Build email lists and raise donations through always-on direct response campaigns

Structuring Your Account For List Building and Fundraising

The target represents your audience, with each layer being an ad set. You should begin at the bullseye (your existing audience) and build out from there, excluding each interior layer as you go.

This is how we recommended structuring your account.

  1. Your Existing Audiences
  2. Website Remarketing
  3. Page Fans
  4. Look-a-likes
  5. Five Point Political Targeting

Advertising Best Practices

Learn about the various ways you can use our tools to build awareness.

Persuasion best practices Learn the most impactful ways to build a brand and bring it to life through Facebook, as well as how to target users with your organization's message.
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Brand marketing learning path Use Blueprint to delve into the ways you can drive results with brand-based marketing objectives on Facebook.
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List building/fundraising best practices Whatever your goal is—from list building to fundraising—use our Direct Response Best Practices resource to identify key best practices.
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Direct response marketing learning path Direct response marketing learning path. Use Blueprint's Direct Response Learning Path to see all the ways you can achieve direct response marketing objectives on Facebook.
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Persuasion on Instagram. There's a huge opportunity to leverage Instagram for persuasion and building awareness. Watch the following webinar to understand how to take advantage of the platform.
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The Value of Facebook All of our objectives and ads reporting allow you to understand how effective your campaign is at reaching your goals.

The Value of Facebook

Learn about the various ways you can use our tools to build awareness.

Real people.
Not cookies.

Facebook ads allow you to reach real people, not cookies. When measurement systems are based on online proxies you can often overstate reach and frequency, creating problems with your campaign because the majority of your audience will be using multiple devices.
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Value of
measuring real
business outcomes

We believe that the best way to achieve your desired goals is to focus on measurable outcomes like emails acquired, dollars raised and brand awareness rather than the online proxies of clicks or social engagement. In fact, research has found there is no correlation between how many times someone clicks on an ad and how well they remember it.
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How to measure
the results that
matter to you

Brand awareness. The Brand Awareness Objective optimizes for maximum brand awareness by balancing reach and attention, helping increase awareness for your candidate or issue. With this objective, you'll find an Estimated Ad Recall metric in reporting.
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Driving Results With Conversions

Use Facebook to build lists, raise funds and drive results.

List building

Facebook's lead generation ads allow you to collect email addresses and information from your target audiences. In reporting, you can track the number of Leads and the Cost Per Lead.


Website conversions allow you to track the effectiveness of your advertisements in raising dollars for your campaign. In reporting, look for the Conversion Value.

Facebook Pixel

Introduction to Facebook Pixel The Facebook pixel is a piece of JavaScript code for your website that enables you to measure and optimize, as well as build audiences for your ad campaigns by tracking the actions people take on your website and across devices. Learn how you can use your Ads Manager or Power Editor to create and install your Facebook pixel.
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Changes to Pixel The Facebook Pixel now combines the power of the conversion pixel and the Custom Audiences pixel into one unified pixel. Watch the Facebook Pixel webinar to learn more.
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