ingredientAre you managing your Adwords campaigns based on a hunch or are you making decisions based on actionable data? Linking your campaigns to Google Analytics will provide a treasure trove of useful information that can save you money and produce better results. The example below demonstrates how.

One of my clients was spending half their budget on a campaign that asked people to sign a pledge supporting girls’ education in Africa. The campaign went live in early 2016 and at first glance, the numbers reported in Adwords appear great. (more…)

rocketDoes your nonprofit use Google Adwords to raise donations? Whether a text or banner ad, the creative probably asks for a donation and sends potential supporters directly to a donate form right? Based on my experience this is the wrong approach. Below I explain the technique I recently used for year-end fundraising campaigns to achieve much better results. (more…)

plant2As we approach the end of year, nonprofits are in the process of getting their house in order so that they can take advantage of the surge in fundraising that’s about to come. Last year, according to Network for Good, non profits raised slightly more than 30 percent of their entire year’s fundraising in December.

One of my clients (which shall remain nameless) has been making improvements throughout the year which will hopefully bear fruit at this critical time of year.

Here are several mistakes of note that needed to be fixed and how we went about doing it.

Sending only one email per month:
Most of us already feel bombarded by emails, but sending only one email per month makes it difficult to stay front of mind. While the organization in question has limited staff resources, they are now sending one email per week on average. One way they were able to do this easily is by sending upcoming event emails which are easy to draft. Prior to this they simply listed all events in their monthly newsletter. (more…)

Google Adwords tricksContinuing with my tips on Google Adwords, today I explain what you need to know once you have completed the initial campaign set up process as described in part one. The following pertains to display advertising which shows ads on the millions of websites Google has partnered with through its network.

Targeting
One thing you should be aware of is that there are different targeting options which determine who your ads will,be shown to. You can target websites based on keywords, topics, interests, and demographics. Google then determines which sites to show your ads on based on what you specified. You can also choose individual websites (called placements on Google) where you specify exactly what websites you want your ad to appear on.

The Google display planner can help you determine which sites to target based on a relevant term you enter. For example, if your organization focused on disaster relief, you would enter that term and the display planner would provide a list of keywords, topics, interests and demographics you might consider targeting. Look these over carefully since only you know what’s relevant. (more…)

Rabbit Trick

With year-end fundraising officially over I thought I would share some insights from the various Google Adwords campaigns I manage for my non-profit clients.

There a few things you should know upfront. First, the campaigns were run on Google’s paid advertising platform — not Google Grants.

Also, my tips are based both on my experiences and calls placed to Google Adwords. Many people don’t know this but you can call Google directly at 866-246-6457 and they will answer any questions you have with hardly any wait time.

In part one I explain things to be aware of during the set-up process in order to get optimal results. So let’s get started. (more…)

sacco 250One of the most thrilling moments in my professional career occurred right before the holidays. On December 20th my client – Aid for Africa – was linked with the Justine Sacco debacle.

If you haven’t heard, Justine Sacco, a prominent public-relations executive, was boarding a flight from London to Cape Town, South Africa when she tweeted “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!” For 24 hours, #HasJustineLandedYet was the number one trending topic on Twitter. Soon after, an anonymous supporter registered the domain justinesacco.com and forwarded it to Aid for Africa’s donate page providing Aid for Africa with the type of publicity small non-profits only dream of. (more…)

ASI recently discovered Action Sprout which is a social engagement tool for Facebook. So far I’ve really liked it. It provides your fans with additional ways to engage with your posts other than like, comment, and share. You create the campaign on Action Sprout and then link to it from your Facebook post. They offer over 30 ways for people to take action including, “support”, “protect” and “stand with”.

Here is an example of what it looks like on Facebook:

The real value in the product is that you receive the email addresses of everyone who has taken action so it’s not only a way to make your posts more interesting, it’s a list building tool as well.

Some organizations have come up with creative ways to get the most out of the product that I am eager to try including:

  • Converting the thank you page that comes up when someone takes action into a donation form. 
  • Action Sprout tells you if someone who has taken action also likes your page. This is a great opportunity to send a follow-up email asking those who haven’t to like you.
  • If someone likes your Facebook post containing the link to your action but doesn’t take the action itself, you get their Facebook ID which you can then use to target them with ads.

There is a 30 day free trial. After that you are billed based on the number of Facebook fans you have. Give it a try and let me know what you think.