As a nonprofit organization, you are coming to the end of your “Super Bowl” season.
The rush for new donors, capital campaigns, annual gifts from constituents and fundraising events like #givingtuesday make the end of year and January a very busy and exciting time. So now that the season is winding down, what should you do to capitalize on the success and continue with the momentum?
This past August, Facebook launched a ‘Donate Now’ call-to-action option on both Facebook ads and within Pages for qualified nonprofit organizations. This button allows people to donated directly on both your page and your social advertisement. While this is a great help to your nonprofit organization, there are a few more things you can do to maximize your Facebook page and social ads to ensure conversions.
Here are 8 best practices for you to follow:
1.) Use an image with a clear focal point that communicates your cause.
While this might be one of the simplest actions ones to implement, it arguably will have the greatest impact. You know your cause and mission better than anyone, so is there one image that conveys the impact you have in the community? Does this campaign have a call to action beyond the general cause e.g. funding a particular relief effort? If so, show it. Having a clear image makes it easy for constituents to understand what cause they are supporting and ultimately lead to more clicks.
2.) Have minimal text.
When people are on Facebook, particularly millennials, they do not read advertisements and posts in length. Keep it short, sweet and have a clear call to action.
3.) Play on emotions.
When combining the first two best practices, be sure to capitalize on the emotional responses central to your cause.
4.) Clear call to action.
Whether you are using the donate now button, or have created your own ad and posts, if there is no call to action people will not know what to do to get involved.
5.) Place the Facebook pixel on all pages of the donation process.
This will allow you to follow users throughout their journey in the donation funnel and retarget those who do not complete a donation. By utilizing this, you can segment those users and serve them retargeting ads with customized content based on the point at which the user dropped out of the donation funnel. Additionally, you can save the audience that has converted (your most engaged and true customers) and hit them with messaging for future initiatives. With this pixel placement, you are able to track donations driven by your Facebook ads as well as the value of those donations.
6.) Minimize steps.
Making the process from the ad or post to a complete donation should be as few steps as possible. The ads can point to any custom URL or landing page, so make sure the call to action directs to appropriate place on your site. For example, from the “Donate Now” button, direct constituents straight to the donation page, have 2-3 fields to capture the most important data and above all be sure your site is optimized for mobile.
7.) Add a digital wallet option.
Having a online payment option, like Paypal, will also help decrease the number of people who drop-off on the donation page.
8.) Use first party data to target your ads.
Knowing who you are talking to, what they are passionate about and their social affinities will help you craft a highly-segmented messaging strategy that will lead to a higher conversion rate. For example, YMCA Austin was able to leverage first-party data and saw a 4x ROAS in a targeted membership drive campaign.
By knowing who you are speaking to, and using the above guidelines, you’lll be able to effectively craft the perfect message to increase donors, donation amounts and acquire new constituents.