1. WELCOME! Make Facebook Your Friend Liz Maier Director of Alumni Relations & Annual Giving Notre Dame-Cathedral Latin School Chardon, OH

3. Purpose of Presentation How to effectively use social media and Facebook advertising to engage, excite, and expand your donor base. Examine the implementation of Facebook advertising and strategic social media tactics for the purposes of donor recruitment, engagement, retention, and giving.

4. About NDCL Catholic High School 14,000 Constituents – Current and Past Parents – Alumni – Friends 4,000 NDCL Alumni (Age 18-42) $1.2 M Total Giving Annual Giving $500K

5. Advancement Operating Goals #1. Acquire contributions to the NDCL Fund before June 30th each year #2. Acquire 90% of email addresses or phone #s for NDCL Alumni (Age 18-42)

6. Social Media Facebook Page Twitter Instagram

7. Facebook Page 'Likes' Demographics

8. Why Consider Facebook Advertising? Strong Presence of Target Market Derives Its Revenue from Ads – It is in its best interests to improve the platform’s effectiveness Continuously Improves Its Algorithms – "Pay to Play Philosophy"

9. Global Facebook Advertising CTR* Ad engagement is a primary indicator of platform performance Click Through Rates (CTR) measure Ad Engagement Increased 8% from Q1 2015 to Q2 2015 *Reported by Nanigans Year/QuarterCTR Q2 20140.30% Q3 20140.56% Q4 20140.69% Q1 20150.81% Q2 20150.88%

10. The Causes of Facebook CTR Trends: Improvement of Targeting Options The Rollout of Video Ads 21% of observed mobile Facebook ad spending was allocated to video ads Increase in Facebook mobile activity

11. Are Facebook Ads Right for You? General Framework – What Is Your Operating Goal? Can it be achieved through online advertising? – What Are Your Objectives? – Is It Measurable? – Can You Afford It?

12. Advertising Campaign Objectives Drive Traffic to NDCL Giving Page Drive Traffic to NDCL Facebook Page Engaging Donors Cultivate Relationships More Personal Connection Measurable

13. Creation of Facebook Ads Text: 90 characters Link Title: 25 characters Image ratio: 1.91:1 Image size: 1200 pixels x 627 pixels. Short, simple and authentic Attractive Photos Minimal Text

15. Why Are They Effective? Visual Relevant Enticing Value Proposition A Clear Call-to-Action

16. Facebook Ad Campaign 2014

17. Facebook Ad Campaign 2014 Targeting & Placement Location – Living In: United States Age 25 – 55 Language: English (US) Mobile Placement: News Feed Desktop: News Feed or Right Column Estimated Daily Reach: 17K – 45K people

18. Facebook Ad Campaign 2014 Budget, Schedule, & Optimization Six (6) ads Budget: $200.00 Duration: 45 days Optimized CPM Page Likes as of 5/15/2014: 687

19. Determine Baseline Likes Over 6-Month Period December 15, 2013 – May 13, 2014 Likes65 Unlikes6 Net Likes59 Baseline Likes/Month9.83*

20. #1 Ad of 2014 Campaign ReachClicks People Taking Action Results Post Engagement Cost Per Click 25,04718311758111$1.03

21. Summary of 2014 Ad Campaign Results ReachClicks People Taking Action Results Page Engagement Page Likes Cost Per Click 94,52557927416235028$1.23

22. Source of New Likes from 2014 Ad Campaign

23. Facebook Ad Campaign 2015

24. Facebook Ad Campaign 2015 Budget, Schedule, Optimization Objective: Clicks to Website Six (6) ads $200.00 Duration 30 days Optimized CPM Page Likes as of 5/31/2015: 973

25. Facebook Ad Campaign 2015 Targeting & Placement Location: United States School: Notre Dame-Cathedral Latin School, John Carroll University, Cathedral Latin School, or Notre Dame College Age: 21- 65+ Language: English (UK) or English (US) Mobile Placement: News Feed Desktop Placement: News Feed/Right Column

26. Determine Baseline Likes Over 6-Month Period December 1, 2014 - May 31, 2015 Likes153 Unlikes11 Net Likes142 Baseline Likes/Month23.67

27. #1 Ad of 2015 Campaign ReachClicks People Taking Action Results Post Engagement Cost Per Website Click 6,17917314495135$0.59

28. ReachClicks People Taking Action Results Page Engagement Page Likes Cost Per Click 12, 75150836530741423$0.65 Summary of 2015 Facebook Ad Results

29. Source of New Likes from 2015 Ad Campaign

30. Summary of Results Comparison for the Two Facebooks Campaigns YearReachClicksPeople Taking Action ResultsPage Engagement Page Likes Cost Per Click Baseline 201494,52557927416235028$1.2314.75 201512,75150836530741423$0.6523.67

31. Reach and Results Comparison 2014 2015

32. Results Analysis Online Giving Result is Uncertain Highly Targeted Campaign (2015) Produced: – Increase in Page Engagement – Higher Quality Results Greatest Source of Likes Audience Network Proves Successful Mostly Viewed on a Mobile Device

33. "Big Picture" Conclusions Ads Can Tell and Share Your Mission Meet Target Audience Where They Are Effective in Building & Engaging Donor Base Learn About Your Followers & Behavior

35. Next Steps for NDCL Investigate Feasibility of Video Creation Use in Conjunction with Giving Tuesday Data to Drive Scheduling & Content Increase Conversions Analysis of Results vs. Donor Giving

36. Are Facebook Ads Right for You? General Framework – What Is Your Operating Goal? Can it be achieved through online advertising? – What Are Your Objectives? – Is It Measurable? – Can You Afford It? – If All of This Is Greek to You...

38. Questions? liz.maier@ndcl.org