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Table of Contents
The Millennial Donor. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
DIY/Free Insights Tools. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Trend Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Social Platform Cheat Sheets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Story Packsfor good. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Building Successful Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
How to Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
SEO Tips & Best Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

The Millennial Donor

Understanding the imminent influence of Millennials on nonprofit donations

$
$

Millennials (aged
18-32) are now the
largest generation in
the US totaling nearly

80
MILLION

$41
TRILLION

in wealth from previous

generations and will have

THE LARGEST
BUYING POWER
IN THE U.S.

In order to ensure
future nonprofit
champions and
long-term financial
supporters,
its critical for
nonprofits to begin
building relationships
with charitable
Millennials.

by 2017

$$$

Motivations:
What aspects
of nonprofits
attract and inspire
millennials to donate?

7 10
57%
OUT
OF

What to keep
In mind when
targeting
Millennials

In the coming decades, this group

is expected to inherit

H.O.P.E.

HONESTY

OPTIONS

Transparency and
clarity of organizations
and donation objectives
is crucial

Millennials want to
engage with a nonprofit
in a number of ways, on
their own terms

PERSONAL

EASE

This group wants to

use their unique skills
to enact change for a
cause important to them

Donation experiences
must be seamless to
facilitate impulsive
Millennial donors

TOP REASONS MILLENNIALS GET INVOLVED

79%

56%

Passion for a
cause

Meet likeminded
people

46%

Apply a skillset

Are willing to raise money on

behalf of a cause they care about

When you find a personal connection to a cause, its really

motivating in helping and participating with a nonprofit.

Of Millennials want to see

the impact of their donation

Disconnect between where money goes and how a

nonprofit uses it prevents me from donating more.

Touchpoints:
Which channels
and platforms are
the best ways to
reach millennials?

Insights
+ Opportunities

Provide information, CTA

Stay in touch & make connections

49%

Of Millennials
are actively
connected to
1-5 charities

Sharing to
social media is
more powerful
fundraising than
trying to meet a
business owner.
Friends may donate
less, but there are
more of them

EMAIL + WEBSITE:

SOCIAL MEDIA:

60%

Of Millennials
like to see
nonprofits
post success
stories

70%

65%

Of Millennials
use their phone
to check out a
nonprofits
Facebook

Of Millennials
receive emails
from at least
one nonprofit

Q4 2015, USA

49% Facebook

1.
2.
3.
4.
5.

28% Instagram
24% Twitter
23% Snapchat
22% Pinterest

Give Millennials
multiple options to
achieve one, clear
call to action whatever
the time of day and
wherever they are

Millennials
read nonprofit
articles/emails
on their phone

Connect to social
Donate to nonprofit
Read blog posts
Newsletter signup
Petition signature

Provide opportunities
to connect Millennials
with their peers on a
shared passion to
enact a movement of
change for a cause

Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i.com

Sources: Pew Research Center, Tabulations of U.S. Census Bureau population; Forbes.com: 2015 is The Year of the Millennial Customer; 2013 Millennial Impact Report;
GWI Platform Usage Among Millennials; Network for Good - The Millennial Donor Playbook; Blackbaud: The Next Generation of American Giving

OUT
OF

TOP ACTIONS ON
NONPROFIT WEBSITES

PLATFORM USAGE AMONG MILLENNIALS

Focus on building an
emotional connection
through storytelling
about your cause and
the success it has
achieved through
donations

Catch Millennials
where they already
spend their time
social media and
online and encourage social sharing to
those in their network

DIY/Free Insights Tools

By Platform:

Facebook

Twitter

FollowerWonk

AllMyTweets

Access

Access

Access

Access

Capabilities

Capabilities

Capabilities

Socialbakers
Socialbakers.com/statistics/facebook/

Capabilities

Nonprofit social media reports exploring top

pages, fan demographics, and fastest
growing pages

FollowerWonk.com
Search Twitter bios
by keywords to find
relevant superfans

AllMyTweets.net
Aggregates last 3K
tweets of any user into
one page to easily search
by keyword

Instagram
Iconosquare

IconoSquare.com
Tracks how many people have
mentioned a particular hashtag and
lists similar hashtag usage

Pinterest

Youtube

Vine

Access

Access

Access

Capabilities

Capabilities

Capabilities

Tailwind

Tailwindapp.com
Provides high level weekly summaries of your
nonprofit activities; can schedule pins, monitor
your page and measure results

YouTube Trends Dashboard

YouTube.com/trendsdashboard
Tracks what is trending on YouTube
for a given time period, allowing you to
filter by location, user age and gender

Simply Measured
SimplyMeasured.com/free-social-media-tools
Shows how your Vine Tweets are engaging
followers and which Vines are being
shared the most. Note: Must post 3
times a week to analyze

Trend Insights:

Google Keyword Planner

Google Trends

Global Web Index

Access

Access

Access

Capabilities

Capabilities

Capabilities

Ypulse

Blackbaud

Amazon Smile

Access

Access

Access

Capabilities

Capabilities

Capabilities

Adwords.Google.com/KeywordPlanner
Provides related search terms and
search volume estimates on specific
keywords; breaks out which devices a
keyword is most searched on

YPulse.com/registration#bronze
Daily email providing trends and online
articles regarding Millennial interests,
perceptions and innovations

Google.com/trends

Insight.GlobalWebIndex.net/subscribe

Search data is used to provide valuable

insight and context to emerging trends
and interests for consumers over time

Blackbaud.com

Daily email providing charts analyzing

consumer and platform behavior across
regions and demographics

Smile.Amazon.com

Combines technology solutions and

expertise to provide tools, research
and newsletters for nonprofits

Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i.com

Website operated by Amazon that will

donate 0.5% of a shoppers purchase
to the charity of the shoppers choice

Social Platform Cheat Sheet

*Updated February 2016

Need to
Know

Most established social

channel; broad reach in US &
global. Very advanced
targeting; paid ads
necessary.

Very well established w/

strong ad products &
potential for wide reach,
though audience is
more niche.

Owned by Google.
2nd most popular search
engine. 6 billion hours of
video viewed per month.

Facebook made community

growth a priority on IG. Very high
engagement rates relative to
other channels.

Where people go to create

their own future and discover,
save, do. Updates to search are
indicative of a focus on the
Discover portion of the platform.
80% of usage happening
on mobile.

Started by a high school

dropout; now owned by
Yahoo. Blogging platform
for the creative set.

Owned by Twitter. Launched

the short-form video craze.
Very influencer driven.
Nearly all mobile.

Whos
On It

Everyone, with a majority of

Millennial users living in U.S.,
India & Brazil.
However, teens are using it
less, and differently (more for
networking)

A fairly wide audience,

with pops in:
Tech, Marketing, African
American, Entertainment,
Politics

Everyone. Especially
Millennials (72%), GenX
(58%), and teens 14-17
(81.9%)

Millennial parents,
millennials, teens.
Audience is getting more
mainstream.

Mostly US and women 25-54,

also reaches 40% of
Millennials online and has
seen 120% YoY growth of
men. International
community makes up 45%
of users.

Teens and Millennials.

56% users are 18-34.
Popular amongst the fashion,
art, entertainment, food &
creative set.

Early adopters,
Millennials and teens.
Hardcore content creators.

MAU

1.55 Billion

325 Million

1 Billion

400 Million

100 Million

Watching videos,
uploading videos,
following video creators
(now celebrities in their
own right).

Showcase their daily lives in a

unique and artistic way.
Discover other brands/users
that resonate with personal
interests. Become content
creators by consistently
inventing ways to utilize the
platform with hacks.

73% of Pinners use Pinterest to

plan for the future.

Share high-quality
creative showcasing the brand
or product in unique/innovative
ways to increase affinity.
Engage with audiences by
utilizing and viewing hashtags.
Leverage influencers to create
UGC content increasing reach
and awareness of the
brand/product.

Businesses currently create 2/3

of platform content. Publish
high quality content with rich,
keyword focused descriptions &
vertical imagery. Integrate
Pinterest button on website &
optimize web content, Create
rich & promoted pins to make
content more discoverable.

How People
Use It

Many are spectators

Go-to social network for many
rather than active participants,
demos. Browsing the feed;
keeping up with friends; sharing discovering content, articles &
news. Others use it for 1:1
news/photos; sharing &
engagement with friends, peers,
discovering content;
celebrities
& brands. Lots of
planning events. Also used for
customer service inquiries.
customer service.

How Brands
Use It

Publish high quality visual

content, often an extension of
brand campaigns. Elicit action
(social engagement, clicks to
website, video views, etc.)
from fans & non-fans. Can do
very robust demo & interest
targeting. Increasingly as a
sounding board for
customer service.

Content
Types

Paid
Media

What It Can
Help Achieve

Major
KPIs

Video, strong visuals (print

quality) with less than 20% text
on image; link and
carousel ads
Yes - Robust
Awareness
Brand Equity
Purchase Intent

Trial (Mainly Entertainment)

Traffic (for Publishers)
Reach New Audiences
Impressions, Video Views, CTR,
CPE, CPM, Likes, Comments,
Shares, Frequency, % of
audience reached

Distribute TV commercials
Real-time participation
in cultural events. Publish high and other video content, and
create unique web-based
quality visual & text based
video content including
content. Ask questions & have
Virtual Reality and 360
1:1 conversation with
video. Leverage influencers to
consumers & influencers.
create video content. Paid
Host Twitter chats & parties.
media - pre-roll, banners,
Respond to customer
in-video, TrueView etc.
service inquiries.

Discovering new things &

products; getting inspired;
planning their lives and
purchases.

140 character limit

Text-based, image content,
videos, live-stream content
& GIFs

Short & long form video

Strong visuals - artistically

created, specific look & feel
with filters
15-second looped videos,
link and carousel ads

Yes - Robust

Yes - Robust

Yes Leverages Facebook Ads

API

Yes Robust with Buyable Pins

Awareness
Brand Equity
Brand Engagement
Purchase Intent
Reach New Audiences

Awareness
Brand Equity
Brand Engagement
Traffic
Sales
Purchase Intent

Likes, Reach, Impressions, Eng.

Rate, Hashtag use, Clicks, CPC

Repins, Likes, Impressions,

Unique Viewers, Clicks,
CPE, CPC, CPA, Installs,
Closeups, Purchases

Awareness
Fan
Brand Equity
Brand Engagement
Purchase Intent
Trial (Mainly Entertainment)
Traffic (for Publishers)
Reach New Audiences
Retweets, @replies, Likes,
Followers, Impressions, CTR,
CPF
Hashtag use

Awareness
Brand Equity
Purchase Intent

Trial (Mainly Entertainment)

Reach New Audiences

Video Views,
Video Completion Rate,
Likes, Comments

N/A - Tumblr tracks audience

80% of userbase is 16-34

year olds

13-34 year olds, over

100MM daily active
Snapchatters and growing

Est. 200 Million

Vines watched

10 Million+

200 Million

Curating & creating content

that provides a window into
their personalities, interests,
etc. Riffing on pop culture,
trends, humor, etc. Following
others who inspire them.

Consuming & sometimes

creating fun, interesting
6-second videos.
Following influential
content creators.

To broadcast their lives in

real time and comment on
other's lives. Frequently
seen/used as a platform
for broadcasting breaking
news stories of
trending events.

1:1 photo/video messages

that expire after 24 hours.
Daily storytelling to friends via
24-hour story feature.
Access publication
sourced stories

Maintain branded Tumblr

page & curate experience
through reblogs & original
content. Engage with
Tumblr influencers.
Some convergence with
Yahoo advertising.

Creating 6-second videos one-offs or, increasingly,

whole storylines in 6-sec
episodes. Leverage
influencers to create
brand content.

To live stream
activations, behind-thescenes, and exclusive ,
one-of-a-kind content.

6-second videos

Live video streams

Chat bubbles

Photos, videos,
drawings, emojis, text

No

No

Yes Discover, Stories,

Geofilters, Lenses

Brand Equity
Brand Engagement

Brand Engagement
Brand Equity
Reach New Audiences

Awareness
Brand Equity
Brand Engagement
Young Audiences

Re-vines, Comments,
Loops (# of times
video is played)

Likes, Views,
Retention Rate

Views, Screenshots,
Replays, Filter Usage, Filter
Impressions

based on blog network &

dashboard

Strong vertical visuals with links

Text, photo, quote, link, chat,
back to brand site and strong
audio, video. Photos and GIFs
keywords for search descriptions,
tend to perform best.
Buyable Pins, Video, GIF

Focused on user acquisition

Mobile app, catering to the
and content discovery; direct <25 demo. Expiring images &
integration with users
videos, 24-hour stories and
Twitter feeds.
a Discover tab.

Yes Fairly robust with

research capabilities & brand
lift studies
Awareness
Brand Equity
Brand Engagement
Traffic

Engagements (likes,
Reblogs), Impressions,
Follows, Clicks, Views, ER

Showcase exclusive,
behind-the-scenes content,
which should be
entertaining and
spontaneous. Work with
influencers to engage fans.
Buy 3V Ads, integrated into
content on Live and
Discover.

facebook
FACEBOOK
Most established social channel; broad reach in US & global.
Advanced targeting; paid ads necessary.

Who's On It
Everyone, including a majority of
Millennial users living in US, India &
Brazil. Teens are using it less, and
differently (more for networking).

monthly active users

Who's On It

1.55B

Millennial parents, Millennials,

teens. Audience is getting
more mainstream.

Go-to social network for many

demos. Browsing the feed; keeping
up with friends; sharing news/photos;
sharing & discovering content;
planning events. Also, used for
customer service.

Awareness
Brand Equity
Purchase Intent
Trial (Mainly Entertainment)
Traffic (for Publishers)
Reach New Audiences

Publish high-quality visual content,

often an extension of brand
campaigns. Elicit action (social
engagement, clicks to website, video
views, etc.) from fans & non-fans. Can
do robust demo & interest targeting.
Increasingly as a sounding board for
customer service.

content type
photo
Updated March 2016

gif

video

Impressions, Video Views,

CTR, CPE, CPM, Likes,
Comments, Shares, Frequency,
% of audience reached

$
Paid capabilities
Yes with less than 20% text on image;
video, link, reach & frequency and carousel
ads; TRP buying, mobile audience network
(apps & mobile web), canvas.

monthly active users

monthly active users

Who's On It

400MM

A fairly wide audience, typically

focused on:
Tech, Marketing, African American,
Entertainment, Politics.

what to achieve

PERSONAL USE

Awareness
Brand Equity
Brand Engagement
Purchase Intent
Reach New Audiences

Showcase their daily lives in a

unique and artistic way. Discover
other brands/users that resonate
with personal interests. Become
content creators by consistently
inventing ways to utilize the
platform with hacks.

PERSONAL USE
Many are spectators rather than
active participants, discovering
content, articles & news. Others use
it for 1:1 engagement with friends,
peers, celebrities & brands.
Lots of customer service inquiries.

Major KPIS

Major KPIS
BRAND USE

Well established with strong ad products & potential for wide reach,
though audience is more niche.

Platform that prioritizes creative integrity based on an audience that is, primarily, a
community of content creators. High engagement rates relative to other channels.

what to achieve
PERSONAL USE

TWITTER

INSTAGRAM

BRAND USE

Likes, Reach, Impressions,

Eng. Rate, Hashtag use,
Clicks, CPC

Share high-quality creative

showcasing the brand or product in
unique/innovative ways to increase
affinity. Engage with audiences by
utilizing and viewing hashtags.
Leverage influencers to create UGC
content increasing reach and
awareness of the brand/product.

$
Paid capabilities

content type
photo

gif

15-SEC
video

Yes Leverages Facebook Ads API

with some limitations: no headline or
link description for ads that drive
offsite, and no video link or video
carousel ads.

Updated March 2016

what to achieve
Awareness
Fans
Brand Equity
Brand Engagement
Purchase Intent
Trial (Mainly Entertainment)
Traffic (for Publishers)
Reach New Audiences

Major KPIS

BRAND USE
Real-time participation in cultural
events. Publish high quality visual &
text-based content. Ask questions &
have 1:1 conversation with
consumers & influencers. Host
Twitter chats & parties. Respond to
customer service inquiries.

Retweets, @replies, Likes,

Followers, Impressions, CTR,
CPF Hashtag use

content type

Paid capabilities

TEXT - 140 CHARACTER LIMIT

photo
Updated March 2016

325MM

gif

video

Yes Engagement tweets, video &

website cards, whitelisting, paid
trending topics, sponsored moments,
sponsored emojis.

Vine
VINE

PERISCOPE
Focused on user acquisition and content discovery;
Direct integration with users Twitter feeds.

Owned by Twitter. Launched the short-form video craze.

Influencer-driven. Nearly all mobile.

Who's On It
Early adopters, Millennials
& teens.
Hardcore content creators.

monthly active users

Est. 200 MM
Vines watched / MONTH

YOUTUBE

Who's On It

Owned by Google. Second most popular search engine.

6 billion hours of video viewed per month.

monthly active users

Who's On It

10MM+

Everyone, particularly Millennials

(72%), Gen X (58%), and teens 14-17
(81.9%).

80% of user base is 16-34

year olds.

Consuming & sometimes

creating fun, interesting 6-second
videos. Following influential
content creators.

what to achieve
Brand Equity
Brand Engagement

PERSONAL USE

PERSONAL USE

Broadcast their lives in real-time

and comment on other's lives.
Frequently seen/used as a
platform for broadcasting breaking
news stories or trending events.

Brand Engagement
Brand Equity
Reach New Audiences

Major KPIS
BRAND USE
Creating 6-second videos
one-offs or, increasingly, whole
storylines in 6-second episodes.
Leverage influencers to create
brand content.

Re-vines, Comments,
Loops (# of times
video is played)

$
content type
6-SEC
video
Updated March 2016

Paid capabilities
None

Major KPIS

BRAND USE
Live-stream activations, behindthe-scenes, and exclusive, oneof-a-kind content.

Likes, Views, Retention Rate

content type

Watching videos, uploading videos,

following video creators (now
celebrities in their own right).

None

Updated March 2016

Distribute TV commercials and

other video content, and create
unique web-based content including
Virtual Reality and 360video.
Leverage influencers to create
video content.

Video Views,
Video Completion Rate, Likes,
Comments

$
content type
Short & long form
video
Updated March 2016

10

Awareness
Brand Equity
Purchase Intent
Trial (Mainly Entertainment)
Reach New Audiences

Major KPIS
BRAND USE

Paid capabilities

Live Stream
VIDEOS

1B

what to achieve

what to achieve
PERSONAL USE

monthly active users

Paid capabilities
Yes Pre-roll, banners, in-video,
TrueView in-stream and in-display,
overlay ads, skippable/non-skippable
video ads, sponsored cards.

PINTEREST

TUMBLR
Started by a high school dropout; now owned by Yahoo.
Blogging platform for the creative set.

Visual bookmarking tool where people create their own future & discover and
save creative ideas. 80% of usage happening on mobile.

Who's On It
Mostly US and women 25-54, also
reaches 40% of Millennials online
and has seen 120% YoY growth of
men. International community
makes up 45% of users.

PERSONAL USE
73% of Pinners use Pinterest to
plan for the future.
Discovering new things & products;
getting inspired; planning their
lives and purchases.

BRAND USE
Businesses currently create 2/3 of
platform content. Publish high
quality content with rich, keyword
focused descriptions & vertical
imagery. Integrate Pinterest button
on website & optimize web content,
Create rich & promoted pins to make
content more discoverable.

content type
LINKS

PHOTO

Who's On It

100MM

Teens and Millennials.

56% users are 18-34.
Popular amongst the fashion, art,
entertainment, food & creative set.

what to achieve
PERSONAL USE

Awareness
Brand Equity
Brand Engagement
Traffic
Sales
Purchase Intent

Curating & creating content that

provides a window into their
personalities, interests, etc. Riffing
on pop culture, trends, humor, etc.
Following others who inspire them.

BRAND USE

Repins, Likes, Impressions,

Unique Viewers, Clicks, CPA, CPE,
CPC, Installs, Closeups, Purchases

Maintain branded Tumblr page &

curate experience through reblogs &
original content. Engage with Tumblr
influencers. Some convergence with
Yahoo advertising.

content type

PHOTOS & GIFs perform best

Yes Robust with buyable and

promoted pins.

TEXT

QUOTE

LINK

photo

CHAT

video

Updated March 2016

Updated March 2016

11

N/A - Tumblr tracks

audience based on blog network &
dashboard

what to achieve
Awareness
Brand Equity
Brand Engagement
Traffic

Major KPIS

Major KPIS

Paid capabilities
GIF

monthly active users

monthly active users

Engagements (likes, Reblogs),

Impressions, Follows, Clicks,
Views, ENG. RATE

$
Paid capabilities
Yes Sponsored posts, sponsored
videos and sponsored days (i.e.,
exclusive takeover w/ custom unit),
sponsored blogs, Radar (GIFs)

SNAPCHAT

LINKEDIN

Mobile app, catering to the <25 demo.

Expiring images & videos, 24-hour stories and a Discover tab.

The most effective platform for marketers to engage with professionals.

monthly active users

Who's On It
13-34 year olds, over 200MM daily
active Snapchatters and growing.

PERSONAL USE
1:1 photo/video messages that expire
after 24 hours. Daily storytelling to
friends via 24-hour story feature.
Access publication sourced stories.

200MM

what to achieve
Awareness
Brand Equity
Brand Engagement
Young Audiences

PERSONAL USE
Users are able to create professional
profiles and connect with other
authority figures in their verticals and
keep up with industry news.

Major KPIS

BRAND USE
Showcase exclusive, behind-thescenes content, which should be
entertaining and spontaneous. Work
with influencers to engage fans.

monthly active users

Who's On It
400MM members;
2B updates per week
There are huge amounts of highly
accurate data linked to professional
identity and its verified through reallife relationships.

Views, Screenshots, Replays, Filter

Usage, Filter Impressions

content type

Paid capabilities

VIDEO

Yes Geofilters, Stories, Sponsored

Lenses, 3V ads (vertical video views),
Discover (in-flow and title).

DRAWINGS EMOJIS

Awareness
Brand Equity
Leads
Purchase Intent
Traffic

Major KPIS

Opportunity to align brands with

members professional success in a
trusted environment.

$
TEXT

what to achieve

Impressions, CPM, CTR, CPC,

Likes, Comments, Shares

BRAND USE

Buy 3V ads, integrated into content on

Live and Discover.

PHOTO

400MM

content type
LINKS

Updated March 2016

PHOTOS

Updated March 2016

12

TEXT

Paid capabilities
Yes Sponsored Updates, Display,
Sponsored InMail, Lead Accelerator,
Text Ads

Story Packsfor
good
STORY
PACKSfor good
Topic
People

Brand Affinity

Pack 1
Introducing the Org
Beneficiaries
The incredible stories about the
people you are trying to help builds
empathy that turns into action

Pack 2
How It Works
Volunteer Spotlight

Celebrities

They are the face of your organization and

they have their own backstory for why they
are a part of your organization. A little
backstory can go a long way

Is there any talent that is a part of your

organization? How are they involved and
why? Iconic faces draw attention, and
their story creates emotional interest

Location

Place
Brand affinity

Things
Donations/action

How is your organization connected to

the community? Hometown pride
resonates, so be proud of your roots

Business Practices

Participation

Impact

News

Donations/action

The Neighborhood

Transport people to the place of action.

Where does everything take place? Do
you have a storefront, event space, HQ,
or basecamp?

Where does the money go?

How is it used? Do 100% of funds
benefit the organization directly?

Share the milestone impact youve had

on the people, places or things you are
benefiting. Use data and numbers to
give your organization crebility

Pack 3
Additional Info

What can people do to help? What are

the opportunities people have to make
a difference?

Events
Is there an event or occasion happening
where they can attend or participate?
Build anticipation and let them know
the who, what and when

13

Reach
How far and wide does your organization
reach? Where does it impact, are
there local chapters?

Facts
Is there any data or specific points of the
reason for your cause? The number of
people suffering, missing an opportunity,
organisms becoming extinct, etc.

News
Has your organization been in the
news or gotten any press lately?

Building Successful
Campaigns
Facebook has designed an easy to follow 6 step process to
help your business create best in class creative campaigns.

Strategy

Ideas

Production

1. Objectives

3. Brand

5. Assets

What do you want to achieve?

What makes your business unique?

How are you going to use

advertising to get this result?

Why do people keep buying from

you and not your competitors?

How can we get unique content to

tell our stories?

2. Audience

4. Stories

6. Execution

Who matters to your business?

What stories could we tell that will link

our products to our audiences lives?

How can we make our ads mobile

feed friendly?

What big themes could we make

posts about?

What are the best practices to

optimize our posts to the platform?

What barriers and motivators

are there to them taking your
desired action?

What assets do we already have?

www.facebook.com/business/a/creativeworkshop

14

How to Post?

Writing Text:
Be authentic.Write in the voice of your business.
Are you quirky? Serious? Adventurous?

Now that you know what you want to post,

here are some basic tips for choosing the
text and images that will go in your post
.

Keep it short. Stick to what is most important.

If you have a specific action you want, ask for it.
(i.e.Visit our store)

AT&T

Speak in terms of your customers needs.

Instead of Our cookies are great,
try Satisfy your cookie craving.

10:41 AM

Suggested Post
Cafe Dada

Sponsored

Spellcheck. Spellcheck. Spellcheck.

Every time you order a cappuccino, our baristas

create a custom piece of art just for you.

Choosing an Image:
Be authentic.
Use photos of your own business.
Select an image that supports the text.
Aim for high quality & crisp images.

1,447 Likes 67 Comments

Like

Comments

Share

No clip art. No clip art. No clip art.

Text supports brands belief that coffee is an art.

Speaks in terms of whats in it for the customer.
Is supported by an authentic, high quality image.

https://www.facebook.com/business/a/creative-tools

15

SEO Tips & Best Practices

Search engine optimization is a process that seeks to drive increased traffic from search engines. This is accomplished by ensuring
websites adhere to certain technical and architectural best practices, while delivering relevant and valuable content to search
engine users.

On-Page Optimization
It is essential to use keywords in title tags, page
headings and body content
Incorporating keywords helps establish your relevance
to search engines
Body copy should include your target keywords, but
write for users first!
Dont stuff too many keywords into one page if a topic is
important enough, it should have its own dedicated page
When hyperlinking between pages on your site, use
keywords in anchor text

On-Site Optimization

Off-Site Optimization

Helpful SEO Tools

Text-based navigation is critical for search engines

to crawl your site

Search engines view hyperlinks pointing to your

URLs from other trusted and relevant sites as
strong votes of authority

Google Search Console free webmaster SEO

toolset: https://www.google.com/webmasters/tools/

Use HTML & XML sitemaps to ensure your content

is easily discoverable
If a URL needs to change, use a 301 redirect
Search engines do not understand javascript, rich
media, images and video content well, but methods
exist to optimize each for search
Avoid duplicate content on your site
Ensure your site is mobile-friendly

Other off-site signals like social shares and

consistent mentions of your business name,
address and phone number are also key
Google only values links that are obtained
naturally schemes such as paying other
sites to link to yours can get you penalized in
search results
Creating useful, shareable content and engaging
online influencers is the best way to build
quality links

16

Google Keyword Planner free keyword ideas,

volume #s: https://adwords.google.com/
KeywordPlanner
Google My Business manage your local Google
listings: https://www.google.com/business/
Screaming Frog desktop site spider software:
https://www.screamingfrog.co.uk/seo-spider/

Glossary
Term

Definition

Actions

The number of actions taken on your ad, Page, app or event after someone viewed your ad, even if they didnt click on it. Actions include
Page likes, app installs, conversions, event responses and more. For example, 2 Page likes and 2 comments would be counted as 4
actions.

Activity

The total number of times your conversion- tracking pixel fired each day in the last 7 days. If the pixel is linked to your Facebook ads, you
can view conversions from those ads in the Reports section of Ads Manager.

Ad Auction

For each ad impression, our ad auction system selects the best ads to run based on the ads maximum bids and ad performance. All ads
on Facebook compete against each other in this process, and the ads that our system determines are most likely to be successful will win
the auction.
If youd like to make your ad more competitive in the auction, you may want to raise your bid. Well only charge you the bid necessary to
win the auction. The bid that wins may be lower than the maximum bid youve set for your ads, so we recommend you enter your true
maximum bid. This will increase the likelihood that you dont miss out on clicks or impressions that you otherwise couldve received. We
also recommend you refine your targeting to make sure youre reaching a relevant audience thats more likely to engage with your ads.

Attribution Window

Refers to the maximum length of time between click and conversion that you use to calculate return on ad spend.

Bid

You can use automatic or manual bidding depending on how you want to pay for your ad.
- Using automatic bidding will set your bid so that its optimized to help you reach your objective. (ex: Get the most website conversions
at the best price or Get the most installs at the best price). Youll see this under Pricing when you create an ad.
- Using manual bidding (ex: Set the amount a conversion/app install etc. is worth to you) will let you pick a target maximum bid.
If you use manual bidding, note that for some optimization goals (ex: Page likes, post engagement, website conversions, daily
unique reach), we deliver ad impressions to people with the goal of generating your desired outcome at or below the bid you specify.
Occasionally, as our system tries to predict who in your target audience will be most likely to take your desired action, your average cost
per outcome may exceed your bid. In general, your average costs should be equal to or lower than your bid. If youre optimizing for clicks
(CPC) or impressions (CPM), youll be charged no more than the bid you specify.

Bounce Rate

The percentage of visitors to a particular website who navigate away from the site after viewing only one page

Conversion Tracking Pixel

Conversions are customer-completed actions, like purchases or adding to a cart on a website. A conversion pixel is a piece of JavaScript
code that places a blank 1x1 pixel image on your website. When someone visits a page of your website where you have installed a
conversion pixel, the pixel will ping Facebook and record their visit and information such as whether they saw any of your ads. Conversion
pixels are used to to track if a person has landed or converted on a specific web page (ex: adding a product to a cart or clicking a button to
buy a product).

ConvR (CVR)

Conversion Rate, calculated as conversions/clicks

17

CPA

Cost per action: A metric that measures how much your business pays in order to attain a conversion; calculated as spend/actions

CPC

Cost per click, calculated as spend/clicks

CPC (All) = Cost per click for all clicks on your ad. The amount youre charged each time someone interacts with your ad. Your total
charges are based on the amount you spent on the ad divided by all clicks the ad received.
CPC (Link) Cost per click to link. The amount you are charged each time someone clicks on the link in your ad that directs people off
Facebook. Your total charges are based on the amount you spent on the ad divided by the clicks to link the ad received.
CPConv= Cost Per Conversion, calculated as spend/conversions

CPE

Cost per engagement, calculated as spend/conversions

CPL

Cost per like OR Cost per lead, calculated as spend/likes or spend/leads

CPM

The average cost youve paid to have 1,000 impressions on your ad, calculated as Spend/(Impressions/1000) or (Spend*1000)/Impressions

CTR

Click-through rate, calculated as clicks/impressions

- CTR (All): The total number of clicks you received (ex: offsite clicks, likes, event responses) divided by the number of impressions.
- Unique CTR: Unique click-through rate for all clicks. The number of people who clicked anywhere in your ad, divided by the number of
people you reached. Ex: if you received 20 unique clicks and your ad was shown to 1,000 unique people, your unique click-through rate
would be 2%.

Custom Audience

A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook.

Engagements

Engagement quantifies how much user interaction there is with your campaign.
- Promoted Accounts: Instead of engagement, we measure follow rate, or the number of follows on a Promoted Account compared to
number of impressions. Clicks will still factor into the resonance score but youre only charged when a user actually follows you. See
Follow Rate or CPF.
- Promoted Tweets: The number of clicks, Retweets, likes, follows and replies on a Promoted Tweet.
- Promoted Trends: The number of clicks, Retweets, likes, follows and replies on the Promoted Tweets connected to the Promoted Trend.

Engagement Rate

Engagement Rate, calculated as engagements/impressions

Frequency

Frequency is the average number of times your ad was shown to each person. You may see this number both at the ad and ad set level of
a campaign.

Impressions

The number of times your ad is served, or shown in a search results page. We only count impressions on promoted content, so any
impressions generated organically are not counted.
- On Mobile this is counted as the first time the ad was viewed
- On Desktop and Right-Hand Side, it is counted as how many times it was loaded on the screen
- Promoted Accounts: The number of users who see a Promoted Account.
- Promoted Tweets: The number of users who see a Promoted Tweet either in their Home timeline or search results.
- Promoted Trends: The number of users who view the Promoted Trend.

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Lookalike Audiences

This is a type of audience thats created by Facebook to help advertisers reach people who are similar to an audience that they care about.

Multi-channel Attribution

Weighted model that gives the most credit to clicks closest to conversion or to the first and last touch points and less to the touch points
in the middle of the funnel.

Page Engagement

The number of actions related to the Page and your Pages posts as a result of your ad.

Page Mentions

The number of mentions of your Page as a result of your ad.

Post Engagements

The number of actions (ex: likes, comments, shares, photo views, link clicks, video views) related to your Pages posts as a result of your
ad.

Relevance

Twitter recommends your Promoted Tweets and Promoted Account to the most relevant users by combining the following two sets of
information:
1. Implicit information about your account and followers - Twitter looks at your followers and then looks for similar accounts that you
share a number of followers with, including competitors and accounts more generally associated with topics relevant to your brand
2. Explicit information about your targets interests - Twitter finds experts on the interest groups you select within your campaign setup
tool
Relevance Score: A scale of 1 (lowest) to 10 (highest) based on the positive and negative feedback your ad receives. Your ad needs to be
seen by at least 500 people to receive a relevance score.

Resonance

Measures user interaction with Tweets to help determine which ones are shown and which ones are not. Conceptually, its a metric that
reflects the combination of all parts of a companys interaction with its customers on Twitter.

Source Audience

A source audience is the audience a Lookalike Audience is based on.

Targeted Audience

Targeted audience is the number of people your targeting can reach. Youll see an estimate of this, like the estimate you see while
creating an ad.
Use the Audience graph to see the difference between how many people youre actually reaching and how many people you could be
reaching. Increase your bids and budget to reach more of your targeted audience.

Unpublished Page Post or

Dark Post

An unpublished Page post is a Page post created in Power Editor that will appear in News Feed but not on your Page. It allows you to
create an ad for that post without it appearing on your Pages Timeline.

User Fatigue

Limits the number of times a user will see the same component of a promoted campaign. We consider user fatigue in order to prevent a
disruptive experience.

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HTTPS://WWW.LINKEDIN.COM/COMPANY/360I