In the Weeds of Facebook Fundraising

Facebook on laptop screen

It’s not simple. It’s not easy. It changes all the time.

Every day, Facebook throws new challenges and opportunities in the nonprofit sector. From creating an environment in which we don’t get to know our fundraisers and donors, to changing the rules of engagement inside their environment on a sporadic and unexpected basis, Facebook delivers frustration along with new opportunities.

First, a nonprofit must complete Facebook’s application process. Sometimes Facebook takes a month to grant your approval. Once you’re in, you have limited creative control over the posts themselves (write a little text, add a few graphics, but not much else). The reports can seem incomplete, and customer service is practically nonexistent. Donors can get confused when they are directed to Network for Good (Facebook’s donation processor) instead of the familiar Facebook logo. Payouts from Facebook can take up to 45 days.

For nonprofit development staff, the lack of fundraiser and donor information may be the biggest downside. You only receive the fundraiser and donor names and contact information if they decide to share it.  You know you need to cultivate and steward your donors, but you don’t even know who they are or how to find them again.

So after all that, is it worth the effort? And, are there nonprofits that are raising significant money with it? The good news is yes – some nonprofits have harnessed the magic on Facebook fundraising despite all the roadblocks. These organizations are raking in cash month over month against all odds. In September 2019, Facebook users reached the $2 billion fundraising milestone on the platform. According to David Hessekiel of Engage for Good, what is even more stunning is that the $2 billion has been largely additive. Nonprofit leaders he interviewed reported that Facebook fundraising is bringing new supporters and additional revenue to existing programs.

Also, there is the possibility that while the new donors look additive, some may be the donors you would have acquired in the future, meaning you just “acquired” them without getting their contact information. There is no way to know for sure.

What are the secrets of Facebook fundraising success? Watch our webinar from January 24 2020 to hear in-the-weeds information about how Facebook fundraising works, and strategies and tactics from industry professionals like Jeremy Berman, President and Founder of Good United, and Megan Rouse, Director of Partnerships and Strategist at Turnkey.

This session is most appropriate for the social media and tech geek, although having leadership understand a bit about this new world may make your path easier. All are welcome for this interactive session.