How to Begin Using Facebook’s New Fundraising Tools
Facebook has released a new set of fundraising tools specifically for non-profits, making it easier for organizations to accept donations and to improve the overall donation experience for your audience.
The Fundraising Tools are free to use and now have a Donate Now button available in two places: on the Page Header and on Page Posts, but it’s not able to be added as a Page Post’s Call to Action.
This makes it easier for donors to share their donation experience with friends. A receipt is sent to donors, which is branded with your organization’s information. With this update, it’s easier to find and donate to organizations.
The funds you raise on Facebook will go directly to your nonprofit. Your organization has full control on how to use the funds to support either a specific cause or a general fund.
But first, you’ll need to become a Facebook-certified non-profit.
This mini-course will guide you through the steps needed to get your non-profit organization certified. Once certified, your organization can raise both awareness and contributions through Facebook’s new fundraising tools. On Facebook, you can now accept donations and also create fundraisers. As of July 1, 2016, Facebook had just over 100 certified organizations and only nonprofits registered in the United States can become certified. The audience reaches across 40 countries, which means there’s a relatively small amount of organizations who have been accepted so far, but a large audience to whom it can reach. The value is in this audience reach. This is good news for non-profit organizations and certainly a reason to get started now.
First things, first, though… Let’s take care of the basics:
- Are you a United States 501(c)(3) nonprofit?
- Does your page have a cover photo, icon photo, US address and ‘Nonprofit Organization’ as its category? If not, you can set one up right here: Create Your Page
- Does your page have an active community? Having a Facebook Page gives your organization a front door to its home on Facebook. By being active on Facebook, your organization can create a welcoming community for its members. Spread the word about your page and connect with your audience. Focus on creating quality posts that are useful or generate likes and comments. This will help you show up more prominently in your audience’s newsfeed and you’ll be able to receive more attention.
- Do you have a Campaign Strategy? Having a campaign strategy not just in mind, but written down, can help with your fundraising and community goals. Does your strategy involve ways to tell your organization’s story with photos, engaging video and links? When people feel connected to your organization, they’re more likely to make a donation and participate in your community.
- Do you have a budget for (optional) Facebook Ads? You’ll be able to target ads to your audience by location, age, gender and interests. Facebook Ads can lead your audience to your website to learn more.
- Have you set measurement goals?
