Have you started using Facebook Ads to grow your organization yet? If not, we’ll show you how to start! Imagine advertising only to people who may already be interested in your organization. Now imagine paying only for that advertisement when those people click on it. That’s the magic of Facebook Ads - they can be vital to your organization’s growth. Shiv NShiv, our in-house digital marketing expert, covered all the steps it takes in creating your very own targeted Facebook Ad campaign.

1. US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Instructor
Shiv Narayanan
Thursday, Sept 3rd, 2015
3:00 – 4:00 PM (ET)
Build. Connect. Grow. Membership & more.
@wildapricot #webinarchat

2. Farhad Chikhliwala
Professor Apricot
Marketing Project Manager
Terry Ibele
Apricot-in-training
Digital Coordinator
Also on the call today
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj

3. Optimize Your Webinar Experience
RED ARROW
Use the red arrow to expand or collapse your
control panel.
CHAT BOX
Submit your questions in the questions
box. We’ll record them and answer
them after the webinar.
AUDIO SETTINGS
If using your computer, select Mic &
Speakers
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj

4. We are recording this webinar
Yes! We will be sharing the recording of this webinar with
you in a follow up email.
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj

5. Poll
Are you currently using Facebook Ads to grow your
membership?
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj

6. Our Workshop Presenter: Shiv Narayanan
Shiv Narayanan
Head of Marketing and Sales at Wild Apricot.
● How can we help you grow your membership?
● We’re experts in marketing :)
○ Spend hundreds of thousands of dollars on
marketing
○ Core problems you face are marketing problems
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj

7. Why Facebook Ads?
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
● We wanted to give you 1 actionable, how-to
strategy
● It’s something you can execute today
● It’s really EASY to figure out and set up...a lot
easier than you think
● Ask questions!
Mini-course link: http://goo.gl/jOHpYj

8. Step-by-step instructions in the mini-course
Increase Members with Facebook
Retargeting Campaigns
Learn how to leverage Facebook Ads to convert website visitors into
paying members.
Sign Up To Get the Course!
http://trial.wildapricot.com/lp/mini-course-Facebook-Retargeting
Mini-course link: http://goo.gl/jOHpYj

9. ● Targeting existing members to events
● Targeting new members
● Fundraising
● Promoting your content or services
○ Your online shop, Courses, Guides, Workshops, etc.
● Promoting your website and blog
● Promoting your Social Media
○ Your Facebook Page, LinkedIn, YouTube, Twitter, etc.
What Can You Use this Workshop For?
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj

10. Problem: Getting event registrations
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
EVENT REGISTRATION PAGE
? ?
Mini-course link: http://goo.gl/jOHpYj

11. Strategy of an Ad
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
ADVERTISEMENT
EVENT REGISTRATION PAGE
MEASURE PERFORMANCE
Mini-course link: http://goo.gl/jOHpYj

12. How to...
● Create your Facebook ad
○ Target new members
○ Target existing members
● Analyse your results
What We’ll be Covering Today
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj

13. CAC is your Customer Acquisition Cost, or how much it costs you to
gain one new member
Q: Why is CAC important?
A: To know your ROI on
all activities
Do you know your CAC?
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj

14. Cost Per Impression: Your total ad cost divided by the number of people
who saw your ad
Cost Per Click: Your total ad cost divided by the number of people who
clicked your ad
Understanding the costs of an ad
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
This is the number you need to keep your eye on!
Mini-course link: http://goo.gl/jOHpYj

15. Math Time! - Customer Acquisition Cost (CAC)
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Imagine 100 people click on your ad
If Cost Per Click is $2 ÷ click
Total ad cost: 100 people X $2 = $200
Imagine 5 people become attendees
CAC: $200 / 5 = $40 ÷ attendee
Your Customer Acquisition Cost is $40.
So what?
Mini-course link: http://goo.gl/jOHpYj

16. Math Time! - Customer Acquisition Cost (CAC)
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Well…
Event Fee: $100
CAC: -$40
Profit: $60
You just made $60 per attendee! Now you
have more money for events & other services!
Mini-course link: http://goo.gl/jOHpYj

17. Once you know your CAC, you can create a
model to bring in more money than you
spend
Before We Begin, Let’s Talk CAC
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj

18. Let’s Get Started!
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj

19. Example Event
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
https://nursesofchicago.wildapricot.org/event-2034286
https://www.facebook.com/pages/Nurses-of-Chicago/493322897510468?sk=timeline

20. Tips to Create an Image for your Ad
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
● Headline: 60 characters
● Body: 90 characters
● Size: 1200 x 628 pixels
● Limit text on your image
Tools to help you create your Facebook ad:
● Canva.com
● Photoshop (or Gimp.org, which is like a free Photoshop)
Mini-course link: http://goo.gl/jOHpYj

21. Math Review
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj
Total Ad Cost:
$200
Attendees from Facebook:
÷ 5
Customer Acquisition Cost (CAC): $40
Event Fee
$100
CAC:
- $40
Profit:
$60
WILD APRICOT ADMIN VIEW

22. Workshop Summary
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
CAC Calculate your customer acquisition cost to create an ROI model
CPM: Cost per Impression - awareness
CPC: Cost per Click - effectiveness
Create Ad
Target Existing Members: Create and upload your Facebook ad using our tips
Target New Members: Instead of uploading your email list, use demographics
Analyse Results Track the results in Wild Apricot
Mini-course link: http://goo.gl/jOHpYj

23. ● Targeting existing members to events
● Targeting new members
● Fundraising
● Promoting your content or services
○ Your online shop, Courses, Guides, Workshops, etc.
● Promoting your website and blog
● Promoting your Social Media
○ Your Facebook Page, LinkedIn, YouTube, Twitter, etc.
What Can You Use this Workshop For?
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
Mini-course link: http://goo.gl/jOHpYj

24. What do you want to learn about next?
Examples:
● How to get more members?
● How to get more event attendees?
● How to get more sponsors?
● How to engage members?
● How to get more volunteers?
Please enter your ideas in the chat box now

25. Questions!

26. Step-by-step instructions in the mini-course
Increase Members with Facebook
Retargeting Campaigns
Learn how to leverage Facebook Ads to convert website visitors into
paying members.
Sign Up To Get the Course!
http://trial.wildapricot.com/lp/mini-course-Facebook-Retargeting
Mini-course link: http://goo.gl/jOHpYj

27. Join a live demo with Wild Apricot!
In this demo, you will learn how to:
● add and/or import contacts to your membership database
● create and modify membership levels, fees and renewal
policies
● manage events using the events module
● compose and send out email blasts to different member
groups
● manage your finances
● ...plus get all your questions answered on the spot.
A Live Demo with Milan Malivuk
Wild Apricot Sales Manager
Next Demo: Friday, September 4 @ 12:00 PM (ET)
Register here: wildapricot.com/wild-apricot-demo-registration

28. Learn How to Use Google Analytics!
Learn Google Analytics to Improve Your
Website & Attract More Members!
Thursday, September 17th, 2015
3:00 PM (Eastern Time)
Presenter: Eric Squair - datahabits.com
In this 1 hour session you will learn:
The basic concepts of Google Analytics
How to track your highest value visitors
How to track your email, online ads and social media and
share some dashboards to help you make sense of all
the numbers

29. Build. Connect. Grow. Membership & more.
Thank you for participating in our workshop!
www.wildapricot.com
Try our free 30-
day trial – risk
free!
Rated #1 in Capterra’s Top Membership
Management Software 3 years in a row.

30. We have recorded this webinar and
will be sharing it with you.
Build. Connect. Grow. Membership & more.
THANK
YOU!
US Call in #: +1 (646) 307-1001
CANADA Call in #: +1 (647) 497-9385
Access Code: 753-877-963
@wildapricot #webinarchat