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!
Ronald McDonald House Charities GWS chose to trial Facebook Challenges when they recognized them as an opportunity to broaden their supporter base and try something new. With an agile team of three, a part-time member of staff to support with incentive fulfillment, and the support of agency Elevate Fundraising for acquisition ads, they launched Marathon in a Month in August 2022.
Despite being limited in ad targeting to New South Wales, Ronald McDonald House Charities GWS’s pilot Facebook Challenge was extremely cost-effective. Here are five things the team did to maximize fundraising and return:
1. Incentives
Known for their stripey socks, the team used these as their Facebook Challenge incentive. Existing stock was used, which meant a low upfront cost, and their size ensured minimal costs for postage and packaging.
2. Competitions
The team ran weekly competitions during the Challenge month, making use of existing stock to encourage fundraising and engagement. Various goals included reaching the default Fundraiser total, receiving one or more donations on their Fundraiser, submitting photos with their incentive, and filling out a post-Challenge survey. After each competition, the team saw an uplift in fundraising whilst also generating engagement and content in the Facebook Group.
3. Fundraiser Default Target
On average, it costs Ronald McDonald House Charities GWS AU$160 to accommodate a family for one night in their House in Westmead. To connect their mission with Marathon in a Month and provide their supporters with a tangible ask, the team chose to set their default Fundraiser target at AU$320, or the cost of a two-night stay.
4. Importance of Supporter Touch Points
Throughout their Facebook Challenge, the team utilized GivePanel’s email tool and on-page messaging for various points in the supporter journey and the Facebook Group – ensuring they reacted or replied to every post. Michaela also noted their additional touch points, including personalized fundraising posters with individual QR codes and profile photos with the nonprofit’s Challenge frame. This provided more opportunities for one-on-one conversations with supporters and encouraged fundraising throughout the campaign.
5. GivePanel’s 1-Click Registration with Fundraiser Activation
Halfway through Ronald McDonald House Charities GWS’s acquisition month for Marathon in a Month, here at GivePanel, we launched our new Registration Form with 1-Click Fundraiser Activation, allowing supporters to register for an incentive and set up a Fundraiser in one step rather than two. Michaela notes that this addition to their supporter journey significantly increased Fundraiser activation and supported their fundraising efforts.
The team initially targeted a stretch goal of raising AU$150,000 from Marathon in a Month. By the end of the Facebook Challenge, their supporters had raised a total of $AU235,071, smashing the original goal and cementing Facebook Challenges as a viable income stream for the nonprofit.
