1. How to Create a Killer
Facebook Campaign
Presented by Darian Rodriguez Heyman
& Ritu Sharma, Social Media for Nonprofits

2. How this webinar works
• A link to the slides and a recording will
be sent after the webinar
• If you’d like to ask a question during the
webinar, you can type it in the box on
the right side of your screen
• Use the hashtag #fgwebinar to tweet
about this webinar

3. Who is FirstGiving?

4. Online Fundraising Solutions
Peer-to-Peer Fundraising Pages
and Event Registrations Online Direct Donations
Personal Support for your nonprofit, donors, and
fundraisers
Easy, tested, and secure transaction processes for the
donor

5. 12 Cities. 3 Countries.
5,000 Nonprofits.
www.SM4NP.org

6. Our Agenda
•Creating a Killer
Facebook Campaign
•Facebook Pages
•Facebook Insights
•Community Manager Updates
•Facebook Ads
•Top Tips
•Useful Resources

7. Facebook Pages
• Pages vs. Groups
• Pages publish directly to
newsfeed
• Ability to analyze interaction
via insights

8. Facebook Pages
• Make it unique
• Engage in Dialogue with
fans
• Make good use of cover
images

9. Top Tips
•Timing is Everything
•Morning: 8 – 9AM
•Lunch: 12 – 1PM
•End of Day: 4:30 – 6PM
•Night: 9:30 – 11PM

10. Top Tips
•Use an Editorial Calendar

11. Top Tips
•Ask Questions

12. Top Tips
Embrace Rich Media
•Photos & Videos
•Videos < 3 Minutes
•Photos Cropped/Tagged
•Focus on Faces & Personal
Stories

13. Top Tips
•Become a Content Curator
Think
50/50

14. Top Tips
•Map Donations to Impact
•Think Incrementally

15. “People Don’t Give To You, They
Give Through You”

16. Top Tips
The Viral Equation:
C+C+C=C

17. Top Tips
The Viral Equation:
Compelling +Concise
+Credible
=Contagious

18. Facebook Insights

19. Facebook Insights

20. Facebook Insights

21. Facebook Insights

22. Facebook Insights

23. Facebook Community Manager
Update
Schedule posts
Schedule icon

24. Facebook Community Manager
Update

25. Facebook Community Manager
Update

26. Top Anti-Tips
•Don’t use
HootSuite/TweetDeck/etc. for
FB
•Don’t Link Twitter to FB
•Avoid the Empty Store

28. Facebook Ads
1. Identify Your Goals
• Website Traffic, Facebook
Page Likes, or Event
Registration
• Ads to Facebook Page/Event
Lists Friends Who Liked It

29. Facebook Ads
2. Target Your Audience
•Age, Gender
•Location, Education, & Language
•Likes & Interests
•Connections
•Friends of Connections

30. Facebook Ads

31. Facebook Ads

32. Facebook Ads
3. Design Your Ad
•Create Multiple Versions
•Images, Copy, Headlines,
Audience
•Test, Test, Test!
•Use FB “Ads Manager” to
Update Ads & Not Go Stale

33. Facebook Ads
3. Design Your Ad
•Ask Questions!
•Use a Simple, Relevant Image
•Headshots Are Great

34. Facebook Ads
3. Design Your Ad
•Include Your Name & Key
Information
•Provide Clear Action
•Highlight Benefits/Impact

35. Facebook Ads

36. Facebook Ads
4. Manage Your Budget
•Cost Per Click (Like) vs. CPM
•Set Your Daily Budget
•Set Your Bid Price
•Within or Above
Suggested Range

37. Facebook Ads

38. Facebook Ads
5. Review & Refine
•Use Ads Manager Reports &
Metrics to Improve Campaigns
•Learn About Your Audience: Age,
Gender, & Location
•Witness Impact of Changes

39. RESOURCE REVIEW
•www.facebook.com/nonprofits
•www.google.com/nonprofits
•www.google.com/grants
•www.bethkanter.org
•www.socialbrite.org
•www.TechSoup.org
•www.SM4NP.org
•www.nten.org

40. Thank You!
Ritu@SM4NP.org
Darian@SM4NP.org
@RituSharma1
@dheyman

41. Connect with us in our
Social Community!
Facebook: facebook.com/firstgiving
Twitter: @FirstGiving
FirstGiving Insights blog:
http://insights.firstgiving.com
Online Fundraising blog:
http://blog.firstgiving.com
@FirstGiving
#fgwebinars

42. Thank you!
Interested in learning more about FirstGiving?
Contact: Chris Collins (Eastern Territory)
Email: chris.collins@firstgiving.com
Telephone: 617-542-0010 x. 4
Contact: Laura Reino (Western Territory)
Email: laura.reino@firstgiving.com
Telephone: 505-508-5635
@FirstGiving #fgwebinars