Social Media Marketing for Nonprofits

There are a number of ways to measure and check if your Facebook ads are running efficiently. One way to do so is by going into your Ads Manager, clicking on the columns on the right-hand side, and selecting Performance and Clicks. From here you can measure your CTR (click-through rate), landing page views, the amount spent, and your audience reach. Based on your goal, this will help identify which ads are performing the best. The average CTR can vary but anything around 0.9% to 2% is good. If your ads are under 0.9% we would recommend making some adjustments to your audience.

Yes! Currently, 68% of those users aged 50-64 are on Facebook and 46% of users with an age of 65+ are on Facebook. As you can see the numbers are in your favor and the chances of you finding more donors like your current ones are pretty high.

This really depends on your goal. The best way to determine your objective is to go to your Ads Manager, click on "Create" and view all of the objectives that Facebook offers. Be sure to highlight the (i) next to each one to learn about the optimization delivery and select the one best suited for your goal.

There is no “right answer” to this question. The actual minimum Facebook ads budget you’re allowed is $1 per day or twice your CPC. While we recommend a test budget of $100 minimum, your Facebook Ads budget shouldn’t be a random number you’ve pulled from our FAQ forum. Tailor your Facebook Ads budget specifically to your goals, and as each type of goal might have a different cost associated with it, it’s important to align on what you want out of your Facebook Ad strategy in order to have a budget to reasonably accommodate that goal. 

Running Facebook Ads adds some diversity to your marketing strategy and works as a great complement to your Google campaigns. Google is a great tool to help direct traffic to users who are looking for your specific organization or looking for your specific cause. Adding Facebook to your current Google strategy can yield tremendous ROI (return on investment) since Facebook can be utilized for retargeting and help reach individuals who may not be searching for your organization or mission.

For as long as you want. Ideally, you want to have an evergreen campaign running at all times in addition to various campaigns throughout the year. This will ensure you are constantly filling the top of your funnel and driving new users to your page or site.