Recently, I came across an interview with David Fischer from Facebook on Purpose Driven Marketing. The social good is no longer a topic of discussion by some thought-leading companies. Companies understand that getting involved to generate 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 stands to reason that more and more public will participate in different elements of philanthropy.
Since Facebook is the world’s leading and most important social media platform, it plays a critical role in social good.
Did you know that Facebook does not charge a fee to nonprofits for gifts that arrive through its platform? That means 100 percent of the donations your followers give you through Facebook go towards your mission.
Facebook charitable giving tools
Facebook has some tools that your charity should explore and perhaps use to help you expand your organization’s knowledge and also the income it makes. Millions of people are on Facebook, including your followers and donors, so it should be the main platform you should use on social media. If you haven’t explored your charitable giving tools yet, I encourage you to take a look and discover a way to get your organization to use at least some of the tools.
Donations on your Facebook page
As I often say, get 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 marketing your nonprofit. Facebook now allows nonprofits 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 prefer to stay there and not go elsewhere.
Dedicated pages for collaborators
We know that in today’s world of authenticity, peer fundraising is an essential element of fundraising. Facebook enables your donors to raise money by telling their own story about 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 donate, they are encouraged to share your page with their friends on Facebook.
Live Video Fundraising
Today’s world is full of images and videos. One of the most exciting things Facebook tools enable is that your followers can add a donate button to the live video they are streaming. So let’s say your organization is hosting some fundraising event, if your followers are broadcasting live, they can add a donate button to your live video and have your circle of friends who watch the live broadcast give you directly to your group.
We know that running a successful nonprofit takes a lot of work. But one of the most important 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 your donors and supporters to also use tools so they can amplify and expand your voice, as well as your bottom line, communicating how your champions can help you is essential. Let them know this in newsletters, communications, and discussions with you.