Facebook Advertising Campaign Helping to
Improve Rotary’s Public Image in Northeast Illinois
By Rich Lalley, Club Service Advisor and Webmaster,
Rotary District 6440
January 20, 2013
Continuing a successful campaign begun in January 2012, Rotary District 6440 delivers millions of ads to Facebook users living in northeast Illinois. The campaign is funded with a Rotary International PR Grant and contributions from District 6440 Rotarians through their annual dues.
The campaign features more than two dozen different ad executions in five themes: “Reasons to Join Rotary”, “What’s Rotary?”, and ads promoting GSE, Rotary Youth Exchange and RYLA.
From July to December 2012, these ads were seen more than 13.6 million times by over 200,000 Facebook users living in District 6440, just north of Chicago. The ads targeted adults 30+ with an interest in charities/causes, teaching/education, the environment, politics or small businesses, or about 30% of the adult population living in the district. (The Youth Exchange RYLA and GSE ads targeted younger adults and teens too). Many of the ads feature Rotary videos produced by RI, and many link to special Facebook pages about “What is Rotary?” and the “Why join a Rotary Club?” These pages provide viewers an inquiry form to request more information about Rotary in Northeastern Illinois, and our District membership committee follows up on all inquiries. In 2012, more than 135 people contacted the District and were connected with clubs in their communities.
Throughout 2012, Rotary ads were seen 48 million times and the District Facebook Page grew from 170 to 1,127 fans! These fans are exposed to an ongoing stream of Rotary news through the posts on the Rotary6440 page which are featured in their newsfeed. A complete report on the July – December campaign, including performance for all ads, can be found on the Rotary District 6440 website.