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!
Facebook Challenges allow PCUK to reach and connect with large audiences that wouldn’t be possible through third party events. In Jog 28 Miles in February, PCUK collected over 1500 supporters’ contact details to add to their supporter database.
The format of a Facebook Challenge also makes their fundraising more inclusive and flexible and opens up their events to all abilities. Through testing various challenge formats, PCUK have found a challenge concept that works for them and their supporters that they can repeat and include in their programme of events.
But what did they do differently this time around? Three things. Firstly, they introduced SMS messaging. PCUK ran a 50/50 test in 2021 and used those learnings to put everyone in the 2022 team on an SMS journey. Secondly, they included medals as an additional, target-based incentive. As well as a t-shirt for registering, fundraisers also received a medal for reaching certain monetary targets. And thirdly, PCUK encouraged family fundraisers through their advertising. In their 2021 Challenge, PCUK noted family fundraisers were popular with their charity and so concentrated some of their ad creative on families who in turn raised more as a family unit.