How one UK charity leveraged Facebook Challenges to raise over £5.7 million

 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 a chance to meet supporters where they already are!

GOSH Charity kicked off their exploration into Facebook Challenges with a walking Challenge in March 2021 with Emily playing a pivotal role in launching their first virtual event. With support from her team, she navigated the uncharted waters of Facebook Challenges, learning as she went along. This initial Challenge exceeded expectations, raising just under £600,000, and the early success lit the path for what would follow.

GOSH Charity rapidly expanded its Facebook Challenge program in a short space of time. In 2022, the team launched an incredible 16 Facebook Challenges, each building on the learnings of the last. While not all Challenges raised the same level of income as the initial Challenge, having a broad program of events meant GOSH Charity could test, learn, and implement different Challenge types, appealing to a varied audience. Here are five things to note about what they discovered in their year of testing:

1. Dedicated team 

In January 2022, GOSH Charity developed a dedicated team of three to manage and deliver Facebook Challenges in-house. This self-sufficient team developed a streamlined approach, making them agile and quick to act on Challenge updates throughout the year. Emily notes that the collaboration within her team has been key to their success; their shared insights drove innovation and Challenge improvement, showcasing the value of expertise and collective effort.

2. Upskilling 

In order to manage all aspects of the Facebook Challenges, the team concentrated on upskilling, including Facebook ad management with the support of GOSH Charity’s digital team and Get Your Stories Straight. This empowered the organization to increase the number of Challenges they were investing in and supported fundraising growth.

3. Partner collaborations

GOSH Charity's collaboration with external agencies was pivotal in executing successful Facebook Challenges. They partnered with Bluestep Solutions for efficient merchandise fulfillment and logistics whilst GivePanel was instrumental in data management, email automation, and providing valuable insights. Additionally, their collaboration with Get Your Stories Straight brought insights from other charities, ad creative and guided their decision-making process, whilst enhancing the effectiveness of their Challenges. This strategic partnership approach ensured GOSH Charity's Facebook Challenges were well-rounded and impactful.

4. Finding their niche activity

GOSH Charity's second-year strategy focused on a "Test and Learn" approach, aiming to identify the most effective Challenge types for their audience. They experimented with a range of activities, including dog walking, cycling, yoga, and sit-up Challenges, analyzing the data to uncover what resonated best. While some Challenges didn't yield the desired results, others displayed promise and this approach aligned with their cultural shift towards innovation and the willingness to explore new avenues.

Successful Challenge types for GOSH Charity included swimming, running, and squat Challenges with each resulting in various success metrics; swimming Challenges stood out with higher average gifts whilst squat Challenges attracted a large number of sign-ups. This strategic testing approach enabled them to tailor their Challenges to their audience for maximum impact.

5. Understanding their audience 

GOSH Charity's tactical testing approach played a crucial role in understanding their audience for Facebook Challenges. They strategically managed audience ad targeting to prevent overlap and ensured a balanced approach to Challenge ads to avoid overwhelming supporters. Recognizing the extensive reach of Facebook's user base, they capitalized on the ability to cast a wide net. This approach translated into remarkable success in consistently acquiring new supporters. Each Challenge brought in a significant number of completely new supporters, underscoring the program's continuous growth and ability to engage fresh audiences.