Many of you would say, “Sign me up!”
When Facebook announced in November that its nonprofit fundraising tools had helped qualified nonprofits in 19 countries raise more than a billion dollars, it asked two nonprofits to talk about the results they’d gotten through Facebook fundraising. Boy, were they happy to share.
Through Facebook fundraising, No Kid Hungry raised $5 million in two years from about 200,000 donors. The ASPCA raised $4.4 million from about 170,000 people. In each of these cases, the average gift was around $25.
Their experience illustrates the fact that small gifts pile up into impressive mounds of money. Facebook’s fundraising tools are easy to implement and inexpensive. This makes it a cost-effective means for nonprofits of all sizes to target donors, especially those who make smaller gifts. Using the social media platform is a great way to engage supporters and potential donors. Few platforms have Facebook’s 1 billion user reach.
The Facebook platform also has multiple approaches to nonprofit fundraising, and it keeps adding new options. The most recent is Facebook Birthday fundraisers. By using all the fundraising options or Fundraising apps Facebook offers, a nonprofit can magnify its fundraising efforts.
U.S. nonprofits that are 501(c)(3) organizations, registered with the IRS, have a tax ID number and a bank account with a licensed financial services institution qualify to use Facebook fundraising. Requirements differ for nonprofits in the other 16 countries that can use Facebook fundraising.
With all these advantages, why wouldn’t a nonprofit fundraise on Facebook? Here are three possibilities.
“Facebook will take a percentage of what we raise.”
Facebook does not take a percentage of donations that your organization raises by using Facebook’s tools. The only fees it charges are when you choose to boost your fundraising posts using Facebook ads.
“We don’t have time to set up Facebook fundraising.”
Do you have 30 minutes? That’s plenty of time to set it up. If your organization has a Facebook page, it requires only a few tweaks to turn on the Fundraising tools.
“We don’t have time to post updates and messages tied to our fundraising and develop, design and manage Facebook ads.”
After the Facebook fundraising tools are set, it is up to your organization to consistently remind Facebook followers that your organization needs their support.
This is an area where it may be wise to hire an expert to assist. To be most effective, Facebook fundraising requires targeted messages that are varied and engaging. You will need videos, testimonials, invites for fundraising events, pushes for particular fundraising projects.
Professional firms, like ours, can make your Facebook fundraising efforts more fruitful by creating posts, developing a content calendar, as well as designing and managing Facebook advertising. Facebook continues to tweak its Fundraising options, mainly adding more features that will aid charitable organizations. It can be hard to keep up with all its new features and modifications, another reason it can be advantageous to hire a social media marketing expert to assist with your Facebook fundraising efforts.
If you have any additional questions on how to fundraise on Facebook or want help in any of these areas, we would be happy to help with your general or Facebook fundraising needs!
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