Stepping towards fundraising success: Tommy’s first Facebook Challenge with GivePanel x Bluestep Solutions
With a mission focused on raising funds for research into prematurity, miscarriage, and stillbirth, Tommy’s sought to harness the power of social media to engage a wider audience in their cause and create a new channel for fundraising success.
Key results
Driving impact, making a difference
New to Facebook Challenges, the Tommy’s team were keen to utilize the support of GivePanel, Bluestep Solutions and Alderson Fundraising to kickstart their first campaign. Through a strategic and inclusive approach, Tommy’s not only raised crucial funds but also fostered a sense of community and hope for individuals affected by baby loss.
We caught up with Devina Ganas, Head of Sporting Events for Tommy’s, to find out why they chose to partner with GivePanel and Bluestep Solutions for a fully-serviced, supercharged Facebook Challenge.
Who is Tommy’s?
Tommy’s, the UK’s leading pregnancy charity, stands as a beacon of hope for countless families navigating the challenging journey of pregnancy. With a primary focus on funding research into prematurity, miscarriage, and stillbirth, Tommy’s is driven by a profound commitment to unraveling the mysteries of baby loss and finding effective treatments and prevention methods. With 1 in 4 experiencing some form of complication with their pregnancy, the need for their services is great.
Understanding the power of social media, Tommy’s had been utilizing Facebook fundraising for several years, employing it primarily for organic fundraising and birthday campaigns. Their strong social media presence, coupled with a loyal following, has contributed to the success of their organic fundraisers.
However, seeking to expand their reach and engage a wider audience and following recommendations from other charities in the sector, Tommy’s made the strategic decision to partner with GivePanel, Bluestep Solutions and Alderson Fundraising for their first ever Facebook Challenge. This collaboration aimed to leverage the expertise of experienced agencies to guide their efforts and maximize profitability. With their sights set on new horizons, Tommy’s embarked on a new Facebook fundraising journey, determined to make a lasting impact in the lives of families affected by baby loss.
Enter, 8,000 Steps a Day in March.
8,000 Steps a Day in March
A Facebook Challenge is a virtual event that runs on Facebook and leverages the power of social networking through ads, groups and fundraisers. This means:
- Lower acquisition costs
- More fundraisers
- And a chance to meet supporters where they already are!
The team at Tommy’s chose to trial a Facebook Challenge after their events calendar took a hit from the Covid-19 pandemic and aftermath. Overcoming a period of investment lull and with the support of senior staff, the team took advantage of GivePanel’s new collaboration with Bluestep Solutions, offering a full service partner for supercharged Facebook Challenges.
Here are four things to note about Tommy’s 8,000 Steps a Day in March Challenge:
Building the Concept
The Challenge was designed specifically with inclusivity and broad appeal in mind. The activity chosen was walking, which allowed participants of different fitness levels to join. Furthermore, the goal was 8,000 steps per day. This target balanced being challenging yet not demoralizing. Participants had the flexibility to make up for missed days. Bluestep Solutions were tasked with the Challenge’s look and feel; as Devina notes, “they absolutely nailed it—in terms of look and feel, they got it just right.”
Targeting and Incentivizing Success
Ad targeting was initially broad. However, the Challenge attracted a demographic of mainly women, so the team updated targeting to reflect this. Most participants were new to Tommy’s, yet their connection to the cause was significant. In fact, 8 of their top 20 Fundraisers were in memory of a loss they had experienced. Therefore, the Challenge provided a crucial way for these supporters to connect with the organization.
The team used a branded Tommy’s T-shirt as the primary incentive. Bluestep Solutions supported the non-profit by sending this item to every registrant. The welcome pack included the T-shirt, a welcome letter, and a printable tracker. In addition, they rewarded Fundraisers who hit monetary targets. Those who raised £50 or more received a medal and a certificate, while others received a digital certificate. This tiered reward system provided another crucial touchpoint for showing appreciation and encouraging a higher average raised.
Group Engagement and Community
Devina notes that the community they saw on the Facebook group was “really special.” Fundraisers felt supported to share their experiences and connect over the non-profit’s cause. Crucially, the group maintained a lighthearted community dedicated to fundraising. This success, Devina states, was largely due to the impact of Alderson Fundraising’s expertise in group management. Their mixed content strategy kept supporters engaged and focused on the task at hand.
Partnering with Bluestep Solutions
The GivePanel x Bluestep Solutions fully-serviced partnership for Facebook Challenges was designed to support charities maximize success, raise more funds and boost their ROI. By combining experts in the field and providing flexible and tailored solutions to fit individual nonprofit needs, we were able to offer Tommy’s a full-service, one-stop shop approach to their first Facebook Challenge.
For Tommy’s, this meant a Facebook Challenge that surpassed all expectations in terms of income generated. Devina comments:
“I think it was just very well coordinated and the fact that GivePanel and Bluestep speak really well with each other anyway, so that communication stream between all the parties, even the moderators, is really good. […] It felt safe to trust them to do it as best as it could be done, which is all we could have asked for.”
With excellent coordination, inventive design, clear communication, and a swift response to any changes, the partnership delivered on a successful 8,000 Steps a Day in March for a worthy nonprofit.
But the results speak for themselves.
The Challenge in numbers
1,894
Group Members
681
Active Fundraisers
£143
Average Raised
£108,616
Total Raised
2.8:1
ROI
7.53:1
ROAS
Advice from the Tommy’s team
When asked if Tommy’s would recommend the GivePanel x Bluestep Solutions full-service partnership for Facebook Challenges, Devina answers yes, commenting:
“It has honestly been a really pleasurable project to work on all around. Everyone – account managers, creative people – they were all just so invested and came across that they really cared, which is all you can ask for really. Everyone did a very good job on it and we’re very pleased. So yes, definitely recommend them!”
But, the team do have some top tips for any charity starting a Facebook Challenge:
- Don’t be afraid to make the necessary changes to ads
- Give yourself ample planning time!
- Value everyday reporting for tracking progress
Other case studies
Lifeline launched their first Challenge in 2022 with 10,000 Steps a Day in May to raise funds for their crisis support and suicide prevention services to help save lives.
New to Facebook fundraising, but keen to fill a gap in their events calendar, Ronald McDonald House Charities Greater Western Sydney launched their first ever Facebook Challenge in August 2022 with Marathon in a Month.
Like several organizations, Roswell Park Alliance Foundation felt the impact of the Covid-19 pandemic.
By following GivePanel’s Facebook Challenge guide, Scotland’s Charity Air Ambulance raised over £70,000 and had its best acquisition campaign to date.
Stroke Association, a prominent charity in the UK dedicated to supporting stroke survivors and advocating for quality care, took their fundraising efforts to new heights with their Skip for Stroke Facebook Challenge in February 2023.
Surfers Against Sewage revolutionized their community fundraising with their first ever Facebook Challenge; Dip a Day in October. But how did they do it?