How to Use Facebook's Free Fundraising Tools on #GivingTuesday
#GivingTuesday is less than one month away.
On November 28th, the Bill & Melinda Gates Foundation are matching up to $2 million in funds raised on Facebook for U.S-based nonprofits. Also on #GivingTuesday, Facebook's waiving all fees for donations made on Facebook (before and after #GivingTuesday, charitable organizations that have signed up to use Facebook’s fundraising tools will pay a 5% fee.)
This could be huge for your organization if you're planning a large outreach campaign that includes a social media fundraising component.
The good news is that there's still time to create your strategy for using Facebook’s free fundraising tools on #GivingTuesday - here are five steps you can take to effectively incorporate Facebook tools into your #GivingTuesday campaign:
1. Register with Facebook
Be sure that your nonprofit’s Facebook Page is registered with Facebook. If you're an administrator of the Page, click here to register.
- Organizations need to be a 501c3 organization based in the U.S. to raise money on Facebook at this time.
- Your Facebook Page needs to be categorized as a nonprofit.
- A best practice is make sure that your Guidestar nonprofit profile is up-to-date, as Facebook pulls vetting information from Guidestar.
2. Set up the Donate button
The simplest way to start taking donations on Facebook is to set up the Donate button.
The Donate button is a quick way for Facebook users to donate to your campaign without leaving Facebook - once it’s setup, you can easily add the button, streamlining the process for supporters to contribute.
Donate buttons can appear in two places - on your Facebook Page cover photo and within individual Page posts.
When people click the Donate button, they're easily able to donate in just a few taps:
3. Create a Facebook Fundraising Toolkit
Getting people to raise money for you on Facebook is a little more challenging, but certainly worth the effort.
People prefer to give to causes that their friends and loved ones care about, and spreading the word about your #GivingTuesday campaign this way can secure more donations.
Some key benefits:
- Ability to share updates directly with people who've donated to or indicated an interest in the fundraiser event with photos, stories, and even live-streaming.
- Each time someone donates, they're prompted to share and invite their friends.
- Shares and re-shares also include a 'Donate' button making it easy to donate right from the News Feed.
Once you're registered, you can encourage your supporters to start a Facebook fundraiser on your nonprofit’s behalf.
Give them the tools necessary to talk about your nonprofit, your impact, and share the stories of your work. A Facebook Fundraising Toolkit can be as simple or as in-depth as you desire, but make sure it has at least the following components:
- Instructions on creating a Facebook Fundraiser
- Information about your specific #GivingTuesday campaign - what are you raising money for, what's the goal, why are you doing this
- Information about your nonprofit’s work and impact, including visuals, video, and success stories
- Words of encouragement and a way for people to contact you with questions.
4. Promote the Toolkit to your fans and followers
Of course, no one's going to make a gift via Facebook or set up a fundraiser for you if they don’t know that this is an option. You need to make a concerted effort to promote these tools and these donation options - both before and during your #GivingTuesday campaign.
Create graphics using free tools like Canva and Adobe Spark, letting your fans, followers, and supporters know that you'll be using Facebook’s free fundraising tools to drive even more donations on #GivingTuesday.
For example, I created this free instructional infographic using Canva:
5. Fundraise during a Facebook Live broadcast
Facebook Live videos get more engagement than any other type of content posted to Facebook, and your nonprofit’s Page and your individual supporters can now add the 'Donate' button to live-streaming video on The Social Network.
This can be a powerful way to raise awareness about your cause and connect instant with the people who care the most.
Pros and Cons
Every nonprofit is different, and Facebook’s free fundraising tools may not be for you. There are many pros and cons associate with fundraising using The Social Network - nonprofits need to take into account their capacity to manage a campaign, and their supporters’ comfort with the tools.
However, when done well and in a strategic way, raising money on Facebook can be easier for the donor and eliminate obstacles to giving - which every campaign should take into consideration.
Have you used Facebook's free fundraising tools for your nonprofit? Leave your thoughts in the comments.
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