How to Use Facebook for Fundraising

Accessing new avenues and methods for fundraising is the challenge posed to every development director for a nonprofit organization. Finding creative ways to solicit donations, membership, giving opportunities or just to spread the word about your organization can take up all 40 hours of the work-week (that is actually more like 60+ hours).

The proliferation of Facebook has presented an amazing networking and fundraising opportunity for the nonprofit world. This is particularly true because the demographic for the Facebook user has steadily increased in the 30+ crowd, those most likely to make a donation online or to donate annually to charitable causes. Facebook has created some specific avenues for fundraising, most notably in their “Causes” application. This section allows nonprofits to include their mission among a categorized list of causes to which members can donate. It is worth checking out the guidelines and including your organization if your needs fit the parameters of the application.

Most nonprofits are already present in the Facebook scene and use the network to keep “friends” updated on their activity and to provide a place for friends of friends and others to learn more about the organization. However, the expectation that support for your organization will spread based on basic connections alone may be overly optimistic. More specific strategies may be necessary to use this social networking site for your fundraising and outreach needs.

First and foremost, using Facebook to spread the word about your mission and the work you do should be your baseline goal. Approaching the connections that this social network provides as an opportunity to make your organization known and commonly understood to be performing important work should be the primary goal of your outreach. Establishing a strong network of friends and those that “like” what you are doing will lay the groundwork for any future fundraising or support campaigns.

Next, when you do decide to begin a nonprofit fundraising campaign through your Facebook connections make certain that it is specific. Being clear about why you are raising the money (is it for a project, a program, research, general support etc) and indicating both the goal amount and updates on how close you are to reaching that goal will go a long way in engendering support. In particular, a matching campaign through a grant with a donor that requires you to raise a certain amount privately creates a clear situation in which your Facebook friends can see how their donation can help you reach your goal.

Additionally, do not be afraid to ask your Facebook friends to help you reach your goal. Even if they cannot give individually, ask them to donate their status message or include a wall post that shares their support for your cause with their friend network. The more personalized your requests for support the more likely they are to receive responses. Several reminders and thank you’s for their assistance will ensure that you will receive as much support as possible. At the minimum these posts will raise awareness about your cause and this familiarity will increase the likelihood of a contribution either presently or in the future.

Finally, understand that although Facebook has become a ubiquitous part of our society and even our social interactions, it is not the solution for your fundraising or networking needs. Keep the concept of simply raising awareness about your organization as your main focus for Facebook. If you use it for fundraising as a secondary goal you can use this social network in a way that maximizes its’ potential rather than maxing out your existing connections.

This guest blog is brought to you Nonprofit Software.


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Nonprofit Software helps nonprofit organizations make smart and cost-effective decisions regarding their software purchases. We understand that there are many considerations outside of software, so we developed this resource to take the guesswork out of nonprofit software, with everything from nonprofit volunteer management tips to donation management software advice.