Let's get real here for a moment. Facebook ads are hard. And even harder to use correctly if you talk about issues that are important and relate to society.
But they can be a super effective way to promote stories about issues you and your supporters care about, if you get them setup correctly!
Facebook Business Manager
First things first, make sure you have a Facebook business manager account setup for your organization. Make sure it manages both the Facebook page and the ad account you want to use.
You will need to have a payment method setup for the Facebook ad account. You can use either a credit card or PayPal.
Setup a disclaimer and get verified
Facebook requires all ads that deal with political or important issues, to be public and run by real people. So first, anyone who is going to start running ads, needs to get verified.
Then, you can go into the "authorization" section under your Facebook page settings, and setup a "paid for by..." disclaimer.
You'll want to use custom and saved audiences so you only pay to reach the people who are most likely to engage with your stories. In order to do that you'll need to agree to the Custom Audience terms of service under the audiences section of your Facebook ad account.
Have questions? We’re here to help. Reach us at firstname.lastname@example.org.