Meta’s exit from Facebook fundraising in Europe left a huge question mark over the future of social fundraising for many nonprofits. But as we discussed in our recent webinar with BetterNow and Relishing Digital, social fundraising isn’t going anywhere—it’s just evolving.
In this blog, we’re diving into the key takeaways from our conversation, including why your nonprofit doesn’t need Facebook’s native fundraising tools to succeed, real-world success stories, and expert advice on running high-impact social fundraising campaigns in 2025.
Watch the recording
Prefer to listen than read? Catch up with what our panel of experts had to say about social fundraising in Europe in 2025 by watching the recording below, or skip ahead to read their key advice!
What do GivePanel and BetterNow provide?
At GivePanel, we’ve always been about making social fundraising easy, helping nonprofits meet supporters where they are and own their supporter data. With Facebook fundraising no longer available in Europe, we knew nonprofits needed new solutions to keep their social fundraising programs thriving.
That’s where our partnership with BetterNow comes in. BetterNow provides white-label peer-to-peer fundraising solutions, giving nonprofits complete control over branding, storytelling, and messaging. This means you can create fully branded fundraising experiences that align with your organization’s identity—without relying on third-party branding.
At the same time, GivePanel focuses on activation by helping charities turn their social audiences into engaged fundraisers. By combining our expertise, we enable nonprofits to run social fundraising challenges and DIY fundraising outside of Meta’s native tools, while still providing seamless supporter experiences that drive participation and long-term engagement.
BetterNow also uses AI and automation to scale peer-to-peer fundraising engagement, helping nonprofits reach, support, and retain fundraisers more efficiently. With over 60 customers across Northern Europe and the Nordic countries, BetterNow is already empowering charities to take their fundraising to the next level.
Why you don't need Meta's native fundraising tools to be successful
For years, Meta’s native fundraising tools made social fundraising accessible—but they also came with significant limitations. One of the biggest challenges? The lack of access to fundraiser and donor data, making it difficult for nonprofits to build long-term relationships with their supporters.
Since Facebook fundraising left the EU in April 2024, many nonprofits have been rethinking their approach to social fundraising. And the good news? You don’t need Meta’s tools to succeed. In fact, without them, charities now have more control, flexibility, and opportunities to scale their fundraising efforts in a way that truly works for them.
Here’s why social fundraising can thrive without Facebook’s native tools:
1. You Own the Data
With platforms like GivePanel and BetterNow, nonprofits capture valuable fundraiser and donor data—something that was impossible with Facebook’s native fundraising tools.
This means charities can:
- Steward fundraisers effectively, keeping them engaged beyond a single campaign.
- Track donor behavior, segment audiences, and create personalized follow-ups.
- Build a long-term strategy for peer-to-peer fundraising, instead of relying on one-off fundraisers.
2. More Flexibility, More Control
Meta’s fundraising tools were one-size-fits-all, offering limited customization for branding, messaging, and supporter experience. Now, nonprofits have the freedom to design fundraising campaigns tailored to their needs.
With a white-label P2P platform like BetterNow, organizations can:
- Create fully branded fundraising pages that reflect their mission and messaging.
- Customize the supporter journey from sign-up to stewardship.
- Experiment with different campaign formats, like challenges, DIY fundraising, and virtual events.
3. Stronger Community Building
Social fundraising isn’t just about transactions – it’s about engagement and connection. Without relying on Facebook’s fundraising features, nonprofits can focus on creating authentic, engaged communities around their campaigns.
How? By using a combination of:
- Social media and organic engagement to recruit fundraisers.
- AI and automation to scale supporter interactions efficiently.
- Proven fundraising playbooks to streamline campaign execution.
Without the constraints of Meta’s tools, nonprofits can now take a more strategic, data-driven approach to social fundraising—one that fosters deeper connections, increases lifetime value, and ensures long-term success.
Case study: Pieta's Jog in July
When Meta’s native fundraising tools shut down in Europe, Irish mental health charity Pieta had to rethink their social fundraising strategy. Instead of stepping back, they pivoted quickly—adapting their flagship Jog in July campaign to work without Facebook’s native tools.
Here’s how they did it:
- Leveraged GivePanel’s JustGiving integration to seamlessly continue running their Challenge campaigns.
- Began testing Instagram fundraising in February 2024, taking advantage of Instagram’s updated features, which made creating and sharing fundraisers easier.
- Engaged and activated supporters via Facebook groups and targeted ads, while also using Instagram as a new recruitment channel.
- Focused on email stewardship, using GivePanel’s email journey tools to communicate with fundraisers—especially those on Instagram, who didn’t have a Facebook group for peer support.
Pieta’s Instagram fundraising efforts brought in €48,710, with 1,135 registrations and an impressive €284.86 average raised per active fundraiser. Notably, 67% of participants opted into email communications, giving Pieta a valuable channel for future engagement.
On Facebook, the campaign raised slightly more, reaching €52,000, but the average amount raised per fundraiser was lower at €203.39. Unlike previous years, Pieta chose not to offer fundraising incentives like t-shirts, making these results even more impressive.
By testing Instagram as a fundraising platform, Pieta saw promising signs that fundraisers were highly engaged and willing to give more per person, even without a dedicated Facebook group for community support. This shift demonstrated that with the right approach, social fundraising could succeed beyond Meta’s native tools.
Expert advice: How to run successful social fundraising campaigns in 2025
According to Marco Kuntze of Relishing Digital, the key to running a thriving social fundraising campaign in 2025 lies in testing, simplicity, and strategic execution. Here’s how nonprofits can set themselves up for success:
Start Small: Test and Learn
Before rolling out a large-scale campaign, run a pilot campaign to gather insights. Design it with data collection in mind, analyze fundraiser behavior, and refine your approach. This test-and-learn process ensures you're ready to scale up with confidence.
Keep It Simple
The most effective campaigns are straightforward. Choose a simple, engaging concept, focus on the essentials, and craft messaging that’s clear and easy to understand. Supporters should immediately grasp what they need to do and why it matters.
Build on What Works
Proven strategies—like a strong Meta Ads recruitment plan, effective incentives, and a well-structured user journey—are key to driving engagement. Fundraising incentives remain critical to both recruitment and fundraising success, while a well-managed Facebook group fosters community and motivation.
Adapt to Your Audience
Different communities respond to different messages, so tailor your messaging and incentives to your audience’s preferences. Don’t assume a one-size-fits-all approach will work so be sure to adjust your campaign to fit the culture and expectations of your supporters.
Over-Communicate and Support Your Fundraisers
Fundraisers need clear, consistent communication and ongoing support. Managing a Facebook group requires dedicated time and effort, so having volunteers, an agency partner, or team members actively engaging with fundraisers is crucial. Expect to answer lots of questions and provide guidance at every stage. Check out GivePanel’s partner marketplace to find support when you need it!
Look Beyond Facebook
While Facebook groups are a powerful engagement tool, successful campaigns shouldn’t rely on Facebook alone. Encourage off-Facebook donations, explore new fundraising channels, and create a multi-platform experience that meets supporters where they are.
Is social fundraising worth it?
Done right, social fundraising brings tangible benefits beyond just donations. Existing supporters love getting actively involved, while Meta Ads provide an excellent opportunity to recruit new fundraisers. Social fundraising campaigns don’t just raise money, they help build your brand and deepen supporter relationships.
But managing a successful social fundraising campaign takes effort. Running a Facebook group requires time and volunteer support, and fundraisers need frequent communication and guidance. Additionally, established nonprofit brands tend to see the best results, so smaller organizations may need to invest more in visibility and community building.
With the right approach – testing, simplifying, and adapting – and with the right partners, nonprofits can run high-impact social fundraising campaigns in 2025 and beyond.
Let’s chat
If you’re ready to take your social fundraising to the next level, book a 30-minute demo with one of our team who can show you how GivePanel and BetterNow are here to help you create high-impact campaigns that don’t rely on Facebook’s native tools—but still deliver incredible results.
Related resources
- Meta’s Update to Fundraising Tools in the EEA: a nonprofit guide
- The Future of Fundraising: Our Top Prediction for 2025
- 7 Lessons (and a bonus!) from social fundraising in 2024
- Meta Leads Integration: Your New Tool for Managing Social Campaign Leads
