On May 12 we launched the den (Digital Education for Nonprofits) – a program thoughtfully crafted by the team at 360i, and designed to empower nonprofits to be smart marketers in the digital age through knowledge sharing, tools, and free resources.

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THANKS TO OUR CONTRIBUTORS

3. 3
Table of Contents
The Millennial Donor. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
DIY/Free Insights Tools. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Trend Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Social Platform Cheat Sheets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Story Packs—for good. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Building Successful Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
How to Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
SEO Tips & Best Practices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Glossary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

4. 4
Millennials (aged
18-32) are now the
largest generation in
the US totaling nearly
In the coming decades, this group
is expected to inherit
Are willing to raise money on
behalf of a cause they care about
Of Millennials want to see
the impact of their donation
in wealth from previous
generations and will have
by 2017
$
$
$
80
MILLION
$41
TRILLION
$$$
7 10OUT
OF
H.O.P.E.
THE LARGEST
BUYING POWER
IN THE U.S.
In order to ensure
future nonprofit
champions and
long-term financial
supporters,
it’s critical for
nonprofits to begin
building relationships
with charitable
Millennials.
HONESTY
Transparency and
clarity of organizations
and donation objectives
is crucial
PERSONAL
This group wants to
use their unique skills
to enact change for a
cause important to them
EASE
Donation experiences
must be seamless to
facilitate impulsive
Millennial donors
OPTIONS
Millennials want to
engage with a nonprofit
in a number of ways, on
their own terms
What to keep
In mind when
targeting
Millennials
Motivations:
What aspects
of nonprofits
attract and inspire
millennials to donate?
TOP REASONS MILLENNIALS GET INVOLVED
79%
Passion for a
cause
56%
Meet likeminded
people
46%
Apply a skillset
57%
“When you find a personal connection to a cause, it’s really
motivating in helping and participating with a nonprofit.”
“Disconnect between where money goes and how a
nonprofit uses it prevents me from donating more.”
The Millennial Donor
Understanding the imminent influence of Millennials on nonprofit donations
This group wants to
use their unique skills
to enact change for a
cause important to them

5. 5
Of Millennials
receive emails
from at least
one nonprofit
1. Connect to social
2. Donate to nonprofit
3. Read blog posts
4. Newsletter signup
5. Petition signature
Millennials
read nonprofit
articles/emails
on their phone
Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i.com
Sources: Pew Research Center, Tabulations of U.S. Census Bureau population; Forbes.com: “2015 is The Year of the Millennial Customer”; 2013 Millennial Impact Report;
GWI – Platform Usage Among Millennials; Network for Good - The Millennial Donor Playbook; Blackbaud: The Next Generation of American Giving
Touchpoints:
Which channels
and platforms are
the best ways to
reach millennials?
Insights
+ Opportunities
SOCIAL MEDIA:
Stay in touch make connections
EMAIL + WEBSITE:
Provide information, CTA
“Sharing to
social media is
more powerful
fundraising than
trying to meet a
business owner.
Friends may donate
less, but there are
more of them”
Facebook
Instagram
Twitter
Snapchat
Pinterest
49%
28%
24%
23%
22%
PLATFORM USAGE AMONG MILLENNIALS
Q4 2015, USA
TOP ACTIONS ON
NONPROFIT WEBSITES
65% 4 5OUT
OF
Focus on building an
emotional connection
through storytelling
about your cause and
the success it has
achieved through
donations
Give Millennials
multiple options to
achieve one, clear
call to action whatever
the time of day and
wherever they are
Provide opportunities
to connect Millennials
with their peers on a
shared passion to
enact a movement of
change for a cause
Catch Millennials
where they already
spend their time
– social media and
online – and encour-
age social sharing to
those in their network
Of Millennials
use their phone
to check out a
nonprofit’s
Facebook
Of Millennials
like to see
nonprofits
post success
stories
Of Millennials
are actively
connected to
1-5 charities
70%60%49%

6. 6
Access
Socialbakers.com/statistics/facebook/
Capabilities
Nonprofit social media reports exploring top
pages, fan demographics, and fastest
growing pages
Access
Tailwindapp.com
Capabilities
Provides high level weekly summaries of your
nonprofit activities; can schedule pins, monitor
your page and measure results
Access
YouTube.com/trendsdashboard
Capabilities
Tracks what is trending on YouTube
for a given time period, allowing you to
filter by location, user age and gender
Access
SimplyMeasured.com/free-social-media-tools
Capabilities
Shows how your Vine Tweets are engaging
followers and which Vines are being
shared the most. Note: Must post 3
times a week to analyze
Access
FollowerWonk.com
Capabilities
Search Twitter bios
by keywords to find
relevant superfans
Access
AllMyTweets.net
Capabilities
Aggregates last 3K
tweets of any user into
one page to easily search
by keyword
Access
IconoSquare.com
Capabilities
Tracks how many people have
mentioned a particular hashtag and
lists similar hashtag usage
Facebook
Socialbakers
Twitter
FollowerWonk
Instagram
Iconosquare
Vine
Simply Measured
Youtube
YouTube Trends Dashboard
Pinterest
Tailwind
AllMyTweets
DIY/Free Insights Tools
By Platform:

7. 7
Interested in uncovering more insights? Contact 360i Insights + Planning at 360i-InsightsNonprofits@360i.com
Trend Insights:
Access
Adwords.Google.com/KeywordPlanner
Capabilities
Provides related search terms and
search volume estimates on specific
keywords; breaks out which devices a
keyword is most searched on
Google Keyword Planner
Access
Google.com/trends
Capabilities
Search data is used to provide valuable
insight and context to emerging trends
and interests for consumers over time
Google Trends
Access
Insight.GlobalWebIndex.net/subscribe
Capabilities
Daily email providing charts analyzing
consumer and platform behavior across
regions and demographics
Global Web Index
Access
YPulse.com/registration#bronze
Capabilities
Daily email providing trends and online
articles regarding Millennial interests,
perceptions and innovations
Ypulse
Access
Blackbaud.com
Capabilities
Combines technology solutions and
expertise to provide tools, research
and newsletters for nonprofits
Blackbaud
Access
Smile.Amazon.com
Capabilities
Website operated by Amazon that will
donate 0.5% of a shopper’s purchase
to the charity of the shopper’s choice
Amazon Smile

8. 8
*Updated February 2016
Need to
Know
Most established social
channel; broad reach in US
global.Very advanced
targeting; paid ads
necessary.
Started by a high school
dropout; now owned by
Yahoo. Blogging platform
for the creative set.
How People
Use It
How Brands
Use It
Who’s
On It
What It Can
Help Achieve
Major
KPIs
Content
Types
Everyone, with a majority of
Millennial users living in U.S.,
India Brazil.
However, teens are using it
less, and differently(more for
networking)
Teens and Millennials.
56% users are 18-34.
Popular amongst the fashion,
art, entertainment, food
creative set.
Go-to social network for many
demos. Browsing the feed;
keeping up with friends; sharing
news/photos; sharing
discovering content;
planning events. Also used for
customer service.
Curating creating content
that provides a window into
their personalities, interests,
etc. Riffing on pop culture,
trends, humor, etc. Following
others whoinspire them.
Publish high qualityvisual
content, often an extension of
brand campaigns.Elicit action
(social engagement, clicks to
website, video views, etc.)
from fans non-fans. Can do
very robust demo interest
targeting. Increasingly as a
sounding board for
customer service.
Maintain branded Tumblr
page curate experience
through reblogs original
content. Engage with
Tumblr influencers.
Some convergence with
Yahoo advertising.
Awareness
Brand Equity
Purchase Intent
Trial (Mainly Entertainment)
Traffic (for Publishers)
Reach New Audiences
Awareness
Brand Equity
Brand Engagement
Traffic
Video, strong visuals (print
quality) with less than 20% text
on image; link and
carousel ads
Text, photo, quote, link, chat,
audio, video. Photos and GIFs
tend to perform best.
Impressions, Video Views, CTR,
CPE, CPM, Likes, Comments,
Shares, Frequency, % of
audience reached
Engagements (likes,
Reblogs), Impressions,
Follows, Clicks, Views, ER
MAU 1.55 Billion
N/A - Tumblr tracksaudience
based on blog network
dashboard
Paid
Media
Yes - Robust
Yes – Fairly robust with
research capabilities brand
lift studies
Facebook made community
growth a priority on IG. Very high
engagement ratesrelative to
other channels.
Millennial parents,
millennials, teens.
Audience is getting more
mainstream.
Showcase their dailylives in a
uniqueand artistic way.
Discover other brands/users
that resonate with personal
interests. Become content
creators by consistently
inventing ways to utilize the
platform with hacks.
Share high-quality
creative showcasing the brand
or product in unique/innovative
ways to increase affinity.
Engage with audiences by
utilizing and viewing hashtags.
Leverage influencers to create
UGC content increasing reach
and awareness of the
brand/product.
Awareness
Brand Equity
Brand Engagement
Purchase Intent
Reach New Audiences
Strong visuals - artistically
created, specific look feel
with “filters”
15-second looped videos,
link and carousel ads
Likes, Reach, Impressions, Eng.
Rate, Hashtag use, Clicks, CPC
400 Million
Yes – Leverages Facebook Ads
API
Very well established w/
strong ad products
potential for wide reach,
though audience is
more niche.
A fairly wide audience,
with pops in:
Tech, Marketing, African
American, Entertainment,
Politics
Many are spectators
rather than active participants,
discovering content, articles
news. Others use it for 1:1
engagement with friends, peers,
celebrities brands.Lots of
customer service inquiries.
Real-time participation
in cultural events. Publish high
quality visual text based
content. Ask questions have
1:1 conversation with
consumers influencers.
Host Twitter chats parties.
Respond to customer
service inquiries.
Awareness
Fan
Brand Equity
Brand Engagement
Purchase Intent
Trial (MainlyEntertainment)
Traffic (for Publishers)
Reach New Audiences
140 character limit
Text-based, imagecontent,
videos, live-stream content
GIFs
Retweets, @replies, Likes,
Followers, Impressions, CTR,
CPF
Hashtag use
325 Million
Yes - Robust
200 Million
Mobile app, catering to the
25 demo. Expiring images
videos, 24-hour “stories” and
a Discover tab.
13-34 year olds, over
100MM daily active
Snapchatters and growing
1:1 photo/video messages
that expire after 24 hours.
Daily storytelling to friends via
24-hour “story” feature.
Access publication
sourced stories
Showcase exclusive,
behind-the-scenes content,
which should be
entertaining and
spontaneous. Work with
influencers to engagefans.
Buy 3V Ads, integrated into
content on Live and
Discover.
Views, Screenshots,
Replays, Filter Usage, Filter
Impressions
Yes – Discover, Stories,
Geofilters, Lenses
Photos, videos,
drawings, emojis, text
Awareness
Brand Equity
Brand Engagement
Young Audiences
Owned by Twitter. Launched
the short-form video craze.
Very influencer driven.
Nearly all mobile.
Early adopters,
Millennials and teens.
Hardcore content creators.
Consuming sometimes
creating fun, interesting
6-second videos.
Following influential
content creators.
Creating 6-second videos -
one-offs or, increasingly,
whole storylines in 6-sec
episodes. Leverage
influencers to create
brand content.
Brand Equity
Brand Engagement
6-second videos
Re-vines, Comments,
Loops (# of times
video is played)
Est. 200 Million
Vines watched
No
Where people go to “create
their own future” and “discover,
save, do.” Updatesto search are
indicative of a focus on the
“Discover” portion ofthe platform.
80% of usage happening
on mobile.
Mostly US and women 25-54,
also reaches 40% of
Millennials online and has
seen 120% YoY growth of
men. International
communitymakes up 45%
of users.
73% of Pinners use Pinterest to
plan for the future.
Discovering new things
products; getting inspired;
planning their lives and
purchases.
Businesses currently create 2/3
of platform content. Publish
high quality content with rich,
keyword focused descriptions
vertical imagery. Integrate
Pinterest button on website
optimizeweb content, Create
rich promoted pins to make
content more discoverable.
Awareness
Brand Equity
Brand Engagement
Traffic
Sales
Purchase Intent
Strong vertical visuals with links
back to brand site and strong
keywords for search descriptions,
Buyable Pins, Video, GIF
Repins, Likes, Impressions,
Unique Viewers, Clicks,
CPE, CPC, CPA, Installs,
Closeups, Purchases
100 Million
Yes – Robust with Buyable Pins
Owned by Google.
2nd most popular search
engine. 6 billion hours of
video viewed per month.
Focused on user acquisition
and content discovery; direct
integration with user‘s
Twitter feeds.
Everyone. Especially
Millennials (72%), GenX
(58%), and teens 14-17
(81.9%)
80% of userbase is 16-34
year olds
Watching videos,
uploading videos,
following video creators
(now celebrities in their
own right).
To broadcast their lives in
real time and comment on
other's lives. Frequently
seen/used as a platform
for broadcasting breaking
news stories of
trending events.
Distribute TV commercials
and other video content, and
create uniqueweb-based
video content including
Virtual Reality and 360
video. Leverage influencers to
create video content. Paid
media - pre-roll, banners,
in-video, TrueView etc.
To live stream
activations, behind-the-
scenes, and exclusive ,
one-of-a-kind content.
Awareness
Brand Equity
Purchase Intent
Trial (Mainly Entertainment)
Reach New Audiences
Brand Engagement
Brand Equity
Reach New Audiences
Short long form video
Video Views,
Video Completion Rate,
Likes, Comments
Likes, Views,
Retention Rate
Live video streams
Chat bubbles
1 Billion 10 Million+
Yes - Robust No
Social Platform Cheat Sheet

9. 9
facebook
Go-to social network for many
demos. Browsing the feed; keeping
up with friends; sharing news/photos;
sharing discovering content;
planning events. Also, used for
customer service.
content type
photo gif video
$
Paid capabilities
Yes – with less than 20% text on image;
video, link, reach frequency and carousel
ads; TRP buying, mobile audience network
(apps mobile web), canvas.
what to achieve
Awareness
Brand Equity
Purchase Intent
Trial (Mainly Entertainment)
Traffic (for Publishers)
Reach New Audiences
Major KPIS
monthly active users
1.55B
Impressions, Video Views,
CTR, CPE, CPM, Likes,
Comments, Shares, Frequency,
% of audience reached
Who's On It
PERSONAL USE
Everyone, including a majority of
Millennial users living in US, India
Brazil. Teens are using it less, and
differently (more for networking).
Publish high-quality visual content,
often an extension of brand
campaigns. Elicit action (social
engagement, clicks to website, video
views, etc.) from fans non-fans. Can
do robust demo interest targeting.
Increasingly as a sounding board for
customer service.
BRAND USE
Most established social channel; broad reach in US global.
Advanced targeting; paid ads necessary.
Updated March 2016
INSTAGRAM
Showcase their daily lives in a
unique and artistic way. Discover
other brands/users that resonate
with personal interests. Become
content creators by consistently
inventing ways to utilize the
platform with hacks.
content type
photo gif
15-SEC
video
$
Paid capabilities
Yes – Leverages Facebook Ads API
with some limitations: no headline or
link description for ads that drive
offsite, and no video link or video
carousel ads.
what to achieve
Awareness
Brand Equity
Brand Engagement
Purchase Intent
Reach New Audiences
Major KPIS
monthly active users
400MM
Likes, Reach, Impressions,
Eng. Rate, Hashtag use,
Clicks, CPC
Who's On It
PERSONAL USE
Millennial parents, Millennials,
teens. Audience is getting
more mainstream.
Share high-quality creative
showcasing the brand or product in
unique/innovative ways to increase
affinity. Engage with audiences by
utilizing and viewing hashtags.
Leverage influencers to create UGC
content increasing reach and
awareness of the brand/product.
BRAND USE
Platform that prioritizes creative integrity based on an audience that is, primarily, a
community of content creators. High engagement rates relative to other channels.
Updated March 2016
TWITTER
Many are spectators rather than
active participants, discovering
content, articles news. Others use
it for 1:1 engagement with friends,
peers, celebrities brands.
Lots of customer service inquiries.
content type
TEXT - 140 CHARACTER LIMIT
$
Paid capabilities
Yes – Engagement tweets, video
website cards, whitelisting, paid
trending topics, sponsored moments,
sponsored emojis.
what to achieve
Awareness
Fans
Brand Equity
Brand Engagement
Purchase Intent
Trial (Mainly Entertainment)
Traffic (for Publishers)
Reach New Audiences
Major KPIS
monthly active users
325MM
Retweets, @replies, Likes,
Followers, Impressions, CTR,
CPF Hashtag use
Who's On It
PERSONAL USE
A fairly wide audience, typically
focused on:
Tech, Marketing, African American,
Entertainment, Politics.
Real-time participation in cultural
events. Publish high quality visual
text-based content. Ask questions
have 1:1 conversation with
consumers influencers. Host
Twitter chats parties. Respond to
customer service inquiries.
BRAND USE
Well established with strong ad products potential for wide reach,
though audience is more niche.
photo gif video
Updated March 2016
FACEBOOK

10. 10
Vine
Consuming sometimes
creating fun, interesting 6-second
videos. Following influential
content creators.
content type
6-SEC
video
$
None
what to achieve
Brand Equity
Brand Engagement
Major KPIS
monthly active users
Est. 200 MM
Vines watched / MONTH
Re-vines, Comments,
Loops (# of times
video is played)
Who's On It
PERSONAL USE
Early adopters, Millennials
teens.
Hardcore content creators.
Creating 6-second videos –
one-offs or, increasingly, whole
storylines in 6-second episodes.
Leverage influencers to create
brand content.
BRAND USE
Owned by Twitter. Launched the short-form video craze.
Influencer-driven. Nearly all mobile.
Paid capabilities
Updated March 2016
PERSONAL USE
PERISCOPE
Broadcast their lives in real-time
and comment on other's lives.
Frequently seen/used as a
platform for broadcasting breaking
news stories or trending events.
$
None
what to achieve
Brand Engagement
Brand Equity
Reach New Audiences
Major KPIS
monthly active users
10MM+
Likes, Views, Retention Rate
Who's On It
80% of user base is 16-34
year olds.
Live-stream activations, behind-
the-scenes, and exclusive, one-
of-a-kind content.
BRAND USE
Focused on user acquisition and content discovery;
Direct integration with user‘s Twitter feeds.
Paid capabilities
content type
Live Stream
VIDEOS
Updated March 2016
YOUTUBE
Watching videos, uploading videos,
following video creators (now
celebrities in their own right).
content type
Short long form
video
$
Paid capabilities
Yes – Pre-roll, banners, in-video,
TrueView in-stream and in-display,
overlay ads, skippable/non-skippable
video ads, sponsored cards.
what to achieve
Awareness
Brand Equity
Purchase Intent
Trial (Mainly Entertainment)
Reach New Audiences
Major KPIS
monthly active users
1B
Video Views,
Video Completion Rate, Likes,
Comments
Who's On It
PERSONAL USE
Everyone, particularly Millennials
(72%), Gen X (58%), and teens 14-17
(81.9%).
Distribute TV commercials and
other video content, and create
unique web-based content including
Virtual Reality and 360°video.
Leverage influencers to create
video content.
BRAND USE
Owned by Google. Second most popular search engine.
6 billion hours of video viewed per month.
Updated March 2016
VINE

11. 11
PINTEREST
73% of Pinners use Pinterest to
plan for the future.
Discovering new things products;
getting inspired; planning their
lives and purchases.
content type
LINKS PHOTO GIF
$
Yes – Robust with buyable and
promoted pins.
what to achieve
Awareness
Brand Equity
Brand Engagement
Traffic
Sales
Purchase Intent
Major KPIS
monthly active users
100MM
Repins, Likes, Impressions,
Unique Viewers, Clicks, CPA, CPE,
CPC, Installs, Closeups, Purchases
Who's On It
PERSONAL USE
Mostly US and women 25-54, also
reaches 40% of Millennials online
and has seen 120% YoY growth of
men. International community
makes up 45% of users.
Businesses currently create 2/3 of
platform content. Publish high
quality content with rich, keyword
focused descriptions vertical
imagery. Integrate Pinterest button
on website optimize web content,
Create rich promoted pins to make
content more discoverable.
BRAND USE
Visual bookmarking tool where people “create their own future” discover and
save creative ideas. 80% of usage happening on mobile.
Paid capabilities
Updated March 2016
TUMBLR
Curating creating content that
provides a window into their
personalities, interests, etc. Riffing
on pop culture, trends, humor, etc.
Following others who inspire them.
content type $
Yes – Sponsored posts, sponsored
videos and sponsored days (i.e.,
exclusive takeover w/ custom unit),
sponsored blogs, Radar (GIFs)
what to achieve
Awareness
Brand Equity
Brand Engagement
Traffic
Major KPIS
monthly active users
N/A - Tumblr tracks
audience based on blog network
dashboard
Engagements (likes, Reblogs),
Impressions, Follows, Clicks,
Views, ENG. RATE
Who's On It
PERSONAL USE
Teens and Millennials.
56% users are 18-34.
Popular amongst the fashion, art,
entertainment, food creative set.
Maintain branded Tumblr page
curate experience through reblogs
original content. Engage with Tumblr
influencers. Some convergence with
Yahoo advertising.
BRAND USE
Started by a high school dropout; now owned by Yahoo.
Blogging platform for the creative set.
Paid capabilitiesPHOTOS GIFs perform best
photo CHAT video
TEXT QUOTE LINK
Updated March 2016

12. 12
SNAPCHAT
1:1 photo/video messages that expire
after 24 hours. Daily storytelling to
friends via 24-hour “story” feature.
Access publication sourced stories.
$
Yes – Geofilters, Stories, Sponsored
Lenses, 3V ads (vertical video views),
Discover (in-flow and title).
what to achieve
Awareness
Brand Equity
Brand Engagement
Young Audiences
Major KPIS
monthly active users
200MM
Views, Screenshots, Replays, Filter
Usage, Filter Impressions
Who's On It
PERSONAL USE
13-34 year olds, over 200MM daily
active Snapchatters and growing.
Showcase exclusive, behind-the-
scenes content, which should be
entertaining and spontaneous. Work
with influencers to engage fans.
Buy 3V ads, integrated into content on
Live and Discover.
BRAND USE
Mobile app, catering to the 25 demo.
Expiring images videos, 24-hour “stories” and a Discover tab.
Paid capabilitiescontent type
DRAWINGS EMOJIS
PHOTO VIDEO TEXT
Updated March 2016
LINKEDIN
Users are able to create professional
profiles and connect with other
authority figures in their verticals and
keep up with industry news.
$
Yes – Sponsored Updates, Display,
Sponsored InMail, Lead Accelerator,
Text Ads
what to achieve
Awareness
Brand Equity
Leads
Purchase Intent
Traffic
Major KPIS
monthly active users
400MM
Impressions, CPM, CTR, CPC,
Likes, Comments, Shares
Who's On It
PERSONAL USE
400MM members;
2B updates per week
There are huge amounts of highly
accurate data linked to professional
identity and it’s verified through real-
life relationships.
Opportunity to align brands with
members’ professional success in a
trusted environment.
BRAND USE
The most effective platform for marketers to engage with professionals.
Paid capabilities
content type
LINKS PHOTOS TEXT
Updated March 2016

13. 13
Pack 1
Introducing the Org
Pack 2
How It Works
Pack 3
Additional Info
Beneficiaries
The incredible stories about the
people you are trying to help builds
empathy that turns into action
Location
Transport people to the place of action.
Where does everything take place? Do
you have a storefront, event space, HQ,
or basecamp?
The Neighborhood
How is your organization connected to
the community? Hometown pride
resonates, so be proud of your roots
Reach
How far and wide does your organization
reach? Where does it impact, are
there local chapters?
Participation
What can people do to help? What are
the opportunities people have to make
a difference?
Facts
Is there any data or specific points of the
reason for your cause? The number of
people suffering, missing an opportunity,
organisms becoming extinct, etc.
Impact
Share the milestone impact you’ve had
on the people, places or things you are
benefiting. Use data and numbers to
give your organization crebility
News
Has your organization been in the
news or gotten any press lately?
Volunteer Spotlight
They are the face of your organization and
they have their own backstory for why they
are a part of your organization. A little
backstory can go a long way
Events
Is there an event or occasion happening
where they can attend or participate?
Build anticipation and let them know
the who, what and when
Celebrities
Is there any talent that is a part of your
organization? How are they involved and
why? Iconic faces draw attention, and
their story creates emotional interest
Business Practices
Where does the money go?
How is it used? Do 100% of funds
benefit the organization directly?
STORY PACKS—for good
Topic
People
Brand Affinity
Place
Brand affinity
Things
Donations/action
News
Donations/action
Story Packs—for good

14. 14
www.facebook.com/business/a/creativeworkshop
1. Objectives
What do you want to achieve?
How are you going to use
advertising to get this result?
2. Audience
Who matters to your business?
What barriers and motivators
are there to them taking your
desired action?
Facebook has designed an easy to follow 6 step process to
help your business create best in class creative campaigns.
3. Brand
What makes your business unique?
Why do people keep buying from
you and not your competitors?
4. Stories
What stories could we tell that will link
our products to our audience’s lives?
What big themes could we make
posts about?
5. Assets
How can we get unique content to
tell our stories?
What assets do we already have?
6. Execution
How can we make our ads mobile
feed friendly?
What are the best practices to
optimize our posts to the platform?
Strategy Ideas Production
Building Successful
Campaigns

15. 15
Choosing an Image:
Be authentic.
Use photos of your own business.
Select an image that supports the text.
Aim for high quality crisp images.
No clip art. No clip art. No clip art.
Text supports brand’s belief that coffee is an art.
Speaks in terms of what’s in it for the customer.
Is supported by an authentic, high quality image. https://www.facebook.com/business/a/creative-tools
How to Post?
Now that you know what you want to post,
here are some basic tips for choosing the
text and images that will go in your post.
Writing Text:
Be authentic.Write inthe voice of your business.
Are you quirky? Serious? Adventurous?
Keep it short. Stick to what is most important.
If you have a specific action you want, ask for it.
(i.e.Visit our store)
Speak in terms of your customer’s needs.
Instead of “Our cookies a re gr eat,”
try “Satisfy your cookie craving.”
Spellcheck. Spellcheck.Spellcheck.
Like Comments Share
1,447 Likes 67 Comments
Every time you order a cappuccino, our baristas
create a custom piece of art just for you.
Cafe Dada
Sponsored
Suggested Post
10:41 AMATT

16. 16
SEO Tips Best Practices
Search engine optimization is a process that seeks to drive increased traffic from search engines. This is accomplished by ensuring
websites adhere to certain technical and architectural best practices, while delivering relevant and valuable content to search
engine users.
It is essential to use keywords in title tags, page
headings and body content
Incorporating keywords helps establish your relevance
to search engines
Body copy should include your target keywords, but
write for users first!
Don’t stuff too many keywords into one page – if a topic is
important enough, it should have its own dedicated page
When hyperlinking between pages on your site, use
keywords in anchor text
On-Page Optimization
On-Site Optimization Off-Site Optimization Helpful SEO Tools
Text-based navigation is critical for search engines
to crawl your site
Use HTML XML sitemaps to ensure your content
is easily discoverable
If a URL needs to change, use a 301 redirect
Search engines do not understand javascript, rich
media, images and video content well, but methods
exist to optimize each for search
Avoid duplicate content on your site
Ensure your site is mobile-friendly
Search engines view hyperlinks pointing to your
URLs from other trusted and relevant sites as
strong votes of authority
Other off-site signals like social shares and
consistent mentions of your business name,
address and phone number are also key
Google only values links that are obtained
“naturally” – schemes such as paying other
sites to link to yours can get you penalized in
search results
Creating useful, shareable content and engaging
online influencers is the best way to build
quality links
Google Search Console – free webmaster SEO
toolset: https://www.google.com/webmasters/tools/
Google Keyword Planner – free keyword ideas,
volume #s: https://adwords.google.com/
KeywordPlanner
Google My Business – manage your local Google
listings: https://www.google.com/business/
Screaming Frog – desktop site spider software:
https://www.screamingfrog.co.uk/seo-spider/

17. 17
Term Definition
Actions The number of actions taken on your ad, Page, app or event after someone viewed your ad, even if they didn’t click on it. Actions include
Page likes, app installs, conversions, event responses and more. For example, 2 Page likes and 2 comments would be counted as 4
actions.
Activity The total number of times your conversion- tracking pixel fired each day in the last 7 days. If the pixel is linked to your Facebook ads, you
can view conversions from those ads in the Reports section of Ads Manager.
Ad Auction For each ad impression, our ad auction system selects the best ads to run based on the ads’ maximum bids and ad performance. All ads
on Facebook compete against each other in this process, and the ads that our system determines are most likely to be successful will win
the auction.
If you’d like to make your ad more competitive in the auction, you may want to raise your bid. We’ll only charge you the bid necessary to
win the auction. The bid that wins may be lower than the maximum bid you’ve set for your ads, so we recommend you enter your true
maximum bid. This will increase the likelihood that you don’t miss out on clicks or impressions that you otherwise could’ve received. We
also recommend you refine your targeting to make sure you’re reaching a relevant audience that’s more likely to engage with your ads.
Attribution Window Refers to the maximum length of time between click and conversion that you use to calculate return on ad spend.
Bid You can use automatic or manual bidding depending on how you want to pay for your ad.
- Using automatic bidding will set your bid so that it’s optimized to help you reach your objective. (ex: “Get the most website conversions
at the best price” or “Get the most installs at the best price”). You’ll see this under Pricing when you create an ad.
- Using manual bidding (ex: “Set the amount a conversion/app install etc. is worth to you”) will let you pick a target maximum bid.
If you use manual bidding, note that for some optimization goals (ex: Page likes, post engagement, website conversions, daily
unique reach), we deliver ad impressions to people with the goal of generating your desired outcome at or below the bid you specify.
Occasionally, as our system tries to predict who in your target audience will be most likely to take your desired action, your average cost
per outcome may exceed your bid. In general, your average costs should be equal to or lower than your bid. If you’re optimizing for clicks
(CPC) or impressions (CPM), you’ll be charged no more than the bid you specify.
Bounce Rate The percentage of visitors to a particular website who navigate away from the site after viewing only one page
Conversion Tracking Pixel Conversions are customer-completed actions, like purchases or adding to a cart on a website. A conversion pixel is a piece of JavaScript
code that places a blank 1x1 pixel image on your website. When someone visits a page of your website where you have installed a
conversion pixel, the pixel will ping Facebook and record their visit and information such as whether they saw any of your ads. Conversion
pixels are used to to track if a person has landed or converted on a specific web page (ex: adding a product to a cart or clicking a button to
buy a product).
ConvR (CVR) Conversion Rate, calculated as conversions/clicks
Glossary

18. 18
CPA Cost per action: A metric that measures how much your business pays in order to attain a conversion; calculated as spend/actions
CPC Cost per click, calculated as spend/clicks
CPC (All) = Cost per click for all clicks on your ad. The amount you’re charged each time someone interacts with your ad. Your total
charges are based on the amount you spent on the ad divided by all clicks the ad received.
CPC (Link) Cost per click to link. The amount you are charged each time someone clicks on the link in your ad that directs people off
Facebook. Your total charges are based on the amount you spent on the ad divided by the clicks to link the ad received.
CPConv= Cost Per Conversion, calculated as spend/conversions
CPE Cost per engagement, calculated as spend/conversions
CPL Cost per like OR Cost per lead, calculated as spend/likes or spend/leads
CPM The average cost you’ve paid to have 1,000 impressions on your ad, calculated as Spend/(Impressions/1000) or (Spend*1000)/Impressions
CTR Click-through rate, calculated as clicks/impressions
- CTR (All): The total number of clicks you received (ex: offsite clicks, likes, event responses) divided by the number of impressions.
- Unique CTR: Unique click-through rate for all clicks. The number of people who clicked anywhere in your ad, divided by the number of
people you reached. Ex: if you received 20 unique clicks and your ad was shown to 1,000 unique people, your unique click-through rate
would be 2%.
Custom Audience A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook.
Engagements Engagement quantifies how much user interaction there is with your campaign.
- Promoted Accounts: Instead of engagement, we measure follow rate, or the number of follows on a Promoted Account compared to
number of impressions. Clicks will still factor into the resonance score but you’re only charged when a user actually follows you. See
Follow Rate or CPF.
- Promoted Tweets: The number of clicks, Retweets, likes, follows and replies on a Promoted Tweet.
- Promoted Trends: The number of clicks, Retweets, likes, follows and replies on the Promoted Tweets connected to the Promoted Trend.
Engagement Rate Engagement Rate, calculated as engagements/impressions
Frequency Frequency is the average number of times your ad was shown to each person. You may see this number both at the ad and ad set level of
a campaign.
Impressions The number of times your ad is served, or shown in a search results page. We only count impressions on promoted content, so any
impressions generated organically are not counted.
- On Mobile this is counted as the first time the ad was viewed
- On Desktop and Right-Hand Side, it is counted as how many times it was loaded on the screen
- Promoted Accounts: The number of users who see a Promoted Account.
- Promoted Tweets: The number of users who see a Promoted Tweet either in their Home timeline or search results.
- Promoted Trends: The number of users who view the Promoted Trend.

19. 19
Lookalike Audiences This is a type of audience that’s created by Facebook to help advertisers reach people who are similar to an audience that they care about.
Multi-channel Attribution Weighted model that gives the most credit to clicks closest to conversion or to the first and last touch points and less to the touch points
in the middle of the funnel.
Page Engagement The number of actions related to the Page and your Page’s posts as a result of your ad.
Page Mentions The number of mentions of your Page as a result of your ad.
Post Engagements The number of actions (ex: likes, comments, shares, photo views, link clicks, video views) related to your Page’s posts as a result of your
ad.
Relevance Twitter recommends your Promoted Tweets and Promoted Account to the most relevant users by combining the following two sets of
information:
1. Implicit information about your account and followers - Twitter looks at your followers and then looks for similar accounts that you
share a number of followers with, including competitors and accounts more generally associated with topics relevant to your brand
2. Explicit information about your target’s interests - Twitter finds experts on the interest groups you select within your campaign setup
tool
Relevance Score: A scale of 1 (lowest) to 10 (highest) based on the positive and negative feedback your ad receives. Your ad needs to be
seen by at least 500 people to receive a relevance score.
Resonance Measures user interaction with Tweets to help determine which ones are shown and which ones are not. Conceptually, it’s a metric that
reflects the combination of all parts of a company’s interaction with its customers on Twitter.
Source Audience A source audience is the audience a Lookalike Audience is based on.
Targeted Audience Targeted audience is the number of people your targeting can reach. You’ll see an estimate of this, like the estimate you see while
creating an ad.
Use the Audience graph to see the difference between how many people you’re actually reaching and how many people you could be
reaching. Increase your bids and budget to reach more of your targeted audience.
Unpublished Page Post or
“Dark Post”
An unpublished Page post is a Page post created in Power Editor that will appear in News Feed but not on your Page. It allows you to
create an ad for that post without it appearing on your Page’s Timeline.
User Fatigue Limits the number of times a user will see the same component of a promoted campaign. We consider user fatigue in order to prevent a
disruptive experience.

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