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#31: Marketer On A Mission: How To Use Facebook Ads To Market Your Mission with Liz Melville

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If you want to use the world’s largest social media platform to find new supporters for your nonprofit, today’s Marketer on a Mission, Liz Melville, can help.

Liz is a well-respected social media strategist based in the United Kingdom who truly understands the power of Facebook ads to identify new audiences for your nonprofit, build those relationships and ultimately convert them into donors.

In the podcast, Liz goes over her “ABCs” for using Facebook ads and not letting the advertising module intimidate you. She’ll share her tips for successful campaigns, including:

  • How to leverage information you have (such as your current email list) to create a new audience of Facebook users who share key characteristics with the people who already support your nonprofit.
  • How offering helpful information can raise awareness of your nonprofit on Facebook - even to people who don’t already like you page.
  • How a limited investment of time and money on a Facebook ad can teach you what works and what doesn’t, allowing you to go with your strongest messaging and approach and increasing your ROI when it’s time to do a major campaign.
  • Why boosting a post and creating an ad aren’t the same thing (and which one the Facebook bidding process takes more seriously)
  • Why you shouldn’t be doing a “like” campaign

As a smart marketer, you know that if you try to spread the word to everyone about your nonprofit, you’ll wind up reaching no one. But Facebook ads are built to help you narrow the field to those core people who are most likely to appreciate your mission and, when the time comes, offer up their time, talent or treasure to sustain it.

Liz and I discuss the value of “lead magnets” and freemiums in building your nonprofit’s audience. If you’re ready to dive into that, please check out my “How to Create a Freemium” guide below.

Links mentioned in this episode:

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