Facebook offers free advertising credits to eligible nonprofits through its Ad Grants program. This allows nonprofits to promote their causes and recruit supporters without spending money on ads. However, there are some requirements and limitations to be aware of.
What is Facebook Ad Grants?
Facebook Ad Grants provides $10,000 per month in free advertising credit to eligible nonprofit organizations. This credit can be used to run ads on Facebook and Instagram that help nonprofits achieve their awareness, fundraising, and recruitment goals.
The program is part of Facebook’s social good initiatives and is intended to help nonprofits share their missions and causes with targeted audiences. Over 1.5 million nonprofits from over 190 countries participate in the Ad Grants program currently.
Who is eligible for Facebook Ad Grants?
To be eligible for Facebook Ad Grants, an organization must:
- Be registered and properly certified as a nonprofit organization
- Have a presence on Facebook in the form of a Page
- Have less than $1 million USD in annual advertising spend across Facebook company products
The nonprofit must maintain its Page properly and post at least once per month. Political groups, religious groups, schools, and hospitals are not eligible for the program.
How does the $10,000 ad credit work?
Eligible nonprofits receive a monthly advertising credit of $10,000 that can be used to run ads on Facebook and Instagram. This credit resets every month and does not roll over.
The credit is intended to help nonprofits spread their message, raise awareness, recruit volunteers and donors, and achieve other mission-driven goals through paid advertising on Facebook’s platforms.
However, there are some limitations on how the credit can be used:
- Only approved admins on the nonprofit’s Page can manage the Ad Grants account
- Accounts are subject to manual review to ensure proper nonprofit use
- Ads must adhere to Facebook’s advertising policies and cannot promote products, services, or donations
- Targeting and reporting options are limited compared to regular paid advertising
So while nonprofits get $10,000 in free advertising each month, there are restrictions in place to ensure this grant is used appropriately to benefit communities.
How can nonprofits use the ad credit effectively?
Here are some best practices for nonprofits to use Facebook Ad Grants effectively:
- Set clear campaign objectives – brand awareness, event registration, newsletter sign-ups, etc.
- Research ideal target audiences and tailor messaging to them
- Create engaging ad creative following Facebook best practices
- Test different placements, formats, audiences, and creatives
- Track performance and optimize towards successful ads
- Retarget engaged users to increase conversions
- Promote content from website to drive traffic
- Automate campaigns through Ads Manager for efficiency
Being strategic with objectives, testing, targeting, and tracking will help nonprofits make the most of their $10,000 monthly ad credits.
What are the pros and cons of Facebook Ad Grants?
**Pros:**
- $10,000 per month in free advertising credit
- Access to Facebook and Instagram’s large audiences
- Useful self-service Ads Manager platform
- Opportunity to advance nonprofit’s mission
- Metrics to track performance and optimize
**Cons:**
- Restrictions on targets, objectives, and messaging
- Less flexible than paid advertising options
- Still a time investment to manage campaigns
- No guarantee of engagement or conversions
- Credit does not rollover month to month
How can nonprofits apply for Facebook Ad Grants?
To apply for Facebook Ad Grants, a nonprofit must:
- Have an authorized admin create a Facebook Page for the nonprofit
- Fill out the online Ad Grants application
- Provide documentation of nonprofit status as requested
- Agree to adhere to the Ad Grants policies
Once approved, the $10,000 monthly ad credit will be available through the nonprofit’s Page. Admins must pass an online ad certification course before managing campaigns.
The application process can take some time for approval. Nonprofits should make sure their Page and ad account managers are set up properly in advance to expedite this.
Are there other free advertising options?
In addition to Facebook Ad Grants, some other free advertising options for nonprofits include:
- Google Ad Grants – $10,000 monthly Google Ads credit
- Microsoft Advertising Grants – $10,000 monthly Bing Ads credit
- Reddit Ads for Causes – $500 monthly Reddit Ads credit
- Local media – Free PSAs and nonprofit event listings
- Partnerships – Co-marketing with corporate partners
Exploring these options can help nonprofits maximize their promotional reach for free or low-cost.
Key Takeaways
- Facebook Ad Grants provides $10,000 per month in free advertising to eligible nonprofits
- The credit can be used to increase awareness, recruit volunteers, solicit donations, and more
- There are restrictions in place regulating how nonprofits can advertise
- Nonprofits must have a properly maintained Facebook Page to qualify
- Strategic campaign management and testing is key to success
- Other free ad programs are available through Google, Microsoft, Reddit, and local media partnerships
Conclusion
Facebook Ad Grants presents an invaluable opportunity for eligible nonprofits to reach larger audiences with their cause and promote their organization for free. While some restrictions apply, the $10,000 per month credit provides helpful support to nonprofits focused on social good. Combining this program with other free and low-cost advertising options can further extend a nonprofit’s promotional reach and visibility. With strategic and creative campaign management, nonprofits can utilize Facebook Ad Grants to increase brand awareness, engage supporters, and further their mission and programs.
| Pros | Cons |
|---|---|
| $10,000 per month in free advertising credit | Restrictions on targets, objectives, and messaging |
| Access to Facebook and Instagram’s large audiences | Less flexible than paid advertising options |
| Useful self-service Ads Manager platform | Still a time investment to manage campaigns |
| Opportunity to advance nonprofit’s mission | No guarantee of engagement or conversions |
| Metrics to track performance and optimize | Credit does not rollover month to month |