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!
Heart Foundation chose squats as their Challenge model after noting that squats were both accessible for their audience and one of the top performing UK Challenge formats. The team ran their own photoshoot for their Facebook ad creative, ensuring that the imagery was ‘Challenge-first’ but also reflective of their own brand.
They created a content schedule and used the photoshoot to gather content that would last throughout the Challenge and help keep supporters engaged, including Instagram reels and informative posts.
Heart Foundation enlisted the support of five volunteers to support the fulfilment of their Facebook Challenge t-shirt incentive. This allowed the team to focus on quality group engagement whilst also utilizing the organization’s volunteers in a meaningful way with the ability to feedback on the impact their support had made.
Rather than sourcing Champions prior to the event starting, the team found their Group Champions organically throughout the Facebook Challenge and onboarded them after seeing their enthusiasm for taking part. These Champions posted engaging content in the group, supported others on their journey, and set the tone for a high-energy event.
From start to finish, Heart Foundation managed their 3,000 Squats in April Facebook Challenge entirely by themselves through a team of six staff and five volunteers.
Here’s what the team looked like:
- One Digital Lead – working as the Project Manager to oversee the Facebook Challenge campaign.
- Two Social Media Team Members – managing advertising, group content, comment moderation, and creatives for the promotion of the Facebook Challenge. Responsible for the initial set-up within GivePanel including messaging and custom fundraiser links.
- Three Community Fundraising Team Members – one lead, one manager and one coordinator managing group participation and stewardship of fundraisers.
- Five Volunteers – responsible for the packing and sending of the Facebook Challenge incentives.