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Get ‘ducks in a row’ before going all in on paid social media ads
Publication year - 2017
Publication title -
nonprofit business advisor
Language(s) - English
Resource type - Journals
eISSN - 1949-3193
pISSN - 1531-5428
DOI - 10.1002/nba.30367
Subject(s) - popularity , social media , media coverage , public relations , work (physics) , advertising , business , marketing , political science , computer science , sociology , world wide web , engineering , media studies , law , mechanical engineering
Paid ads on social media sites are growing in popularity among nonprofits, and with good reason: They work. Data from M+R Strategic Services' 2017 Benchmarks Study show that charities increased their spending on social media ads by almost 70 percent in 2016, which helped them counter a drop in email open and response rates. And the technology behind them has improved as well—sophisticated data crunching and algorithms help organizations target very specific subpopulations that offer the best likelihood of success. But that doesn't mean it's the right strategy, right now, for all nonprofits.