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Blog Header Image - How to incorporate Facebook Fundraising into your Giving Tuesday Campaigns

Mike Morris
September 22, 2022

How to incorporate Facebook Fundraising into your Giving Tuesday Campaigns

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🎁 Why Giving Tuesday Matters: Maximizing Income with Facebook Fundraising

Giving Tuesday is a day we talk about every year, but why?

Well, for starters, $\mathbf{\$2.7}$ billion was raised in the US last year on Giving Tuesday. Good news! This marked a $9\%$ increase from $\text{2020}$. Therefore, the power of a single day of giving is compelling. It’s a great time to celebrate your cause and encourage generosity.

Anyone unfamiliar with this phenomenon can easily search for resources. Simply put, Giving Tuesday is the Tuesday after Thanksgiving. It concludes a long weekend of consumer spending, from Black Friday to Cyber Monday. Giving Tuesday focuses on giving back. People donate dollars, time, or goods. Ultimately, the day helps non-profits all around the world.

Many resources offer great preparation tips. However, I was disappointed that few focus on Social Fundraising as a vital income source. Therefore, I’ll share why Facebook Fundraising boosts your Giving Tuesday revenue. I will also give advice on how to start.

We all agree on Facebook’s importance. However, let’s quickly level set. Facebook is a top fundraising platform for two key reasons:

  1. Reason 1: Most of us spend significant time on Facebook. Crucially, we connect with people who care about us here: friends, family, and neighbors.
  2. Reason 2: Facebook offers incredible fundraising tools. Moreover, it provides an in-platform ad solution. This helps keep acquisition costs low when seeking new fundraisers.

In summary, you cannot overlook Facebook when planning your Giving Tuesday campaigns. So, here are my top tips to ensure you maximize your $\text{2022}$ efforts with social fundraising power.

5 Ways to Supercharge Giving Tuesday with Facebook

1. Host a Page Fundraiser and Go Live 🎥

You can create a very simple fundraiser from your organization’s Facebook page. This encourages supporters to give on Giving Tuesday. One of my favorite examples from a GivePanel customer is Parkinson’s Foundation.

Most organizations will use a match to increase donation urgency. Don’t worry if you’re late on this. A simple $\text{1:1}$ match will have the same impact as a $\text{3:1}$ match.

Remember that video is king on social media. Use this to your advantage by going live. Share your impact and ask for donations. In past years, my favorite organizations have gone live from hospitals, CEO offices, and with volunteers. You don’t need to be a Hollywood producer for this to be impactful. Your main focus should be connecting the audience with your mission. And finally, boost this content using Facebook Ads. This showcases your mission and gets maximum views on your fundraiser.

2. Run a Peer-to-Peer Dare Campaign 🤪

Remember that people give to people. On a day flooded with Giving Tuesday content, your fundraisers will break through the clutter. They reach donors you could never find. You want to keep any fundraising campaign simple. This means simple for your team to implement and simple for people to understand.

Giving Tuesday is a one-day campaign. Therefore, I recommend having fun and stepping outside your comfort zone with your $\text{P2P}$ challenge. We think the best way to empower fundraisers for $\text{24}$ hours is by daring them to do something. Offer a specific challenge and ask people to fundraise. Ideas include a head shave, leg wax, or polar plunge. Make sure to check out my $\text{2021}$ Giving Tuesday Blog to learn more about the crazy fundraising dares I personally used.

3. Use a Custom Link for Tracking and Journey 🔗

GivePanel’s Custom Facebook Fundraisers (formerly $\text{1}$ Click Fundraisers) generate a unique link for your campaign. You send this to supporters. Consequently, they create a fundraiser with specific settings: cover image, title, goal, and end date.

This link helps you track your specific Giving Tuesday success. It also provides a customized fundraising page for your supporters. Remember that many constituents will view content on mobile devices. This tool makes it easier for them to start and succeed.

4. Utilize Existing Supporter Data 📊

Hopefully, you’ve collected data all year. This comes from thanking birthday and organic fundraisers. It also comes from generating leads via Facebook Challenges. Constituents who fundraised for you already are perfect people to ask for further action. Action can include volunteering, signing a petition, setting up a fundraiser, or donating items.

I recommend reaching out $\text{3-4}$ weeks ahead of Giving Tuesday. Start building excitement. Connect them back to your mission first. Then, in a later communication, ask them to create another fundraiser.

A pro tip is to use language like “because of you ________” when talking about your impact. An example I used is: “because of you, children in our community will get free breakfast and lunch on school days.” If nothing else, view your campaign through the eyes of your fundraisers. They are the heroes in this story. Why should they fundraise? What is in it for them?

5. Thank All Fundraisers and Plan for Year-End 💖

Thanking Best Practices

At GivePanel, we see an increase of up to $\mathbf{23\%}$ in fundraising simply from thanking your fundraisers. So when we say it pays to thank, we really mean it. Here are our best practices for thanking Facebook fundraisers:

In addition to stewarding these amazing hand-raisers, capture their data for further cultivation. Check out our best practices and case study with American Foundation for Suicide Prevention for more details.

Using Giving Tuesday for Year-End

Giving Tuesday is an amazing day. I encourage you to use it as a catalyst for your end-of-year fundraising. According to Neon One, nearly $\text{1/3}$ of annual giving occurs in December. Therefore, use Giving Tuesday as a platform for year-end giving success.

Ask people to become monthly donors on Facebook. Highlight the impact they make and recognize them personally. How do you do this? By moving them beyond Facebook. Capture constituent data. Use email and text to stay connected through the end of the year. Experts emphasize getting a second gift from a donor within $\mathbf{60}$ days; this boosts retention.

Want more tips? Find out how Roswell Park Alliance Foundation maximizes their year-end fundraising with Facebook.

🤝 Raise More on Facebook with GivePanel

Want to learn more about how to make a bigger splash with Giving Tuesday? Interested in increasing your Facebook Fundraising revenue? Book a demo or contact us to dive in further.

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