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20NTC Session Proposal

Pay to Play: Using Facebook Advertising to Drive Impact


It’s no secret that you have to pay to play in order to get meaningful social media engagement these days. With the recent Facebook Ad Credit program, now is a more important time than ever to understand how to use this platform to drive brand awareness, engage your followers, and build traffic and conversions on your website.

Using impact campaigns from Greater Than AIDS (Henry J. Kaiser Family Foundation) as an example, we’ll show you how organizations can have an impact using digital advertising, no matter what their budget. Bring your thinking cap, because we’ll also work together to set up a new ad campaign from scratch. Plus, we’ll share some rapid-fire tips we’ve learned that help make the best FB ads. Whether you’re a total newbie to Facebook ads or an old pro, you’ll walk away with new ideas for ways to use Facebook to further your mission.


  • What’s the difference between the various ad formats?
  • How much should I expect to pay, and for what?
  • How can I craft an advertising plan that meets my organization’s goals?
  • Finding the ROI: how do I know if it’s worth it?


Social Media


Thurgood Marshall East


March 23, 2017


1:30pm – 3:00pm

CFRE Credits


Collaborative Notes

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