Facebook Fundraising Webinar Deck

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

2. 2
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
3

5. 5
How do we cast a
wide net to find more
Facebook
Fundraisers?

6. 6
“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

19. 19

20. There are options…

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Option 1:
Facebook Thank You Post

22. 22
Option 2:
Direct Facebook Message

23. 23
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
24
• 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!
31

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
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