Facebook Ads: Hip? Hype? Or Huh?

6. Test and refine: As with everything in direct marketing, some ad units performed much better than others. There’s an opportunity to grow future volumes and returns by testing and building on the learnings to date.

7. Who should try this: The short answer at this point is, “We don’t know.” We’re still in the very early stages. However, the national nonprofits with global footprints, big brands and strong social-media presences seem best-positioned to make use of these new tools. Other charities may benefit as well but may not be as good a near-term fit. Time and testing will tell.