Nonprofit Tech Club: Too Important To “Go Viral” – Using Facebook Ads To Drive Predictable, Repeatable Impact

501 Tech NYC (New York City, NY) is part of NTEN’s Nonprofit Tech Club program.

The temptation of creating the next ALS Ice Bucket Challenge has organizations swinging for the “viral” fences. Yet for every Ice Bucket Challenge, hundreds of well-executed campaigns fail to reach critical mass. Why? Cause campaigns are in an arms race to compete for the increasingly finite attention of constituents. As a result, campaign predictability is going down at the very moment accountability is on the rise for NPO and marketing leaders.

What if your cause campaign is too important to leave to chance?

We share how Bright Pink gave up on going viral and found success in building a data-driven, ad-supported impact model that inspired over 100,000 millennial women to complete a five minute,18-question cancer risk assessment in 2015… and how we’ll bring it to hundreds of thousands more in 2016.

We share our lessons for achieving hyper efficient, massively scalable and mission aligned outcomes, specifically:

  • Think mobile-first when it comes to design
  • Focus group your ads, while they’re in market
  • Adopt an iterative, “fail fast” process to do more with less

Featured presenters:


Erin Williams, Director of Marketing, Bright Pink

As Director of Marketing at Bright Pink, Erin Williams heads the organization’s marketing, communications and campaigns. Prior to joining Bright Pink, she spent 10 years in the for-profit digital marketing world, leading content strategy and creative at Razorfish for clients such as Kellogg’s and Abercrombie and Fitch. Her new passion is sharing Bright Pink’s mission to save lives from breast and ovarian cancer with as many people possible.


Jordan Ruden, Principal, Craft & Commerce

Jordan is a leading creative and technology specialist who helps brands achieve success through storytelling and social media. Prior to founding Craft & Commerce, Jordan helped shape social strategy and content creation for businesses and nonprofits such as JustFab, NFL Players Trust, and Man Made Music. Jordan is a 15-year digital media pioneer, serving as a key figure at startups including GOOD, Yahoo and Jordan serves on the Committee for Urban Entrepreneurship, and frequently presents on social media trends and best practices.