“We want to get more out of our Facebook and Instagram fundraising efforts for #GivingTuesday. Any tactical tips for standing out in those channels?”
– Head of marketing / comms at a medium-sized Museum in the Northeast
Louis Diez, Principal at marktlab.com
Fundraising on Facebook/Instagram has fantastic potential but also a couple of issues that you and your development shop will need to look into. For some of them, you may need more time than between now (end of November) and Giving Tuesday.
The ideal way to go about it (which Facebook also prefers) is to set up an in-app fundraiser. Check out the instructions here. This lets people donate to your museum directly inside of Facebook. Facebook has insanely high engagement and people make donations through this medium. In addition, the platform prefers that you keep people inside of their ecosystem so the algorithm prioritizes these posts over posts that, for example, link people out to your giving form on your website.
Another benefit? Facebook covers the processing fees.
However, these are the issues I’ve come across in attempting to get set up to accept donations from Facebook fundraisers:
- Your page needs to be set up as a nonprofit. Among other requirements, someone from your organization (CEO/CFO) will have to provide their date of birth and social security number.
- There are different ways to receive the payments (read about them here). The only one that really works for a professional development operation is to accept Facebook Payments. You need to be able to identify, acknowledge, and build relationships with the people that give to you through Facebook.
In addition, here are some ideas that I’ve used successfully to fundraise through social media:
- Set up an email listserv/chat group (GroupMe/WhatsApp/Google Chat) of Social Media Amplifiers. This is a group of volunteers that is committed to supporting your posts on social by commenting/liking/tagging others during the big day. Throughout the day, staff or volunteers can go into this group and post the links of posts that the volunteers should engage with.
- Focus on engagement. Prioritize content that asks questions, gets people to tag each other, or is in video form (i.e. do several Facebook Live broadcasts with live fundraising updates). Also, be aware that Facebook Groups tend to have much higher engagement than Facebook Pages. I.e. create a closed group for museum donors.
- Do not always link out to your giving page. Posts that link out of the platform tend to not do as well.
- Do come up with a hashtag for your Giving Tuesday effort.
- Post much more content than you think is necessary. Further advice on this topic from Gary V here. There is no such thing as content fatigue on social media.
- If your website has significant traffic, you could benefit from remarketing on Facebook. Also, if you have a sizable email list you can create a custom audience to advertise to. Stay away from Boosts, they are easy to do (and spend $$ on) but seldom have great fundraising results.
- Finally, consider that email results–especially among your loyal donors–will still be much higher. You simply do not have enough control over who Facebook chooses to show your content to.