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Mental Health Foundation

How Mental Health Foundation acquired 1000s of new contactable supporters from Facebook fundraising


Health and Medical


United Kingdom

Solutions used:


Data Management

When Mental Health Foundation turned on Facebook Giving Tools in November 2018 they started to receive a high volume of Facebook Birthday Fundraisers. Many thousands every month.

While the income they received was very welcome, with limited internal resources they were unable to thank these Fundraisers. Like all nonprofits, they were also disappointed that they did not get contact information to stay connected with these supporters over the long term. At the time, their Facebook page only showed Fundraisers over USD $50, meaning that over 65% of their Fundraisers were not easily visible.

Set the scene

Who is Mental Health Foundation?

Since 1949, the Mental Health Foundation has been the UK’s leading charity for everyone’s mental health.

With prevention at the heart of what they do, they aim to find and address the sources of mental health problems so that people and communities can thrive.

What people are saying

We were overwhelmed by the sheer number of Facebook Fundraisers we were getting. When we heard about the GivePanel platform we were excited to see if could help us steward all these supporters. We started with a three month pilot with Nick and his team, outsourcing everything. This has gone so well that we are now continuing the project through 2020.

- Matt Hickey

The challenge

Thanking your Fundraisers

GivePanel worked with Mental Health Foundation on a three-month pilot. We created a message engagement strategy for Mental Health Foundation’s Facebook Fundraisers that not only thanked them all but also asked them for contact details.

With our engagement team, we then set about messaging every Fundraiser on behalf of Mental Health Foundation. We conducted a number of A/B tests using the GivePanel platform to increase the response rate and used the dashboard to track everything and report back to Mental Health Foundation on the key metrics.

The GivePanel difference

Meeting supporters where they are

With‭ ‬GivePanel‭ ‬you can run virtual events and challenges entirely on Facebook and manage all your data with ease‭. ‬Our Facebook Group event registration forms sync with Facebook transaction data so that you have all your data in one place‭. ‬Our fundraiser engagement and messages tools mean that you can give Facebook fundraisers the experience they deserve resulting in more contact details collected and funds raised‭.‬

GivePanel‭ ‬gives you the analytics and reports you need to track campaigns and enables you to build custom imports for your CRM‭. ‬All of this saves significant staff time‭, ‬allowing you to focus on what matters‭ ‬‮–‬‭ ‬fundraising‭!‬

As well as our online platform‭, ‬GivePanel‭ ‬offers a range of consultancy and outsourcing services for nonprofits to help them get to the next level with Facebook fundraising‭.‬

The results

Why it pays to thank


Thanked Fundraisers


Average Opt-In Rate


Additional Income


Data Capture Rate

Final thoughts

Top tips from GivePanel

  • Test your messaging to find out what resonates with your audience. It is not a one size fits all scenario!
  • Use the GivePanel platform to easily manage your Facebook Fundraisers and use the labeling system to keep track of who you have and haven’t thanked. Our figures show that just thanking alone can result in as much as a 23% uplift in fundraising.
  • Prepare content in advance of your campaign or Facebook Challenge so that you’re prepared but remember to be agile too! Fresh content that is both engaging and impactful is what you’re aiming for.

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