Slides from a Charityhowto webinar I conducted

1. An Introduction to Using Facebook Ads
for Your Nonprofit
by John Haydon

2. An Introduction to Using Facebook Ads
for Your Nonprofit
What we’ll talk about today:
• 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?
by John Haydon

3. An Introduction to Using Facebook Ads
for Your Nonprofit
Why should my organization consider using Facebook Ads?
• Crisis appeals
• Increase fans
• Increase engagement
• Drive offsite traffic
• Education and outreach
• Enhance brand awareness
by John Haydon

4. An Introduction to Using Facebook Ads
for Your Nonprofit
Why should my organization consider using Facebook Ads?
• 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
by John Haydon

5. An Introduction to Using Facebook Ads
for Your Nonprofit
Why should my organization consider using Facebook Ads?
• Crisis appeals
• Increase fans
• Increase engagement
• Drive offsite traffic
• Education and outreach
The Monarch School uses Facebook Ads to get
• Enhance brand awareness more fans
by John Haydon

6. An Introduction to Using Facebook Ads
for Your Nonprofit
Why should my organization consider using Facebook Ads?
• Crisis appeals
Activ
• Increase fans e Us
ers
• Increase engagement
• Drive offsite traffic
• Education and outreach
• Enhance brand awareness
Reach out to fans who may have dropped off.
by John Haydon

7. An Introduction to Using Facebook Ads
for Your Nonprofit
Why should my organization consider using Facebook Ads?
• 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
by John Haydon

8. An Introduction to Using Facebook Ads
for Your Nonprofit
Why should my organization consider using Facebook Ads?
• Crisis appeals
• Increase fans
• Increase engagement
• Drive offsite traffic
• Education and outreach
Truth received over 1 billion impressions
• Enhance brand awareness following an Ad campaign
by John Haydon

9. An Introduction to Using Facebook Ads
for Your Nonprofit
Why should my organization consider using Facebook Ads?
• 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
by John Haydon

10. An Introduction to Using Facebook Ads
for Your Nonprofit
Why are Facebook Ads more effective than other on online ads?
• 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
by John Haydon

11. An Introduction to Using Facebook Ads
for Your Nonprofit
What are effective ways to use Facebook Ads to get more fans?
by John Haydon

12. An Introduction to Using Facebook Ads
for Your Nonprofit
What kind of ads can you buy on Facebook?
Drive traffic outside of Facebook
by John Haydon

13. An Introduction to Using Facebook Ads
for Your Nonprofit
What are effective ways to use Facebook Ads to get more fans?
Leverage social graph inside Facebook
by John Haydon

14. An Introduction to Using Facebook Ads
for Your Nonprofit
How do I measure the effectiveness of my ad?
Facebook’s Ad Manager includes an analytics module
by John Haydon

15. An Introduction to Using Facebook Ads
for Your Nonprofit
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