Facebook and Politics: Your Nonprofit Should Be Watching
We all know that donors may be motivated by very specific aspects of your nonprofit mission. This holds true in a presidential campaign too. Some Carson supporters are motivated by a position on education versus a position on fiscal management. For a health charity, some donors may be motivated by research, while others are motivated by patient services and a quality of life focus. Either way, a best practice would be targeting based on those differences.
Put another way, you would segment based on interests and behaviors and then target by segment. Facebook makes this possible for every nonprofit and company. Is your nonprofit taking advantage of it?
- Nonprofits should be uploading different, segmented lists into Facebook to create specific advertising and marketing strategies that are tailored. You can make this tailoring based on the type of engagement your donors have with your brand (i.e., event participation, direct donors, volunteers, etc.) and therefore have a dialog that is most relevant for that group. On the other hand, you can segment your donors into loyalty levels, and then drive the type of and number of ads to your most loyal donors versus driving lower commitment asks to your lower loyalty donors. And, of course, aligning calls to action with those ads is a must.
- Nonprofits should be using the “look alike” features in Facebook to actually grow their current Facebook communities. By using the same type of segmentation described above, you can have Facebook identify people who are like your most loyal donors. You can define who you want “more of” and Facebook will help you find them, and then specific ads can be served up to those consumers. It’s anonymous and you won’t get access to names, but the targeting is what you are looking for anyway for this acquisition approach.
- Last but not least, your nonprofit should be targeting people who are most likely to align with your organization. How? If your organization has developed personas for your donors or has lifestyle data on your donors this can be used in Facebook. For example, if your donors typically align with a specific religious affiliation—you can use that profile data to target ads to people who often share that type of content in their Facebook feeds. Another example could be if a strong portion of your donors are mothers of school-age children, you can use that to target ads to people who often share and like topics that would indicate that life stage.
Not convinced yet that you should be doing more in Facebook marketing?
The Carson campaign, as you can imagine, has explored all the digital channels. The goal is to create significant scale and grow supporters for the campaign while also being good financial stewards. In other words, “just advertising” is not good enough. It is about being efficient and strategic at the same time.
For the Carson marketing strategy, nothing comes close to matching Facebook in the ability to target demographically in large numbers across a single delivery platform. They have been able to serve hundreds of millions of ads and in many cases acquire new supporters at a net.
Now, if you are thinking through your ROI and the cost to acquire with your other digital efforts, your paid search might be performing at that level. But, remember, paid search is targeting consumers who are looking for specific things in search. With Facebook, this is growing your supporter base through traditional display ads. And this doesn’t even take into account the “social” aspect of Facebook and the ability to create dialog and traffic around your mission and message.
Still not convinced you should be doing more with your Facebook strategy?
How about this? For the Carson campaign, Facebook display is generating a five-times the ROI compared to digital display.
If you are still not convinced, you must not be a fundraiser.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.