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How to Effectively Use Facebook Ads

With technology continuing to advance every day, it can be difficult to know the best way to reach your donors. Using a social media platform, such as Facebook, can be a quick and easy way to engage with your supporters and encourage planned gifts. For example, you might create an advertisement marketing your downloadable Estate Planning Guide or about joining your Legacy Society.

Facebook provides simple tools to post and manage how often your content is seen by those scrolling through their news feed. With Facebook Ads, you can target specific groups, based on demographics or specific interests, for example your alumni, grateful patients and annual givers. Below are some quick tips on how to work through the Facebook Ad system and reach your best prospects.

Targeting a Specific Audience

Using Facebook Ads, you have the ability to target specific groups of people. Depending on the user’s profile, you can segment donors by their location, demographics and interests. This can be an effective way of connecting with individuals that may be interested in supporting your mission.

You also have the option to target a list of personal email addresses, similar to an enewsletter that is sent out by your organization. This can help your team to easily decide what specific topics are sent to each donor group based on the segmentation of the email addresses.

Picking the Right Type of Post

The Facebook Ad feature also gives you the ability to select the type of post that you want to feature. This can include a single image, video clips, image carousel, or a full-screen experience that opens after someone taps the advertisement. If you decide to go with a full-screen experience, you can provide different interactive visualizations such as:

Any ads with a full-screen experience will have the ability to show in the Facebook mobile news feed, Facebook stories, Instagram feed and Instagram stories. Placements of the ad will depend on a factor of things, including the type of ad format.

Deciding Your Budget

One of the biggest positives to using Facebook Ads is that your team can set your spending limit from as little as $15 per week. Based on the limit that is set, Facebook will select different factors to provide the best results. The amount spent will contribute to two different factors. One will be the overall amount spent and the other will be the cost of each result that you receive.

Based on the amount that is spent, Facebook will give you an estimated number of individuals that you may reach, before purchasing the ad. If you do not receive the expected results, you will not be charged for the use of the ad.

Call to Action

When selecting ads specific to your planned gifts marketing efforts, it is good to stick to a simple call to action such as an eNewsletter sign-up, filling out a request form or submitting an email address to receive a downloadable brochure.

Facebook ads can be a simple and cost-efficient way of increasing your reach and targeting your best planned gift donor prospects. For more ideas on how to use Facebook for planned gifts, please give us a call!



Megan Dickey

By Megan Dickey
Integrated Marketing Coordinator, Crescendo Interactive, Inc.

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