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Facebook Fundraising: Quick Tips To Make It Work For Your Nonprofit

By Franny Lown

Facebook fundraising can be a great tool to spread the word about a cause you care about and inform your supporters at the same time. There are plenty of ways to successfully incorporate Facebook into your company or nonprofit’s fundraising strategy, but it’s also worth understanding the drawbacks before you go all in. Let’s explore how to use it to your advantage!

The Pros:

Facebook fundraising easily spreads the word within your community, and it’s free for registered nonprofits. Your supporters can stay in the loop about who has donated to your campaign thus far, and choose to share updates to their profile as well. This is a great space to tell your story and highlight why folks should care about your organization.

Facebook stands as the largest social media platform, with over 1 billion active users globally. According to Nonprofit Source, 18 percent of donors have given through Facebook’s fundraising tools. If your nonprofit is considering adopting or investing more in Facebook’s fundraising platform, utilize your most compelling content and engage in two-way dialogue with your supporters!

For the average user, it’s a no-brainer. Facebook users can easily choose to host a fundraiser for the nonprofit organization of their choosing and search through millions of organizations to learn more. Stand out by keeping your page updated with recent info, high-quality images, and stories of your impact.

When hosting a fundraiser, Facebook friends will often receive a push notification about the fundraiser and therefore encouraged to donate and support their friends. It’s easy for the fundraiser to promote your cause and explain why it’s important to them, which in turn helps spread the word about your organization.

Simply put, Facebook fundraising can help your nonprofit raise money and awareness online. According to M+R Benchmarks research, nonprofits have been making a substantial amount of revenue through Facebook fundraisers across the board. In 2018, nearly a quarter of all Facebook revenue was raised in the month of November, either through Giving Tuesday or End-of-Year pushes. That kind of revenue can’t be ignored. Quite frankly, Facebook fundraising should not be the sole platform to host fundraising campaigns at scale, but it can easily be worked into a multi-channel communications strategy.

The Cons:

Firstly, it can be difficult to adhere to Facebook’s definition of a nonprofit. Nonprofits must go through a registration process as a 501(c)(3) to be deemed acceptable to receive payment through the platform. It can be lengthy, complicated, and not very user friendly.

Fundraising through Facebook is just that—through Facebook. It keeps traffic within Facebook rather than your nonprofit’s website. All data from design to payment is sent to Facebook, including donor information.

For nonprofits, donor information is vital to ensure ongoing communication with donors and enables nonprofits to demonstrate impact and implement upgrade strategies, like a monthly giving ask. However, there is only an option to add one’s email when you give through Facebook, so the lack of information is often a hurdle in building a sustaining relationship with supporters.

Though it does take minimal effort to donate through Facebook, a one-time donation is the only option. Monthly or annual giving is not a feature, nor does Facebook fundraising offer ways to stay connected and informed about nonprofit news or upcoming events.

How can I use Facebook fundraising to my benefit?

Though it may feel like Facebook fundraising is more negative than positive, there are ways to incorporate it into any content strategy with a couple easy tips. This is a good place to get started. 

Tip #1:

If site traffic and collecting donor information is a priority, simply disable the “donate” button and direct supporters to donate on your website rather than through Facebook. This way, it’s easy for folks to find out more information about what you are working on, learn more about your mission, and stay connected. Win-win.

Tip #2:

Facebook is a great space overall to spread the word about nonprofit work. Gain feedback from users, interact with supporters in real time through comments and messages, and grow your support base! Though you may not use the platform to host your fundraiser, there are still plenty of benefits.

Tip #3:

When a breaking news story or emergency occurs that directly impacts your nonprofit, incorporate Facebook fundraising into your multi-channel strategy to spread the word. When time is of the essence and raising money becomes pertinent to your cause, Facebook fundraising can be used to quickly reach individual fundraisers and donors.

Tip #4:

Use Facebook fundraising to post videos of your impact, and try hosting a live video to thank your supporters, share info about an upcoming event, or to tell your organization’s story. This is a great way to promote a strong social media presence and stay active with your support base.


Looking to incorporate Facebook fundraising into your communications strategy? We’re here to help. 

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