Raising Money on Facebook for Non-Profits
July 20, 2016 /
Extension of the ‘Non-profits’ Tool on Facebook
Facebook for non-profits was launched in November 2015, a resource designed to help non-profits better communicate their story on the social network. Now Facebook is rolling out the ability for people to fund raise on behalf of non-profit organisations. This user-focused tool is an extension of the tool launched last year and can be used for fundraising and volunteer efforts that combine an online and offline component.
The Alzheimer’s Association successfully used Facebook as part of their campaign to promote their ‘Walk to End Alzheimer’s’ event, designed to raise awareness and funds for Alzheimer’s care, support and research. The Facebook campaign aimed to recruit participants for the walk, as well as fundraising for the organisation. Part of their success was driven by using a personal approach and encouraging participants to share their stories and selfies.
With this new tool, anyone on Facebook will be able to create a page to raise money for US-based non-profit organisations and non-profits can also organise users to raise funds on their behalf. Amongst those who have joined so far includes Unicef, the Malala Fund and Oxfam.
Less Clicks to Donate
Friends can donate in a few taps without leaving Facebook making it easier to collect donations.
Find New Supporters Easily
Each time someone donates they are prompted to share and invite their friends. Shares and re-shares also contain a donate button making it easy to donate right from News Feed.
Fundraising has had past success on Facebook. In 2014 the Ice Bucket Challenge raised US$115 million for ALS research. (to find effective treatments and a cure for Lou Gehrig’s Disease.)
At first, only a small amount of users can (around 1%) can access the feature, however a wider roll out is expected for US users in the following weeks. Presumably if this tool works well, Facebook will roll it out to other countries including New Zealand.