Learn how the Brown Alumni Association is using Facebook ads to engage donors across the giving pyramid.

1. Facebook Ads for Prospect Identification
October 2014

2. Social Donor Management

3. Brown University Wanted to Inform
Alumni About A New Partnership That
Would Grant All Alumni FREE Access
to Rosetta Stone…

4. So the BAA sent an e-mail to their
entire alumni population….

5. But They Also Posted The News On
The BAA Facebook Page…

6. But On Average Fewer Than 5% of
Facebook Fans See Each Post. That’s Called
“Organic Reach”, And It’s Declining.

7. So For Every 1,000 Fans, You Might
Only Reach 20 People…

8. Unless You Pay To Boost Your Post.

9. If You Don’t Boost Your Posts, You
Won’t Reach Your Audience…

10. It Would Be Like Sending Mail To Your
Constituents Without Stamps…

11. So We Spent $60 To Boost This Post.
And Here’s What Happened…

12. We Generated Nearly 500 More “Likes”
88
564
600
500
400
300
200
100
0
Likes
Before After

13. We Generated 2.9x More “Shares”
31
89
100
80
60
40
20
0
Shares
Before After

14. We Received 21 Comments
0
21
25
20
15
10
5
0
Comments
Before After

15. And People Were Very Excited…

16. We Reached 20,000 More People…
For Less Than A Penny Per Person
Reach
7,064
28,304
30,000
25,000
20,000
15,000
10,000
5,000
0
Before After

17. And Over 700 More Alumni Clicked
The Link For Rosetta Stone
Link Clicks
356
1050
1200
1000
800
600
400
200
0
Before After

18. For Only $60!

19. The People Who Engaged With This
Post Have Given Nearly $1 Million…

20. Including 14 Rated Prospects…

21. And Over 100 Lapsed Donors…

22. That’s Social Donor Management.

23. Free Facebook Fan Analysis
GET.EVERTRUE.COM/FBLIKES