If you are in the nonprofit or ministry space, chances are you are always on the hunt for new potential donors and supporters for your organization.
While posting organic, engaging content on Facebook and Instagram is important, it only reaches those who have “liked” or follow your brand’s social media pages or profiles.
Leveling up your social media paid ad game is essential to sustain a healthy donor base—and it can also open the door to new revenue opportunities.
Here are some social media strategies to keep in mind when building out your paid ad campaigns:
Describe your campaign objective in detail.
This is the first step in the campaign decision process for Meta ads. What type of action do you want to happen when someone sees your social media ad? Do you want to create awareness about your organization and have your ad reach the maximum number of social media users possible? Do you want people to visit your website, sign up for your newsletter, or download a free resource? Or do you want them to commit to give toward your cause? Your objective sets the stage for the rest of your campaign components, and Meta gives you an array of objectives to select from, so you can ensure you meet your business goals.
Identify your ideal donors and supporters.
Who are the people you want to see and interact with your paid ads? Audience targeting in Meta allows you to drive your ads to the people who matter most to your organization. You can select pre-defined groups of users with interests and behaviors that match the heart and soul of your mission, or you can upload custom audience lists of “high value” supporters who have connected with your organization in the past. You can also create a lookalike audience which will tell Meta to look for people who are similar to those in your custom audience based on their likelihood to respond to your ads. You may need to develop a handful of audience segments to maximize your ad reach and impact.
Create and implement compelling ads with a WOW factor.
The best part about social media ads is that they do not require a professional studio or high-tech production equipment to create them. You can use your own catalog of high-resolution photos and videos or Meta’s library of stock images to get started. Animated visuals should be eye-catching but not glitchy or difficult to load on screen. Ads should have one main focal point and grab attention immediately. Utilize the art of storytelling by sharing your mission, how someone was impacted by your organization, or an urgent need or crisis where support is needed. Your call to action should be simple, clear, and concise. The goal is to encourage users to stop “doom scrolling” and engage with your ads.
Test, optimize, and refine.
Once your ads have launched, it is important to monitor the performance and optimize as needed. You may need to adjust creative elements or audience targeting if your ads are not producing the results you had hoped for. Experimenting with a variety of ads and running A/B tests can help you determine which types of ad combinations resonate the most with your audience and produce the best results.
Whether you are a small start-up, seasoned ministry, or nonprofit, you can implement paid social media ad strategies to find new users who will become passionate lifelong supporters of your cause and mission.
Is your social media marketing strategy in a slump?
Elevate your brand with paid digital ads—strategically built and expertly launched by Infinity Concepts.
CLICK HERE or call us today at 724-733-1200.
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