NEW COURSE STARTING September 5th 2023
Leveling Up Digital Advertising Programs for Campaigns and Nonprofits
5 Lesson Live Course for leveling up your organization’s digital advertising program.
Let’s get you started
$299
Running digital advertising programs and marketing campaigns can be challenging. We’ve been in your shoes, but it also doesn’t have to be so hard. Together, we can level up your organization’s digital advertising program.
Whether you’re planning to or already running ads yourself or will be working with an outside agency, let’s get your strategy and knowledge leveled up. This course will teach you everything you need to know to plan and run an effective ad campaign that will directly impact your organization’s goals.
We’ll cover:
Sessions will be at 1 ET / 10 am PT on September Tuesday 5th, Wednesday 6th, Tuesday 12th Wednesday 13th, and Thursday 14th
Session 1: Digital Ads: what are they good for?
In our first session, we’ll discuss how ads can play a role in your digital communications strategy (aka how to convince your boss or board to put advertising money in the budget). We’ll also dig in on the different kinds of digital ads, ad platforms and ad objectives and when to use each of them.
Session 2: Making Every Dollar Count: Planning and Budgeting
How do you know how much money you need to spend on an ad campaign? And how do you decide where you’re going to spend it? In this session we’ll discuss media planning—both how to read a media plan if you’re working with a vendor and how to put one together if you’re doing it yourself. We’ll also discuss how to determine an appropriate budget for your campaign and approaches to targeting.
Session 3: What to say and how to say it: Ad Creative and Landing Pages
So you’ve figured out where you’re going to run ads and how much you’re going to spend. Now you just need to figure out what you’re going to say and how. In this session, we’ll discuss ad creative and landing pages. We’ll dig in on the options you have for the kind of ad creative you use, what works best for different types of campaigns and how to use both formal and informal A/B testing to improve your ad creative. We’ll also touch on how to create effective landing pages for your campaigns.
Session 4: How is it going and how to make it go better: Reporting and Optimizing
How do you know how much money you need to spend on an ad campaign? And how do you decide where you’re going to spend it? In this session we’ll discuss media planning—both how to read a media plan if you’re working with a vendor and how to put one together if you’re doing it yourself. We’ll also discuss how to determine an appropriate budget for your campaign and approaches to targeting.
Session 5: Open Office Hours
Come chat with us about your organization or campaigns digital ad strategy, dig deeper into a topic we touched on, or review your media plan from session 2.
A course designed for you…
Leveling Up Digital Advertising Programs for Campaigns and Nonprofits is ready to help people like you make a bigger impact.
Already managing your own Digital Advertising Program?
This course will level up your strategy, help you get more effective, expand your impact with the same budget, and help you move organizational goals.
New to digital advertising for nonprofits and campaigns?
This course covers the core essentials of running an excellent digital advertising program and gets you to the next level.
Planning to outsource your digital advertising to an outside agency?
You will get the strategic insights to make better decisions even with your agency partners. Internal strategy conversations will be more effective, and you can make better budgeting decisions.
Your Instructors for Leveling Up Digital Advertising Programs for Campaigns and Nonprofits
Eileen Pollet
Eileen started her political career as an organizer in Washington State before transitioning to digital consulting. In 2016, she consulted with statewide, legislative, and local candidates, helping to win majorities in the Washington State House and Senate. In 2018, Eileen ran the first-ever DCCC IE in-house digital media team, running voter contact digital campaigns in 30 congressional districts. She has since consulted with clients around the country on digital fundraising, list building, and voter contact strategies. She founded her firm, Ravenna Strategies, in 2020 and has built a team of creators and strategists helping down ballot campaigns run top-notch digital strategy.
Claire Darby
Claire Darby is a Washington, D.C.-based digital communications strategist with 13+ years of experience helping mission-driven organizations use digital tactics to engage their audiences. She works with unions, non-profits, advocacy groups and electoral candidates to help them raise awareness, grow their membership and mobilize supporters to win on their issues. While she’s an expert on a broad range of digital tactics, her first love is and always will be digital ads. From developing the strategy to conceptualizing the ad content to analyzing the results and looking for ways to improve them, she’s run digital advertising campaigns for hundreds of organizations—including the National Education Association, the League of Conservation Voters and Planned Parenthood.
Frequently Asked Question
Leveling Up Digital Advertising Programs for Campaigns and Nonprofits
Let’s take the next step and get you enrolled in this 4 lesson course with open office hours to launch your work to the next level.