What I Learned Managing a $900K Nonprofit Facebook Ads Campaign
We don’t rise to the level of our expectations, we fall to the level of our training.” ― Archilochus
And the best kind of training is experience — the failures, mistakes and successes.
First, some context: This case study is about a campaign I ran for CoMoGives, a yearly fundraiser here in Columbia, Missouri that raises money for 138 local nonprofits in 2019.
Then, a disclaimer: I did some of the initial creative on this campaign, but a lot of its basic structure was set up by someone else within my agency. Then they left, so I had to take over on strategy and optimization.
A lot of my work on this project was understanding how the campaigns were set up, and analyzing what was working and what wasn’t.
After lots of tinkering in Facebook Business Manager and reading dozens of articles and books — Let’s just say I learned a lot in a short amount of time. There was a lot that we were doing right, but a lot we did wrong.
I learned more than what is on this list, but many other articles talk about similar things. So I put the most important learnings from that campaign into this blog post.
Let’s get to it.
