I recently came across an interview with Facebook’s David Fischer about purpose-based marketing. Social good is no longer a topic of discussion by some thought-leading companies. Companies understand that getting involved in achieving a social impact makes a difference not only in the communities they serve, but also in the results of their companies. And, as this sensitivity becomes more and more the norm, it is because more and more people will be involved in different elements of philanthropy.
Because Facebook is the world’s leading and largest social media platform, it plays a critical role in social good.
Did you know that Facebook doesn’t charge nonprofits any fees for gifts that come through their platform? That means 100 percent of the donations your followers give you through Facebook go toward your mission.
Facebook Charitable Giving Tools
Facebook has some tools that your charity should explore and perhaps use to help you expand awareness of your organization and the revenue it raises as well. Millions of people are on Facebook, including your followers and donors, so it should be the primary platform you should be using on social media. If you haven’t already explored their charitable giving tools, I encourage you to take a look and figure out a way to get your organization to use at least some of the tools.
Donations on your Facebook page
As I often say, create a Facebook page for your charity. It still amazes me when I hear that organizations don’t have a Facebook page. It’s the simplest thing you can do to start promoting your nonprofit. Facebook now allows nonprofit organizations to accept donations directly on their organization’s page without their donors leaving the Facebook platform. Now, I understand the pros and cons of why they should be redirected to your website, but the reality is that audiences on Facebook would rather stay there than go elsewhere.
Dedicated support pages
We know that in today’s world of authenticity, peer-to-peer fundraising is an essential element of fundraising. Facebook allows your donors to raise money by telling their own story in their relationship with your organization in their own words, conveying your mission, and inspiring your circle of friends to support your fundraising goal. It also allows your friends to learn more about your work through Messenger and Live Video, as well as raise money for your organization through the platform. When people make a donation, they are encouraged to share your page with their friends on Facebook.
Live Video Fundraisers
Today’s world is full of images and videos. One of the most exciting things that Facebook’s tools allow is that your followers can add a donation button to the live video they are broadcasting. So let’s say your organization is hosting a fundraising event, if your followers are live streaming, they can add a donation button to your live video and have their circle of friends watching the live stream donate directly to your group.
We know that running a successful nonprofit organization takes a lot of work. But, one of the most critical things you can do is market it consistently and effectively. Facebook, as the world’s leading social media platform, should be a part of your marketing efforts. Additionally, since Facebook allows its donors and supporters to also use tools so that they can amplify and expand their voice, as well as their results, it is essential to communicate how their champions can help you. Let them know this in newsletters, communications, and discussions with you.