October 25, 2016
By Joey Wu
In order for your non-profit to thrive, it is vital that you not only raise funds but generate awareness for your cause. Now, through Facebook Fundraising, you can do both simultaneously by tapping into the world’s largest social media platform.
What is Facebook Fundraising?
Facebook Fundraising is a natural extension to the ‘Donate’ button that non-profits can add to their organization's Facebook profile page. When enabled, Facebook Fundraising allows followers of your non-profit's page to set up crowdfunding campaigns directly benefiting your cause. These highly-personalized fundraising campaigns are then pushed out by the campaign's founder to their friends, family, and other Facebook users in their own voice, encouraging them to donate. When the campaign concludes, all raised funds are wired directly to your organization, so any ambiguity of where the donations are actually going is eliminated.
How Can Facebook Fundraising Be Used?
Facebook Fundraising can be used to empower your followers in many different ways. Campaigns can be created around birthdays, events, in honor of loved ones, or just because someone wants to be an advocate of your cause.
For his 10th birthday David asked his parents to help setup a Fundraising campaign to support his favorite animal, turtles. The first step was to create a Fundraising campaign by choosing a non-profit - which for him was the Turtle Conversancy - provide some simple information, and set a goal. Next, David's parents invited friends and family to check out the campaign's page, which was automatically created, to donate. David set a goal of just $100 dollars for his birthday, but after just a few days $760 dollars was raised and wired to the organization. Donations came in from family, friends, and even complete strangers who happened to come across David's campaign.
Why is Facebook a Good Channel for Non-Profits? / What Are the Benefits of Facebook Fundraising?
The reach of Facebook is well-documented. Worldwide, more than one billion individuals have a profile and a large majority of them access Facebook on a daily basis. The social media giant’s size directly stems from the nature of their business, connecting individuals with what is most important to them: family, friends, beliefs, interests, hobbies, and causes. What many non-profits may not know, over 150 million of Facebook users are connected to a cause.
Here are some major benefits of Facebook Fundraising for Non-Profits:
Expand Your Cause's Reach
In addition to being the most used platform in the world, users from 39 countries are able to donate to fundraising campaigns. This opens up non-profits of all sizes to hundreds-of-millions of potential advocates and donors.
Easily Collect Donations
All payments are handled by Facebook, in Facebook. Family, friends, and even strangers who come across a fundraising campaign can donate with just a few clicks without leaving Facebook. Donations are all wire-transferred directly to the non-profit, so every donor will have the ease of mind when it comes to where the money is going.
Build Relationship with Donors
After users donate, Facebook will provide the name, amount donated, and profile picture of each donor to the non-profit. Donors may also opt-in to provide the non-profit with their email address, meaning a relationship with donors can be built moving forward.
What are the Requirements for Fundraising on Facebook?
In order to qualify for Facebook Fundraising, a non-profit must meet the following requirements:
- Based in the United States of America
- Registered as a 501(c)(3) organization with the Internal Revenue Service
- Have a bank account registered with a licensed financial services institution
- Abide by Facebook’s Community Standards: https://www.facebook.com/communitystandards
How Can I Get Started With Facebook Fundraising?
- Create a Facebook Page that is categorized as a “Non-Profit Organization” and add a valid US mailing address
- Assign yourself as Page Administrator
- Fill out the simple application located here: www.facebook.com/donate/signup
- Once your organization is accepted, you will need to accept the Terms of Service
- Let your followers know that they can start creating Fundraisers for your organization!