How to advertise a fundraiser on facebook
How to start fundraising on Facebook
3 min
As a charity, you are likely participating in a mix of fundraising activities to meet your fundraising goals. Whether you are sending direct mailers, fundraising emails, doing pledge drives and more, each of these activities can be a valuable touch point to steward giving. In this lesson, we will cover ways in which charities are using Facebook to support their fundraising strategies.
People report that they use Facebook for two main reasons:
- To connect with the people they care about.
- To support the causes and ideas they believe in.
This makes Facebook a good fit for charities, as people are already coming to Facebook to find and share the types of content that charities tend to create.
Ways to use Facebook as a part of your fundraising strategy
1. Reach your existing supporters
Strengthen your community
Regular posting helps cultivate meaningful relationships with existing supporters. Facebook as a communication channel really works best when you are consistently active, posting and engaging with supporters from your charity's Facebook Page.
Create a Custom Audience
Build a Custom Audience from any contact list you own to retarget people on that list on Facebook through ads. This tactic can be used to reinforce the stories and calls to action you're sending via email and other channels.
Use the Facebook pixel
Embed the Facebook pixel on your website to create Custom Audiences based on your website activity. For example, boost a fundraising post to a Custom Audience made of people who have landed on your donation page but did not make a donation.
2. Reach new people with your message
Discoverability
When your current supporters engage with or share your content, new people in their network may see it.
Peer-to-peer validation
When supporters create and share a fundraiser on your behalf, it creates an opportunity for new audiences to give to your organisation.
Advanced audience targeting
Lookalike Audiences can be used with ads to reach people with similar characteristics to your existing supporter base. You can build a Lookalike Audience from a new list, existing Custom Audience or Page followers.
Access to a global network
Facebook advertising tools can be used to target potential supporters from our global community of two billion people.
3. Fundraise using free charitable giving tools
Built-in donation tools
Charitable giving tools are integrated into Facebook, making them an easy way to ask for donations.
No fees
Charities using Facebook's payment platform to process donations pay no fee – 100% of the donations go to the charity.
Fast and easy donation process
People can give on desktop or mobile without leaving Facebook. Donors can choose to save their payment information to make future giving even easier.
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Introduction to Fundraising on Facebook
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Tools to Collect Donations on Facebook
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Updated On-Facebook Donation Ads for Nonprofit Organizations
Update: As of October 20, 2022, check out the new onsite conversion objective for On-Facebook Donation Ads by reading the updated post below.
We know one of your biggest goals as nonprofit marketers includes raising funds for your cause or organization. At Meta, we want to make it easier than ever for you to garner more donations. This is why we are launching a new onsite conversion optimization for On-Facebook Donation Ads, which will provide your supporters a seamless donation experience by bringing the transaction onto the Facebook platform, and a more robust ad optimization to find supporters more interested in financially supporting your organization.
Set up your campaign
On-Facebook Donation Ads is available to all nonprofits who are onboarded to Facebook Fundraising tools.
To create your On-Facebook Donation Ads campaign, go to Ads Manager and select Create.
When setting up your campaign, keep the following considerations in mind:
Under Buying type, choose Auction. When choosing a campaign objective, select the Sales Objective. Name your new campaign. Click Next once you are finished.
2. Confirm the Campaign details on the following screen and declare any Special Ad Categories as needed. Do not turn on Catalog. Click Next once you are finished.
3. Name your new ad set, then under Conversion location, select Facebook Donation. During this step, you will also select your budget, bid strategy, audience, placements, performance goal optimization and delivery.
a. We recommend using the NEW Optimization for Ad Delivery setting - Onsite conversion, to drive donations on Facebook.
Please select Manual placements and Facebook Feed only. We hope to expand the ad format and placements available for On Facebook Donation Ads in the future
4.
Now you can name your ad, select the Page you will be running the On-Facebook Donation Ads from and select Single Image or Video for your ad form. We recommend following the Creative Considerations for Cause-Driven Ideas for your creative.
Transaction Report
Ads Manager reporting metrics is able to include all actions attributed to your ad (both click-through and view-through, based on the attribution options selected in your window). On the other hand, charitable giving transaction reports are unable to attribute a view-through donation to an ad; however, these reports continue to provide information about each donor and donation.
We recommend that partners use both Ads Manager and Transaction Reports together for the most complete monitoring of your On-Facebook Donation Ads performance.
Nonprofits play an important role in our society, and implementing these creative considerations can help your organization drive more positive change, and do more good.
For more information about On-Facebook Donation Ads, watch our fireside chat video below and download our booklet. If you are experiencing the new Ads Manager interface, you can download this booklet with updated information.
If you have any questions, you can reach our team here.
How to start fundraising on Facebook
3 min.
As a non-profit organization, you are likely to run fundraising events to achieve your goals. Direct mail, emails, fundraising campaigns and other promotions - there are many ways to raise funds. In this lesson, you'll learn how nonprofits can use Facebook in their fundraising campaigns.
People use Facebook for two main reasons:
- communicate with loved ones;
- support beliefs and ideas that they believe are right.
That's why Facebook is a great platform for non-profits: Facebook is visited by people who want to find and share content that non-profits create.
Ways to include Facebook in your fundraising strategy
1. Reach existing supporters
Strengthen relationships with the community
Regular publications help increase the credibility of existing supporters. Facebook becomes an effective communication channel when you are consistently active, posting, and engaging with supporters on your nonprofit's Facebook Page.
Create a custom audience
Create a custom audience based on any contact list you have and retarget those people in your Facebook ads. This technique will help draw more attention to the stories and calls to action that you send in emails and through other communication channels.
Use the Facebook pixel
Embed the Facebook pixel on your site to create a custom audience based on site activity. For example, a fundraiser post can be promoted to a custom audience that went to a fundraising page but didn't donate.
2. Attract new supporters with your call
Popularity
When existing supporters interact with or share your content, their subscribers see it.
Recognition among acquaintances
When supporters create a fundraising campaign for your organization and share information about it, you have the opportunity to reach a new audience.
Precise audience targeting
Use lookalike targeting ads to reach people who are similar to existing supporters. You can create a Lookalike Audience based on a new list, an existing custom audience, or Page followers.
Access to the global community
Facebook advertising tools allow you to target potential supporters in our global community of 2 billion users.
3. Collect donations with free donation tools
Embed donation tools
Donation tools are built into Facebook. This is a convenient way to ask for financial support.
No fees
Non-profit organizations that use the Facebook payment platform to collect donations pay no fees - all funds raised go to charity.
Quick and easy donation process
People can donate directly to Facebook from a PC or mobile device.
Donors are offered the option to save their payment information to make it even easier to donate later.
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Facebook Fundraising Tools for Nonprofits
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Charitable Facebook. How does it work?
Let's look at Facebook from the point of view of charity. How to collect donations, how to create campaigns, for what purposes you can open fees. I must say right away that the functionality of fees for Russia is very poor. But nevertheless, let's see what is being done in the world.
Who can set up fundraisers?
Both non-profit (or charitable) organizations and individuals can create campaigns. In both cases, the ability to collect donations or the ability to make a donation varies by country. On this page, you can see a list of countries where you can create a campaign and make a donation to NGOs yourself.
Now there are 43 countries and Russia is not among them.
At the same time, if you live in a country that is on the list, then Facebook promises that it will credit all 100% of the money transferred to your organization to your account. That is, he will not take anything for himself, which is nice. Up to this point, however, you will need to make sure that your organization meets the requirements of the social network. There are separate requirements for organizations located in the United States and organizations located in other countries.
In addition to NGOs, fundraising campaigns can also be initiated by individuals. Moreover, you can collect donations in favor of small businesses. Interestingly, in this case, you can collect money on your personal page. But again, for business.
For what purposes can you collect money?
When it comes to personal donations (both for individuals and small businesses), Facebook has a personal donation policy that covers all conditions.
The list of purposes for personal fees in these rules is quite large, so let's take a closer look.
- Company . Examples: Expenses associated with running a business, such as rent or wages.
- Community and group projects . Examples: spending on beautification projects, volunteers and clubs.
- Emergency help . Examples: expenses related to emergencies and natural disasters.
- Education . Examples: tuition fees, books and school supplies.
- Vera . Examples: spending on missions, community events, and resources.
- Family . Examples: expenses for child care, adoption or adoption, and assistance to relatives.
- Hobby . Examples: spending on tools and supplies for crafts, hobbies, or skill development.
- Medicine . Examples: expenses for medical procedures and treatment, including those related to injuries.
- Commemoration and loss . Examples: expenses for the burial of the deceased or the maintenance of his relatives.
- Personal emergency . Examples: expenses related to a house fire, theft, or a car accident.
- Domestic and wild animals . Examples: expenses for veterinary services, animal rescue and protection activities.
- Sports and competitions . Examples: spending on sports equipment, performances, and travel to competitions.
- Travel . Examples: Expenses for school trips and emergency travel.
- Volunteering . Examples: expenses for support equipment, materials and travel.
If you are collecting money on behalf of a private person, you will need to add a bank account where donations will be transferred. Unlike collections for NGOs, personal donations are tax-deductible. Or rather, "may be taxed" - as Facebook interprets it.
Also, the size and, in principle, the very fact of possible taxation is influenced by the purpose of the collection, the amount of the collection and the place of your residence. Facebook thoughtfully suggests consulting with a tax specialist. The Stripe service acts as an intermediary for donations in the name of a private person - this is what the social network uses when processing private donations.
Where can I see the current fees?
The start page for all types of donations can be found at this link. You can filter fees by topic (categories column on the right) or view active campaigns directly on the main page.
Main page of active fundraising campaigns. Screenshot of the site facebook.comOn this page it turns out that although in Russia it is not yet possible to create a fundraiser yourself, it is possible to make a donation for personal purposes. For example, consider how such a page looks from the inside.
Campaign to raise funds in favor of homeless animals.
Screenshot of the site facebook.com By clicking on the "Donate" button, a standard window opens with fields for entering card data and amount.
Donation window on the campaign page. Screenshot of the site facebook.comYou can make a transfer anonymously, for someone it's more convenient. The rest of the page looks quite normal and understandable.
How to add a donate button to a post?
This is quite easy to do. We click on the field for creating a post and in the line "Complete the publication" click on the item "More". At this point, we get a window with a choice of additional functions for the post. Among them will be the item "Raise Funds".
A new publication can be supplemented with a "donate" button. Screenshot of facebook.com Another thing is that nothing happens after that. A search field appears among non-profit organizations for the one that the author wants to support, and the results are zero. I couldn't find anyone at all. I entered the names of funds, keywords - and nothing came of it.
Try it too. If it works, write in the comments. It will be interesting under what conditions Facebook will display the organization there.
At the same time, NGO pages have a separate functionality for adding a donation button to their page. How this is done is described in detail and simply on the corresponding man page. But again, since this doesn’t work in Russia (let’s hope that it’s just for now), you can get out of this situation by adding a link to the donation page on your website in the “Details” button, which is fixed in the page header.
By clicking on the "Details" button, the user goes to the Foundation's website directly to the donation page. Screenshot of the Facebook page of the Kindness Foundation. This is how it was done on the page of the Kindness Charitable Foundation, and this is the most appropriate option for user interaction. There are other cases when the link from the button leads to the main page of the site. In principle, it’s also an option, but it’s still better in this situation to bring a person directly to the page with payment options.
