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In this Facebook report, we review the following with you:
Then, we will focus on a basic recommended user journey to start with to verify the above data and proceed with campaign launch.
Organic vs. Paid Likes
With organic likes, your conversion rate was 19.5% over the course of 2 days.
With paid likes, your conversion rate was 0.1% over the course of 7 days.
Recommendation for phase 1 test: User the majority of your 300 contacts in your FBPlus campaign to recruit influencers who can recommend your page and campaign versus the general public with paid advertising.
Existing Audience
There is a bit of difference overall between users that like the brand's Facebook page and users that are ENGAGED on the brand's page.
Page Likes
Engaged Users
While the majority of your users who like the brand's Facebook page are women, 35 to 44. The majority of engaged users are women, 45 to 54.
Based on the current calls to action for donations and to help youth, this older demographic would be expected based on the current content.
This is audience on your Facebook page is a good thing in terms of fundraising.
Some facts about Boomers:
So why is everyone so focused on Millennials? Well there are more of them than there are Boomers (or any other generation). But:
And that last fact is the most important one for fundraisers: They're still young, and that means lower levels of charitable giving.
What, according to fundraising wizard Sean Triner, is The best way to get donations from under 40s?
Wait until they are over 40.
It's a painful truth that many fundraisers spend a lot of money battering their heads against. People under 40 are tough prospects for fundraising. They're hard to find. Very hard to motivate to give. Harder yet to motivate to give a second gift.
The charitable giving impulse starts to grow sometime after age 40. Grows stronger in the 50s. It really starts to matter in the 60s and older. That's just the way it is.
Older donors have:
These numbers pencil out to the difference between success and failure in fundraising.
If you want young donors, aim at people in their 40s and 50s. They are less responsive than those in the 60s and older -- but they give larger gifts. And they have the potential to stay with you for a long time.
Be like Sean. Focus your fundraising on older -- and getting older -- donors.
Source: http://www.futurefundraisingnow.com/future-fundraising/demographics/
Recommendation: Keep your existing audience and grow your older fanbase as well as your younger fanbase in parallel if you decide not to just focus on your older fanbase.
Most Distributed Content
Outside of your Facebook posts, information about music shows, music history and hip hop were your top posts that performed during the pilot phase of your campaign. This also seems to be indicative of an older demographic.
In terms of format type, posts that link to articles were almost double the reach of photos and videos. Again, this is also indicative of an older demographic according to the Facebook algorithm.
Recommendation: Focus on content that gives the background and history of any photos or videos that you post. Utilize Data 360's bots to find relevant articles that are interesting to your audience.
Recommended Test User Journey
Questions? Email support@data360.solutions.