Facebook and Your Donor Base: Don’t Delete Facebook
There are deep moral implications in the use of Facebook to further your mission. But what if we flip it and reverse it?
Facebook and Your Donor Base: Don’t Delete Facebook TranscriptPrint Transcript
Hi, I’m Charlie Jarrett, thank you so much for coming to Facebook and your donor base, don’t delete Facebook. I am a fundraiser professionally for well over 10 years now I specialize in social media and E commerce. I think that all fundraisers are Read More
Hi, I’m Charlie Jarrett, thank you so much for coming to Facebook and your donor base, don’t delete Facebook. I am a fundraiser professionally for well over 10 years now I specialize in social media and E commerce. I think that all fundraisers are nerds. We’re all just super dorky about our causes. And I’m really glad to be here to be able to share some of the stuff that I’ve learned over the years and what is working for myself and my clients. And just to make sure that everybody is working from a place of knowledge and sharing and you know, talking more about our failures and successes, so that we can all make the world a better place, just like all out trying to do. So. I hope you can take some of this back and help your organization. Let’s get to it. Today, we are going to go over quite a bit in a short period of time. So please feel free to ask questions as we go because I am available in the chat. But we will also have time at the end to answer any I miss, we are going to cover the reality of the sticky social media position we have been put in hate for profit is very real. And it’s very much a deciding factor and how we all participate. I want to go over some tangible accessible examples that you can build off of for your own nonprofit. The we’re going then we’re going to break down how and why those examples were successful. Finally, I have created checklists for you to get going on with some resources that you can start with. I have worked with charities starting from scratch up to those raising over a million dollars in social media annually. But there are a lot of charities or organizations really struggling with basics. So I am going to keep it pretty low to medium experience, kind of one on one. But if you have any burning analytics questions, again, I am super happy to chat and go into detail. Love to nerd out. Speaking of nursing, let’s talk about bringing balance to the Force. We have all heard make good choices. But how are you supposed to make a choice when you only have one option. This isn’t even a binary choice of using or not using Facebook, you now have to use Facebook because it’s totally ubiquitous amongst an entire multi generations. As you can see, the boycott did not work. Even though Facebook is 100% profiting off of hate dividing us and is complicit in highly illegal international interference in politics. It’s wrong. It’s deplorable. And it was, in my opinion inevitable. In a capitalist society, this was never not going to be the outcome. Without big government coming in to break up this monopoly. This behemoth cannot be stopped with a boycott. It needs strong political action, and leaving the very medium where political action is taking place. Seems really counterintuitive. I actually grew up on a commune, so I kind of relate it to this. A lot of those people were looking to get off the grid to opt out boycotting capitalism in a major sense, which some of them did successfully, and they still live in that community quite happily. In the meantime, though, they can’t vote. They left a lot of people behind to continue in a broken system, where you know, those dissenting voices are no longer heard. Facebook is really a microcosm of a broken system, a system where we are all trying to make it better with our various organizations, your work and your voice is too important to be left out of something that you have no alternative to turn to. So it’s an example Yoda tried to opt out of the battle between light and dark, but he was inevitably pulled back in because everything is connected. That’s true in Star Wars, and it’s true for all of us. Facebook is a battleground right now, opting out just leaves more room for the Empire to grow. Today we are going to go over all the things that the dark side knows and is actively using so we can bring people back to the light side and towards making the world of Better Place a mission that all of your organizations are pursuing in many ways. So let’s talk about pieces of building out the test are building out a spaceship of your own. Let’s dive right into an example of leveraging Facebook’s most valuable aspect, lead generation. So getting people off of Facebook, onto your website and into your email database. For you, one of the HJC is wonderful clients Seattle goodwill, we created a campaign the second hand first pledge where people would pledge to buy secondhand first for the rest of the year, you know, as a part of our mission to both support Seattle goodwill, and to decrease our carbon footprint. And as an extra incentive, people could qualify to win one of the many clothing featured in the campaign. It was sadly cut short due to the pandemic. But hopefully we’ll pick right back up again soon, it actually gained a lot of steam right as locked down what happened but out of caution, the organization had shut it down. I can tell you that all the campaigns that we’ve pushed through the pandemic, for organizations I was working with, none of them got any pushback for being tone deaf, really just the opposite. We saw out of control positive results and feedback from everything through the initial stages of the pandemic. People were desperate to help to do anything, they still are. But people, especially in the United States are starting to feel less financially secure. And there is a looming global depression that we should all be prepared for, and always affects charities and your organizations. But I digress. This campaign, as some people signing saw people signing up at just over $1 per email, when targeting a look alike audience to current donors. So they were attracting people that had a lot of similar traits of their current donors, I list that we uploaded to Facebook for them, that we could do that targeting. While excluding those, we excluded the current database. So it was all new people that we were almost all new people, some people shared it to people that already are on there. But generally it was new people to their database, signing up triggered an email introducing more about Seattle, goodwill and all the good work that they do. They do have a bit of a branding issue where people think about calling issue, but people just think first about their secondhand clothing, but they don’t think about the amazing charity work that they do. And all the good they do in the community with their free training, right now reach out. So I wanted to highlight this one right away, because it was my first time using DonorPerfect, we had very limited time and resources on this. So we use just out of the box functionality for the landing page. One simple online form and automated email. Ideally, you can use the form embedding functionality to have those these forms live within your site and your URL. So that it builds trust. So when you’re sharing that you see on the last slide had the DonorPerfect, but you can have it as a URL to your own site if you use the DonorPerfect embedding stuff. So we also didn’t use your if anybody’s familiar with the Facebook lead gen ad tool. And for anyone that doesn’t know it’s where basically auto fills people’s information, but then it’s still in Facebook, and you have to export it and less there is an API. So that meant exporting it those from Facebook. From to spreadsheet into DonorPerfect. It’s not a big deal, but it is if you have limited time and resources. Hopefully when we launch again, we can test to lead gen ads against these to see if the time suck is worth it. But overall, when you just don’t have the resources and you don’t have an API built, then it is very difficult to use those tools if you because it’s not automatically going into your system. So to get people write into your CRM, this was the best option to have a direct asked to go right to the form that automatically is connected.
Next I wanted to touch base with my primary work with the BC SPCA in British Columbia, so we will be talking a lot about them and the work I get to do there, as they give me a lot of freedom to test and lay the groundwork for methods that can be rolled out Univer icily. While Facebook is easiest to leverage for acquisition into your email campaigns, it is an essential tool going forward and getting your online events happening. As we have all seen, we have to be prepared for all our events to be limited or non existent next year. virtual events require online recruitment. And Facebook is going to be a vital tool here. This was an in person event that we transitioned to an online event and it was wildly successful surpassing all the targets that we had set. I was where people we invited, you know, minor celebrities to come into shelters, you know, community leaders, and they would be locked in a kennel until they raised a certain amount of money. But to do total lockdown, we transitioned right away into an online virtual lock in because everyone was kind of locked in. And people raise money and they were really active on Facebook’s at the time, you know, Facebook traffic is still really up since the initial lock downs in many countries worldwide. So it’s a great time to go in and do recruiting there. As you can see, this post went over 100,000 people it was boosted for, I think $200. And it had over 2000 link clicks for people interested and we later remarketed to those people because they landed on the landing page if they didn’t register, to try and gather some of those people up. So a really genuine post. Well, that’s very, you know, timely and urgent talking about how affected the BC SPCA was due to the pandemic, even though people may not think of it first and foremost, animal welfare during a time when people you know, we should be focusing on health and health care. You know, animal cruelty doesn’t stop because of a pandemic. So it’s really just putting it on perspective and letting people know that your cause is, you know, still is still needed. That it’s really still important despite what’s going on in the world. So making sure you contextualize, create urgency. So so important to ask that question, why now if you’re ever asking somebody to do anything, you have to answer it, why now within the copy of your of your post. So to just go over a couple other really important revenue streams, there are con is contest sting. There’s a great platform gogo photo contest that I worked with for many years now that does really great photo contrasting software and integrates really well with whatever you’re using. And they we raised over 250 I think $200,000 It was about $200,000. This year, for the SPCA doing a one was a calendar contests to whoever raises the most gets there, you know, the top 12 animals in the calendar. And this one was kind of a, we’re doing like a card like greeting cards. So really very, very minimal investment to create, you know, print out 1200 greeting cards, which you then get to sell and then make money back on that. So it’s fairly kind of cyclical and ends up paying for itself and you make a lot of money. So that’s really great and very appropriate for Facebook. Then there’s the birthday fundraisers, so great and really asked answers that question so easily why now, there’s a very specific way that I have been working with clients that seems to be really working where you post every single week you do a thankful Thursday, post that one of these fundraisers that’s currently on your page and boost it to people that are have upcoming birthday, which is an audience you can create in Facebook. So boosting that saying, you know, thank you so much for donating your birthday, let’s say you know everyone join us in thanking this person, and then linking back to your fundraising page so that you know if anybody else happens to want to, and you know they have their birthday coming up to your top of mind. So just doing that spending, you know, 2550 $100 a week and reaching those upcoming birthdays are connected to your cause. Totally amazing and them seeing that you do appreciate it seeing that they you’ve thanked someone else for doing the same thing. Facebook favors it so it gets a really good reach because they’re staying on Facebook. Facebook wants people to stay on Facebook. So they absolutely love this. So it’s really just a all overall great tool and very, very simple posts that’s already created content. And then of course, we have direct ask, which can be acquisition of email, or it can be direct ask for money. This one was an acquisition piece that was just some puppy naming. And, you know, if you, we had picking a theme for the puppies and some name suggestions, and by picking those and boosting it out to an audience that was outside the database. So excluding people that are currently in your database, you’re gaining all those new names and introducing them to the organization triggering an auto responder, getting them, you know, it’s a very, very low level of interest into your organization like naming copies, who doesn’t want to do that. And there’s all sorts of really low level things like pled those pledges, those petitions, those, you know, there’s tons of different levels of advocacy work that you can do to introduce people to your organization and getting that lead gen going. Puppy naming is just one really great one. That just gets a lot of great suggestions, you’re constantly pushing people to actually click through because they just want to put the suggestions in the chat. You know, this is a really great one where you could use a messenger tool on Facebook, but that’s a bit higher level, you got to get a chatbot going. So but if anybody wants to talk about that, let’s talk about it. Definitely the future of data acquisition is in Messenger. So all this together, all this posts is, as of the end of June, the BC SPCA had brought in over a million in revenue using $74,000 spend in this calendar year. Facebook, fundraisers so of that million dollars, brings in about 15,000 a month, it doubled during March, because of everyone being locked down in British Columbia. But on average, it’s about 15,000. And everything else is fundraised through direct asks, so you’ll notice that I didn’t use an example of fundraising on Facebook, because Facebook knows that data is the future. And that, you know, it is so important to get all those names into your database. And if you fundraise through Facebook, unless you’re literally a brand new charity just starting out, I don’t recommend it at all. Because you don’t get that data, you can’t follow up for those monthly donations. And it’s just not a good long term plan for your organization’s health. And I, as a policy, we don’t do it at the BC SPCA, because it’s not worth the longevity of the organization to for small gains when we have seen, you know, 1520 to one ROI, when we ask people to go to our donation form and donate. Even if that was increased, you know, 25 to one, if we’re asking people to donate through Facebook, what were you know, the value of the monthly donors that then can later convert, you know, calculating all that out. It’s just a massive, huge loss. And we would never we wouldn’t want to lose that data. It’s just way, way way too valuable. So you can see over the years, this has been a long test and exercise in trust building. breaking down those silos communications is often or you know, marketing is your the department that controls Facebook. So every single thing, every single dollar that we spent, we had to prove the ROI we had to prove that it wasn’t hurting any other sections of the organization and pushing out these asks, piloting is everything do not over invest in ideas you don’t have a proven success with. So let’s get into the Jedi training of how you can do it too. So baby Yoda steps. Well, I prefer to call him to the child because Yoda was an actual character and doesn’t really make sense. VideoTex is obviously not baby Yoda. But I digress. So
Facebook page, obviously you’ll need a Facebook page and please, please please have it set up with an internal organizational email. If you don’t know if it is set up with your like web admin email or whatever. Please immediately go in and check. I’ve seen organizations lose their Facebook page because it was attached to an email of someone who left the organization and that email is debunked and they can’t get control back and they’ve lost 1000s and 1000s. of Facebook followers, they have to start all over again, very depressing. No fun, Facebook is very intense about that original email signing off and saying that, yes, this other email now controls it. So very important that you go in and check that out. Business Manager is an essential tool for many reasons, but the biggest one having all of your data in one place, so all of if you’re working with an agency, and you want to they do some campaigns for you having all of that under your own business manager. So you have historical data, you can go in and see what they’re doing, you can you know, a good agency will work with you as a partner, and you’re building you up, because you know that you’re going to have that budget for agency work every year. And so the agency should be building you often educating you, as a partner, and working with you so that you can eventually potentially do it yourself. Because then you can go on and explore even more and amazing things that the agency can do for you. Now that budget doesn’t just disappear, it should just empower you. So that you can go bigger and bigger and bigger. And of course, along with that business manager, you are going to have your Facebook pixel, which is part of ad manager. And that is essential because you cannot manage what you cannot measure. So having Facebook pixel on your page, being able to remarket grabbing the data of people that are visiting your page so that you can go back and reach them. You know, some data says that about 70% of your conversions are from RE marketing. So depending on depending on who you’re talking to, but yeah, multiple visits, people have that delay, they want to come back, they want to be sure. So it’s really, really important that you have that pixel on a quality editorial calendar, we’re going to go into how to do that. Google Analytics, again, you cannot manage cannot measure can’t be said enough. It’s so important that you have a way to measure exactly what’s going on what’s working, what’s not, what to move forward with what’s failing, what do you need to rework, and Google Analytics will give you all of that. So it’s so crucial that you have your E commerce, which is how they measure anything to do with money from your website, your ecommerce Analytics set up properly. So, so important that cannot, you cannot over invest in your analytics setup, really, it’s so very important that you know what’s working and what isn’t. And you need to know your metrics, you need to know what to be measuring. What’s important are impressions important, probably not, because conversions are important. But impressions are a part of it. And of course, you have to have a budget, it can be small, it can be big, but you need something because Facebook is pay to play, they are controlling it so that you have to pay to reach the people you want to reach, you should be reaching, on average, good post and a good well done calendar, you reach 10% of your followers. So if you have 1000 followers, you’re only ever going to reach probably 100 of them. And that’s if you have a high quality algorithm posts. So if you’re reaching 10%, that’s a great metric to check. You know, if if you’re reaching 10% of your audience in an organic posts, that should be your standard. And anything that you’re not reaching 10% of your audience, you should rethink and rework. This is the way of how you do a balanced calendar, perfectly balanced calendar. These are the four A’s algorithm, ask advocate and acknowledge all of your posts should fit these themes. They should be balanced. Facebook is favoring two to four posts a day right now, that could change tomorrow. You never know. And it could change for some and not others because they beta test they run 1000s and 1000s and 1000s of tests every single day. So what works, what’s currently going on for one organization and, you know, another organization can be completely different. They can be piloting totally different things and beta testing you all the time. It’s really frustrating sometimes, but hopefully, you know, it doesn’t change overnight, as they sometimes do. But so all of your posts should fit in these categories. And overall within the algorithm and sometimes just an algorithm post that will go into examples. So here is a great acknowledgement post something there is a seizure of guy that was hoarding huskies and not treating them very well. So, the rescue you know, there was a have asked for donations to care for them when they come in all their medical needs and everything. And then later on, this is a follow up to say thank you so much and an actual update on know how they’re doing. We’re making sure we’re following up with their adopters and getting that content. And so people feel like the journey has their part of the journey. And so making sure we acknowledge everything I did for these animals and not just saying ask for the money, and then getting out of there and not continuing the story. So getting closer, and then that creates an opening to make sure they feel that full, that full story again. And then an asks pretty self explanatory, you’re asking for money, you’re asking for an email, you’re asking them to sign a petition, anytime you’re asking them to do anything. That would be one quarter of your posts, what’s 1/3 to one quarter of your posts, so if you’re posting twice a day, at the minimum is what you should be if you can, you can I really recommend two to four posts a day, then you’ll be asking at least every other day, and I know marketing and communications might be like whoa, too much are people don’t want to be asked that much wrong. I have many, many, many, many, many examples of actually asked every single day, the BC SPCA does ask almost every single day. And again, over a million dollars can’t argue with that. Plus, like one of the most engaged audiences I have seen and animal welfare. So it is really amazing to just have the proof is in the pudding. So being able to measure that, again, analytics, having all of them. Here you have the advocacy of your of your posts. So phonies are actually in shelters a lot longer than any other animal, they have to wait months for somebody to come in and adopt them. Because people just don’t think to go to the shelter for bunny. So even though it’s not necessarily you know, a cute puppy, which obviously goes banger on, as we call it, it goes, it’s a banger. It’s like a means really goes really big. But it, it’s not going to be huge. It’s not going to get a massive reach. But it’s really important to advocacy to get that money out there and get it home. Because sorry. That’s part of the mission. And again, spate and spay neuter, talking about that big part of the mission, maybe not, as you know, cute and wonderful to talk about desexing animals, but it’s such an important part of your advocate of advocacy work for this organization. And then you have algorithm, that cute puppy, of course, this really, you know, may come visit it. And of course, all of these are in the Venn diagram because they all crossovers like, Oh, you’re asking them to adopt, you’re asking them to come see this puppy, and you’re advocating for adoption, but not really problem for this BC SPCA puppies get genuinely like 200 applications in the first 24 hours of them going up online. So it’s actually kind of a burden to post them on social media. But it boosts the algorithm gets, you know, this was shared 1500 times. And before you know it, I think it was just like within 12 hours. So a lot of sharing a lot of people commenting over 1000 comments on how cute this puppy is. And it’s kind of a burden to the shelter. But it really does boost the algorithm. So this one because it got so much the Facebook algorithm sees that you’re creating engaging content. So it’s going to serve up those other posts as advocacy posts, those asked posts. And that’s why you want that balance calendar of like a bit of fluff. Some really serious very much asking people engage more when you ask them to do something and give them a very clear thing to do you know, every single one of your posts should have a clear CTA a clear call to action. And some of times that is a very direct ask of donations and sometimes it’s other things. So I just wanted to do a quick kind of screen grab of what you should be seeing and analytics.
Here from this view, you can see over during the pandemic, there was a 300% increase in revenue from Facebook. It was a pretty crazy time in this one section that we’re looking at it was was not so and it was so great to see the able to measure and know exactly what was working what wasn’t working. You know, maybe here’s a time when you know it’s it’s so But it’s piqued so much that maybe we should chill for a day or two or maybe not, and keep testing and showing and different things. But always knowing those results right away and making sure that we’re staying on top of what isn’t, isn’t working. So you absolutely need this to continue on, because you need to have please, please invest in your analytics. So metrics to know super important to know these things, because you need to know your ROI. So earlier, we talked about that event that there was registrations for knowing that the average online fundraiser raises about $220 gives you the knowledge that of how much you’re willing to spend to get that $220. So getting that ROI is super important. Average email value for an organization can range anywhere from 10 to $50, really depends on your vertical. But how much you’re willing to pay for that, how much you’re willing to pay for phone number. But doing lots of testing on what fields, you can include an on donation form. And currently, it’s showing that adding the phone number field as a mandatory fields used to really turn people off now not so much doesn’t decrease conversions, and it adds huge value to that constituent to that person that’s going into your database. Because now you can follow up with phone calls or phone bank to come in for monthly giving to repeat donor average cost per acquisition, what you’re paying for, you know, new donor, what you’re paying for a repeat donor, all those things are really important because you have to be measuring ROI constantly, because we have to know what you’re willing to spend and when things are not working. So what do you think I set the minimum ROI at 10 to 17215, to one three to one, I mean, in investing anything more than one you invest in, right. But in fundraising, when there’s all these charity standards, that you can only have 15 cents of your dollar can be spent towards things like this, which is bonkers. In my opinion, I think results matter and nothing else. I don’t care what it costs to cure cancer, if you cure it, if that cost you an overhead of 50 cents on the dollar, you still cure cancer. So I personally think that it’s a bit of a broken measurement system. But in ROI, this is really where you’re at. So the minimum ROI that I set things at and generally from all my other professional fund, Facebook fundraising colleagues is seven to one. So this is pretty standard. So if I’m spending $100 of money on advertising, I’m expecting a $700 return minimum. This is pretty average minimum ROI for everyone that I’m talking to you that seeing success, I’ve seen up to 80 to one ROI for limited periods of time. It really depends. And I you know, it sometimes takes a struggle to get to make sure that you find something because if something’s not working, you’re shutting down a campaign. But first, you want to push out a lot of variance within your advertising. So that you are testing out all the creative to make sure that you know something, if and if you can get anything to work. So I worked on a campaign where we ended up trying 99 different images before we found one that worked and it worked really, really great. But getting there was just really, you know, we were under that seven to one and it was just refuse to accept it until we found something that worked. So every day, we were just throwing up new images within the campaign to see something that worked. And finally, we got there. Now that 199 course. So a question I get a lot is, you know what, what to boost what not to boost. As a standard, I say that you should not boost to people that are already in your organic audience. So people you know, that are following your organization and have a passion there that you probably don’t really need to boost to because they’re already following you even though you’re probably only going to reach 10% of them. But if you’re really looking for a specific audience, like people to donate to you and generally and you used to be able to see all of the people, the the percentage of how many people were actually in your database, you could upload your database and Facebook would tell you how many of those people not who they were but what number of them were following you and we never saw that up For an organization more than 10%, so it’s not going to be the same 10% that Facebook serves up. So it’s really challenging to get your donor database to actually see your content. So if you need to reach people outside of just kind of general onlookers, then you need to boost you need should only be boosting linked posts. Because if you are paying image, if you’re paying to boost image posts, you’re just paying people to click on a picture because they’re only going to do one click on that click is going to be on the picture. So you linked posters, where if you click the picture goes to the site that you want them to go to. Now the big question I get is when to boost and when to do ads. If you have a campaign that is at least two weeks long, then I suggest you do ads, because you can get through the variants and do lots of testing. Or if you have really unknown what’s going to work, then I suggest ads because you need to test a lot of variants to see what does and doesn’t work. So if you don’t have any kind of proof of concept, then always ads is the way to go. Okay, hierarchy of audiences, this are these are the audiences so that this is what Facebook calls them. So we have previous purchasers is what they’re called, look alike, which is when you upload an audience of something like previous donors, previous purchasers, and they will create a look alike audience that has a lot of the similar traits. Facebook keeps a ghost profiles on people that aren’t even on Facebook. So these lists will get up late uploaded to an email on there, you’re forever connected to an organization. Facebook stores all that data. So even if you’ve never ever been on Facebook, Facebook has your data. It’s very creepy. And they’re Yeah, it’s a key but it’s the world we live in. So and then you have your remarketing audience of people that have visited your site recently, and then you have your interest based audience. And that is really bottom of the barrel, you should not really be doing anything interest based. Without exploring these top three first or within a combination of if you’re just targeting interests. I’ve never seen any success with that. So please, try to use your other audiences First, look alike and remarket can flip in this pyramid, when you don’t have enough previous donors or whoever you’re targeting. To create a look alike audience that’s going to give you them a really good picture, give Facebook a good picture of what their traits are. So it’s really important that you have at least hopefully 2500 to 5000 people say minimum 2500 For that list, to really have your look alike look be any, any even just a little, even this sort of okay, hopefully 5000 To make a decent look alike audience have a really good sample of what those traits are of those people what pages they like and what they do online. Facebook knows all so if you have a good database to pull from that look alike audience is gonna be a lot more accurate. But if you don’t, then your remarketing audience is going to be a lot more fruitful for you. So, of course, people have donated for your previous purchasers people that have purchased stuff on your site are always going to be more valuable to you because they’re easier to bring back.
So, you know, talking about those icky feelings of Facebook, let’s talk about you know, all the icky triggers that we use as fundraisers to get people to really engage and this is something you know, the the Russian method, as I’ll call it, they definitely use all of these triggers, the below the surface stuff that you know, how it’s really this is who we are, and you know, versus the top of art who we want you to be and as people trying to make the world a better place we are working with all the things below the water and trying to bring people up into place above the water but it’s really you know, people see themselves as like empathetic and kind and patient. But really, we have all of these things about us that you know, are easily brought up and triggered by by so much so, using those triggers. You can get people to engage and empathize with Your cause by using the triggers. And something that the Russians do i is they actually target the opposite audience of whatever they’re posting a lot of their, you know, they’re fake, they have like the factories of fake news going out. And they’ll still target both audiences. And same thing, you can boost an audience to two or boost a post to two different audiences, or an ad. And they will boost it to both like right wing and left wing people to get them to battle it out in the comments, which actually boosts the algorithm, and will show the ad to more people. And obviously, they’re creating division. So it helps like their bigger purpose, but it also increases the ROI on their ad spend, because people will click through and do whatever it is they’re asking them to do. Because more people are seeing it for less because algorithms being boosted. So triggering people that you know, are defensive of whatever it is. And also triggering people that are angry about whatever it is, is actually a technique that they’re using on both sides. And that’s really crazy. And something that I have not been able to recreate without feeling really terrible. So but I think we should all be informed that this is happening. And so you guys know what to look out for. And I hope that you know, a part of being on in in this realm is that we really need to work on informing people about what’s going on and being open and honest about everything that’s happening on Facebook, because the medium is really, really crazy. And we are forced to participate in it, but doesn’t mean we can’t talk about it realistically, and let people know what they should really be looking out for. So Facebook is optimized for E commerce don’t. So it’s really the entire thing a machine entirely built to maximize for E commerce. So we really need to think about e commerce. When we think about our donation forms, we should think of our donation forms as products. Each donation form you have is like a pair of shoes to Facebook. So some people like the high tops and some people like low tops. And so they’re really trying to cater so each of your donation forms. Think about as having like a totally different audience. I hope you do already. But it’s really important that Facebook also knows that. So when you’re uploading audiences, you’re saying like these are the ones that like this donation form, and you just serve them to this. This is the audience so show up making sure you’re uploading segments in a way that makes sense as in donation forms, email, signups or products. You know, and thinking about e commerce and a market remarket and sell, we have a superior product, we are selling, feeling good about yourself and doing something great for the world. So we really just need to focus on that. But when we talk about e commerce, we are talking about so much more than like, you know, hats and shirts are talking about any online transaction? And what if we started thinking more about our donation forms like that? So it’s really so we think about donations as products we think about donation forms as checkouts. The amount of research available and optimized checkouts far outweighs donation forms. But they are essentially the same. Addressing friction points, like too many fields to fill out and acknowledging anxieties like security, everyone should have like security information on their donation form. The checkout process is the same as the giving process in so many ways. So really important that you’re checking out analytics on the checkout process. And Google Analytics offers that. Okay, so that’s just kind of what I wanted to say on my E commerce. But I hope that everyone is exploring it as well online. And as E commerce, as it is, is also exploring that as potential for your organization. I actually created a free tax receding app through Shopify, with a developer called tax receipt. It’s fully CRA compliant and easily meets the US standards for tax proceeding. If anybody is interested, just give me a shout. It’s a free app. So if you have a Shopify account, which is only 30 bucks a month, you can use this text or seeding app and it will totally free to send that out to anyone that makes sense. donations through Shopify, which you can embed really easily on your pages. But that’s for another talk. So I’m just giving you a little checklist here. I have created a mock content calendar. Yeah, you need to get that business manager, you need to get Facebook pixel setup, you need to have Google Analytics need to set up a really balanced content calendar, where you’re looking at how exactly everything fits into that. This is the way you know, asking out everything in the algorithm, ask advocate, acknowledge, those are so important. Compare your donation form analytics, ecommerce checkout standards, you know, are you following the same standards, there’s just so much basic information out there that people aren’t following. If you’re using Facebook, you really need to step up your mobile game. Because most people are mobile, it’s going to be you know, 70% of people are checking it out from their phone. So you really need to have that really mobile friendly landing pages. And you should definitely have PayPal because people will be on transit and wanting to donate if you don’t have a one touch donate situation with PayPal. They’re gonna give up, get budgets, start small do testing, you know, spending $25 a week on Facebook, seeing what’s working, seeing what’s not. And if you have any other questions, please please reach out. Thank you so much. And I will be taking questions now. Thank you again, and I can’t wait to checkRead Less
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