The online world is becoming increasingly competitive, and businesses have to use various strategies so as to stay ahead of their competitors and fight for consumers’ attention. Nonprofit organizations are often up against some big companies when it comes to fighting for attention. And, they often feel as if they can’t do anything about it, that is, to get their name out there and increase visibility. Well, they definitely can’t if they don’t use the right marketing and advertising strategies, the importance of which is explained here.
If you feel that you can’t win and that you’re remaining in the shadow of your competitors, starting to use the right marketing strategies is undeniably a must. Social media advertising is one of the strategies you should definitely employ, given that everyone is online and on social media these days, so reaching people can be easier if you try to reach them through the channels they are already using. Through Facebook, for example.
Have you already been thinking about starting to run Facebook ads for your nonprofit organization? Most likely yes, but you don’t want to make any moves towards that until you actually check if it is a good idea or not. Understanding the importance of Facebook ads for nonprofit organizations will help you finally figure out if you want to use this strategy to your advantage and advertise your nonprofit this way or not.
Table of Contents
1. Reach More Donors
As explained already, a non-profit organization often has to compete with some big names. And, standing out from the crowd can be quite difficult. When looking to stand out and reach more donors, Facebook ads can certainly be a great asset. Compared to organic content, which is free, Facebook ads can give you leverage over those that aren’t using social media platforms for their advertising purposes.
Read about social media advertising here: https://en.wikipedia.org/wiki/Social_network_advertising
2. Increase the Number of Recurrent Donors
Having people interact with your organization once and then forget all about you is not exactly your main goal. Sure, you want to reach as many donors as possible, but what you want more is to increase the number of recurrent donors. Using specific ads to target those people that have already interacted with your nonprofit can lead to an increase in that number. This way, your pipeline for online donations will remain filled, which is definitely a great thing.
3. Customize Your Ad in Accordance With Your Objectives
You won’t always have the same goals when advertising your nonprofit. Sure, donations will always be on your mind. But, in different stages of your operations, you will have different objectives to reach with the ads. You may want people to learn more about your mission, you may want to redirect them to your site, or to get them to contact you, or to register for an upcoming event, or pretty much anything else. Facebook allows you to set specific objectives for those ads and include the right call-to-action that will lead your prospects to where you want them to go.
4. Target the Ideal Donors
I’ve talked already about the role this platform can play in increasing the number of your donors, first-time and recurring ones as well. As every other organization, though, you’ll need to target specific people so as to succeed in drawing them in and reaching your objectives. Just like companies have something known as ideal customers, you have ideal donors.
So, put simply, you’ll want to target the ideal donor if you want to have any success. Identifying your ideal customer, which is the person that has interest in what you’re doing and that would be ready to invest in your cause, will lead you towards being able to create more successful social media ads for nonprofits. And, by doing so, that is, by targeting the right people and creating the perfect ads for them, you’ll be able to attract more donors and grow your nonprofit organization.
5. Get Great Insights Into the Success of Your Strategies
Whichever marketing strategy you use, you will want and need to have insights into the success of your campaigns, so as to know what to change, what to improve, as well as what it is that works great and that you should, thus, keep. While you can get quite a lot of relevant insights with analytics for your organic content, of course, the truth is that you’ll get far more important data with Facebook. The Facebook Ad Manager provides you with all the reports you need so as to assess the success of your campaigns.
You’ll get to see precisely how your content performed, and which type of content performed best. Furthermore, you’ll identify any areas that need improvement, as well as those that are performing perfectly. This way, you’ll know how to create the perfect campaigns for your nonprofit.
