If you’re running Facebook ads for your organization this will apply. If you’re contemplating whether you should. Read the list, then start dabbling with Facebook ads.
- Tell Facebook what you want it to do. Want leads? Tell it to send you leads. Want donors? Tell it to send you donors.
- Reverse engineer your budget. Figure out how many donors you want. Then figure out the cost to acquire a donor to create your budget.
- Know your LTV. You can’t acquire donors at a profit if you don’t understand how much a donor is worth to your organization.
- Focus on micro-conversions first. Then, focus on the donation.
- Use video. But, use it strategically. Create audiences of people who watch your videos, then ask for a donation. Not the other way around.
- When using direct to donate ads, optimize for value. Not clicks.
- Don’t optimize for clicks. Optimize for conversions.
- Focus on quick wins and learn who your best audiences are, best images, and best creative are. Then scale.
- Don’t scale until you’ve found your winners.
- Kill your losers, scale your winners.
- BONUS: Show the board what you’ve been doing and how much revenue they are leaving on the table, by not investing in the best channel for Nonprofit advertising.
