A Facebook Challenge is a virtual event that runs solely on Facebook and leverages the power of social networking through ads, groups and fundraisers. This means: 

• Lower acquisition costs
• More fundraisers
• And no fundraising platform costs!

AFSP chose to run their first Facebook Challenge as the model allows the opportunity to test at a small scale and low risk. If successful, the team would be able to acquire new supporters, engage them in their mission, increase the number of Facebook donors, and uplift income through Facebook fundraising.

So how did it go? The team achieved a 31% increase in average raised from their regular organic fundraising to Facebook Group Challenge fundraising and were able to collect contact details for over 3,000 ‬fundraisers for this event.

Their success was largely down to their focus on creating a hyper-engaged community that shared personal stories and connection to cause. They found supporters that were new to their cause and therefore were engaging with a whole new audience during the Challenge.

They found that the dog walking model fit them and their supporters and most importantly, they were able to retain the personal connection with their fundraisers despite it being a virtual event.