Membership Growth Online SummitWhere Nonprofit Leaders and Growth Strategies Converge

@wildapricot

April 4th – April 8th, 2016

#WAsummit2016Shiv NarayananCMO, Wild Apricot

How to Increase Members with Facebook Ads

Tuesday, April 5th @ 11:00 AM - 12:00 PM (ET)

Meet the Apricots

Terry IbeleLearning Apricot

Content Manager

Lori SmithSmiley Apricot

Community Manager

Yes! You will receive a recording...

We will be sharing the recording of this webinar with you in a follow up email sent out tomorrow.

See past webinars:

www.wildapricot.com/academy

Meet Shiv

Author & Speaker• CMO at Wild Apricot

• Expert in Funnels, Copywriting, & Facebook Ads!

• Launched campaigns worth millions of dollars

Outside of Work• Founder of the How To SaaS podcast on growing cloud

software companies•Hockey & Cricket Fan

Presenter: Shiv Narayanan, @wildapricotCMO at Wild Apricot

We did a survey

9%

30%

37%

11%

7%

6%

Spend less time on admin tasks

Improve WA software

Increase membership

Find alternative revenue sources

Improve event attendance

Recruiting volunteers

61% of problems can be solved by growing membership.

More members equals:More event attendeesMore volunteersMore funding

Our goal for today is to help you grow your membership

Quick Poll

Do you want Wild Apricot to put out more marketing-focused webinars?

Step-by-step instructions in the mini-course

Mini-course link: http://goo.gl/jOHpYj

Common Problem: Getting Event Registrants

Mini-course link: http://goo.gl/jOHpYj

Your Options

Mini-course link: http://goo.gl/jOHpYj

NEW Option: Facebook Ad

Mini-course link: http://goo.gl/jOHpYj

ADVERTISEMENT

EVENT REGISTRATION PAGE

MEASURE PERFORMANCE

The Basics: Customer Acquisition Cost (CAC)

Mini-course link: http://goo.gl/jOHpYj

Do you know how much you spend to acquire 1 member?

The Basics: LifeTime Value (LTV)

Mini-course link: http://goo.gl/jOHpYj

Do you know how much 1 member is worth to your organization?

It all comes down to ROI

Mini-course link: http://goo.gl/jOHpYj

How Advertising Splices The World

Mini-course link: http://goo.gl/jOHpYj

Google vs. Facebook Ads

Mini-course link: http://goo.gl/jOHpYj

Based on search results

Based on who people are

Understanding Cost-Per-Click

Mini-course link: http://goo.gl/jOHpYj

100 clicks at $0.20/click = $20 spent on Facebook ads

Our Workshop: Use Facebook Ads for Events

Mini-course link: http://goo.gl/jOHpYj

ADVERTISEMENT

EVENT REGISTRATION PAGE

MEASURE PERFORMANCE

Our Event

Mini-course link: http://goo.gl/jOHpYj

Goal: get existing members to sign up Note: this is usually the best place to start

Step 1: Export your database

Mini-course link: http://goo.gl/jOHpYj

Step 2: Choose Your Facebook Ad Type

Mini-course link: http://goo.gl/jOHpYj

Go to: https://www.facebook.com/business/products/ads

Step 3: Create Custom Audience

Mini-course link: http://goo.gl/jOHpYj

Step 4: Tweak Your Event Registration Form

Mini-course link: http://goo.gl/jOHpYj

Note: This step is critical for tracking!

Step 5: Finalize your Facebook Ad

Mini-course link: http://goo.gl/jOHpYj

Step 6: Measure Results

Mini-course link: http://goo.gl/jOHpYj

Event Fee $100CAC: - $40Profit: $60

Total Ad Cost: $200Attendees from Facebook: ÷ 5Customer Acquisition Cost (CAC): $40

Step 7: Adjust, Test, Repeat

Mini-course link: http://goo.gl/jOHpYj

Step 8: Scale up ad spend

Mini-course link: http://goo.gl/jOHpYj

Bonus Tips

Mini-course link: http://goo.gl/jOHpYj

Tip 1: Target People in your database

Mini-course link: http://goo.gl/jOHpYj

Tiers:1. Existing members (start with your home base)2. Existing contacts (newsletter subscribers, event

guests)3. Previous members4. Website visitors5. Lookalike audiences6. Interest groups

Hot Leads

Warm

Cold

Tip 2: Use Custom Audiences

Mini-course link: http://goo.gl/jOHpYj

This is what we just did with our workshop

Tip 3: Retarget People

Mini-course link: http://goo.gl/jOHpYj

Note: You will have to add code to your site

Tip 4: Use Lookalike Audiences

Mini-course link: http://goo.gl/jOHpYj

Tip 5: Use Demographics and Interests

Mini-course link: http://goo.gl/jOHpYj

This is the last thing you should try, but usually where people (incorrectly) start

Tip 6: Call out your audience

Mini-course link: http://goo.gl/jOHpYj

Try this ONLY if nothing else works

Tip 7: Build your Facebook Fans

Mini-course link: http://goo.gl/jOHpYj

Tip 8: Remember

Mini-course link: http://goo.gl/jOHpYj

Want more tips?

Mini-course link: http://goo.gl/jOHpYj

Visit: https://www.facebook.com/business/learn/

How does this fit in with the Funnel?

Mini-course link: http://goo.gl/jOHpYj

New Visitors

New Contacts

Members

Membership Funnel

Event Awareness

Event Registrants

Event Funnel

Attendees

Convert Event Guests into Paying Members

Mini-course link: http://goo.gl/Oa5Uq6

Summary

● Know your ROI metrics● Track your campaigns using Wild

Apricot/other software● Start with targeting existing

members● Use advanced strategies like

retargeting to get the best resultsPresenter: Shiv Narayanan, @wildapricotCMO at Wild Apricot

Mini-course link: http://goo.gl/jOHpYj

Questions?

Mini-course link: http://goo.gl/jOHpYj

We have recorded this webinar and will be sharing it with you.

Build. Connect. Grow. Membership & more.

THANK YOU!

Build. Connect. Grow. Membership & more.

Thank you for participating in our workshop!

www.wildapricot.com

Try our free 30-day trial – risk free!

Rated #1 in Capterra’s Top Membership Management Software

3 years in a row.