Key steps to raise funds with your Facebook page!

Fundraising is crucial for nonprofit organizations to support their work, achieve their goals and continue to help others. For this reason, setting up effective fundraising campaigns is vital. In recent years, the tools to better communicate, raise awareness, and raise funds have multiplied, especially with social media. Social media offers valuable communication and engagement opportunities, and Facebook has implemented ways to raise money directly on its platform. Find out how your nonprofit organization can fundraise on Facebook!

Why fundraise on Facebook?

Charitable organizations set up several actions to raise funds (print mailings, emails, street campaigns to recruit donors, appeals to generosity on traditional media, etc.). Social networks can be an integral part of these actions!

Indeed, social networks allow relaying information quickly and efficiently. Facebook users, for example, say they use social media to communicate with their loved ones and to support causes or ideas that are important to them. This makes the Facebook platform the network of choice for nonprofit organizations to convey their messages, actions, and missions and to raise awareness among many users.

Tools for collecting donations on Facebook

In addition to the clear advantage that social networks offer through the sharing of publications, Facebook provides fundraising tools that are only available to nonprofit organizations in certain countries and under certain conditions. You also need to be on an acceptable for-profit registry in your country. These fundraisers can be initiated either by the organization itself or by supporters.

Facebook serves as a complementary tool to the organization’s other activities. Fundraising-eligible organizations can set up their Facebook page. When a potential donor clicks on the “Donate” button in the header of the Facebook page, they are redirected to the organization’s website. The second option is to donate directly on the Facebook page, which reduces the number of steps for the potential donor and makes the process easier.

Critical elements of a successful Facebook fundraising campaign

When launching a fundraising campaign, a few key points need to be defined to make it effective.

Define precise campaign objectives
It is advisable first to define the objective of your campaign. If you have a financial goal, you will need to explain what your nonprofit organization will do with the money raised, what it will be used for, and how it will be used. By defining the “why,” you will be able to create messages that will help engage your community and show that their support is essential.

Tie your campaign to a relevant period
Whenever possible, try to create a theme for your campaign. The idea is to connect what your audience wants, and your fundraising needs. To do this, it’s a good idea to time your fundraiser to coincide with a specific holiday, season, event, or period that makes sense for your cause.

Target your audience and build your community
By being active on Facebook, you’ll be able to solidify your relationship with the supporters you already have. By posting regularly and interacting with your supporters, you will be more present for them, and you can cultivate their commitment. Among all the existing supporters, you can develop a personalized audience that you can retarget according to your strategy via emails, CTAs, etc. Finally, Facebook recommends installing the Facebook Pixel, a code that you can embed on your site to create custom audiences to boost individual posts to a specific audience.
Study the statistics of a Facebook page

Study the statistics of a Facebook page with the Business Manager interface.

Through social media sharing, other people can also see your posts. In addition, your supporters can also create or share a fundraiser. In this way, your association increases its visibility to different audiences, including similar audiences. These may be people who are likely interested in your nonprofit or cause because they share common characteristics with your pre-existing supporters.

Create impactful content to engage your audience
Finally, impactful, engaging, and quality content is also crucial. You’ll need to define content that reaches out and shows the impact of users when they donate or share your posts. It is important to note that very often, someone who shares a publication do so because they think that this content can be helpful for their loved ones, because it is content that helps them define themselves as a person by sharing ideas or values or because it is content that can have an impact by being shared.

What to do during and after your campaign?

After the launch of your campaign, you need to continue to maintain your fundraising. This means staying active throughout your campaign and even after. You can add “likes” to those who commented and those who support, encouraging sharing and encouraging supporters to create their fundraisers, schedule live videos, etc.

After your campaign, don’t forget to thank all the donors and supporters and communicate the impact the money raised will have.

To help you optimize your fundraising campaigns on Facebook, don’t hesitate to call on our experts to help you set up your communication strategy, manage your campaigns and target the most appropriate audiences.

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