Facebook Grants for Nonprofits: When it comes to social media for nonprofits, Facebook is often overlooked as a great platform for social good. Although Facebook was not originally created with social good in mind, it is an essential part of non-profit communications. In fact, Facebook is the second-most popular social network among nonprofit organizations. As such, it plays a crucial role in the lives of the nonprofit world, and Facebook’s communication efforts are worth exploring.
According to a study by Facebook, 46% of nonprofits’ followers came from Facebook. You’re wondering if you’re doing enough to reach these numbers. The answer is no, definitely not. Social media is not only a more efficient way to reach the right people at the right time but also the best way to grow the reach and diversity of your audience.
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What are Facebook Grants for Nonprofits?
Facebook has featured ads, formerly called “sponsored posts”, since 2009. Since then, the available options and features have rapidly changed.
You don’t have to be a corporation or a business to use Facebook ads. In fact, just about anyone from nonprofits and small businesses to political causes can advertise using Facebook.
And, you can target just about any segment of Facebook’s 1 billion + users with Facebook ads, from your current followers and friends of followers to “males, aged 20-29, owning luxury cars, and living in Milwaukee.”
Regular Facebook ads are viewable on desktop computers, while promoted and boosted posts can be seen on mobile devices and desktops.
Also Read: Benefits of Podcasting for Nonprofits
Why choose Facebook Grants for Your Nonprofits?
These features enable organizations to effectively target their audience, optimize their ad spend, and track the performance of their campaigns.
- Audience Targeting: Utilize detailed demographic and interest-based targeting to reach the most relevant audience.
- Ad Grants: Access special grants and discounts on ad spend, making it more affordable for nonprofits to run campaigns.
- Performance Analytics: Track and analyze the performance of your ads with comprehensive analytics tools.
- Customizable Ad Formats: Choose from a variety of ad formats to best convey your message and engage your audience.
Restrictions to the same
Do your fundraising ads or nonprofit social media advertising campaigns fall into any Facebook Special Ad Categories? If any of your nonprofit activities fall in the following areas, you may need to select a special ad category:
- Credit opportunities. Any credit opportunities such as credit card offers or mortgages fall under the Facebook Special Ads category. Auto, business, and personal loans are included here, as well.
- Employment opportunities. Ads that market full-time or part-time jobs, internships, professional certification programs, job fairs, or job boards cannot use all of Facebook’s audience targeting tools.
- Housing opportunities. This involves any ads that feature opportunities in services related to housing. Special categories include housing or mortgage insurance, loans, repairs, and appraisal services — as well as sales or rentals of houses or apartments.
- Social issues. Many nonprofits try to influence public opinion on topics such as civil rights or discrimination. If your nonprofit’s mission focuses on controversial topics or a specific social movement, your ads may fit into a Facebook Special Ads category.
- Political issues. If your ads endorse or speak against political figures, offices, or parties, you will be limited by how you target your ads. This also applies to broad political acts such as voting.
Also Read: 9 Content Ideas to Tell Your Nonprofit’s Story Online
Why use Facebook for fundraising for Your NGO?
With 3 billion users worldwide and 240 million in the United States, Facebook draws a lot of eyeballs every day, and we’re all fighting for our share of ‘em. Since 2015, Facebook fundraising has generated over $5 billion in donations, the majority in amounts under $25 raised through these kinds of opportunities. But by far the most popular way that people donate to charity on Facebook is through campaigns set up by regular users on behalf of nonprofits, not by the nonprofits themselves.
Some nonprofits – especially smaller ones – have avoided using these because the process can be a little confusing if you’re not familiar with it. But we’re here to tell you: embrace it.
Metrics To Measure Success
To measure the success of Facebook Ads for nonprofits, track these key metrics:
- Objectives: Define clear goals (e.g., awareness, engagement, conversions like donations or sign-ups).
- Key Metrics:
- CTR (Click-Through Rate): Measures ad engagement (Clicks/Impressions).
- CPC (Cost per Click): How much you pay per click (Total Spend/Clicks).
- Conversion Rate: Percentage of users completing desired actions (Conversions/Clicks).
- Engagement Rate: Measures likes, comments, and shares (Engagements/Impressions).
- Donations: Track funds raised or donations via the Facebook Donation button.
- Audience Insights: Monitor engagement based on demographics to refine targeting.
- ROAS (Return on Ad Spend): Measures revenue or value generated per dollar spent (Revenue/Total Spend).
- Facebook Pixel: Track website actions (donations, form submissions) post-click.
- Ad Relevance: Track Facebook’s relevance score and avoid ad fatigue.
- A/B Testing: Test different ad versions to find the most effective combination.
- Social Impact: Monitor sentiment and feedback from the audience.
- Reports: Use Facebook Ads Manager to track and optimize performance.
- Long-Term Impact: Measure sustained engagement or donor retention.
Also Read: How to Build a Digital Fundraising Strategy for NGOs That Works?
These metrics help assess ad effectiveness and optimize campaigns for better results.
What to do in order to succeed on the ladder?
Keep Your Profile Current
Your Facebook profile represents your organization. It’s vital that your profile is complete with a profile picture, cover photo, description, and contact information.
Here is what you can do:
- Make sure you are using a Facebook page for your nonprofit. It is against Facebook guidelines for any organization to use a personal profile. If you want to fundraise, you’ll need a Meta for Business account.
- Use your organization’s logo as your profile picture. Use a high-quality image that will fit neatly into the allotted space.
- Complete the “About” section. Google grabs content from your About section, so make sure you have completed all fields. Most important are your web address, physical address, contact information, and keyword-rich description.
Use the 70/20/10 rule.
This is recommended by many experts in the social media engagement field.
- 70% Value Content: The majority of Facebook content should add value to your community. Post content that is interesting, informative, entertaining, or inspiring. This content should ideally be created by you.
- 20% Shared Content: Sharing other people’s ideas or Facebook posts. This could even be content generated by your followers.
- 10% Promotional Content: Promoting your programs, events, and fundraising.
Also Read: How to Build a Strong Email Marketing Strategy for Your Nonprofit?
Conclusion
Facebook for nonprofits can be so much more than a message board. It can build a community, bring people together to accomplish more than they could alone, and even serve as a fundraising vehicle.
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