Facebook fundraising dos and don’ts

Fundraising on Facebook is becoming easier as the platform expands its charitable giving capabilities. As a nonprofit, you can collect donations in-platform and even encourage your followers to fundraise for you. If you’re thinking about Facebook fundraising, here are some basic do’s and don’ts to get you started:

1. DO sign up for Charitable Giving Tools

Signing up for Charitable Giving Tools will allow you to collect donations within the Facebook platform, making it super simple for your followers to donate. Be sure to read all about the donation process to determine if collecting donations on Facebook is the best decision for your nonprofit — if you decide it’s the tool for you, then don’t hesitate to sign up today.

2. DO utilize the Facebook Fundraiser tool

Facebook now allows your supporters to fundraise on behalf of your organization (!). The fundraisers can be viewed on your page, giving others the chance to donate. To use the Facebook Fundraiser tool, follow these simple steps:

  • Sign up to accept donations on Facebook.
  • Clicking Publishing Tools in the top menu of your Facebook Page.
  • Click Donation Settings under Fundraisers.
  • Check the box next to Allow people to create fundraisers
  • Check the box next to Allow people to add donate buttons next to their posts.
  • Click Save.

3. DO enable the donate button

Facebook has made it possible to add a Donate button to pages, posts, and ads, making fundraising on Facebook even easier. A post with a Donate button allows more people to become aware of your campaign and provides an easy and direct way to donate right from the News Feed. In addition, a Donate button on your page helps your organization have a central point of collecting and tracking the donations made to its cause.

Make fundraising fun! When applicable, create online challenges where donors compete for matched donations or bonus funds. Click To Tweet

4. DON’T ignore your followers and donors

During a fundraiser, make sure you have someone on your team assigned to moderate comments and questions in a timely manner. Donor engagement is key, and you should approach Facebook conversations with the same professionalism and customer service intentions that you bring to all of your client interactions.

5. DON’T over-post about your fundraiser

Be sure to break up and diversify content you post during your fundraiser. Continue to follow your normal schedule indulge  in tandem with your promotional posts, so that you don’t overload your followers with asks to the point of their frustration or annoyance.

6. DO focus on engagement

With Facebook’s recent algorithm change, posts from friends and family and engaging posts are prioritized over posts from brand pages. Crafting your posts in a way that encourages meaningful discussion can help get more eyes on your content.  Be authentic, be empathetic, and asks your followers questions — treating your donors like real humans will only increase the success of your campaigns in the long run.

7. DO thank your supporters

Once your fundraiser ends, be sure to thank your donors. Go beyond a thank you post. Rally members of your organization to record a short “thank you” video that you can share on your page — you can use the video to discuss how the fundraiser has helped the organization and let your followers know that their dollars made a difference.

8. DO incorporate fun donation-match challenges

Make fundraising fun! When applicable, create online challenges where donors compete for matched donations or bonus funds. This adds some friendly competition to fundraising. The Middle East Cultural and Charitable Society did this on Giving Tuesday with an email campaign and was able to raise more than $50,000 in 24 hours in 2014.

9. DON’T forget to use dynamic images and videos

Avoid using stock images for your content. Using compelling images and videos can entice users to support your fundraiser. Facebook is a platform that’s built for a visual experience, and the images that you include in your campaigns and posts should do everything they can to emphasize the emotional, mission-driven purpose of your work.

10. DO advertise your fundraisers

When advertising your fundraising event, ensure that you provide precise and accurate information about the fundraising event. Don’t forget to add the “Donate” call to action!

We hope these 10 do’s and don’ts of Facebook fundraising will put you well on your way to a successful social media campaign. Have any additional tips to share? Tweet us @wholewhale!