If you’re a charity trying to get the word out and collect donations, you may not have a huge marketing budget. As a result, recruiting volunteers, expanding brand recognition, and publicizing fundraising initiatives becomes more difficult. Thanks to Facebook Ads for charities and other modern social media advertising options, organizations may reach a large audience without breaking the bank.
There’s no doubt that Facebook has a massive user base. Oberlo reports that out of Facebook’s 2.8 billion monthly users, 1.84 billion log in daily. This makes Facebook a great venue to publicize your cause and run advertisements in an effort to raise money.
However, Facebook advertisements still need some strategic planning, both in terms of budget and ad creation. In this manual, you’ll find the solutions to these problems:
The benefits of using Facebook Ads for NGOs.
What are the parameters for using Facebook ads for charitable organizations?
How do charities use Facebook advertisements?
How can you make compelling Facebook ads for charitable organizations?
The question is how to get your Facebook ads in front of the correct people.
In what ways may running Facebook ads be made easier for charities?
We’ll also demonstrate some successful Facebook advertisements for charities. What follows is a complete guide on utilizing Facebook Ads to promote your charity.
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The benefits of using Facebook Ads for NGOs.
Almost certainly, your organization already makes use of Facebook to spread the word about its goal and the many ways that its supporters may become involved. Do you have a big enough audience for your posts?
The average engagement rate per Facebook post is just 0.27%, whereas the average organic reach is 5.2%, as reported by adespresso. Those numbers are modest, but they may increase with hard work and some money spent on Facebook ads.
Paid adverts may be shown in the right-hand column on desktop versions of Facebook. These advertising will show up in desktop and mobile News Feeds, maximizing visibility for your organization. Better still, you can make sure that only people who meet a given demographic are seeing your nonprofit’s Facebook advertising. Using Facebook advertisements, you may reach a wider audience and raise more money for your cause.
Ellen M.Gifford Shelter’s Meow Mile Facebook charity event
Raising money for a good cause has never been easier than with Facebook ads.
Increasing event registration is one possible goal for a Facebook advertising strategy.
You may then observe which advertisements perform better with certain demographics by using Facebook’s ad tracking features. You may use this information to allocate your marketing resources more effectively. You may test different advertising campaigns to determine which ones bring in the most money, the most visits, and the most new supporters who aren’t already contributors.
What are the parameters for using Facebook ads for charitable organizations?
Facebook Special Ad Categories were created in 2019 to help control the kind of advertisements that display on the network.
Ads addressing social concerns, politics, credit, housing, and employment are prohibited in these categories. It stops ads from being shown to users based on factors like age, gender, and geography. The ability to utilize Facebook Ads may be limited if your nonprofit’s objective falls under one of these categories.
Do any of your Facebook advertising efforts for nonprofits or fundraisers fit within Facebook’s Special Ad Categories? You may need to choose a unique ad category for your organization if any of the following apply to your work:
Possibilities to use credit. Credit card promotions, mortgages, and other forms of financing are all fair game for Facebook’s Special Ads section. Loans for vehicles, companies, and individuals are all covered.
Possibilities in the job market. Facebook restricts the use of several of its audience targeting features for ads that promote work opportunities (whether full or part-time), internships, professional certification programs, job fairs, or job boards.
Housing options. This includes any job postings for housing-related services. Insurance for homes or mortgages, financing for home improvements, handyman services, real estate valuations, and real estate transactions are all considered niche markets.
Concerns in the social sphere. There are several organizations whose mission is to shape public opinion on sensitive issues like civil rights and prejudice. Facebook may classify your advertisements as Special advertisements if your organization’s purpose deals with sensitive issues or promotes a particular social movement.
Questions of state. Targeting options become more constrained when endorsing or criticizing political persons, offices, or parties in advertising. This is also true of voting and other politically significant actions.
If your nonprofit’s advertising falls within one of these categories, you may still use Facebook’s ad targeting features by establishing a Special Ad Category Audience. You may now target a smaller subset of Facebook users with your advertising using this function. Facebook advertising may be targeted by country, state, and city, but not by zip code. You may narrow the scope of your advertising to a certain demographic by including interests, but you won’t be able to exclude anybody.
A Constant Contact marketing consultant can show you how to maximize the impact of your Facebook advertising for your organization. Due to the potential significance of Facebook Ads for your nonprofit’s social media campaign, it is crucial that you familiarize yourself with the Special Ads Category feature and any restrictions that may prevent you from effectively promoting your organization’s cause on Facebook.
How do charities use Facebook advertisements?
Page Post Engagement advertisements and Call to Action ads are the most common forms of Facebook advertising used by nonprofits. Both may help spread the word about your organization or entice more individuals to attend your events.
Promoted posts on a Facebook page
If one of the posts on your nonprofit’s Facebook page has received a lot of positive feedback from your friends and followers, you may boost its reach by purchasing a Page Post Engagement ad. This is a fantastic strategy for attracting new donors and volunteers to your cause.
If your Page Post Engagement ad is good, you may see an uptick in the number of likes, comments, and shares. Promote just the content that is currently doing well with your intended audience.
Advertisements urging readers to take action
These Facebook advertisements are meant to elicit a certain response from readers. Getting visitors to your nonprofit’s website, your fundraising event, or to become Facebook friends and followers are all examples of such activities.
You may also attach links to ads that, when clicked, direct viewers to your website, where they can make a donation or read more about your cause.
How can you make compelling Facebook ads for charitable organizations?
You need to create effective Facebook advertising if you want Facebook users to respond favorably to your nonprofit’s posts. This goes beyond merely crafting catchy ads. The following guidelines should be kept in mind when you construct your social media advertising plan for your organization.
Use your headlines as a call to action.
Headlines are read by the majority of people, thus it’s important that yours provide a clear CTA in a few words. Use the terms “give” and “donate” prominently in your fundraising ad.
As an example, the non-profit Purify H20 has made “Give Water, Give Life” the major headline of their advertising campaign. The expressions are powerful, simple to remember, and provide prompt feedback to readers on the course of action they’re about to take.
Incorporate a call-to-action button into Facebook adverts for charitable organizations.
As was previously discussed, while making Call to Action advertisements, you will be given the ability to make a button that will send a Facebook user to a website where they may do the desired action. You may use this to direct visitors to your donation page or other information about your fundraising campaign. Your organization may generate significant funds from these advertisements.
Use emotional appeals to win over your audience.
You care deeply about the cause your organization serves; use Facebook ads to inspire others to feel the same way.
Even in a short Facebook ad, you may provide short but impactful tales about the effect your organization has had on the lives of real people. Donations and support for your cause on Facebook will increase if individuals have an emotional connection to your effort.
Integrate visuals if possible.
Sharing striking photographs of your nonprofit’s work is a great way to get the word out via Facebook ads. High-definition stills or video clips may be used for this purpose.
Ads for charitable organizations on Facebook should have striking photographs like this one of a happy little kid.
Stories told in Facebook ads have more of an effect when accompanied by striking graphics.
For instance, Facebook advertising for the children’s cancer research charity St. Baldrick’s Foundation include pictures of cancer-free kids made possible by the audience’s generosity. People are more inclined to spread your ad and raise your brand’s profile if they are made aware of the concrete ways in which your organization aids individuals, animals, and communities.
Schedule your Facebook ads in advance.
Ad Scheduling is a terrific tool for maximizing the reach and efficiency of your Facebook ads without breaking the bank. Facebook advertisements with lifetime budgets may be scheduled in advance using this capability.
Page Insights may also be used to find out when your most probable contributors and supporters are online. Plan your advertising campaigns to reach your target demographic when they are most receptive. You can maximize the return on investment (ROI) from your advertising dollars by keeping a close eye on your conversion rates and scheduling your campaigns accordingly.
The question is how to get your Facebook ads in front of the correct people.
While your cause is admirable, it will likely only resonate with a small subset of the population. Don’t throw away money on those who aren’t interested in giving to or supporting your cause. Nonprofit Facebook advertisements should focus on reaching new contributors and volunteers.
Charities use images of people carrying water in enormous bowls in their Facebook advertising in an effort to raise money to get clean water to communities in need.
Donations may be increased using Facebook Ads for NGOs when the ads are seen to those who are more inclined to support the cause.
Knowing your target demographic is essential for developing successful targeted advertising strategies. Examine the motivations of your present contributors and supporters to learn how to attract new ones. Ponder these
What average age do they have?
What do they all have in common, and how do their interests connect to the mission of your non-profit?
What is their origin?
Note the Facebook updates that become viral within your present circle of friends and acquaintances. Which kind of impact stories resonate most strongly with them? Find out whether they like reading books, learning numbers, or watching videos. You may use this data to refine your advertising strategy and reach the right individuals.
Targeting options for your Facebook ads may be restricted if they belong to a Special Ad Category. But Facebook’s capabilities may still help you reach your target audience with your charity organization’s social media marketing. The success of your advertising campaign is directly related to your understanding of your supporters’ (and others like them’s) social media habits and reactions to various forms of marketing.
You can get the most out of your advertising budget and know what works best for your organization by doing test campaigns. Facebook lets you set up individual campaigns for various ad formats, geographic areas, and target audiences. You can choose the best Facebook marketing campaign for your charity by analyzing the campaigns’ conversion rates.
In what ways may running Facebook ads be made easier for charities?
Using Facebook’s advertising platform, charities may reach a massive audience and spread their message. Many of them may be recruited as supporters, contributors, and advocates for your cause. When executed properly, this kind of social media advertising may provide significant ROI for even the smallest of charitable organizations.
Good Facebook ads involve research into target audience demographics and a systematic approach to ad creation. For NGOs looking to include social media marketing into their digital strategy, Constant Contact’s integrated Facebook Ads tool is a great resource. We also provide a free marketing manual for charities: That Download. You can build your Facebook advertising strategy more efficiently if you are familiar with the many resources at your disposal.