On the whole non-profit organisations don’t often have a large budget to spend on Facebook marketing, as compared with their counterparts in the business world. With the exception of the elite, well-funded charities, non-profits need to be smarter than most to get ahead and make the best of their social presence. This quick guide will provide some useful tips to help you in your quest for social greatness.
If you’re a non-profit engaged in Facebook marketing, chances are you’re aiming to find people to donate, or hit a certain target in order to be eligible for further funding. Getting some to make a donation is pretty much the same as a sale for a standard business; however, users are often in a very different mindset to when they are in ‘buying mode’.
Facebook Advertising For Non-Profits
Start by identifying those most likely to donate to you. This will allow you to reduce wastage in any advertising you are able to do. First, pull the data out of your CRM to find those that have donated to you. Segment this into three groups:
- One off donators
- High value donators
- Regular donators
Once you have this data, head to the Facebook Ads Manager system and upload each of these as a separate custom audience. Next, in Facebook Power Editor, target based on Lookalike audiences based on these custom audiences. In essence, this will mean that Facebook will look for people with similar interests, demographic and geographic information to those that have donated to you. Hopefully your data set will be of a decent size to give this the highest relevancy possible.
You are also able to segment further by adding extra targeting criteria to your Facebook ads such as gender, location and age to ensure that your key targets are being hit.
Another tactic is to go after known people who are high-value donators. With custom audiences you are able to create adverts that target just one person, meaning that you can create a tailored audience with a hyper-personalised ad containing their name for instance, to give you a higher clickthrough rate and a better chance of conversion.
Facebook Content For Non-Profits
On the other side of the campaign is your content. If you have a Facebook page with an audience of fans, then it makes absolute sense to continually engage them and try to increase donations from this base, whilst increasing brand awareness by creating engaging content that they will share with their network of friends, colleagues, and family.
Ensure that your content is relevant to your audience, on-topic wherever possible, and isn’t entirely sales led. We tend to aim to keep a minimum of 75% of posts as non-commercial, to ensure that the audience does not get tired of donation messages and call to actions. This also allows for more creative content that can increase sentiment around your non-profit, and increase social sharing to spread your message further.
Conclusion
In conclusion, if you’re a non-profit looking to boost your social media results, then there are a number of tactics you can undertake to allow you to be a little more creative than your competitors, and achieve a higher share of voice.
Understand the Facebook advertising system deeply as it can help you massively when it comes to finding new donators, by matching your customer data to other similar people through lookalike audiences.
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