Facebook, Fundraising and the Dawn of a New Age

Facebook Exchange
In March of last year, Facebook Exchange launched, enabling cookie-based, real-time bidding on anonymous user data. In English, this means that we can start remarketing Facebook ads to anonymous people who visit our websites. (Really what this means is that you don’t need to worry about the government tracking your behavior — corporations already are!) Not only that, we also can remarket to individuals who open or click on an e-mail. In other words, we can now follow up with these groups of people already interested in our nonprofit via targeted Facebook ads. And the cost per acquisition (CPA) seen by commercial firms is typically far lower than through display ad campaigns — e.g., we’ve seen data for an insurance company paying almost 80 percent less per quote (i.e., one-fifth the cost).