Facebook offers free and discounted advertising to eligible nonprofits through its Social Good program. This allows nonprofits to promote their causes and spread their messages to Facebook’s billions of users without spending money on advertising costs.
What are the requirements for Facebook’s nonprofit ad grants?
To be eligible for Facebook’s free and discounted ads for nonprofits, organizations must meet the following requirements:
- Be a registered 501(c)(3) nonprofit organization
- Have a presence on Facebook (Page or Instagram presence)
- Spend at least $10 per day on ads
- Submit an application and have it approved by Facebook
501(c)(3) status is required to prove an organization’s nonprofit status. Having an existing Facebook Page or Instagram account shows that the organization is already using Facebook tools. The minimum $10 per day ad spend requirement demonstrates that the nonprofit is actively investing in and managing promotions. Meeting these criteria helps Facebook discern that an organization will use its free ad credits responsibly.
What advertising credits do nonprofits receive?
Once approved for the grant program, nonprofits receive the following advertisement credits from Facebook:
- $500 per month in free ad credits for up to 12 months
- Access to discounts on additional ad spending beyond the monthly grant
The $500 in monthly credits can be used to run various forms of Facebook and Instagram advertising, including boosted posts, photo ads, carousel ads, Stories ads, and more.
If a nonprofit spends beyond the $500 credit, they receive a discount on the additional spending. The discount is tiered based on the total monthly spend:
| Monthly Ad Spend | Discount Percentage |
|---|---|
| $500-$999 | 10% |
| $1000-$4999 | 20% |
| $5000+ | 30% |
How does the nonprofit ad grant renewal work?
The Facebook nonprofit ad grant runs for 12 months initially. After this period, the grant can be renewed on an annual basis by resubmitting an application. Approval for renewal depends on how the organization used its credits during the previous cycle.
To help ensure renewal, nonprofits should:
- Spend their full $500 monthly credit each month
- Run ads that align with the organization’s mission
- Avoid policy violations in ad content
- Respond to any reviews or feedback from Facebook
Proper use of the credits and avoiding violations demonstrates good standing with the program terms. This helps an application for renewal be approved without issue.
What are some tips for using nonprofit ad grants effectively?
Here are some top tips for nonprofits to use their free Facebook advertising credits effectively:
Set clear goals
Define the objectives you want to achieve from the ads – brand awareness, website traffic, donations, event attendance etc. This focuses your efforts.
Perform audience research
Use Facebook’s audience insights tools to analyze your target demographics and interest groups. Fine-tune your target audience for the greatest relevance.
Create engaging ad content
Ad copy, images, or video should capture attention and inspire users to take action. High-quality content improves ad results.
Test different ad formats
Experiment with the various Facebook ad types and placements to see what resonates best. Continually optimize performance.
Measure analytics
Use Facebook’s analytics to assess engagement, clicks, conversions, and other metrics. Evaluate what’s working and refine unsuccessful areas.
Retarget engaged users
Remarket to those who have already shown interest. This can nudge them into becoming donors, volunteers etc.
Following these tips will lead to better nonprofit ad outcomes and help secure grant renewal.
What are some examples of effective nonprofit Facebook ads?
Here are some real examples of effective Facebook ads run by nonprofits using free grant credits:
Charity: Water
The clean water nonprofit Charity: Water ran video ads showcasing villagers’ emotional reactions to gaining new access to clean drinking water. The inspiring footage connects viewers to the importance of Charity: Water’s mission.
DoSomething.org
Youth organization DoSomething.org used colorful, eye-catching images and copy urging their target teen demographic to take action on causes. Their ad engagement improved thanks to relatable messaging.
World Wildlife Fund (WWF)
WWF employed powerful nature imagery in their ads, such as a sea turtle swimming through a plastic-filled ocean. The vivid photos increase attention for their environmental call-to-action.
American Red Cross
During times of natural disaster, the Red Cross runs ads with safety tips, help hotlines, and donation appeals to aid relief efforts. Prompt and relevant messaging bolsters community support.
Conclusion
Facebook’s free advertising grant provides invaluable benefits to help nonprofits share their mission and mobilize support. By following best practices with their monthly ad credits, nonprofits can cost-effectively expand their reach and drive impact. Strategic use of these promotions enables nonprofits to gain more donors, volunteers, and community engagement.