Why “Paying to Play” on Facebook is Critical for Nonprofits

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Brooke McMillan, Senior Digital Strategist, Gray Digital GroupTwitter Handle: @McMillanATX The Facebook “free train” has left the station, but should you abandon your page for another social network or should you stick around and “pay to play”? Learn more about how and when to promote posts on Facebook and how even the smallest of budgets can leverage Facebook Ads.

Social Media

PAY TO PLAY
Should Nonprofits Spend Money on Facebook?
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REMEMBER WHEN? LIFE PFB.
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LETTER WRITING CAMPAIGNS
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EMAIL CAMPAIGNS
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FACEBOOK PAGES (2009)
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“FACEBOOK IS THE BEST THING EVER!”
– Brooke McMillan (2009)
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“WE CAN TELL THE WHOLE WORLD
WHAT WE DO!” – Someone in PR (2011)
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“EVEN MILLENNIALS CARE ABOUT US!”
–A Development Officer (2012)
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AND THEN…
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“DUDE! WHERE ARE MY FANS?”
– An Online Community Manager (2013)
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THE GREAT RACKET…I MEAN…
RATCHETING DOWN OF VIEWS
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THANKS A LOT, GUY
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LIKES ARE INCREASING
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REACH IS DECREASING
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OGILVY STUDY
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Fan Page Size Potential Reach
1,000 60
10,000 600
100,000 6,000
1,000,000 20,000

FREE TACTICS
Steps to Increase Reach on Facebook
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FREE TACTIC #1
• Grow your follower base:
• Include your Facebook Page in all communications
• Ask your volunteers and staff to “like” your page
• Ask your board members to “like” your page
• Ask everyone to share your page with their friends
• Direct people from Twitter or blogs to specific FB urls
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FREE
TACTIC #2
Find out when
your fans are
online.
• Go to “Page”
• Go to “Insights”
• Go to “Posts”
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FREE TACTIC #3
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PAID ADS
Reach More People
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HOW TO PLACE AN AD ON FACEBOOK
1. Click on “Ads Manager” from your newsfeed:
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2.
Choose
Your
Objective
3.
Choose
Your
Image
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FOSTER IN TEXAS
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$6K Spent
1 Million Impressions,
9K Clicks to Info Form
868 Potential Foster Families
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A BALANCED APPROACH
Use More Than One Method
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GrayDigitalGroup.com
Brooke@GrayDigitalGroup.com
@McMillanATX
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