Big goal, small budget: can paid social ads work for me?

It's no secret that non-profits can use all the support they can get. They're often up against big odds, working to make the world a better place with limited resources. 

So you know it's really important that you, as a non-profit fundraiser or marketer, make smart choices when it comes to allocating your budget, to make sure you are getting as much bang for your buck as possible.

The good news is that, although paid social media isn't a silver bullet, it can amplify what is already working well. So, if you don't have an enormous budget to play with, ask yourself this question:

What do I already have in place that is consistently making people take the action I want?

Take that best converting asset and use paid ads to put it in front of more people, keeping your objective front of mind throughout. For instance:

Increasing website traffic. If your website is already working well for you and is driving people to donate to your cause, use paid ads to reach new people, give them a flavour of what you do, and encourage them to visit your website to find out more. 

Building your email list. A newsletter or email sequence can be a great way to keep people engaged and aware of how they can support you. If yours converts well into donations, use your ads to reach new audiences and/or engage with existing audiences who aren’t on your list, and give them a reason to sign up to receive your emails.

Building your organic following. If your Facebook page is full of engaged supporters and your content drives action, focus on building that following and using your ads to reach more people likely to be interested in engaging with your page.

There are of course brilliant strategies that can take people through the whole journey from stranger to supporter via ads, but if funds are limited, try focusing on one area at a time. Be open to testing different messaging and creative until you find what drives your audience to take the action you want, and be aware that this process may take time. And if you need support, please feel free to reach out to me at alex@socialclimber.london. I'd love to hear from you.