Webinar Meta | TechSoup Benelux NGO Event

Getting Started
with Meta Platforms
Benelux Nonprofits Webinar
June 9th, 2022

1. Introductions
2. Welcome by Meta
3. Organic presence on Facebook & Instagram
4. Facebook & Instagram Fundraising tools
5. Paid advertising solutions for nonprofits
6. Q&A - Part I
7. Campaign recommendations
8. Workplace solutions for nonprofits
9. Final Q&A and closing
Today’s Agenda

Meet our team in Meta
Geraldine Bouma
Head of Industries
Khaled Sharouf
Client Solutions
Manager
Kate Moeller
Client Partner
Marius Wulferding
Partner Manager
GPN
Dounia Kchiere
Client Solutions
Manager
Beth Murray
Global Leads
Nonprofit Programs
Nicola Oldfield
Executive Assistant

Meet our team in SOCIALware Benelux (TechSoup)

Nonprofits play an important role in
our society, and using Meta’s
organic and paid tools can help your
organisation reach the right people
in order to achieve your goals

We know some of your biggest goals
as nonprofits include:
Raising awareness
People start to learn and care
about your organisation.
Recruiting supporters
People start to take action,
such as volunteer, when you
ask them, share content, join
groups, sign up for causes.
Raising funds
People contribute to your
organisation's growth.

3.1B people globally use Facebook, Instagram, WhatsApp or Messenger each month1
55% of people who engage with nonprofit on social media end up taking some sort of
action2
88% of donors who have given through Facebook Charitable Giving Tools say they
are likely to do it again in the future2
Source: 1. Meta Data, 2021. 2. Empower Agency, 2021

02 Create, manage and optimise your presence on
Facebook and Instagram

Facebook Page
A Facebook Page is where people can connect with your
organisation and learn more about your cause. You can share
updates, engage with supporters, accept donations, create
online events and connect with supporters one-on-one.
PRO TIP
Your organisation’s Page must be categorized as a
“Nonprofit organisation” and you must be onboarded to
take advantage of the Facebook Charitable Giving Tools.
Disclaimer: Global Good is a fictional nonprofit designed by Meta. Any similarities between
the Global Good materials and real life nonprofits are not intentional.

Top five reasons
to create a Page
vs. a profile
Create a fundraiser directly from your Page
Connect with unlimited fans and followers
Learn more about your community through
Page Insights
Use profanity filters to ease comment moderation
and limit profanity
Boost awareness and engagement of your
organisation through paid advertising
01
02
03
04
05

Instagram profile
PRO TIP
Once you are onboarded to Facebook’s Charitable
Giving tools, you can add a donate button to your
profile so you can raise money for your organisation
directly from Instagram.
An Instagram profile shows your bio and Instagram posts.
It's also where you can edit your profile info and adjust your
Account Settings.

01
02
03
Top reasons
to create
an Instagram
professional
account
Fundraise with a profile donate button, donation sticker in
Stories or a Live donation video
Use Instagram Insights to learn more about your
account’s followers and performance
Comment moderation

How does it happen?
Who recognizes these
types of messages?
Phishing Scams Weak password Didn’t log-out
–
Malicious actors typically gain access to a person’s account by using
their compromised credentials, mainly email and password.
Account compromise

I think I am compromised,
what do I do?
Change your password
or send yourself a
password reset link
1
Check connected devices
and remove any you
don’t recognize
3
Revoke any
connected apps you
don’t recognize
Change your email
password for extra
assurance
Turn on 2-Factor
Authentication
(if it’s not already on)
2
4 5
If you are still able to login
to your account…
Account
compromised

The best practice
2-factor authentication is a security feature that helps safeguard your
account by requiring something you know (your password) and
something you have (your mobile phone or authenticator app) every
time you log into your Account from an unknown device.
It’s the single most effective step to protect your account
from hackers.
WHAT IS 2-FACTOR AUTHENTICATION?
2-Factor authentication

Tools and
apps for
fostering
community
Messenger
Groups Events
Live
In-News
Feed Posts
WhatsApp

Source: Case Study:Save teh children Germany on Messenger
CASE STUDY
Impressions
1.6M
Save the Children (Germany)
lift in donations
29%
Boosting donations by 29% with an
automated Messenger experience
People Reached
6.1M

Organic best practices to keep in mind when
connecting with your community
Make your posts discoverable
Add popular hashtags so your audience can
follow the conversation and people can
discover your content.
Share frequently and consistently
Consider developing a content calendar
to schedule posts in advance or plan for
upcoming events.
Be authentic
Give your community an honest look at what your
organisation does and the people who run it.
Highlight important announcements
Inform and educate your community about important
events such as fundraisers. You can also pin
announcements to the top of your Page.
Keep your posts clear and concise
Avoid images that are covered in text or that are
otherwise difficult to understand on a mobile screen.

03 Facebook and Instagram Fundraising Tools

Over 500 million
people now follow a nonprofit Page on Facebook.
Fundraising on Facebook allows you to leverage a
global community to help drive impact for your cause.
Facebook and
Instagram Fundraising
Tools
do not charge fees
for processing donations to nonprofits.
Facebook and Instagram,

Fundraising tools available
Nonprofit Page Fundraiser
Supporter Fundraiser
Page with Donate button
Post with Donate button
Live with Donate button
Live with Fundraiser
Profile with Support button
Nonprofit Fundraiser
Donation Sticker in Stories
Live Donations
Group Fundraisers

Sign up for Facebook and Instagram
fundraising tools
If you have a nonprofit Page, you can sign up to use Facebook and
Instagram fundraising tools here: facebook.com/donate/signup
When submitting an application, you will need to provide the following:
The date of birth and address of the
charity’s CEO or executive director
A VAT number (when applicable)
A charity registration number
(when applicable)
A charity registration document issued
or approved by a government entity
A bank account registered with a
licensed financial services institution
By signing up to collect donations directly on Facebook and
Instagram, nonprofits can:
- use the suite of fundraising tools on Facebook and Instagram.
- see detailed analytics on donations.
- allow people to easily fundraise for their organization in their own posts.

04 Amplify your messaging with paid advertising

• Ads Manager
• Full suite of advertising tools
• Advanced options for reaching
audience
• Quick and easy
• Directly from your Page
• Fewer targeting and
optimization options
PRO TIP
To promote a post with
a donate now
call-to-action button,
you can create an ad or
boost an existing post.
Boosting vs. running an ad
Boosting a post Running ads

To build an effective policy, we
need to categorize which ads
are required to meet a higher
standard
Social Issue Ads About social issues; includes content with
discussion, debate or advocacy for or against
an issue
Made by, on behalf of or about a candidate for
public office, a political figure, a political party or
advocates for the outcome of an election to public
office
About an election, referendum or ballot
initiative, including “get out the vote” or
election information campaigns
Regulated as political advertising

ADS ABOUT SOCIAL ISSUES, ELECTIONS OR POLITICS
Confirm your identity
and location
Complete the
authorization process
PRO TIP
Complete the
authorization process as
early as possible because
it may take around 2
weeks to complete.
If you’re running ads about social issues,
you’ll need to:
Place “Paid for by”
disclaimers on your ads

When you boost a
post, you’ll tell us
three things:
Who you want to reach
01
Your maximum budget
02
How long you want to run your ad
03
Disclaimer: Purify H20 is a fictitious nonprofit designed by Meta. Any similarities between
the Purify H20 materials and real life nonprofits are not intentional.

Ads Manager
Create ad campaigns
Manage multiple ads at once
See how your ads are performing
WITH ADS MANAGER, YOU CAN:
Allows you to create and manage
ads on mobile or desktop

Business Manager
Run and track your ads
Manage assets such as your Pages
and ad accounts
Add an agency or marketing partner
to help manage your organisation
WITH BUSINESS MANAGER, YOU CAN:
Helps advertisers integrate
marketing efforts across their
organisation and with external
partners
Better understand and target
your audience

MEASUREMENT
Objective
Align with
real-world goals
Budget
Campaign budget
optimization
Audience
Broad targeting,
combine audiences
within ad sets
Placements
Automatic
placements
Advertising considerations
Creative
Mixed formats

How does Meta decide which ads to show
to whom and when? What can I do to make
sure I reach the right people to achieve my
goals efficiently?
Machine Learning

Choosing an objective
Reach
Donations
Video Views
Traffic
Lead Generation
Messages
Brand Awareness
Engagement
Engagement
Commitment
Action
Awareness
OBJECTIVE

How to approach setting a
budget
This tool in Ads Manager estimates how many people your ad
could potentially reach depending on the targeting and ad
placement options you select while creating an ad.
POTENTIAL REACH ESTIMATE
If there’s enough data available, we can make estimations
about how many people you can reach and how many results
you can get per day if you spent your full budget (for a daily
budget) or are scheduled to (for a lifetime budget).
ESTIMATED DAILY RESULTS
BUDGET

Types of audiences
Select your audience manually
based on characteristics like
age, location and behaviors.
Core Audiences
Upload your contact list to
connect with your supporters
on Facebook.
Custom Audiences
Use your supporter information
to find people similar to them
on Facebook.
Lookalike Audiences
AUDIENCE

Source: Case Study: British Heart Foundation
Nearly
CASE STUDY
point incremental lift
in ad recall
224%
British Heart Foundation
people signed up,
1,700
exceeding organization's
target by
Encouraging sign ups for annual challenge and retargeting
people who engaged with the ad

clicks to CARE.org/
everywoman
10.4K
impressions
3.9M
Click-through rate
14%
1.7M
Post
engagements
2.08%
VCR (100% increase to previous year's
International Women’s Day VCR of 1% and
above industry benchmark of 1%)
CARE: I'm Every Woman
CASE STUDY
Using Custom and Lookalike Audiences, CARE leveraged
Facebook and Instagram video ads to inspire women ahead
of International Women’s Day.
Source: Case Study: CARE: I’m Every Woman

Types of placements
Disclaimer: Ads about social issues, elections or politics cannot appear in Messenger, WhatsApp, the right column of Facebook,
Marketplace, search, Facebook Stories, Instant Articles, video feeds, Audience Network and In-Stream video.
Facebook News
Feed
Instagram
Feed
In-Stream Stories
PLACEMENTS

incremental
lift in ad recall
6.3pt
lift in message
agreement
3.0pt
lift in
awareness
3.6pt
Malaria No More
CASE STUDY
Driving awareness of and support for a cause through
interactivity, AR, Facebook and Messenger.
Source: Case Study: Mark Pollock Trust and Collaborative Cures
*Question asked: “How likely are you to take part in Run in the Dark?”

Why should we think
Mobile First with
Creative?

Mobile Feed is different to
other audience touchpoints
CREATIVE

1. Use the rule of thirds to make your shots more balanced
2. Try different angles
3. Shoot for a mobile audience
4. Remember less text is more
5. Have a single focal point
6. Maintain visual consistency
7. Experiment with visuals
Best practices for creating a
simple but powerful photo ad

Design for sound off, but delight with sound on
Adding captions increases view duration
by an average of 12%
Keep your videos short
Make your video length 15 seconds or less
Highlight your brand early and often
Brand association in the first three seconds is
positively correlated with conversion lift
Use vertical or square video
Try 4:5 vertical video ads, which work well across
Facebook, Instagram and Audience Network
CREATIVE

Carousel
Image Instant Experience
Video
Types of Meta ad formats
CREATIVE

Creative considerations for
nonprofit marketers
Be upfront with the problem
01
Show there is a solution and make it specific and tangible
02
Ease into action
03
The cause is the hero
04
Share the mic
05
Disclaimer: Global Good is a fictional nonprofit designed by Meta. Any similarities between
the Global Good materials and real life nonprofits are not intentional.
CREATIVE

01
Make a clear case for the problem we are trying to solve. The
“WHY” is the hook to get people into the conversation.
Source: Meta data where ads served in 2019 were identified through a regular expression (a
sequence of characters that identifies patterns in text) and verified by a Meta employee to
indeed be social cause related. The Meta employee then identified whether the ad featured a call
to action. 60 ads in English (30 with high click-through rate, and 30 with low- click-through rate)
from all regions, verticals, and within the 50th percentile of revenue were analyzed. This result is
statistically significant with 95% confidence using a test of proportions.
In an analysis of 60 social cause ads, most ads with a high click-through
rate (CTR) were framed around the problem to be solved compared to
20% of low CTR ads.
CREATIVE

Show there is a solution
and make it specific and
tangible
02
People need to believe the solution is not too distant
and that as individuals, they can make real impact.
CREATIVE

Keep CTAs clear and use
buttons: Sign Up, Donate,
Shop Now, Learn More
of ads with high click-through rate (CTR) featured a
call-to-action compared to only 20% of low CTR ads
Ease into action
03
Offer an easy way for people to act on or off the platform
with a clear and immediate call-to-action.
80%
In an analysis of 60 social cause ads, more than
sequence of characters that identifies patterns in text) and verified by a Meta employee to indeed
be social cause related. The Meta employee then identified whether the ad featured a call to action.
60 ads in English (30 with high click-through rate, and 30 with low- click-through rate) from all
regions, verticals, and within the 50th percentile of revenue were analyzed. This result is statistically
significant with 95% confidence using a test of proportions.
CREATIVE

Heart element from
Global Good logo as
transitional element
VIDEO STORYBOARD
Introduce brand
colors in a subtle
way through
graphics
of ads with high conversion rate (CVR) did not
feature branding of the sponsoring company
compared to less than half of low CVR ads
04
90%
In an analysis of 60 social cause ads, more than
Allow the cause to shine—that is the reason why
people will get involved. The sponsoring brand or
entity should not be the protagonist.
sequence of characters that identifies patterns in text) and verified by a Meta employee to
indeed be social cause related. The Meta employee then identified whether the ad featured a
call to action. 60 ads in English (30 with high click-through rate, and 30 with low- click-through
rate) from all regions, verticals, and within the 50th percentile of revenue were analyzed. This
result is statistically significant with 95% confidence using a test of proportions.
CREATIVE

CREATIVE
Share the mic
05
Consider if you are the right voice. If not, give the mic to
the person who has credibility and authenticity in this
space and use your power to amplify.

These creative
considerations can help
your organisation build
cause-driven campaigns
and drive change
Ease into action
Offer a easy way for people to act on or off platform with
a clear an immediate call-to-action.
Allow the cause to shine, that is the reason why people will
get involved. Brand and entity should not be protagonists.
Share the mic
Consider if you are the right voice. If not, give the mic
to the person who has credibility and authenticity in this space
and use your power to amplify.
Show there is a solution and make it specific and tangible
People need to believe there is a feasible way to make
an impact or they scroll right by.
Make a clear case for the problem we are trying to solve.
The “WHY” is the hook to get people into the conversation.
CREATIVE

MEASUREMENT
Objective
Align with
real-world goals
Budget
Campaign budget
optimization
Audience
Broad targeting,
combine audiences
within ad sets
Placements
Automatic
placements
Creative considerations
Creative
Mixed formats

Ad recall
Action intent
Message awareness
organisation
favorability
organisation awareness
Message
association
Metrics that matter
Reach and frequency
Message agreement Recommendation
Engagement
Commitment
Action
Awareness
MEASUREMENT

Use Ads Manager
to track your
performance and gain
insights
Ads Manager can generate reports that can help
organisations easily and efficiently evaluate the
success of their marketing efforts.
image
03 AMPLIFY YOUR MESSAGING: ADVERTISING
CONSIDERATIONS MEASUREMENT

• Gain insights for future
campaigns
• See how your ads perform
Understand your
campaign results
MEASUREMENT

Results
metrics
Reach
Results
Impressions
MEASUREMENT

Cost
metrics
Amount spent
Cost per result
MEASUREMENT

Understand your most
efficient ad strategies
with A/B testing
Compare strategies for a given variable quickly.

Mind
CASE STUDY
The A/B test proved that the creative featuring
community leaders outperformed the creative without
influencers, with better cost per CPM, clicks and reach.
Source: Case Study: Mind

Facebook company
Government, Politics
and Nonprofits Concierge
GPNC
GPNC is the best way to help you quickly
address technical and operational issues
such as:
• Verified badge requests
• Disapproved ad appeals
• Name or username changes
• Fake account reports
• Duplicate account merges
• Hacked account reports
• Product questions or issues
To contact GPNC, go to
facebook.com/gpa/help

05 Campaign recommendations
Khaled Sharrouf

Achieve your goals with Meta
Amplify your cause or organisation
Increase awareness and affinity
for organisation or cause
Acquiring new supporters Raising funds

Get started with building awareness
for your organisation or cause
Objective
Measurement
Budget
Audience
Placement
Bidding
Ad format
Creative
Reach, brand awareness, video views
Ads Manager metrics
Campaign Budget Optimization
Core, Custom, Lookalike
Automatic Placements
Lowest Cost Bid Strategy
Video, Static Image
Mixed formats following cause-driven
creative considerations
Engagement
Commitment
Action
Awareness
Engagement
Commitment
Action
Awareness

Source: Case Study: European Parliament
*This brand lift result is based on brand lift studies conducted in some member states.
European Parliament
CASE STUDY
views
100M
point lift in ad recall*
13.6
link clicks across all
Member States
2M
Nearly
More than
Keeping a diverse population safe and informed
with multilingual creative

Objective
Measurement
Budget
Audience
Placement
Bidding
Ad format
Creative
Acquire new supporters
Lead Generation, Conversion
Metrics that matter
Core, Custom, Lookalike
Video, static image
Mixed formats following cause-driven
creative considerations
Engagement
Commitment
Action
Awareness
Engagement
Action
Awareness
Commitment

Acquire new supporters
Boost a post with a call-to-action to encourage your
community to sign up to volunteer or register for an event.

Raise funds
Conversion
Metrics that matter (number of donations,
amount raised, ROI, ROAS), A/B Testing
Custom, Lookalike
Static, video, carousel
Donate button CTA; Mixed formats following
cause-driven creative considerations
Objective
Measurement
Budget
Audience
Placement
Bidding
Ad format
Creative
Commitment
Engagement
Awareness
Commitment
Action
Engagement
Awareness

Donate button
on posts
Donate button on posts are an effective
medium to keep supporters aware of needs
for funds throughout the year.
You can boost posts with a donate button
to have a higher likelihood of raising more
per activation.

Key
takeaways
When setting up your presence on Facebook, create
a Page. On Instagram, consider creating a
professional account.
If you are running ads about social issues, you will need to
complete the authorization process, confirm your identity
and place a “Paid for by” disclaimer on your ads
Keep in mind the advertising considerations when you are
building you advertising campaign
01
02
03

Resources
for non-profit
organisations
- Government, Politics and Nonprofits (GPN) Concierge for technical and
operational assistance
- Information about the GPN Concierge service in the Support Manual
- Meta’s new Social Impact Website
- Meta’s advertising best practices for charities GPN landing page
- Five creative considerations for cause driven ideas
- Case studies and creative gallery
- Facebook safety for Page admins
- Help Center: Quick resources for Meta tools
- Ads Guide: Latest technical/spec requirements and design recommendations from
Meta. See the ad formats available for Facebook, Instagram, Audience Network,
Messenger, etc.
- Creative Hub: A new way to create mockups for ads, share them with anyone and
experience your work as though it's live. Every format at your fingertips.
- Online education for GPN partners
- Get certified: Advanced level proficiency with Meta’s technologies and services
- Sign up to our weekly product update to stay informed about the latest tools and
product solutions
- Sign up for our newsletter with latest GPN updates
- Sign up for our EUpdate newsletter for Brussels by our EU policy team
- Our Ad Policies: For guidance on what types of ad content are allowed
April 2022

Brief touch-base on Workplace
Beth Murray, Global Lead for Nonprofits, Meta Reality Labs
07 Building
community and
connection with
Workplace

What is Workplace?
Workplace is a communication tool that connects everyone in
your nonprofit, even if they’re working remotely. It’s set up so that
you can use familiar features like Groups, Chat and Live video
broadcasting to get people talking and working together.
FACT
Meta donates over $80m of Workplace a year to
nonprofits all over the world, with the help of TechSoup.
From large nonprofits like CARE to community centers.

Organizational Comms
Volunteering Communities
of Practice
How nonprofits use Workplace

Many nonprofit users save
significant money using
Workplace.
Workplace features can replace:
● Your intranet
● Your chat apps
● Your video calling service
● Your internal surveys
● Your reward and recognition platforms
A one stop shop

How to sign up
to Workplace
Sign up at www.workplaceforgood.com for a 30 days trial
account. Check out whether it’s for you!
Within those 30 days, visit TechSoup to get a
Workplace token.
Input the token into the Workplace ‘payment’ panel. We’ll
This will tell you if you’re eligible for long term free use.
If you’re eligible - congratulations! You now have
access to Workplace, for free.
Use, build connection and collaboration with
colleagues! Remember, you’re able to launch up to 5
Workplaces per organization.
01
02
03
04
05

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