An Introduction to Using Facebook Ads for Your Nonprofit

by John Haydon

An Introduction to Using Facebook Ads for Your Nonprofit

What we’ll talk about today:

by John Haydon

• Why should my organization consider using Facebook Ads?

• Why are Facebook Ads more effective than other on online ads?

• What are Sponsored Story Ads and why are they so effective?

• What are the most effective ways to use Facebook ads to attract fans?

• How much do Facebook Ads cost?

• What tools can I use to measure the effectiveness of my ad?

• How can I create an ad that’s effective?

An Introduction to Using Facebook Ads for Your Nonprofit

by John Haydon

• Crisis appeals

• Increase fans

• Increase engagement

• Drive offsite traffic

• Education and outreach

• Enhance brand awareness

Why should my organization consider using Facebook Ads?

An Introduction to Using Facebook Ads for Your Nonprofit

by John Haydon

• Crisis appeals

• Increase fans

• Increase engagement

• Drive offsite traffic

• Education and outreach

• Enhance brand awareness The RedCross used Facebook Ads to increase donations during the Japan Tsunami

Crisis appeals

Why should my organization consider using Facebook Ads?

An Introduction to Using Facebook Ads for Your Nonprofit

by John Haydon

• Crisis appeals

• Increase fans

• Increase engagement

• Drive offsite traffic

• Education and outreach

• Enhance brand awarenessThe Monarch School uses Facebook Ads to get more fans

Increase fans

Why should my organization consider using Facebook Ads?

An Introduction to Using Facebook Ads for Your Nonprofit

by John Haydon

• Crisis appeals

• Increase fans

• Increase engagement

• Drive offsite traffic

• Education and outreach

• Enhance brand awareness

Increase engagement

Why should my organization consider using Facebook Ads?

Reach out to fans who may have dropped off.

Active Users

An Introduction to Using Facebook Ads for Your Nonprofit

by John Haydon

• Crisis appeals

• Increase fans

• Increase engagement

• Drive offsite traffic

• Education and outreach

• Enhance brand awareness Feeding America drives offsite traffic to their Snickers campaign page

Drive offsite traffic

Why should my organization consider using Facebook Ads?

An Introduction to Using Facebook Ads for Your Nonprofit

by John Haydon

• Crisis appeals

• Increase fans

• Increase engagement

• Drive offsite traffic

• Education and outreach

• Enhance brand awarenessTruth received over 1 billion impressions following an Ad campaign

Education and outreach

Why should my organization consider using Facebook Ads?

An Introduction to Using Facebook Ads for Your Nonprofit

by John Haydon

• Crisis appeals

• Increase fans

• Increase engagement

• Drive offsite traffic

• Education and outreach

• Enhance brand awareness The Red Campaign used ads to create awareness around Red products

Enhance brand awareness

Why should my organization consider using Facebook Ads?

An Introduction to Using Facebook Ads for Your Nonprofit

Why are Facebook Ads more effective than other on online ads?

by John Haydon

• 760 million users Wordwide

• Very active user base

• People use Google to search for what they need, but use Facebook to talk about what’s important.

• Targeting is contextual - based on actual interests (job titles, employers, pages liked, updates).

• Ads leverage social proof.

• Most ads include calls to action

An Introduction to Using Facebook Ads for Your Nonprofit

What are effective ways to use Facebook Ads to get more fans?

by John Haydon

An Introduction to Using Facebook Ads for Your Nonprofit

What kind of ads can you buy on Facebook?

by John Haydon

Drive traffic outside of Facebook

An Introduction to Using Facebook Ads for Your Nonprofit

What are effective ways to use Facebook Ads to get more fans?

by John Haydon

Leverage social graph inside Facebook

An Introduction to Using Facebook Ads for Your Nonprofit

How do I measure the effectiveness of my ad?

by John Haydon

Facebook’s Ad Manager includes an analytics module

How can I create an ad that’s effective?

• If you’re using traditional FB ads, or sponsored stories, make sure

your images get peoples attention.

• If you’re directing people offsite, make sure you have optimized

your landing page for specific actions (donations, petition

signatures), and that you can measure conversions.

• Begin any campaign with a test phase of 3-5 days.

by John Haydon

An Introduction to Using Facebook Ads for Your Nonprofit