how to use facebook’s free fundraising tools to drive donations

** The webinar will start at 2 minutes after the hour **

Presenter:

How to Use Facebook’s Free Fundraising Tools to Drive

Donations

Julia Campbell

The slides can be found at this link:

http://www.charityhowto.com/library


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** The webinar will start at 2 minutes after the hour **

Presenter:

How to Use Facebook’s Free Fundraising Tools to Drive

Donations

Julia Campbell




About the Topic Expert

• I have worked in the nonprofit sector as a one-woman

development and marketing shop.

• My clients include very small, medium, and large nonprofit

organizations.

• I published my book Storytelling in the Digital Age: A Guide

for Nonprofits with CharityChannel Press and it’s available

now on Amazon: http://amzn.to/2taUfDs

• I have helped organized 76 online fundraising campaigns

with 52 nonprofits, raising over $1 million. (To date)



http://amzn.to/2taUfDs


What We Will Cover Today

Key Takeaways from today’s webinar:

• An up-to-date overview of Facebook’s Free

Fundraising Tools

• How to sign up, register, and get started right

away

• Simple and easy ways to use Facebook’s

Fundraising Tools

• Answers to the most frequently asked questions

about Facebook’s Fundraising Tools




How to Use Facebook’s Free Fundraising Tools to Drive Donations

An Up-to-Date Overview of Facebook’s Free Fundraising Tools



• Facebook now has 1.71 billion active

users every month.

• 450 million users connected to nonprofit

Pages.

• Stay up-to-date by following:

Nonprofits on Facebook:

https://www.facebook.com/nonprofits/

Facebook’s Nonprofit Resources:

https://nonprofits.fb.com/


https://www.facebook.com/nonprofits/

https://nonprofits.fb.com/


How Can I Use Fundraising Tools for my Nonprofit?



4 mains ways that Facebook’s fundraising

tools can help your organization:

1. Collect donations when people visit your

Page

2. Collect donations from your Facebook

posts

3. Add a donate button to your ads

4. Enable people to fundraise for your

organization



Tools to Collect Donations on a Website of Your Choice



Page donate buttons

As people visit your Page, a Donate button

on your Page header makes it easy for

them to give.

Ad donate buttons

If you’d like to make it easier to collect

donations from your Facebook ads, you

can add a donate button.



Tools to Collect Donations on a Website of Your Choice


Tools to Collect Donations Directly on Facebook



Page donate button

As people visit your Page, a donate button on your Page header makes it easy

for them to give.

This button is the same as the one in the section above, but it allows people to

donate without leaving Facebook.

Post donate button

You can add a donate button to your Page posts to allow people to donate

without leaving Facebook.

This tool makes it easy for supporters to donate when they are inspired to give.






Live video donate button

Before going live, tap on the “…” button for more options on the bottom left-hand

corner of the screen. Tap “add donate button” and select a nonprofit.

Go live, and the donate button for the nonprofit you selected will be attached to

the bottom of your live video, allowing friends or fans to donate directly from the

video as they watch or after you post the video to your page.

People will be able to see how much money has been raised.



Tools to Activate Supporters to Fundraise on Facebook



Fundraisers on Facebook

• Fundraisers allow individual users on Facebook to raise money for causes

directly from their Facebook Profiles.

• These are not available to Pages, just individual Profiles.

• People can tell their stories, spread awareness about nonprofits and rally

support around a goal.

• Looks like a peer-to-peer or crowdfunding page, but hosted on Facebook.

Think GoFundMe.






Live video fundraisers

• Once a person has created a fundraiser, they can add the donate button to

their live video to allow viewers to donate to their fundraiser.

• People can donate during the live video or from the published recording of the

live video.

• This is a great way to take advantage of the growing video engagement on

Facebook.






Customized nonprofit landing pages

• A place where people can create a fundraiser for your nonprofit, see existing

fundraisers from other supporters and learn how Facebook fundraisers work.

• Every landing page has a unique URL that can be used anywhere: in email

marketing, Facebook posts, your website, or other channels.

• You can find an approved organization’s customized nonprofit landing page by

going to https://www.facebook.com/fundraisers/NONPROFITNAME.

• Example: https://www.facebook.com/fundraisers/FeedingAmerica/


https://www.facebook.com/fundraisers/FeedingAmerica/





Donate button inside personal posts

• The Donate button can be attached to any post including video, photo or text.

• This is a great way for your supporters to promote one-off asks for your

organization without having to commit to a fundraising goal or timeline.

• How to do it: Click “What’s on your mind?” on your News Feed/Timeline. Tag

the nonprofit, click, Post, and then click Add Button to confirm that you want to

add a donate button.

• Often if you write “nonprofit” or “donate” in your post, Facebook will prompt

you.



How to Sign Up, Register, and Get Started Right Away



• Only US-based 501(c)3s

can raise funds right now.

• Only one Page can have

the Donate button per IRS

EIN (tax number).

• Go here:

https://www.facebook.com/

donate/signup


https://www.facebook.com/donate/signup





• Page must be verified.

• Must follow Facebook’s

community standards.

• Must be linked to a

donations account.






• Update your Guidestar

account, because a lot of

Facebook’s information is

pulled from there.

• Facebook checks

Guidestar in their

verification and vetting

process.



REVIEW Key Takeaways from today’s webinar:

An up-to-date overview of Facebook’s Free

Fundraising Tools

How to sign up, register, and get started right

away

• Simple and easy ways to use Facebook’s

Fundraising Tools

• Answers to the most frequently asked questions






Using Facebook for Fundraising – The Long Game


How to Get People to Raise Money for You Using Facebook



To take full advantage of Facebook fundraising tools, there are two important

things nonprofits need to do:

1. Ask your donors to create fundraisers on behalf of your organization and

2. Give them the right tools to launch a successful fundraiser.




Step 1 – Make your supporters aware that these features exist.

• If people are not aware that they can use Facebook to raise money for their favorite cause, they are certainly not going to go out of their way to figure it out on their own.

• Sometimes in this sector we get so wrapped up in our message and what’s in front of us every day that we fail to see that our supporters have other priorities taking up their time.



Step 2 – Create a multichannel campaign to educate your supporters

about these fundraising tools.

• Think about creative ways to use all the channels at your disposal – website,

email, blog, social media – to promote the exciting news that individuals can

raise money for you using Facebook.



Step 2 – Create a multichannel campaign

to educate your supporters about these

fundraising tools.

• To start, create as much content as you

can, based on your capacity and budget,

with the focus on educating and exciting

your community about these Facebook

features.



• Think about making several short videos,

infographics, blog posts, emails, and social

media posts all focused on this

announcement.



Available here:

http://jcsocialmarketing.com/2017/05/get-people-

raise-money-nonprofit-using-facebook/

http://jcsocialmarketing.com/2017/05/get-people-raise-money-nonprofit-using-facebook/



Step 3 – Provide your volunteer fundraisers with

the training and tools to succeed.

• You can’t just expect to excite your supporters

about these tools and not provide them with more

information, training, and professional

development.



• Many of your supporters are well-

meaning with big hearts, but they

are not necessarily well-versed in

how to carry out a successful online

fundraising campaign. (They are

also very busy and easily distracted

– aren’t we all?)





Step 3 – Provide your volunteer fundraisers with the training and tools to

succeed.

• Empower them!!!! Their success benefits you, but it will also energize them by

giving them a great experience they can be proud of and talk about for

months to come.






Here are just a few ideas to help your volunteer fundraisers create and execute

a killer Facebook fundraising campaign:

• Create a short video using basic screen-capture tools like Camtasia or

Snagit to walk them through the process of setting up their Fundraiser on

Facebook, or using the Donations in their personal profile.

• Video is by far the most popular type of content on Facebook, and if you

spent a little bit of money to promote it, even more people will see it and learn

how to fundraise for you.






• Put information on your

website on a special page. Add

your logos, videos, photos,

stories – anything that will help

them craft a compelling case for

support.






• Read my instructional how-to post, How to

Create a Nonprofit Social Media Toolkit,

here:

http://jcsocialmarketing.com/2017/06/create-

nonprofit-social-media-toolkit-online-

fundraising-campaign/


http://jcsocialmarketing.com/2017/06/create-nonprofit-social-media-toolkit-online-fundraising-campaign/



• Host a live webinar to walk people through the process of starting their very

own fundraiser for your cause, and answer questions during the webinar.

• During the webinar, provide strategic fundraising tips, storytelling best

practices, and examples of fundraising appeals that have worked for your

organization.





• Develop a series of emails to go out at set

times, designed to excite, educate, and

encourage your volunteer fundraisers before,

during, and after their fundraising campaign.

• If their campaign runs for more than a few days,

there will often be a lull in donations, and many

fundraisers will get discouraged.

• Your email series will provide the necessary

motivation to have them see it through.




Step 4 – Monitor your Insights.

• As with any marketing endeavor, results will vary by organization.

• Be sure to check in with Page Insights to better understand how people are

interacting with your Page and posts and which content they have found most

compelling.


FAQs and Answers about Facebook’s Fundraising Tools



How will I receive my donations?

• 2 possible ways; depends on how you’re registered.

Charities Registered with Facebook Payments:

• When a nonprofit that is registered with Facebook Payments has at least

$100 in donations, it becomes eligible for a bi-weekly payout.

• The payout is a wire transfer (ACH/direct deposit) to the organization’s bank

account.

• If a nonprofit's total donations hasn't reached $100, the funds will roll over

until the amount reaches at least $100.






Charities Not Registered with Facebook Payments:

• If the nonprofit isn't registered with Facebook Payments, any donations it

receives are distributed through the Network for Good‘s donor advised fund.

• Donations are generally distributed a month and a half after the last day of the

month in which the donation was made. For example, a donation made in

January will be paid to the nonprofit on March 15.

• Note: If a nonprofit is registered with the Network for Good, it can apply to

receive funds via electronic transfer (EFT). If a nonprofit hasn't signed up for

EFT, it'll receive its donations via check.

• Checks will be mailed to the nonprofit address listed in Guidestar.






What is the cost to donate or fundraise on Facebook?

• While 95% of your proceeds go directly to your charity, any Nonprofit

using Facebook's fundraising tools will pay an operational fee of 5%.

• 2% covers the costs of nonprofit vetting, fraud protection, and payment

support.

• 3% covers payment processing.






For Nonprofits receiving donations through Network for Good:

• Facebook deducts 3.5% to cover credit card processing, payment support, and fraud protection.

• Network for Good deducts an additional 2.25% to cover charity vetting and support, donation disbursement, and operations.

For Nonprofits not receiving donations through Network for Good:

• Contributions to charities that have not signed up directly for Facebook’s fundraising tools are made through Network for Good's donor-advised fund, a 501(c)(3) nonprofit.



REVIEW Key Takeaways from today’s webinar:

An up-to-date overview of Facebook’s Free

Fundraising Tools

How to sign up, register, and get started right

away

Simple and easy ways to use Facebook’s

Fundraising Tools

Answers to the most frequently asked questions






Remember – Fundraising Success on Facebook Means…

• A verified page

• A compelling, timely, relevant ask

• A great story or stories

• An eye-catching visual

• Make it “thumb stopping”

For those of you who would like to

follow up after this webinar,

please request access to my

private Facebook Group for

nonprofit marketers:

https://www.facebook.com/groups/

socialmediastorytelling/

Check Out Our Other Fabulous Nonprofit Resources!



https://www.facebook.com/groups/socialmediastorytelling/


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how to use facebook’s free fundraising tools to drive donations

Government & Nonprofit