Why “Paying to Play” on Facebook is Critical for Nonprofits

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Brooke McMillan, Senior Digital Strategist, Gray Digital GroupTwitter Handle: @McMillanATX
The Facebook “free train” has left the station, but should you abandon your page for another social network or should you stick around and “pay to play”? Learn more about how and when to promote posts on Facebook and how even the smallest of budgets can leverage Facebook Ads.

Published in: Social Media

Why “Paying to Play” on Facebook is Critical for Nonprofits

  1. 1. PAY TO PLAY Should Nonprofits Spend Money on Facebook? PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 1
  2. 2. REMEMBER WHEN? LIFE PFB. PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 2
  3. 3. LETTER WRITING CAMPAIGNS PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 3
  4. 4. PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 4
  5. 5. EMAIL CAMPAIGNS PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 5
  6. 6. PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 6
  7. 7. PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 7
  8. 8. FACEBOOK PAGES (2009) PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 8
  9. 9. “FACEBOOK IS THE BEST THING EVER!” – Brooke McMillan (2009) PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 9
  10. 10. “WE CAN TELL THE WHOLE WORLD WHAT WE DO!” – Someone in PR (2011) PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 10
  11. 11. “EVEN MILLENNIALS CARE ABOUT US!” –A Development Officer (2012) PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 11
  12. 12. AND THEN… PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 12
  13. 13. “DUDE! WHERE ARE MY FANS?” – An Online Community Manager (2013) PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 13
  14. 14. THE GREAT RACKET…I MEAN… RATCHETING DOWN OF VIEWS PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 14
  15. 15. THANKS A LOT, GUY PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 15
  16. 16. LIKES ARE INCREASING PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 16
  17. 17. REACH IS DECREASING PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 17
  18. 18. OGILVY STUDY PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 18 Fan Page Size Potential Reach 1,000 60 10,000 600 100,000 6,000 1,000,000 20,000
  19. 19. FREE TACTICS Steps to Increase Reach on Facebook PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 19
  20. 20. FREE TACTIC #1 • Grow your follower base: • Include your Facebook Page in all communications • Ask your volunteers and staff to “like” your page • Ask your board members to “like” your page • Ask everyone to share your page with their friends • Direct people from Twitter or blogs to specific FB urls PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 20
  21. 21. PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 21
  22. 22. FREE TACTIC #2 Find out when your fans are online. • Go to “Page” • Go to “Insights” • Go to “Posts” PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 22
  23. 23. FREE TACTIC #3 PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 23
  24. 24. PAID ADS Reach More People PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 24
  25. 25. HOW TO PLACE AN AD ON FACEBOOK 1. Click on “Ads Manager” from your newsfeed: PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 25
  26. 26. 2. Choose Your Objective 3. Choose Your Image PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 26
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  31. 31. FOSTER IN TEXAS PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 31
  32. 32. $6K Spent 1 Million Impressions, 9K Clicks to Info Form 868 Potential Foster Families PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 32
  33. 33. A BALANCED APPROACH Use More Than One Method PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 33
  34. 34. PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 34
  35. 35. GrayDigitalGroup.com Brooke@GrayDigitalGroup.com @McMillanATX PRESENTED BY: GRAY DIGITAL GROUP WEBSITE: GRAYDIGITALGROUP.COM 35 QUESTIONS?

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