PPC search has been a steady workhorse when it comes to donations-focused, down-funnel strategies: It’s relatively cost-efficient with a solid ROI (when done right). But what about all the fancy new stuff, like AI learning and audiences and voice? Having done some research of my own, I reached out to an old friend, Eric Werner, for an opinion.

This is a guest contribution by our smart friend Olga Moshinsky Woltman of LemonSkies. It’s the first of a two-part series on the recent impact of Facebook on fundraising in the social sector.

Facebook fundraising is like a really big deal, as in hit-the-billion-dollar-mark in November, and we will likely see its continued expansion and growth. Loads of Facebook users are now setting up fundraisers, usually because it is their birthday and Facebook reminds them to do something charitable. It only takes seconds to set up a fundraiser, and it’s easy to invite your friends (and people you vaguely remember) to contribute.