How does running paid fundraising campaigns for nonprofit compare to running other forms of direct response? I have run a lot of B2B and B2C e-comm ads in my work history, never any fundraising. I’m interviewing for a job to run these types of ads tomorrow. Anyone with experience have any advice on how they compare?

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The paid media itself isn’t that different if you are used to direct response / lower funnel KPIs. Timing will revolve around things like Giving Tuesday, Year End and maybe depending on the client, rapid response around disaster relief. Typically lots of emphasis on list building, lookalikes and retargeting - Facebook has made a lot of audience targeting changes in the last couple of years that have impacted nonprofits a lot. And a lot of nonprofits get falsely categorized as ‘political’ on social channels too which can be a barrier to advertising. KPIs may involve the value of 1x donors vs monthly donors. In order to be successful the org will need strong landing pages, email follow up, etc - the fundraising ask definitely goes well beyond paid media. But thats probably true for your past clients too.

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What a helpful answer.

If your remit includes paid search, familiarize yourself with Google Grants.

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Been doing this for the past three years. Most of the stuff so far here is on point.

* Yes to Google Grants BUT depending on the topic monthly can balloon well above 40K/mo. Everyone struggles to spend in full. Know the nuances here.
* Yes to the weaker targeting on Facebook for the past few years and being incorrectly lumped into political or sensitive topics.
* Someone mentioned above "full funnel tracking." No. Unless you are processing on your owned site that is highly unlikely. You're going to need to make some assumptions.
* DO work with platforms on their native fundraising tools. Gold mine.

Good luck, break a leg, you got this.

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(They don’t require experience doing fundraising to interview. Just direct response)

From my experience not much if it’s paid. You beg more for lower prices. Budgets aren’t necessarily small, you may deal with more rounds of presentations and explaining digital and tech. Lots of old school media plans that have always worked for them. I spent a lot of time trying to convince them to not run the “only make people feel guilty” ads. but in the end the big nonprofits are really just companies that spend a lot of money on executives and advertising.

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