How do businesses affect fundraising for non-profit organizations?
Collecting donations with Facebook: everything you need to know
Donation campaigns are particularly successful during the reflective Christmas season. The cold season seems to make many people more helpful and generous. For many companies and non-profit organizations, this is therefore one of the most important phases in the year to draw attention to their non-profit projects and topics.
The interests can go in different directions - the following scenarios are possible, for example:
1.) As an NGO or non-profit association, you want to collect donations for your own purposes and projects.
2.) With their brand awareness, companies want to draw attention to donation projects of third organizations.
3.) Private people want to do something good and support a certain donation project by asking their friends to donate.
That is why Facebook has recognized the trend towards digital donations and crowdfunding. The largest social network has been testing the "Donation" button since 2015 and in 2017 the revised and successful feature also came to Europe. Facebook recently reported very impressive numbers on this:
Today we're announcing that people have raised over $ 1 billion on Facebook for nonprofit and personal causes, helping to raise awareness and make an impact in their communities around the world.(Facebook newsroom)
In line with this, the annual GFK study “Bilanz des Helfens” reports that donations through crowdfunding platforms are tending to increase. The Donations are mainly used for humanitarian purposes.
How can NGOs, non-profit associations and companies benefit from the Facebook function? Use the following tips to put the finishing touches to your social media appeal for donations.
How to prepare your fundraising campaign on Facebook
1.) Register for the Facebook donation tools
In order to create your own fundraising campaign on Facebook, you first have to register as a non-profit organization on the platform. Only then will the fundraising campaign be listed in an overview and can be selected and supported by other companies or private individuals.
You also need to register for Facebook Payments so that donations can be booked directly.
2.) Collect donations with the donate button
For non-profit organizations, the next step is clearly to use the "Donate" button in the header of their own Facebook page.
If you as a company want to support the fundraising campaign by charitable organizations on Facebook, you have several options. On the one hand, you can create the item "Donation campaign" in the left navigation bar of your Facebook page in the admin view.
The donation button is also available for your Facebook postings (photo, video) or in live streams. This should be of particular interest if you want to get involved in specific charitable goals and campaigns on behalf of your own company and inspire your fans to do similar things. Keyword: corporate responsibility!
The good thing about it: Facebook enables users to process their donations directly: Your fans don't have to leave Facebook and get an optimal mobile variant to do good.
Alternatively, you can connect the donation button in the header of your Facebook page to your own website if you already have a (non-Facebook) donation page there and thus increase your own website traffic.
3.) Maximum potential through content and transparency
Do good and talk about it. Inform your fans and customers about your donation purpose. To do this, use insights into the donation work, e.g. through Photos and videos or live streams from on site. This is the only way your potential donors can get a better idea of what your fundraising campaign is about. In order to increase the reach, you should also draw attention to your fundraising campaign in other networks.
Post and celebrate your donation milestones. Has a certain intermediate result been reached? What could the donations already be used for? How and where exactly do the donations arrive? In order for you to remain credible, it takes a lot of transparency. In this context, social media management tools such as Facelift Cloud support you in posting your postings and successes in several social channels in parallel in order to save time. You can also access all questions and comments about your fundraising campaign in one central inbox.
4.) Use partnershipsLive up to the name of social networks and connect withstrategic partners, testimonials, and other companies interested in your fundraiser. You can also ask fans and customers directly to initiate a private fundraising campaign and thus start a small competition according to the motto: “Every contribution counts!”.
Your advantages with Facebook donation tools
With 32 million monthly active users, Facebook is still the top dog among social media channels. Nowhere else can you reach so many potential fans and donors. In addition, they do not even have to leave the platform when using the Facebook donation tools. For example, Facebook offers all popular payment methods that have meanwhile become established among users using credit cards and PayPal.
The most important argument, however, is: Facebook does not charge any fees for collecting donations for NGOs and is therefore an attractive instrument that uses the basic idea of a social network.
The donations generated using Facebook Payment can be broken down in a daily transaction report. The Page Insights also show which posts and content get a particularly high number of likes, shares and comments, when your fans are active and when even more reach should be achieved through Facebook Ads. These are all important insights that will help you to control your donation activities even more precisely for maximum success.
If you follow these basic pillars of Facebook fundraising, you can make a further contribution with your company in the area of corporate responsibility and, together with partners and the help of the largest social media platform Facebook, successfully achieve and market your donation goals.
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