Powerful Conversion Techniques: Unlock Recurring Donations with your Facebook Donor Data
Tags: Fintech, Charity, Facebook, Donor Retention, Donations

You can target audiences on Facebook with many different ad formats and ad targeting parameters. Mastering your Facebook targeting strategy gets you in front of very specific segments of your audience who are motivated to donate. After all, who is more likely to give than those who have already given?

Donor data is one of the most valuable tools in your fundraising arsenal. Your data tells you when your donors are more likely to give (time, day, week) and how frequently they are likely to give (so you know exactly when to target them). It also tells you the type of content that inspires generosity. Through your data you will uncover critical insights to help convert donors time and time again.

Here is your guide to getting folks who have donated on social media to give again, and again.

1. Download Your Donor Data

You can download your donor data from your nonprofit donor page from your Goodworld account and clicking “Export CSV” in the bottom right corner. You can sort the data prior to downloading it and the exported document will show what you’ve chosen to see.

Similarly, you can download your donation data from your Goodworld account by clicking “Export CSV” in the bottom right corner of your donations page.

Your donor data not only allows you to differentiate between regular contributors and one-time donors, but also allows you to sort donations by touch points such as amount given, source of donation, and amount of donations. As a nonprofit, you can use this information to segment your donor base, so that you’re asking:

the right audience

the right ask

in the right place

2. Create a Facebook Custom Audience of Existing Donors

Facebook Custom Audiences is an advanced feature that enables you to connect with your existing donors on Facebook. Getting in front of your existing donors on their favorite social network not only reinforces your brand, but also gives you the opportunity to increase lifetime customer value, donation frequency, and loyalty. By creating a multi-channel, direct relationship with your donors, you can rapidly create a community of regular givers.

This works the other way, too — you can increase the efficacy of your campaigns and avoid wasted clicks by excluding your existing customer list. If you’re introducing a new donor drive, for example, there’s no reason to show it to your loyal donors.

Custom Audiences are created by uploading your Goodworld donor data in CSV or TXT format, to Facebook.

Custom Audience on Facebook

3. Promote Fundraising Post to Custom Audience

Then simply target your lapsed donors in your custom audience with a promoted post on Facebook or Instagram.

4. Creating a Lookalike Audience

With Lookalike Audiences, not only can you harness the power of your donor data to strengthen your relationship with existing donors, but you can scale your donor base by reaching new people who are similar to your existing audience. Creating a Lookalike Audience is simple — FB finds new, similar people using the data points of your source audience of the population you select.

Lookalike Audience on Facebook

When it comes to donor data, knowledge equals power. Knowing your donors equips you to build a better, deeper relationship with them — benefiting both your nonprofit and your donors. If you’d like to learn more about how Goodworld’s technology can activate your donors with social media, visit our website here.