As nonprofit marketers, we are no strangers to the ebb and flow of the digital advertising landscape, especially during the high-stakes election periods. This year, Meta is once again enforcing strict ad limitations for nonprofits. Why? Meta recognizes that in the final stages of an election, there is limited time to thoroughly vet new claims made in ads. These precautions are designed to prevent misinformation and ensure transparency. As we experienced four years ago, this means nonprofits must plan ahead, submit ads early, and align their strategies with these restrictions to continue reaching their audiences effectively.
Starting October 29th through November 5th, Meta (Facebook and Instagram) will implement election-related restrictions on all paid ads across its platforms. With significant nonprofit marketing events, such as GivingTuesday, approaching, it’s crucial to navigate this period with foresight and preparedness to avoid disruption and ensure your message reaches your supporters.
Here’s everything you need to know before launching any new Meta ad campaigns for your nonprofit.
Strategically Scheduling Your Campaigns
To ensure your ads run, all November ad campaigns should ideally kick-start at 11:45 pm on October 28th. This timing guarantees at least one impression is served by October 29th, keeping the thread of our stories alive.
Pro Tip: Preparing campaigns by October 22nd gives them a cushion to navigate Meta’s review process, allowing room for any necessary adjustments, appeals, and reviews.
Understanding the Impact on Nonprofits
It’s important to note that during Meta’s election restriction period, your organization may experience a decrease in ad impressions, as presidential campaign ads take precedence, causing your paid social media presence to temporarily soften. Additionally, in a presidential election year, advertising costs can increase by 10-20%, and in battleground states, these costs can surge by nearly 50% in the weeks leading up to the election.
Evergreen Campaigns: Your Steady Voice
Extending evergreen campaigns to cover November before the October 22nd deadline helps preserve the continuity of your messages in the market. This strategy not only leverages existing ad performance insights but also ensures that your important evergreen campaigns remain active and don’t go dark during this critical period. Pro Tip: If your mission doesn’t require a live presence during this time, pausing your evergreen campaigns could be a smart move to save on advertising costs.
Mark Your Calendars: Key Dates
As the October 29th start date creeps closer, here are some important dates and a timeline to follow as you prepare for any Meta campaigns.
- October 15th: Complete the ad authorization process to run ads, which includes setting up an approved disclaimer for your ads.
- October 22nd: Create your ads to ensure that your ads are live and have delivered at least 1 impression with a valid disclaimer before 12:01 AM PT on Tuesday, October 29.
- October 29th: The ad restriction period will be in effect. Cannot run any new ads and cannot make any changes to existing ads running in the US starting 12:01 AM PT on Tuesday, October 29, through 11:59 PM PT on Tuesday, November 5, 2024.: You can create new ads to be published at 12:00 AM PT on Wednesday, November 6, 2024.
- November 6th: You can create new ads to be published at 12:00 AM PT on Wednesday, November 6, 2024.
Embracing the Challenge
With Meta’s ad restrictions on the horizon, it’s more important than ever for nonprofits to be prepared. Our team is ahead of the curve, already working with our clients to build and approve all creative assets well before the deadlines. What’s your organization’s plan? Avoid last-minute stress by getting your ads written now, approved by all stakeholders, and submitted into the approval process early. Preparing in advance ensures your message is not only aligned with your mission but also ready to go when you need it most.
