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Recently, our V.P. of Marketing, Kristy, participated in a podcast called The Nonprofit Voice. It’s a podcast hosted by our friends at Nonprofit Pro, including Nhu Te, who hosted the discussion. Another guest on the show was Liz Madrigal, development manager at St. Baldrick’s Foundation. The topic of discussion was the basics of Facebook fundraising. As we know, Facebook’s an excellent nonprofit social media tool for groups to raise funds. Still, there’s so much to learn; we wanted to chat about the critical elements nonprofit fundraisers don’t want to miss. To listen to the podcast, you could check it out on the following:

Some of the highlights we discussed in the podcast we’re outlining here. However, if you want to learn about some of the disadvantages of Facebook fundraising, you’ll have to listen to the podcast. Fundraising on social media is constantly changing, so you want to make sure your group maximizes this social media platform. Doing so will help you increase donor engagement, Facebook fundraising dollars, and optimize your goals, and that’s what we’ll touch upon in this article.

Person checking out social media fundraising.

Essential Elements of Facebook Fundraising for Nonprofits

As was touched upon in the podcast, several fundraising elements on Facebook nonprofits should know. Facebook isn’t only for nonprofit use. It’s an excellent tool for anyone, including donors, to raise funds for a cause they love. Moreover, when you raise funds on Facebook, there are no fees for most nonprofits, and the costs for personal fundraisers are low. Of note, more than 1 million nonprofits raised funds using the platform!

For nonprofits, Facebook has an API that connects your fundraisers off the platform to Facebook. Why is this essential for nonprofits? It’s an excellent tool to have nonprofits and their supporters reach out to friends on Facebook. Remember, social media is all about relationships, so using the API allows you to broadly spread the word about your fundraiser and make sure your offline and social efforts get integrated.

One Big Advantage for Nonprofit Groups on the Social Platform

One of the most significant advantages mentioned in the podcast was that Facebook fundraisers have zero processing fees for nonprofits. Most nonprofits in the U.S. have little overhead, and every penny counts. Unfortunately, nonprofit fundraisers understand that many fundraising platforms have processing fees. That’s why fundraisers often look for tools and ways to ensure they lower the costs to maximize fundraising revenue.

As it pertains to Facebook fundraising, fees do exist, but Facebook covers them for nonprofit organizations! That alone is a significant advantage for nonprofits. For instance, let’s say they have 5,000 followers on Facebook, and a nonprofit decides to do a Facebook fundraiser. Let’s presume that 25% (1,250) of the followers decide to give, and each donates $10. The entire fundraising amount, $12,500, goes to the nonprofit, with no fees deducted. See why Facebook fundraising could be great for your nonprofit?

Getting new leads on social media.

Getting New Leads Through Using Facebook Fundraising

As we know, nonprofits and social enterprises need new leads. Well, it turns out that Facebook fundraising works well for lead generation. In other words, it allows nonprofits to build and increase their database, especially when organizations run ads. The best way to increase your number of leads is to do it through lead generation ads. Moreover, it’s a great way to get people off the Facebook platform and engage them directly with your nonprofit when you do it.

Facebook lead generation ads are easy to use. All people have to do is tap your ad on their mobile, tablet, or desktop devices. Once they do it, a form pops up, pre-populated with their contact information from Facebook. The data then gets sent directly to nonprofit organizations. So, in a few taps, nonprofit fundraisers get new leads and prospects who are qualified through Facebook and interested in your mission.

Kristy’s Bonus Tip for Maximizing Results on Social

One of the best tips our team likes to use for Facebook is A/B testing. It’s something that Kristy also discussed in the podcast. So, why’s A/B testing so good for fundraising? As Kristy mentioned in the podcast, you have the opportunity to test different variables. As a result, you get to see which messages resonate more with people. Even if you think you have a winning idea of Facebook fundraising idea, that might not be the case, so A/B testing provides fundraisers critical information.

For instance, as Kristy said, “If you’re putting out videos that are talking about who your nonprofit is and what you guys do, it’s super important to A/B test. Find out which videos actually get the most clicks and which ones get the most views. The same thing with the content that you put on social media. You should find out which of your pieces gets more shares, more comments, more likes. People tagging each other and more content than you know versus another. I think A.B. testing is the best way to handle any of your marketing and that goes beyond Facebook.”

Want to know more? Listen to The Nonprofit Voice podcast! In just under 40 minutes, you’ll gain a lot of insight and information for Facebook fundraising.

 

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