What goals can nonprofits reach by paying for ads on Social?

There are some benefits that nonprofits can gain from paying for ads on social media and elsewhere. How to decide if it’s for you? Join us for at #SM4NP, our bi-weekly chat on Twitter on Friday, September 25th at 1 pm EST.

We’ve invited our partners and experts to share resources, advice and more with our community. This week we’re pleased Lyndal Cairns and Marcia Silva are joining us.

The questions

Q1: How to decide whether to stay “organic” or pay to boost your social posts?

Q2: How do you gauge if your paid social campaign was successful?

Q3: What are best practices for finding your target audience with paid advertising?

Q4: What are the differences between paying for the impression or click in social ads (CPM vs. CPC)?

Q5: How can nonprofits get free advertising?

Q6: How can for-profit companies better support the nonprofit industry in their marketing?

Q7: How to optimize your ads based on analytics?



Help amplify the chat beforehand on Twitter by RTing or tweeting about the chat. Follow @SM4Nonprofits on Twitter to stay connected.

Find the chat by searching on Twitter for #SM4NP or #M4NP (or an alternative site for tweetchats like tchat.io).

During the chat, we will start with welcomes and icebreakers, and then lead the discussion with 5  thoughtful questions through our handle @SM4Nonprofits.

You’ll answer Q1 with A1, and Q2 with A2. Always include the hashtag  #SM4NP. Feel free to talk to others in the chat, ask questions, get sidetracked, be thoughtful, and be social.

After the chat will be a social hour, wherein people can talk amongst themselves, so bring your questions to that!


  1. SLIDES: How UNICEF Translates Trends and Insights into Community Growth with Facebook Ads – From #SM4NP
  2. The Value of a PSA Program – By Julia McDowell of Williams Whittle
  3. Guide to Effective Facebook Ads for Nonprofits – By ActionSprout
  4. PODCAST: Getting Started with Facebook Advertising – On The Marketing Agents with John Haydon
  5. Five Costly Facebook Ad Mistakes You Can Fix with this Checklist – By John Haydon
  6. Facebook Ads: Are they right for your nonprofit? – By Julia Campbell
  7. Do Nonprofits Really Limit Advertising Because of Pressure to Cut Overhead? – By Brian Mittendorf on NPQ
  8. SLIDES: What Would Facebook Do: Using Ads to Test Your Messages – By Marcia Silva at #SM4NP SV
  9. VIDEO: The Way We Think About Charity is Dead Wrong – TED Talk with Dan Pallotta


Why Should Your Nonprofit be Mobile Ready? During our first #M4NP in March, we strategized about the importance of mobile strategy.

How to Incorporate SMS in Nonprofit Messaging We teamed up with Mobile Commons to provide an in-depth look into the possibilities inherent in SMS- a powerful organizing tool for nonprofits.

After Mobilegeddon: The Mobile-Responsive Nonprofit Website The mobile internet shift is nothing to fear, we agreed. Lots of well-informed people shared their insights, including our partners Cornershop Creative, who’s been working with us on our own mobile website!

Measuring What Matters in Social Media We didn’t take it easy for our first Twitter chat- we delved deep into data. We talked about the insights and strategy behind social media analytics.

Telling the Story of Nonprofits via Blogging We talked about how nonprofits can tackle hurdles within blogging and use it as an effective way to tell your nonprofit’s story, connect with supporters, and gain exposure with new audiences.

Activating Volunteers through Social Media There are some very compelling ways to recruit and retain volunteers through social. For this chat, we partnered with Catchafire, Sensei Project, and VolunteerMatch- all of whom provided incredible insights.

Gaining Influence: Power Tips for Power Users of Social Media It’s pretty incredible the reach and impact that can be achieved through social. We talked Guy Kawasaki’s #ArtofSocial and other thoughts on power tips for power users. Storify Recap | Blog Post

Storytelling through Social Media In their communications, nonprofits focus too much on how they do things and their theory of change but far less about how they’ve made a change or accomplished an outcome. We talked about how nonprofits can lift the causes and constituents they serve through effective storytelling.

Mobile Email for Nonprofits Because mobile makes the web more immediate, nonprofits can harness support more quickly. We explored best practices for nonprofit emails in a mobile web, including how nonprofits can harness that immediacy for change.

A Twitter Chat on Twitter Chats This very-meta twitter chat tackled how nonprofits can use this tool most effectively to drive fundraising, advocacy, and community building.