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.
Well, there are actually four Facebook ads nonprofits should run to see success in raising brand awareness and increasing online giving.
This four-part ad series is part of my Donor Attraction Method in Digital Donors On-Demand.
The key difference to my Donor Attraction Method is that these four Facebook ads should run simultaneously, instead of as one-off ads.
Let’s break it down.
*Note: All of these ads can run on Facebook and Instagram.
Facebook Ads Nonprofits Need to Run #1 – Raise Brand Awareness
Believe it or not, the very first Facebook ads nonprofits need to run don’t ask for anything. But they still drive online giving in the future.
Before any online giving can take place, your donor needs to know you exist! This very first ad needs to focus on raising brand awareness so your nonprofit is top of mind once prospects are ready to give.
- 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 Ads Nonprofits Need to Run #2 – Educate & Encourage Consideration
Now that your prospect knows you exist, you need to take time to educate them. They want to feel connected to your nonprofit. They want to know how their donation is going to make a difference.
- 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 Ads Nonprofits Need to Run #3 – Your Ask
At this point, your prospect is warmed up to your mission! They’re aware of you, they know why you exist, and they’re encouraged to donate. Run this Facebook ad to ask for what it is you need.
- 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 Ads Nonprofits Need to Run #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.
If you want all the ins and outs of Facebook ads nonprofits need to use to increase online giving, I’ve got great news for you!
You can easily learn how to not only create Facebook ads but how to make them truly work for your mission.
I’ve created a step-by-step training program that’s designed to take you from pre-campaign prep to measuring the success of your ads.
Snag a spot in Digital Donors On-Demand – the only online social media training for nonprofits to take your ads to the next level and start seeing results!
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