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Was the Facebook Ads Boycott a Success, Your Guide to Google Analytics & New Charity Navigator Rating System

The Results Are In: Facebook Ads Boycott

One fact we can all agree on? The boycott was not successful. Not only did Facebook ad spend increase last month — from $3.78 million in June to $3.83 million in July — but the recommendation of changes from Stop Hate for Profit were largely unmet. Despite this, many big-name companies are done posturing and have returned to the platform to advertise (or never stopped advertising on other Facebook-owned platforms). Also, the majority of Facebook’s total ad revenue comes from small advertisers — a group that includes many nonprofits — and many didn’t feel they could afford to pause campaigns during the COVID crisis. This boycott gives us all a lot to think about.

A Move To Smaller, More Frequent Donations

Did you know the average donation in 2018 was $128? If you think that number seems high for current times, you’re not alone. There’s a new wave pushing to lower the bar for smaller donations as a way to expand your donor pool. Especially if your nonprofit is targeting Millennial and Gen Z donors, smaller, more frequent donations make giving more manageable. If you’re wondering how to implement this, a good place to start is to encourage donors to round-up their donations or “set up their own peer-to-peer fundraising campaigns” that typically garner a few dozen dollars for your cause.

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My Favorite Advice & Data Viz of the Month

My Favorite Advice

How to Get Donors Coming Back for More.

My first meeting back after summer vacation was a planning call for a client’s year-end campaign. Even though 2020 has us all feeling stuck in a never-ending nightmare time warp, year-end fundraising season is indeed quickly approaching. That means now is the perfect time to think about overhauling your donation page. You want potential donors to feel confident when making a gift to your organization and ensure the process is simple. What does that mean about how you set up your donation page? It doesn’t mean include more text, more images or more donate buttons. It means include text that aligns with your organization’s mission, an image that speaks to your value proposition and an easy-to-complete donation form. If you’re looking for recurring donations, make a monthly recurring donation the default choice. It will help your organization stand out since “most nonprofits that offered monthly donations did so as an optional step.” And if your nonprofit has a lengthy donation checkout process (and you want to find out where users are dropping off and how to prevent it), check out this article on setting up a Funnel Visualization report on Google Analytics.

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My Favorite Advice & Data Viz of the Month

My Favorite Advice

Your Guide to Technical SEO Success.

You’ve gotten the basics of keyword research and writing for SEO, now let’s take a look at the technical side of your website. If you’re promoting your nonprofit’s mission through content marketing, SEO is a key component to the success of your marketing plan. What I like about this article from Nonprofits Source is that it has a section on technical SEO that breaks down what you need to do specifically (with screenshots for each thing!). Not only that, it links out to helpful tools and resources to make sure you’re not overwhelmed. This is a great, comprehensive guide for nonprofits to read over and implement.

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What Companies Are Doing With Your Data, A World Without Cookies & Banner Ads Are Back

Content Marketing for Dummies

This article from Search Engine Journal touches on something important: Content that doesn’t convert is just that… content. If you want content that drives interest and donations, you need to look at your metrics. If you’re creating content, it should have a clear purpose and lead people to take another action — whether that’s to learn more, sign up for an event, download research, or donate to your organization. And don’t forget that content drives SEO… just make sure you’re writing like a human and not keyword stuffing in the hopes your post ranks higher on Google.

No More Cookies… Now What?

With the new restrictions browsers are putting on cookies, I wonder if we need to prepare for a cookie-less world. It’s better we accept it now and learn how to survive rather than be annoyed and taken by surprise when they are *actually* blocked. This article offers great advice with specific tactics to successfully advertise without cookies. Which one are you trying? I’ll definitely be using my own first-party data since it’s proven to drive higher conversion rates.

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