Online communicators tend to harbor love/hate relationships with Facebook Ads. On one hand, no other form of online advertising – quite possibly no other form of advertising, period – allows a marketer to hyper target their message to the precise audience they’re looking to reach for such a small investment. In other words, Facebook Ads are efficient.
On the other hand, Facebook has changed its News Feed algorithm so that posts you make from your page that aren’t “promoted” (read: Ads you pay for) have very little chance of being seen by your fans. In other words, if you don’t have cash to spend, Facebook may no longer be a worthwhile investment of resources.
The latter, more negative, “hate” view of Facebook brought about by its recent focus on selling Ads is a gut reaction by many of us. But to ignore Facebook and its more than 1 billion users is a recipe for disaster. If you want to grow your nonprofit base while staying connected with your current supporters, Facebook is a must. So, knowing that, here are two things you can do in 2014 to make the most of the world’s leading social network:
Content is (still) King: Facebook Ads are most effective when they’re set up to appear in a user’s News Feed. To optimize clicks and impressions, you should create content that looks like it belongs in the News Feed…
- Images and/or video are a must.
- Something that hooks into pop culture and the news of the day is very helpful.
- Donor-centric is always best.
Really, all the rules that apply to good content also apply to Facebook Ads, because Facebook Ads are set up to look like content people share on a daily basis.
Leverage Online Ambassadors: As we’ve written about in the past, there is a way around Facebook’s increasingly restrictive algorithms – don’t rely solely on your page to share content about your organization. Instead, work with your online ambassadors to deliver content to their networks. Content means more when it comes from a trusted peer …which online ambassadors are to a large number of people. More importantly, Facebook’s page algorithms don’t apply to individuals. So, when online ambassadors share your content, far more people will see it. Use ambassadors to either directly post content from their profiles or share content posted on your org’s page.
Facebook is too intertwined in the daily lives of your donors to be ignored and Facebook Ads too effective to forego. Be sure when you’re making the investment in Ads, you’re doing so in a strategic, content-driven fashion to help ensure your dollars are well spent.
Justin Ware helps nonprofits develop online and social media strategies for fundraising. To connect with Justin, click here.