This document discusses strategies for nonprofits to increase fundraising from Facebook fundraisers. It recommends using targeted Facebook advertising and custom audience segments to recruit more fundraisers. Acquiring fundraisers' email addresses directly on Facebook or through a Facebook Messenger bot is suggested so the nonprofit can follow up and provide coaching to cultivate fundraisers. Case studies show fundraisers who provide their email and receive follow-up communications tend to raise more money than those who do not provide contact details. The document emphasizes testing different acquisition and engagement tactics to maximize fundraising from the Facebook platform.

1. ©2019 Charity Dynamics – Confidential & Proprietary
Fine-Tune Your Paid Media and
Email Acquisition Strategy
October 29, 2019

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Meghan Dankovich
Charity Dynamics
Natalie Stamer
Streetlight Digital

3. OUR GOALS TODAY
• Strategies to increase your funnel of fundraisers and
engage your fundraisers
• Methods for maximizing your Facebook revenue
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How do we cast a
wide net to find more
Facebook
Fundraisers?

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“But then how do we
communicate with and
cultivate them?”

7. 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

8. Poll #1

9. Advertising and Marketing Tactics
to Recruit and Cultivate

10. Filling the Top of the Funnel
From passive acceptance of
gifts to active recruitment
of fundraisers.

11. Multi-Channel
Marketing

12. 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.

13. Custom Audience Segments: Use them!

14. 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

15. Early Results
$1.22/
Click
1.4%
CTC
$84
CPA

16. Facebook, unfortunately, is not free.
• Treat this channel like other marketing channels
• Create a budget expectation
• Determine expected ROI
• Invest, measure, adjust, repeat

17. Acquiring Emails From
Facebook Fundraisers

18. Poll #2

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20. There are options…

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Option 1:
Facebook Thank You Post

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Option 2:
Direct Facebook Message

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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

24. Easy Email Acquisition Strategy
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• 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
mike@charitydynamics.com

25. 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

26. How It Works
Leverages AI
Technology
Engages Facebook
Fundraisers
Opens Dialogue with
Fundraisers
Better Performance
and Deeper Loyalty

27. Poll #3

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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

29. Responsive Messaging Builds Rapport
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Coaching
Track
Milestone
Track
Nudge
Track
End
Track
Post
Track

30. 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
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31. 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!
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32. Case Study Results
Confirm
Email
8-10%
Subscribers
Receive
2X Gifts
Subscribers
Raise
2X More

33. Questions?

34. THANK
©2019 Charity Dynamics – Confidential & Proprietary
YOU