 1000 people Facebook Ads are super cheap!
1. Map Out Your Funnel
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.
How to Promote Your Next Fundraising Event with Facebook Ads Jane becomes aware of campaign and signs pledge to support. Capture
How to Promote Your Next Fundraising Event with Facebook Ads Jane receives Jane becomes aware personalized email of campaign and signs messages based on pledge to support. her opens and clicks. Capture Nurture
How to Promote Your Next Fundraising Event with Facebook Ads Jane receives Jane becomes aware Jane decides she personalized email of campaign and signs wants to attend / messages based on pledge to support. give / support. her opens and clicks. Capture Nurture Convert
How to Promote Your Next Fundraising Event with Facebook Ads Jane receives Jane becomes aware Jane decides she Jane shares the personalized email of campaign and signs wants to attend / campaign with messages based on pledge to support. give / support. her friends. her opens and clicks. Capture Nurture Convert Share
2. Determine Best Ad Strategy for Each Stage
How to Promote Your Next Fundraising Event with Facebook Ads Boosted Posts, Page Post Engagement Ads, Event Ads, Custom audience Lookalike Audience targeting Website retargeting Custom audience targeting Jane receives Jane becomes aware Jane decides she Jane shares the personalized email of campaign and signs wants to attend / campaign with messages based on a pledge to support. give / support. her friends. her opens and clicks. Capture Nurture Convert Share
3. Ramp up buzz before your event
How to Promote Your Next Fundraising Event with Facebook Ads Ramp up buzz before event Boosted Posts, Event Ads, Post Engagement Ads, Custom audience Lookalike Audience targeting Website retargeting Custom audience targeting Jane receives Jane becomes aware Jane decides she Jane shares the personalized email of campaign and signs wants to attend / campaign with messages based on pledge to support. give / support. her friends. her opens and clicks. Capture Nurture Convert Share
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
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
How to Promote Your Next Fundraising Event with Facebook Ads Ramp up buzz before event 3. Target wisely https://www.facebook.com/insights
How to Promote Your Next Fundraising Event with Facebook Ads Ramp up buzz before event 4. Capture emails with mini-campaigns actionsprout.com
New Boosted Posts targeting options
How to Promote Your Next Fundraising Event with Facebook Ads Boosted Posts targeting options #1: Target by location, gender and age
How to Promote Your Next Fundraising Event with Facebook Ads Boosted Posts targeting options #2: Target Interest
How to Promote Your Next Fundraising Event with Facebook Ads Boosted Posts targeting options #3: Save audiences
How to Promote Your Next Fundraising Event with Facebook Ads Boosted Posts targeting options #4: Change run dates
How to Promote Your Next Fundraising Event with Facebook Ads Boosted Posts targeting options #5: Use advanced Facebook Ad features
4. Nurturing email subscribers
How to Promote Your Next Fundraising Event with Facebook Ads Nurturing email subscribers Boosted Posts, Event Ads, Post Engagement Ads Custom audience targeting Website retargeting Custom audience targeting Jane receives Jane becomes aware Jane decides she Jane shares the personalized email of campaign and signs wants to attend / campaign with messages based on pledge to support. give / support. her friends. her opens and clicks. Capture Nurture Convert Share
How to Promote Your Next Fundraising Event with Facebook Ads Nurturing email subscribers Create engagement, capture emails, registrants Personalize messaging based on their behavior Ask the right people at the right time Identify core supporters
How to Promote Your Next Fundraising Event with Facebook Ads Nurturing email subscribers 1. Create drip-campaigns for event � • For pre-engagement mini-campaigns � • For new registrants � • For previous registrants
How to Promote Your Next Fundraising Event with Facebook Ads Nurturing email subscribers 2. Target those contacts via custom email audiences facebook.com/ads/create
How to Promote Your Next Fundraising Event with Facebook Ads Nurturing email subscribers 3. Test various link posts facebook.com/ads/create
5. Use explicit call-to-actions
How to Promote Your Next Fundraising Event with Facebook Ads Use explicit CTAs
How to Promote Your Next Fundraising Event with Facebook Ads Use explicit CTAs facebook.com/ads/create
How to Promote Your Next Fundraising Event with Facebook Ads Use explicit CTAs facebook.com/ads/create
6. Retarget registration page visitors
How to Promote Your Next Fundraising Event with Facebook Ads Website retargeting Problem: Registration page abandonment
How to Promote Your Next Fundraising Event with Facebook Ads Problem: Asking for at the right time
How to Promote Your Next Fundraising Event with Facebook Ads Problem: Dismal ROI with Facebook Ads
How to Promote Your Next Fundraising Event with Facebook Ads Solution: Facebook Website Retargeting
How to Promote Your Next Fundraising Event with Facebook Ads Website retargeting is the practice of serving ads to users • Convert Donors and Volunteers based on prior engagement.
How to Promote Your Next Fundraising Event with Facebook Ads • Convert Donors and Volunteers image from retargeter.com
How to Promote Your Next Fundraising Event with Facebook Ads facebook.com/ads/create
7. Exclude registrants from ad campaigns
How to Promote Your Next Fundraising Event with Facebook Ads Exclusion targeting facebook.com/ads/create
Reminder: Set smart objectives
How to Promote Your Next Fundraising Event with Facebook Ads Set smart objectives e n o y l n o k c i P • 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?
How to Promote Your Next Fundraising Event with Facebook Ads Create smart objectives Increase engagement Increase website tra ffi c Increase conversions Increase engagement Jane receives Jane becomes aware Jane decides she Jane shares the personalized email of campaign and signs wants to attend / campaign with messages based on pledge to support. give / support. her friends. her opens and clicks. Capture Nurture Convert Share
Worksheet: 1-Page Marketing Plan
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