JustGiving vs Facebook: How to Optimise Your Platform Strategy for Maximum Revenue
For digital fundraisers, the debate between JustGiving and Facebook has been raging for years. Which platform is better?
The truth is, that’s the wrong question. It’s not about picking a “winner” to use exclusively; it’s about understanding the unique fundraising behaviours on each platform and using them strategically to capture every possible pound.
We analysed the data from UK campaigns run through GivePanel to give you a definitive platform comparison. Here is how JustGiving and Facebook actually perform in the wild, and and how you can use this data to raise more.
The £128 Question: Why JustGiving Leads in Average Value
Let’s start with the metric that matters most to your bottom line: average raised.
When we crunched the numbers, JustGiving delivered an average of £275.60 per active fundraiser. Facebook, on the other hand, delivered £147.23.
That is an 87% difference in pure fundraising value. To put that into perspective, if you have a campaign with 100 active fundraisers on Facebook, you’re looking at around £14,700. Move those same 100 fundraisers to JustGiving, and your revenue jumps to over £27,500.
The takeaway here is clear: JustGiving isn’t just slightly better at generating donation volume; it is dramatically better. Every active supporter you can guide towards JustGiving represents a significant boost in potential revenue.
But Wait… Facebook Still Wins at Activation
Before you turn off Facebook entirely, there is a catch. You need to look at the top of your fundraising funnel.
Facebook consistently sees higher activation rates, however, JustGiving excels at conversion. Our data showed a 60.09% conversion rate across campaigns for JustGiving, compared to Facebook’s 55.89%.
In the world of high-volume social fundraising, a 4% difference is massive. They are solving two different problems: Facebook is your net for reach and activation, while JustGiving is your engine for conversion and yield.
How to Build a Dual-Platform Strategy That Works
Stop treating your campaigns as an either/or scenario. If you only offer Facebook, you are leaving an average of £128 per fundraiser on the table. If you only offer JustGiving, you risk losing the supporters who prefer the frictionless, native social experience of Facebook.
Here is the approach that makes the most sense:
- Lead with JustGiving: Put it at the very top of your registration forms. Make it the default option and actively highlight the benefits of using it to your supporters.
- Keep Facebook as a safety net: Offer it as a secondary option for the cohort of supporters who strongly prefer it or already have a track record of Facebook fundraising.
- Tailor your stewardship: Because Facebook fundraisers struggle more with that crucial first donation, use automated email journeys to send them immediate, heavy-hitting activation nudges. For your JustGiving fundraisers, pivot your messaging towards momentum—give them the tips and encouragement they need to smash their targets.
Timing and Tech: Nailing the Supporter Experience
We also noticed an interesting seasonal trend. In August, JustGiving hit a massive 88.73% conversion rate, whilst Facebook’s conversion dipped to its lowest point. It pays to look at your own historical data to identify when JustGiving performs exceptionally well for your charity, and consider running JustGiving-exclusive campaigns during those peak months.
To make all of this seamless, your tech needs to do the heavy lifting. Generic registration forms that try to accommodate every platform at once often create confusion and lead to drop-offs.
If you’re using GivePanel, you can build distinct, embedded registration forms tailored to different activation channels. Offering a streamlined, 1-click registration experience specifically designed for JustGiving removes friction and gets your supporters fundraising faster.
Ready to Optimise Your Platform Strategy?
The numbers don’t lie. JustGiving raises more per fundraiser, whilst Facebook activates more readily. They both have a vital role to play in your social-first fundraising strategy.
Want to maximise your fundraising across both platforms? Book a demo at givepanel.com/demo to see how GivePanel’s smart registration forms and automated journeys can help you strategically manage both platforms in one place.
Already a GivePanel customer? Log in to your dashboards to compare your own JustGiving and Facebook performance against these benchmarks.