Tuesday, May 12, 2015

Can Facebook Kick Up 2016 Political Donations?

Will Facebook become a more significant ingredient in the political fundraising mix of 2016 candidates and causes? Consider mid-term election research conducted by Facebook, as reported in a recent medipost.com article. Facebook tracked the Senate campaigns of Democrats Michelle Nunn of Georgia and Mark Udall of Colorado. OK, so the candidates lost, but their Facebook ads won in terms of donor power. Facebook found that not only did Facebook ads provide at least a 200% ROI but people who saw the ads gave more on average than those who did not. Specifically, people who viewed Udall's Facebook ad gave $47.87 on average, while those who did not see the ad gave an average $42.70. There are good reasons Facebook will be an attractive fundraising addition in 2016, argues a recent mediapost.com article by Shawn Kemp, co-founder of ActionSprout, which helps nonprofits optimize Facebook. Facebook has the deepest social reach: 42% of Americans have a Facebook account, compared with 19% on Twitter, the second-largest social network. Facebook offers attractive targeting options such as geo-targeting and look-alike audiences. And Facebook ads, while not a key donation driver alone, can have a multiplier effect in multi-channel efforts, as shown by Facebook's mid-term election experiments. So, for example, combining Facebook ads with an e-mail campaign to the same targeted list could boost giving per donor. For more, see http://www.mediapost.com/publications/article/248996/facebook-advertising-matters-for-political-fundrai.html#

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