Email isn’t the only place you can use Express Lane links. Any spot where you can put a link with some explanatory text can be an opportunity to raise money. A few organizations and campaigns have recently been experimenting with Facebook ads targeting Express users.
Here are a few examples from the DCCC and Senators Franken and Hagan of Express Lane Facebook ads out in the wild.
Based on the results from those who have already tried this tactic, if you regularly run Facebook advertising, it’s worth testing Express Lane ads to your Express universe. If you do try it out, let us know what your ROI is on the ads.
The same rules apply here as they do for other uses of Express Lane. If you’re going to run Facebook Express Lane ads, you need to use our preferred language and be clear with the donor.
If you are interested in trying a new tactic with Express Lane links, drop us a line at firstname.lastname@example.org and we’d be happy to advise you on current best practices.