Ever get the feeling that supporter engagement in Facebook Challenges is making an impact on income raised, but not sure how to prove it?
The experts in group moderation at Social AF, previously Alderson Fundraising, are putting an end to the engagement guessing games as they’ve released their brand new report, Facebook Challenges: Does Engagement Drive Income? Analyzing data from 78 Facebook Challenges, their research provides valuable insights and recommendations that will help nonprofits supercharge their Facebook Challenge supporter engagement. Read on to find out the top findings and more!
Catch up with our research launch webinar where we chat with Helen Alderson, Director of Social AF, about the ground-breaking new report and top tips for effective supporter engagement. Or continue reading for the key findings!
Can’t wait to read the research in full? Download Social AF's full report to get game-changing insights into the world of Facebook Challenge supporter engagement.
Facebook Challenges are an innovative form of fundraising that has revolutionized the way nonprofits interact with their supporters; providing a unique space where individuals can come together, driven by their shared commitment to a cause. They are a dynamic, engaging, and, most importantly, effective way to raise funds for your mission.
Social AF recognized that these virtual events offer opportunities for building long-term relationships with supporters, but what they were keen to understand was the immediate impact of these groups. They had 3 questions that needed answering:
Combining data from 35 UK charities who had run a collective 78 Facebook Challenges across 2022 and 2023, Social AF found there was one key element setting successful Challenges apart from the rest. The answer, as it turned out, was one simple yet profoundly impactful word - engagement.
So without further ado, let's dive into the critical findings that shed light on the correlation between funds raised and engagement in Facebook Challenges. It all starts by looking at the varying impact between posts, comments, and reactions on funds raised per group member.
Social AF began by analyzing posts per group member in correlation with funds raised per group member. The study found that there is a positive correlation between the number of posts per group member and funds raised per group member. Often, the higher the average number of posts, the greater the average funds raised per group member.
Whilst some datasets did go against the curve, the groups that raised the least also saw the lowest volume of posts, and the groups that raised the most had the highest volume of posts. The data is clear: charities that post more frequently tend to raise more money. It's a simple equation: more posts = more engagement = more funds for your cause.
However, engaging with your supporters goes beyond just posting content. The research also highlights the importance of comments within the group, because, for every post you make, there is a world of opportunity in the comments section. In fact, the correlation between comments per group member and funds raised per group member was even stronger than that of posts.
Encouraging supporters to share their thoughts, experiences, and questions can significantly boost engagement. The more comments you have, the more interactive your group becomes, ultimately leading to higher funds raised.
Finally, reactions might seem like very small gestures, but they play a pivotal role in gauging the level of engagement within your Facebook Challenge group.
Similarly to comments per group member, there is an extremely strong correlation between the number of reactions per group member and funds raised per group member. Usually, the higher the average number of reactions, the greater the average amount raised per group member.
The number of reactions to posts is a clear indicator of how your content resonates with your supporters. Positive reactions - such as likes, hearts, and thumbs up - signal that your content is striking the right chord. When supporters react positively, they are more likely to stay engaged, participate actively, and contribute to your fundraising goals.
So, when it comes to boosting income during your Facebook Challenges, it's crystal clear that engagement does really matter. The ‘secret sauce’ lies in how engaged supporters are with the larger mission, their fellow challengers, and the collective success of the Challenge itself. When comments and reactions flow, it's a sign that your group members are embracing the bigger picture. They're not just interacting with your posts; they're actively supporting each other, rallying together, and connecting with the profound impact they can collectively achieve.
Now that we've explored the key findings, it's time to translate these insights into practical strategies for your nonprofit organization. Here’s a flavor of Social AF's group engagement advice, with 5 top tips to implement in your Facebook Challenges today:
It will come as no surprise when we say that this blog is only the tip of the iceberg when it comes to understanding the full impact of supporter engagement on a Facebook Challenge’s success! Download the report to get Social AF's research in full, including: