Facebook offers free and paid advertising options for nonprofits. While there are some free advertising opportunities, most Facebook ads require payment. However, Facebook provides discounts and grants to help nonprofits access paid advertising. With careful planning and optimization, Facebook ads can be an effective way for nonprofits to promote their mission and events even with limited budgets.
Can nonprofits get free Facebook ads?
There are a few ways nonprofits can get free Facebook advertising:
Promote nonprofit Facebook page posts for free
Nonprofits can promote their Facebook page posts to followers for free. This expands the reach to more of your existing audience. However, it does not help you reach new audiences or attract potential donors and volunteers.
Facebook donate button
Adding a donate button to your Facebook page and posts lets followers donate directly through Facebook at no cost. It provides an easy giving option.
Facebookfundraisers
Supporters can create Facebook fundraisers for your cause at no charge to the nonprofit. You benefit from increased visibility and fundraising.
Request free ads from Facebook
Facebook sometimes offers free advertising to promote special initiatives or events, such as for Giving Tuesday. Nonprofits can inquire about these opportunities but they are limited.
Use Instagram and audience network for free
Instagram, Messenger, and the Facebook Audience Network allow free ads. However, you cannot target audiences as precisely as with paid Facebook ads.
So in summary, while a few free Facebook advertising options exist, they are very limited. To run targeted campaigns and truly maximize Facebook for nonprofit marketing requires an ad budget.
Facebook advertising grants for nonprofits
Facebook offers ad credits through its Grants program to help nonprofits access paid advertising:
Facebook Social Good Grant
This new grant provides up to $40,000 in ad credits over 12 months plus training. It focuses on raising awareness and funds for COVID-19, social justice, climate change, and inclusion.
Facebook Interest-Based Grant
Nonprofits focused on arts and culture, science and technology, community issues, environmental sustainability, equality, education, and more can get up to $30,000 in ad credits over 12 months.
Facebook Event Grants
Nonprofits hosting in-person, virtual, or hybrid fundraising events, conferences, and webinars can apply for a grant of up to $10,000 in ad credits per month.
Blood Donation Ads Grant
Nonprofits focused on blood donation advocacy and collections can get up to $5,000 per month in ad credits.
In addition to grants, Facebook offers a 25% discount on ads for verified nonprofit organizations as well as free training and support.
Tips for effective Facebook ads for nonprofits
Here are some tips to help nonprofits create effective Facebook ad campaigns within budget constraints:
Set concrete goals
Having specific goals like growing email lists, increasing event attendance, boosting donations etc. allows you to track effectiveness and optimize ads.
Target audiences precisely
The detailed targeting options of Facebook ads let you reach very specific demographics and interests relevant to your cause. Focus on quality over broad reach.
Test different messages
A/B test ad copy, images, videos, and calls-to-action to see what content and messaging resonates best with your audiences.
Retarget engaged users
Remarketing to people who have already engaged with your Facebook content or site helps convert them into donors and volunteers.
Measure and adapt
Continuously assess performance data on each ad and campaign and shift dollars to better-performing content.
Partner with influencers
Influencer posts and stories promoting your organization can be extremely effective. Offer free products or experiences in exchange for sponsored content.
Promote in-demand content
Boost posts and ads that link to highly shareable content like videos, quizzes, and blog posts to extend reach.
Use power editor
This free tool allows more advanced targeting options, bulk uploading ads, and more to maximize limited budgets.
Optimize landing pages
Sending traffic to tailored landing pages with clear calls-to-action improves conversion rates from ads.
Leverage matching opportunities
Some corporate giving programs and Facebook will match ad budgets for nonprofits, effectively doubling your advertising reach.
Rules for nonprofits on Facebook
While Facebook offers many free and discounted advertising options for nonprofits, organizations must follow certain rules:
Transparent organization information
Nonprofit pages must include accurate contact info, mission descriptions, and organization details.
No misleading content
Advertising and posts cannot be deceptive, untrue, or misleading. Accurate branding and disclosures must be used.
Comply with local laws
Fundraising, promotions, and advertising must comply with all applicable regulations and requirements.
Respect platform policies
Facebook has rules prohibiting certain types of content in ads like alcohol, drugs, and weapons. Know the policies.
Accurate reporting
Nonprofits must provide documentation confirming 501(c)(3) status, and report ad content accurately.
No overuse of targeting
While targeting is useful, overly narrow targeting based on sensitive personal data like health or ethnic affinity is restricted.
Staying within Facebook’s advertising policies and rules enables nonprofits to access free and discounted promotions safely and effectively. Consulting Facebook’s nonprofits site provides guidance.
Examples of effective Facebook ad campaigns for nonprofits
Here are some real-world examples of successful Facebook advertising campaigns run by nonprofits:
Alzheimer’s Association
With a $5,000 test budget, they generated $38,000 in donations using video and image ads driving to tailored landing pages. The ROI was 660%.
St. Jude Children’s Research Hospital
Their #ThisShirtSavesLives campaign leveraging influencers and ads yielded a 4000% increase in campaign engagement and $72,000 in donations.
ASPCA
Remarketing to site visitors with relevant pet adoption ads significantly increased adoptions. Cost per adoption decreased from $115 to $28.
Charity: Water
They gained 500,000 new email subscribers in one year with a YouTube video ad campaign focused on their mission and work.
Red Cross
Geo-targeted ads promoting a blood drive at specific campus locations resulted in 1000 additional donations.
These examples show that even with small budgets, nonprofits can generate dramatic results with strategic Facebook advertising.
Conclusion
While organic reach is decreasing, Facebook still provides valuable free and low-cost promotion opportunities for nonprofits. Grants, discounts, boosted posts, and influencer partnerships allow optimizing limited budgets. Following best practices for goals, targeting, testing, and tracking enables cost-effectively spreading your mission and generating more donations, volunteers, and impact with Facebook ads. With some effort and creativity, nonprofits can leverage Facebook successfully even without huge marketing resources.