This December, Facebook invited Do Big Things CEO Cheryl Contee and Vice-President of Digital Advertising, Ryanne Brown, to share insights on how to turbocharge your end-of-year fundraising based on our pioneering expertise in the field.
Facebook’s “Lift Series” is a collaboration between Facebook and selected expert nonprofit technology practitioners to help causes use Facebook more effectively for outreach and fundraising.
Below, you will find an excerpt from the post. You can read the full blog post here on Facebook’s Social Good website.
You might be wondering if Facebook Ads are right for your organization or you might be unsure about how best to add Facebook Ads into your mix of online fundraising. Perhaps you remember the cereal commercials showing a bowl of cereal alongside juice, milk, toast, fruit and other foods “as part of a complete breakfast”. We’ve seen that using Facebook Ads along with other fundraising channels such as email can help nonprofits build a more compelling campaign than if using email alone. Here are two examples of how we used this multi-channel approach with nonprofits.
1. Target Facebook Ads to your email list
We worked with a major children’s hospital on an end of year giving campaign whose mission is ensuring a healthy future for kids and mothers. Our goal was to help them not just boost their online fundraising but also diversify and increase their donor base.
Together we designed a strategy that featured an interactive holiday card and used their email list as a starting point for targeting their messaging to people most likely to give.
Our collective team developed and ran a Facebook Ads campaign targeting people who were most likely to give using a combination of Facebook’s targeting capabilities including custom audiences, interest-based audiences, and Lookalike audiences.
If you’re unfamiliar with Facebook’s lookalike audience option, here’s how it works. . .