Presented at the 2019 Nonprofit Technology Conference with Power Poetry.
Learning Outcomes:
Identify the best platforms to make the most effective use of your organization’s budget
Find and target the audiences most likely to convert and identify measurable actions that define conversion
Measure and track social advertising campaigns and know when to pivot based on success rate
Not every nonprofit has a five-figure budget to spend on social media advertising. So how do you rise above the noise and reach the audiences that matter most to your organization? Looking at several case studies that have shown high results on small investments, we showed how to identify the advertising platforms that give you the largest ROI for your organization and plan a campaign—from targeting to messaging to measuring—that can be run on $100 a month. We also covered the next steps to take to start #winning at paid social.
Full resources: https://www.wholewhale.com/19ntcleanads/
Spotify AI DJ Deck - The Agency at University of Florida
Effective Social Media Advertising on $100 a Month
1. powerpoetry.org @powerpoetry | wholewhale.com @wholewhale #19NTCleanads
Effective Social Advertising on $100 a
Month
NTC March 2019
2. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
A note about notes
We have kicked the party off in the NTC notes for this session:
http://bit.ly/WW-notes
(and on our website → wholewhale.com/19ntcleanads)
3. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
● The case for social media advertising
● What your nonprofit can do with $100 a month
● Measuring Success + testing
● Case Study - Power Poetry
● Q + A
What we’ll cover
4. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Who are we?
George Weiner
Co-Founder/CTO | Power Poetry
(confused new dad)
Alison Glazer
Digital Advertising Whaler | Whole
Whale
5. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Power Poetry is the largest teen poetry platform.
Creating a safe, supportive, free place to be heard.
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Whole Whale is a digital agency that leverages web data and technology to
increase the impact of nonprofits.
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Search Advertising - Google Ad Grant
● Free!
● Need fulfillment
● Reaching users when
they’re signaling that
they are ready to
engage
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Video Advertising - YouTube
● Second largest
search engine
● $.01 - $.07 for 30
seconds with your
target audience
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Web Traffic + Conversions - Facebook
● Variety of objectives +
ad formats
● Advanced targeting
options
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Organic reach ain’t what it was
● Organic reach on brand
pages on Facebook
goes down every year
● This includes Instagram,
too!
13. #19NTCleanaspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Total Reach 2017 to Present
ROI Decline
Regular posts that take staff time
return less reach over time.
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#19NTCleanads
Clear push to content
creators to pay-to-play
powerpoetry.org @powerpoetry | wholewhale.com @wholewhale
15. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Time is Money
● If your team spends time creating posts for a Facebook
page, you’re already investing in the platform.
○ If you aren’t investing some $, your time is being
spent to reach a dwindling audience
● $100/month is enough to take advantage of the ad
platform
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For organizations Facebook is NOT a
“social media” platform, it is an ad platform.
P.S. Instagram is next
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What you can get with $100/month
● Donations
● Web traffic
● Video views
● Website conversions
● Last AND least: increase
engagement on social posts
18. #19NTCleanaspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Power Poetry
Largest online poetry platform for
young people.
Some #’s
● MAU: 400k
● Lifetime: 460k
● $1k Scholarship Slams all time: 25
● School Classroom Groups: 160
● Poetry Teachers Trained: 2,100
● Staff: 2.5
● Annual revenue: $72k
15.5m days
Educational days (24hrs) added in 2018
8.3m days
All users
US users
18@powerpoetry | powerpoetry.org #19NTCleanads
Safe - Supportive - Creative - Free
19. @powerpoetry PowerPoetry.org
Started from the Bottom (since 2012)
0 Poets
460k Poets
20182012
+
19
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
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Objective - Site Traffic
● Send high-quality site traffic
from your target audience
● $.30 - $5 per session on site
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Objective - Video Views
● Upload video directly
to Facebook
● Pay per 2 or 10-second
view
● Generally $.01 per 2
sec, $.09+ for 10 sec
view on Facebook
35. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Ad Account Structure
Account - holds ad accounts + pages
Campaign - choose campaign objective (ad type)
Ad Set - set targeting, budget, schedule
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Budgeting
● Set budgets at the ad set level
● Or, set at campaign level + allow Facebook to optimize for you -
spending more on the higher performing ad set
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Choosing Landing Pages
● Good readability
● Key action is clear
● Clean layout
● Key information is laid
out well
● Information on page
matches what was
advertised
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Choosing Creative Assets
● Avoid stock photos
● Keep text on photos to a minimum
● Use properly sized images/video
● Put closed captioning on all videos (when
applicable)
● Keep videos short - <2 mins
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Where To Look: Facebook Analytics
You must have a Facebook pixel on your site to use Facebook Analytics.
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In summary
● If you’re spending time, you’re already spending money
● For organizations, Facebook is an ad platform, not a
social media platform
● Spending as little as $100/month can amplify your work