How to make Facebook ads work with your fundraising

Finding and cultivating donors with Facebook ads just might work for you. But you have to know what you’re doing. Here’s a great post from the Hubspot Marketing Blog that can help: Facebook Advertising Advice: 10 Tips:

  1. Keep track of qualitative metrics. “Vanity metrics,” such as shares and likes, shouldn’t be what you’re after on Facebook (see #8), but pay attention to them, because they are connected with success.
  2. Take advantage of Facebook’s precise Ad targeting.
    Target specific people on your list (by uploading their email address, or tightly defined groups as defined by geography, demographics, and interests.
  3. Test different creative assets for best results. Test everything!
  4. Pay attention to what visitors do after they click. That coveted click on Facebook is just the beginning. Make sure you know what happens after that, so you can turn those clicks into donors.
  5. Don’t force new trends into your Ad strategy. Shiny new objects are constant on Facebook. Some will be great. Before you grab the new, make sure you understand what you’re already doing.
  6. Find inspiration from your competition. Steal smart.
  7. Publish videos that are short and sweet. 30 seconds or less is best.
  8. Don’t fixate on vanity metrics alone. Big mistake that will force bad decisions.
  9. Focus on the mobile experience. Mobile is where most of the action is. Make sure whatever it is you want donors to do, it’s easy on their phones.
  10. Experiment with video. Try different things.
  11. Diversify your ad format. There are many different ad formats; not all will work for you.
  12. Pay attention to load time. If it takes more than 7.5 seconds for your website to load, you’re in trouble..
  13. Convert high-performing content into ads. Your best stuff already exists. Take what’s working elsewhere and turn it into Facebook content.


Comments

2 responses to “How to make Facebook ads work with your fundraising”

  1. Perfect points and a wonderful guide, I am going to try this at this movement and will let you know the results.

  2. Perfect points and a wonderful guide, I am going to try this at this movement and will let you know the results.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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