GivingTuesday is quickly becoming one of the biggest giving days of the year! It was created just five years ago by the #GivingTuesday organization in response to the popular shopping days that happen at this time of year—Black Friday and Cyber Monday.
2016 was the campaign’s fifth official year and the biggest one yet. According to Blackbaud, online giving was up by 20% since 2015, and 33% more nonprofit organizations received an online donation on #GivingTuesday when compared to 2015.
Let’s look at one nonprofit’s #GivingTuesday Facebook ad campaign and how your organization might recreate their level of success next year.
Bob Brown Foundation is an environmental organization that campaigns for the protection of wildlife, marine ecosystems and scenic environments in Tasmania, Australia and across the region.
The goals of the campaign:
- Grow awareness and support to stop the logging and destruction of the Tarkine rainforest.
- Raise as much money as possible to support the campaign.
- Raise more in donations than is spent in ad.
1,213 new Facebook Page likes
Total donations raised: $14,897 over ~24 hours
Total spent on Facebook ads: $1,730
Conversion rate: 5.8%
Total Facebook shares: 12,404
Relevance score: 10/10
Cost per engagement: $0.15
These metrics tell us a few things about the Bob Brown Foundation’s #GivingTuesday ad. First, this ad resonated well with supporters. The fact that more than 12,000 Facebook shared The Foundation’s content in 24 hours shows that supporters care deeply about the issue that was spotlighted in the campaign—in fact, they care enough to share it with their own friends and family on Facebook! What’s more, 1,213 of the supporters who engaged cared enough to go on to like The Foundation’s Facebook Page. This is a clear signal that they want to see more content and opportunities to help from the Bob Brown Foundation.
Second, the content had a relevance score of 10/10 and a cost per engagement of 15 cents! If you’re new to Facebook advertising, let me explain how amazing this is. A relevance score of 10 is hard to achieve. As a new Facebook marketer, it can take months of hard work to get to a score of 10. Others will never achieve a 10. In addition, any cost per engagement under $1 is good. At 15 cents, this ad is killing it! Both of these numbers are Facebook’s way of telling you that your ad is excellent for the target audience that you’re serving it to.
Lastly, due to the high quality of the ad, they spent less in ad money than they raised in donations. In other words, they made a “profit”!
So what made this donation ad so successful and compelling to the supporters of the Bob Brown Foundation? Here is the donation appeal as it appeared on Facebook on #GivingTuesday:
Notice the vivid image of forest destruction and the urgent call to action. Notice too that the ad is very clear and to the point. Skimming the ad, we immediately know what’s at stake and why we should click and learn more. This is especially important in the Facebook News Feed, as you only get one chance to grab your supporters’ attention and make them want to click!
Now let’s take a look at the donation landing page behind the ad.
First and foremost, the call to action and donation buttons are prominent at the top of the page.
As we scroll down, we see more dramatic images of forest destruction and some easy-to-skim bullet points about what’s at stake. At the bottom of the page, we wrap up with a statement and image of what will happen to this rainforest if nothing is done. Talk about compelling!
As a bonus, the donation form is fully mobile-optimized and takes advantage of Stripe’s fast and painless payment form:
Lessons and Takeaways
First, understand what resonates with your supporters. Using the language, images and stories that most connect with them will greatly increase the reach and success of your campaign. Furthermore, it will lower your advertising costs on Facebook. If you’re not yet sure what resonates with your supporters the most, start tracking your successes and what they have in common. Soon enough, you should have a working framework on how best to communicate important issues to supporters.
Create urgency. I don’t have to tell you that Facebook is a fast-moving platform! The problem with this is that if you don’t capture someone’s intention to help on the first try, then you won’t get a second chance. Therefore, it’s paramount that you express the need for immediate action clearly and up front. This headline is a perfect example of that: “Only 8 weeks to stop Tarkine rainforest destruction.”
Create a clear, concise call to action. Don’t ever make your supporters have to wonder how they can help or what exactly you’re asking them to do. If possible, summarize your call to action in one or two sentences. If you cannot be this concise, you may need to rethink what you’re asking folks to do; you might be asking too much, or the action is too vague and requires too much of an explanation.
Paint a clear picture of what’s at stake. Why should potential donors care or consider giving? In our example, both language and images are used to communicate what’s at stake. We see images of what the forest will become and the consequences of this: “If we don’t act now, this will be the last summer the eagles, owls, freshwater crayfish and other creatures spend in this rainforest home.” Give your donors something tangible to hang on to.
Be mobile-friendly! If your donation forms are not mobile-friendly, you could be missing out on as much as half of your potential donors. This is especially true if you’re promoting your donation appeal on Facebook, as these days, the majority of Facebook browsing happens on a mobile device.