It’s widely known that non-profit marketers operate with tighter budgets than most. It’s inherent in the sector!
nexus-security employees volunteering for a good cause! As a graduate student, I understand working with limited funds, and Facebook can be a great platform for that! Not all Facebook campaigns are budget-friendly, but many strategies can help you avoid overspending. Strategic Facebook advertising also offers excellent exposure opportunities.
Why Advertise on Facebook?
You might be hesitant to spend precious funds on Facebook advertising. Is it truly worthwhile? Can’t you simply leverage your non-profit’s Facebook page and generate buzz organically? What about Facebook grants for non-profits? Is there such a thing as free Facebook advertising for non-profits? Sadly, Facebook doesn’t offer a program equivalent to Google Grants, so marketing your non-profit on the platform won’t be entirely “free.” However, the adage holds true: it often takes money to make money. Investing in Facebook advertising can potentially yield excellent ROAS. While not free in the strictest sense, effective advertising can put you in the black. If you have a limited budget, consider this: Facebook is incredibly crowded. Even with minimal funds, allocating a portion for advertising is crucial to stand out and be heard. And I’m not alone in this belief… “Unless you have a massive following, thousands sharing your content, and maybe other organizations amplifying your message, you likely won’t make a significant impact on social media,” notes Huffington Post writer Tulani Elisa. The good news is that Facebook ads don’t have to drain your budget. Whether you’re building excitement for an event, seeking donations, or raising awareness for a cause, these eight cost-effective tips can help you achieve your goals without emptying your coffers.
#1: Create Highly Engaging Ad Headlines
Besides the image, your ad headline is paramount in non-profit Facebook advertising. You have mere seconds to capture attention and encourage engagement with your organization. Your headline must be incredibly compelling!
Image via Facebook Use concise, impactful language with a specific call-to-action aligned with your ad’s objective. For instance, if your goal is to raise awareness, try a CTA related to learning more. For fundraising, use words like “give” and “donate.” Above all, inject personality into your headline. Reflect your non-profit’s brand voice, whether it emphasizes compassion or commitment. For more tips on crafting clickable headlines, explore these suggestions.
#2: Ensure Highly Targeted Audiences
A key advantage of Facebook advertising is the ability to target specific segments instead of every random user. You likely have an idea of your target audience. Since they’re most likely to donate, why not focus your budget on them? Thankfully, Facebook ads empower you to do just that! From customer audiences to age ranges, locations, genders, languages, demographics, interests, and behaviors, the targeting possibilities are incredibly granular. For example, you can target environmentally conscious mothers interested in cancer causes and running who earn between $75,000 and $99,000 annually!
Such precise targeting ensures your budget reaches the most relevant individuals. Just avoid excessive layering that could prevent anyone from seeing your ads.
#3: Leverage Custom and Lookalike Audiences
Did you know you can upload an email list directly to Facebook and target those individuals with ads? Facebook’s Custom Audiences feature lets you target leads from your newsletter, other marketing efforts, or past supporters you want to re-engage.
Beyond reaching highly targeted audiences (see tip #2), you should also engage your existing contacts with personalized messaging through your ads. For instance, you can upload a list of fundraising event registrants and target them with a specific ad mentioning the event and outlining the next steps. Once you’ve gathered sufficient data using relevant audience strategies, you can replicate your best-performing Facebook audience. The Lookalike Audience feature lets you clone an existing audience and expand your reach by finding new supporters with similar characteristics. Cloning your top audience is that simple!
#4: Incorporate a “Donate Now” Button in Your Ads
Most non-profits rely on donations to operate and advance their missions. Money, as they say, makes the world go round. However, this is often the most challenging aspect of non-profit marketing. With numerous worthy causes vying for attention, why should someone choose yours? Convincing potential donors is another constant priority for non-profit marketers. A surefire way to boost donations through Facebook advertising is to simplify the process as much as possible. What’s easier than a “Donate Now” button right within Facebook? You can indeed add this magical button to your Facebook page and ads!
Note that the Donate Now call-to-action is only available for specific objectives: Brand Awareness, Reach, Traffic, App Installs, Lead Generation, Conversions, Product Catalog Sales, Video Ads, and Store Visits. You have plenty of options! Check out this page to learn how to incorporate this donation-driving button into your ads.
#5: Optimize with Ad Scheduling
As we’ve established, non-profits operate with tight budgets. Blindly running ads 24/7 is likely not the most efficient use of funds. Why? Because there are likely specific days and times when your target audience is most active and receptive on Facebook. Perhaps you’ve noticed donation spikes towards the weekend during lunch or after dinner. Or maybe trends fluctuate seasonally. You might see higher engagement on weekends during colder months when people are indoors, but this pattern could shift entirely in the summer. Analyze your Facebook data to identify these patterns and leverage ad scheduling to display your ads only during peak times when your audience is most likely to convert.
Ad scheduling offers significant control over your budget and can improve your advertising ROI. Don’t let this feature go untapped, especially with limited funds!
#6: Evoke Emotions
While relevant to all marketing, appealing to emotions is crucial for the non-profit sector. These organizations often operate on and are driven by emotions. Contributing to a cause is often an emotional decision. Non-profit marketers can tell a compelling story with every piece of content promoting their cause. It’s the most effective way to connect with people and foster investment in your mission. The key is to tell your story impactfully. Use descriptive language in your ad copy, showcase real people or animals impacted by your work through photos and videos, and let your own passion shine through. This will help others relate and feel invested. Consider the example below from St. Baldrick’s Foundation. Their Facebook ad features a young boy who overcame cancer thanks to their supporters. What could be more powerful?
For testing ad copy, this guide on saving money with Facebook A/B testing can be helpful.
#7: Explore Interactive Ad Formats
Storytelling and emotional appeals shouldn’t be confined to copy. Supporting images and videos are vital for conveying your message persuasively. You might already have suitable resources or consider investing in powerful videos that tell your story. Either way, Facebook offers various visually engaging ad formats. Take carousel ads, for example. This format is ideal for any visually appealing industry, including non-profits. Carousel ads allow you to display a series of images in a catalog-style format, enabling viewers to scroll through multiple images or listings. You could feature images of people participating in your fundraising race or showcase the individuals and communities you support.
#8: Continuously Monitor and Evaluate Campaign Performance
Finally, it’s crucial for non-profits to track their Facebook ad campaigns’ effectiveness. Understanding whether your spending generates a return is paramount when resources are limited. Taking action based on insights derived from tracking the right metrics, monitoring them regularly, and defining what constitutes a worthwhile investment will ensure you’re not wasting funds.
This might seem daunting. What metrics should you track? How often? What do they really mean? Our Ultimate Guide to Tracking, Targeting, and Driving Conversions on Facebook can provide a solid starting point. So, what are you waiting for? Start working towards your non-profit’s goals without breaking the bank using these budget-friendly strategies!