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Fine-Tune your Paid Media and Email Acquisition Strategy

Facebook Fundraising Webinar Deck

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Fine-Tune your Paid Media and Email Acquisition Strategy

  1. 1. ©2019 Charity Dynamics – Confidential & Proprietary Fine-Tune Your Paid Media and Email Acquisition Strategy October 29, 2019
  2. 2. 2 Meghan Dankovich Charity Dynamics Natalie Stamer Streetlight Digital
  3. 3. OUR GOALS TODAY • Strategies to increase your funnel of fundraisers and engage your fundraisers • Methods for maximizing your Facebook revenue 3
  4. 4. 5 How do we cast a wide net to find more Facebook Fundraisers?
  5. 5. 6 “But then how do we communicate with and cultivate them?”
  6. 6. Priorities for Facebook Fundraising Marketing • Brand Awareness • Content Engagement • Constituent Education • Community Building • Advertising • Event/Campaign Promotions • Fundraiser Data • Donor and Fundraiser Acquisition • Donor and Fundraiser Retention • Protecting the Revenue • Donor cultivation Fundraising
  7. 7. Poll #1
  8. 8. Advertising and Marketing Tactics to Recruit and Cultivate
  9. 9. Filling the Top of the Funnel From passive acceptance of gifts to active recruitment of fundraisers.
  10. 10. Multi-Channel Marketing
  11. 11. Going Beyond Birthdays Target P2P Participants who have not yet connected to a Facebook Fundraiser Target based on other attributes: date of honor/memorial gift, key point in time (recognition month), unregistered P2P participants, etc.
  12. 12. Custom Audience Segments: Use them!
  13. 13. Measuring Impact Correlation vs. Causation based on current inability to track conversions: • Clicks • # of fundraisers during specified time period • Average amount raised/fundraiser • Amount raised by connected participants and those not connected
  14. 14. Early Results $1.22/ Click 1.4% CTC $84 CPA
  15. 15. Facebook, unfortunately, is not free. • Treat this channel like other marketing channels • Create a budget expectation • Determine expected ROI • Invest, measure, adjust, repeat
  16. 16. Acquiring Emails From Facebook Fundraisers
  17. 17. Poll #2
  18. 18. 19
  19. 19. There are options…
  20. 20. 21 Option 1: Facebook Thank You Post
  21. 21. 22 Option 2: Direct Facebook Message
  22. 22. 23 Utilizes Facebook Messenger App, available on desktop and mobile Opens a channel of communication with your supporters Option 3: Facebook Messenger Solution Makes direct email ask
  23. 23. Easy Email Acquisition Strategy 24 • Direct ask on your supporters main Facebook Fundraiser campaign page • Can be part of a two-post strategy: o To obtain email address o To provide coaching • Email captured syncs to CRM o Can become part of a Luminate group o Targeted email messaging can be sent
  24. 24. Why a Facebook Messenger Bot 1. Automates much of the outreach for you 2. Maximizes the number of confirmed emails to fold into a Welcome Series 3. Maximizes dollars raised by Facebook Fundraisers 4. Creates a 2-way dialogue and build a rapport with these unique supporters 5. Learns helpful characteristics about these supporters such as: – Cause connection – Level of interest in communicating with the organization – Potential to repeat their Facebook Fundraiser – Support preferences on the Facebook Fundraiser platform 6. Opens up a new communication channel with these supporters
  25. 25. How It Works Leverages AI Technology Engages Facebook Fundraisers Opens Dialogue with Fundraisers Better Performance and Deeper Loyalty
  26. 26. Poll #3
  27. 27. 28 Integrated Facebook Fundraisers Direct Facebook Fundraisers Goal: – We know who they are, so it’s all about targeted coaching and tips to make them a better fundraiser – Use details we know about them to streamline messages Goal: – Need to get to know who they are, so it’s all about learning about them and email acquisition – Inspire them with coaching tips to help them fundraise better
  28. 28. Responsive Messaging Builds Rapport 29 Coaching Track Milestone Track Nudge Track End Track Post Track
  29. 29. The Experience Makes The Difference • Would they respond to emojis? • What level of formality would they respond best to? • What aspect of your mission do you think they’re most interested in? • What specific needs might they have? Consider the Key Demographic • Be warm • Be human • Acknowledge their connection • Be consistent with the voice of your organization Be Thoughtful About Tone 30
  30. 30. Don’t Stop There… • Track, test, and modify utilizing the data collected • Assess the longer term loyalty and value of these unique Fundraisers • Bring Facebook Fundraisers into the fold with an email Welcome Series • Integrate new Messenger subscribers into greater social media communication calendar! 31
  31. 31. Case Study Results Confirm Email 8-10% Subscribers Receive 2X Gifts Subscribers Raise 2X More
  32. 32. Questions?
  33. 33. THANK ©2019 Charity Dynamics – Confidential & Proprietary YOU