Pay to Play: Using Facebook Advertising to Drive Impact

Problem Statement

Facebook ads cost money and require staff time and energy. This session will give you the skills to confidently run Facebook ads and to know whether those ads are giving you a positive return on your investment.

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?
Julie Leary
Whole Whale
Digital Strategy Whaler
Julie Leary is Digital Strategy Whaler at Whole Whale, a digital agency for nonprofits, where she has spent over three million dollars in advertising for nonprofits and has strategized on national digital marketing campaigns for National Stroke Association, Planned Parenthood, Kaiser Family Foundation, and others. She developed Whole Whale University, Whole Whale’s online learning series and the first online Adwords course tailored for nonprofits. She holds a BA from Princeton University.

Jennie Anderson
Kaiser Family Foundation/Greater Than AIDS
Senior Program Manager
Jennie Anderson directs digital strategy for the Health Communication & Media Partnerships Team at the Kaiser Family Foundation (KFF) with a focus on paid digital, web, and social media. Her expertise is in the areas of health literacy, health education and use of digital media for health communication. Prior to KFF, she spent nearly eight years as a consultant at John Snow Inc. In her role, she spent five years serving as the Communications Director for, and also directed several social marketing campaigns for multiple health departments. She has her Master of Science in Public Health from the Harvard School of Public Health and her Bachelor of Arts in Anthropology (major) and Spanish (minor) from Haverford College.

Greg Thomas
Whole Whale
Campaign Strategy Whaler