Easter Case Study
Church Size: 2000
25,386 people invited to church
1164 clicks to website
37 cents per click
Total Investment = $433.87
They estimated that they had 1500 additional people at their Easter services. The only other advertising they did in addition to Facebook ads was a single print ad in a magazine. A church of 2000 people with an additional 1500 visitors on Easter Sunday.
Since Easter is right around the corner I’m going to walk you through how I did it, and break down some of the numbers for you so you can do it for your church. Ok, let’s dive in.
The church typically runs about 2000 people and they estimated they had an additional 1500 visitors on Easter!
This was a 2 week campaign (15 days to be precise) and we budgeted $30 a day. Our cost per 1000 people reached was $17.09 and our cost per click to the website was only 37 cents.
But the most important number of them all – they saw an additional 1500 visitors to their Easter services!
To put that in perspective if we had run a Direct Mail campaign in that same city, and sent out 25,000 mailers in time for Easter it would have cost $4,595 and that doesn’t even include shipping.
Facebook Ads: 25,386 people = $433
Direct Mail: 25,000 mailers = $4595
This is not only a better use/stewardship of your money, but it also has trackable ROI.
If you do any type of print advertising (newspaper, magazine ad, direct mail, flyers, yard signs, doorhangers, etc) or even billboards, you have no way to track the response.
You don’t know what your Return On Investment is, you have no idea how many people are even seeing your ads, and you definitely don’t know how many people end up visiting your website as a result.
With Facebook Ads we know that we reached 25,386 people in the community (and by “reached” I mean they saw our ads and were invited to Easter Services) and we had 107,268 impressions.
Impressions is how many times Facebook showed those ads to people. So if 25,386 people saw our invite ads 107,268 times, that means that each person saw our ads a total 4.23 times.
This is important because we don’t want those people to only see our invite ad once, we want them to see it multiple times throughout the course of the 2 week campaign. We want to stay in front of them. We want to get as many “touches” as possible in our target demographic.
McDonald’s has a goal of 50 touches a week. They also have a marketing budget of $988 million. (I Googled it)
They want you to have 50 interactions with their brand every week. A tv commercial, a radio spot, a billboard, a drive by the Golden Arches, or a friend or co-worker walk in with a McDonald’s coffee cup.
It’s the same way with inviting people to church.
If someone gets invited to church once, there is chance they’ll say yes, but if that same person is invited 10 times, there’s a really, really good chance they’re going to say yes.
In anticipation of getting multiple touches, and in order to have a diversified ad set, I created 5 different ad graphics for the campaign. 3 of them had an Empty Tomb/Risen Savior look and feel, 1 of them was just a fun pic of Easter eggs, and 1 of them was an cute picture of a goat and promoted the Easter Petting Zoo that the church was hosting for Easter Sunday.
Interestingly enough the Easter Eggs out-performed all of the other ads by almost 4 to 1. It was hands-down the most clicked on invite.
About a week into the campaign we changed out the bottom 2 performing ads and replaced them with an ad of people smiling (which performed ok) and a cool, inviting photo of worship that started getting a crazy amount of clicks.
The bottom line is this: Facebook Ads are simply the best way to invite people to church, promote your next event, or grow your Sunday morning attendance.
Just to show you one more time how these numbers stack up against Direct Mail, it breaks down like this:
People Reached – 25,386
Impressions – 107,268
Website Clicks (visits) – 1164
Cost Per 1000 People Reached – $17.09
Cost Per Website Click – 37 cents
Total Investment = $433
Mailers Sent – 25,000
Impressions – ??
Website Clicks (visits) – ??
Cost Per 1000 People Reached – $183.80
Cost Per Website Click – ??
Total Investment = $4,595
Shoot me an email email@example.com and let’s set up a time to talk about Facebook Ads for your church this Easter