Rock Your #GivingTuesday with Facebook Ads Audio for this event will be available beginning at 1 pm ET Q2 2015 via your computer speakers or headphones
@Network4Good @Network4Good #nonprofit911 #nonprofit911
Rock Your #GivingTuesday Campaign With Facebook Ads
with John Haydon
Rock Your #GivingTuesday Campaign With Facebook Ads
Consultant, Trainer, Coach - Helping nonprofits get more from digital marketing and online fundraising. Instructor at Marketing Profs University, regular contributor at Social Media Examiner Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood. Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.
Rock Your #GivingTuesday Campaign With Facebook Ads
• Salt and Pepper Set smart objectives
Map out your fundraising funnel Create buzz before your fundraising event Various options for Boosting Posts
Reaching donors, volunteers and email subscribers Retarget website visitors
Workbook: 1-Page Marketing Plan Handout: Facebook Ad Glossary
Rock Your #GivingTuesday Campaign With Facebook Ads
Take notes
Rock Your #GivingTuesday Campaign With Facebook Ads
The real reason for declining reach
Rock Your #GivingTuesday Campaign With Facebook Ads
Cost to reach 1000 people
Still, Facebook Ads are super cheap
Rock Your #GivingTuesday Campaign With Facebook Ads
Rock Your #GivingTuesday Campaign With Facebook Ads
Rock Your #GivingTuesday Campaign With Facebook Ads
Facebook Ads
Smart Strategy and Awesome Content
Set smart objectives
Rock Your #GivingTuesday Campaign With Facebook Ads Set smart objectives
• • • •
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?
Rock Your #GivingTuesday Campaign With Facebook AdsCreate smart objectives
Increase engagement Increase website traffic Increase conversions Increase engagement
Jane becomes aware of 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
Jane shares the campaign with her friends.
Share
Map out your funnel
Rock Your #GivingTuesday Campaign With Facebook Ads
Online donor funnel [noun]: 1. a useful model that lets you visualize a donor-centric fundraising strategy.
Rock Your #GivingTuesday Campaign With Facebook Ads
Jane becomes aware of campaign and signs pledge to support.
Capture
Rock Your #GivingTuesday Campaign With Facebook Ads
Jane becomes aware of campaign and signs pledge to support.
Jane receives personalized email messages based on her opens and clicks.
Capture
Nurture
Rock Your #GivingTuesday Campaign With Facebook Ads
Jane becomes aware of 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
Rock Your #GivingTuesday Campaign With Facebook Ads
Jane becomes aware of 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
Jane shares the campaign with her friends.
Share
Rock Your #GivingTuesday Campaign With Facebook Ads
Boosted Posts, Lookalike Audiences
Custom email audience targeting
Website retargeting Custom audience targeting
Jane becomes aware of 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
Jane shares the campaign with her friends.
Share
Ramp up buzz before your event
Rock Your #GivingTuesday Campaign With Facebook Ads Ramp up buzz before event
Boosted Posts, Event Ads, Post Engagement Ads, Lookalike Audience
Custom audience targeting Website retargeting Custom audience targeting
Jane becomes aware of 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.
Jane shares the campaign with her friends.
Capture
Nurture
Convert
Share
Rock Your #GivingTuesday Campaign 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
Rock Your #GivingTuesday Campaign With Facebook Ads Ramp up buzz before event
2. Boost ONLY the best posts
https://www.facebook.com/insights
Rock Your #GivingTuesday Campaign With Facebook Ads Ramp up buzz before event
3. Target wisely
https://www.facebook.com/insights
Targeting options for Boosted Posts
Rock Your #GivingTuesday Campaign With Facebook Ads Boosted Posts targeting options
#1: Target by location, gender and age
Rock Your #GivingTuesday Campaign With Facebook Ads Boosted Posts targeting options
#2: Target Interests
Reaching donors, volunteers and email subscribers
Rock Your #GivingTuesday Campaign With Facebook Ads Nurturing email subscribers
Boosted Posts, Event Ads, Post Engagement Ads
Custom audience targeting Website retargeting Custom audience targeting
Jane becomes aware of 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
Jane shares the campaign with her friends.
Share
Rock Your #GivingTuesday Campaign 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
Rock Your #GivingTuesday Campaign With Facebook Ads Nurturing email subscribers
1. Create drip-campaigns for event
• For pre-engagement mini-campaigns • For new registrants • For previous registrants
Rock Your #GivingTuesday Campaign With Facebook Ads Nurturing email subscribers
2. Target those contacts with ads
facebook.com/ads/create
Retarget website visitors
Rock Your #GivingTuesday Campaign With Facebook Ads
Website retargeting is the practice of serving ads to • Convert Donors and Volunteers users based on prior engagement.
Website retargeting
Rock Your #GivingTuesday Campaign With Facebook Ads
Website retargeting
• Convert Donors and Volunteers image from retargeter.com
Rock Your #GivingTuesday Campaign With Facebook Ads
facebook.com/ads/create
Website retargeting
Rock Your #GivingTuesday Campaign With Facebook Ads
facebook.com/ads/create
Exclusion targeting
Worksheet: 1-Page Marketing Plan
STRATEGIES
OBJECTIVES
PEOPLE
Campaign name: Who are we trying to engage? Supporters? Volunteers? Donors?
Where do they hangout? What do they talk about?
What’s in it for us? More fans? More emails? More donors?
How will we measure success?
How will we promote the campaign? What other channels will we use?
TACTICS
What tools and tactics will we use?
FREE DOWNLOAD: 1-PAGE SOCIAL MEDIA PLAN
1-Page Social Media Marketing Plan - by John Haydon
Rock Your #GivingTuesday Campaign With Facebook Ads
Download this template: http://www.johnhaydon.com/plan
Handout: Facebook Ad Glossary
Rock Your #GivingTuesday Campaign With Facebook Ads Facebook Ad Definitions
•
Page Engagement: Total number of times people have engaged with your Page or post. Engagement includes liking your Page, liking, commenting on, or sharing a post, or clicking on a link.
• • • •
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.
Rock Your #GivingTuesday Campaign With Facebook Ads
Questions? FREE DOWNLOAD: 1-PAGE SOCIAL MEDIA PLAN
Rock Your #GivingTuesday Campaign With Facebook Ads
Consultant, Trainer, Coach - Helping nonprofits get more from digital marketing and online fundraising. Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.
Rock Your #GivingTuesday Campaign With Facebook Ads
Join Us Next Tuesday! Do’s and Don’ts of Acquiring Major Donors With Gail Perry from Fired Up Fundraising Sign up here: http://n4g.me/donorvisit
