Skip to main content
Login Book a demo
Login Book a demo
6 key insights into 2023 Facebook Challenges in Australia - Blog Header Image

Mike Morris
October 26, 2023

6 key insights into 2023 Facebook Challenges in Australia

Facebook Challenges are a dynamic way to acquire supporters and raise funds globally. However, how does cause and concept affect the all-important bottom dollar?

The GivePanel team compared Facebook Challenges run by $\mathbf{16}$ Australian charities across 2023. The remarkable impact of these Challenges on the Australian fundraising landscape is clear. In this blog, we’ll dive into the top $\mathbf{6}$ insights. Furthermore, we’ll uncover the trends taking center stage down under.

But first, let’s kick things off with a number that shows just why we love Facebook Challenges so much.

$2,330,000+ Raised: Market Highlights

From January to September of this year, we proudly supported $\mathbf{16}$ Australian charities. They collectively raised $\mathbf{AU\$2,339,872}$ through Facebook Challenges. This incredible milestone proves their dedication. It shows Facebook fundraising is a viable income stream. Also, it showcases the generosity of Australians. They clearly invest in and give back to local causes.

Have we got your attention? If you’re excited by this seven-figure number and want a piece of the pie, don’t fret! Facebook Challenges are still going strong. It’s not too late for your charity to get involved! Check out our guide to planning the perfect Challenge and take our quiz to see if this is your non-profit’s next big thing.

📊 Top 6 Insights from Australian Challenges

From Sydney to Perth, these virtual events created quite a buzz. The reason is they make a real difference for non-profits. Our team analyzed data from $\mathbf{16}$ Australian charities. Now, let’s dive into our top $\mathbf{6}$ insights:

1. Total Income: Dog Walking Challenges Lead

Dog Walking Challenges are clear crowd favorites. They entice supporters to step up with their pooch. Meanwhile, they raise vital funds. These Challenges take the top spot for total income raised. They amassed an impressive average total income of $\mathbf{AU\$153,000}$.

Their popularity is not surprising. Dog walking Challenges succeed globally. For instance, American Foundation for Suicide Prevention ran the successful “Walk your Dog 50 Miles in February.” Who can resist a Facebook Group filled with adorable pet pics?

2. Cost Per Lead (CPL): Exercise Challenges Win on Efficiency

Exercise Challenges truly shine in keeping lead costs low. Activities range from squats to planks. These Challenges garnered an average total income of $\mathbf{AU\$80,000}$. Crucially, they boast an average CPL of just $\mathbf{AU\$4.53}$. This efficiency highlights their effectiveness in driving supporters while managing expenses.

But, is it all as it seems? Focus on your Cost per Active Fundraiser (CPAF) instead. As our guide to Facebook ad best practice states, the lowest cost sign-up doesn’t always equal the best fundraiser. CPAF gives you a better indication of how quality leads result in funds raised.

3. Average Raised per Active Fundraiser: “Out-of-the-Ordinary” Surprises

The category of ‘Other’ Challenges takes first place for Average Raised per Active Fundraiser. Dog walking Challenges come in just one dollar behind. These “out-of-the-ordinary” concepts include cycling, seed planting, and other day-to-day concepts. Clearly, they strike the right notes for some supporters. They yield an impressive Average Raised per Active Fundraiser of $\mathbf{AU\$228}$.

“Wildcard” events might risk a smaller total income. This happens because they target a niche audience. Nevertheless, we think testing a small budget on these is worthwhile. You find out what interests your supporters. Check out some of our favorite wackier Facebook Challenges run by GivePanel customers.

4. ROAS (Return on Ad Spend): Exercise Challenges Show Strong Returns

The Return on Ad Spend (ROAS) is a vital metric. It speaks volumes about your virtual event’s effectiveness. Your charity needs to understand the campaign funnel. You need to ensure your ads are performing correctly.

Luckily for Australian charities, ROAS results are high! Dog walking Challenges lead the way. They boast an impressive $7.93:1$ ROAS. Walking Challenges and exercise Challenges follow closely at $7.38:1$ and $6.37:1$. These numbers prove that Facebook Challenges are financially rewarding. They help charities reach financial goals and make a positive impact.

Dementia Australia proves this success. Their first-ever Challenge, “100 Crunches in June,” engaged a completely new audience. Furthermore, their pilot campaign resulted in an incredible $15:1$ ROAS and raised $\mathbf{AU\$110,000}$.

5. Default Goal vs. Average Raised: The Dogs Surpass Expectations

Dog walking Challenges clearly surpass expectations. Compare the default fundraising goal to the Average Raised per Active Fundraiser. Dog walking Challenges show a whopping $118\%$ average raised compared to the default goal.

Setting a fundraising goal is always difficult. If you set the goal too high, people feel it is unachievable. If you set it too low, supporters stop fundraising once they hit the target.

To guide your decision-making, we offer insights. If you are a larger, well-known charity, aim for a goal of $\mathbf{\$200}$ to $\mathbf{\$250}$. If you are a smaller or medium-sized charity, set your goal between $\mathbf{\$160}$ and $\mathbf{\$220}$ for best results. Not to be outdone, exercise Challenges and walking Challenges maintain strong performances at $92\%$ and $89\%$ average raised.

6. Group to Registration: Walking Together Towards Participation

The conversion journey from group to registration is critical. It reflects the quality of leads and group engagement.

Dog walking Challenges lead the way for the fourth time. They show a remarkable $61\%$ conversion rate. This highlights the strong engagement experienced in these events. By the same token, research proves a clear correlation between group engagement and funds raised. Therefore, if your Challenge struggles to convert, focus on engaging supporters. Alternatively, check out these $\mathbf{10}$ reasons why your campaign might not be performing well.

Facebook Challenges in Australia have ignited a powerful wave of support. As we delved into these $\mathbf{6}$ insights, we witnessed their incredible impact. They continue to evolve as a powerful tool for community connection and positive change.

🇦🇺 Join Us at FIA Conference 2024!

Get ready for the Fundraising Institute Australia (FIA) Conference 2024! It takes place in Brisbane from February $\mathbf{28}$th to March $\mathbf{1}$st. The conference explores creativity, empathy, and action. It features group masterclasses and discussion forums.

GivePanel is thrilled to sponsor this event. We look forward to connecting with fellow change-makers. Visit the official FIA Conference 2024 website for more details and to secure your spot. Don’t miss out on saving with discounted early bird registrations!

Related Resources