4 Facebook Ads Nonprofits Should Run - positiveequation.com

social media for nonprofits

4 Facebook Ads Nonprofits Should Run

There are four Facebook ads nonprofits should run to see success in raising brand awareness and increasing online donations. This four ad series is part of my Donor Attraction Method.

If you’ve run ads before, you most likely ran them as one-off ads, right? You boost one post or run one ad for a set amount of time.

The key difference to my Donor Attraction Method is that these four Facebook ads should run simultaneously.

Let’s break it down.

*Note all of these ads can run on Facebook and Instagram

Facebook Ad #1 – Raise Brand Awareness

  • Facebook Campaign Objective: Video View Campaign (This means the ONLY goal you’re asking Facebook for is video views on our content. We want more people to know about our mission.)
  • Audience: Saved Audience (broad audience – based on location, demographics, interests and/or behaviors)
  • Media: Video
    • Pick 2 videos to test
    • Show your brand in the first 3-5 seconds
    • Tell a compelling story (length doesn’t matter if it’s GOOD content)
  • Sample Budget: $100 = 10,000 video views (Based on $.01/video view)

Facebook Ad #2 – Educate & Encourage Consideration

  • Facebook Campaign Objective: Engagement Campaign (This means the ONLY goal your’re asking Facebook for is engagement on our content. Likes, comments, shares, etc.)
  • Custom Audience: Retarget people who watched a thru play (15 seconds or more) of Ad 1’s video (You’ve now built warm leads)
  • Media: Static Image or Carousel Post with multiple images (You want to showcase your impact here)
    • Pick 2-4 images to test with different copy
    • Link to a blog page or somewhere on your website that explains your impact
  • Sample Budget: $100 = 625 engagements (based on $.16/engagement)

Facebook Ad #3 – Your Ask

  • Facebook Campaign Objective: Conversion Campaign (This is the first time we’re asking for someone to take an action OFF Facebook. This is where you make your ask to donate, sign up, volunteer, sign a petition, etc.)
  • Custom Audience: Retarget people who watched a thru play of Ad 1’s video, engaged with your Facebook or Instagram account, OR visited the website page you directed them to in Ad 2. (This is all done through Facebook Pixel tracking)
  • Media: Static Image
    • Pick 2-4 images to test with different copy
    • Link directly to your ask
  • Sample Budget: $275 = 11 donations (based on $25 cost per donation, average online gift in 2020 was $167)

Facebook Ad #4 – Thank You + Advocacy

This ad can make ALL the difference and add a surprise and delight factor. Once someone makes a donation, you can retarget them on Facebook or Instagram with a thank you video.

  • Facebook Campaign Objective: Engagement Campaign
  • Custom Audience: Retarget people who have made a donation by adding tracking to the donate button OR your donate thank you page
  • Media: Static Image or Video
    • Pick 2 images to test with different copy and a video from a key stakeholder in your organization
  • Sample Budget: $25 = This ad spend can be less since you’re looking for only donors to engage and share.

VIP TIP: If you direct people to a broken or hard to use website or donation experience, your ads will look like they’re not working. 

Join my FREE webinar, The Donor Attraction Method to watch me break down this process even further, share tips to get started, and learn from others that have used this method.

 

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