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How Your Nonprofit Can Use the Donate Features on Facebook and Instagram | Amanda MacMaster | MacManda Media

How Your Nonprofit Can Use the Donate Features on Facebook and Instagram

Fundraising is vital to the life of most nonprofit organizations; without financial donations from their community nonprofits cannot support their cause and in many cases, simply can’t exist. The benefit of using social media as your fundraising platform is the online power of your supporters. When using Facebook as a fundraising platform to support your nonprofit, they can share their story with their followers, and influence and recruit their friends and families to also support your cause. They become your brand ambassadors!

What Is Social Fundraising?

Social fundraising (or peer-to-peer P2P social fundraising) isn’t just posting about your fundraising campaign on your social media sites. Instead, it’s letting your donors and supporters raise money on your behalf by using social media. Social proof is important to nonprofits:

1. Grow Your Campaign Team
Social fundraising empowers your supporters to do work on your behalf.

2. Build Emotional Connections
Most people support a nonprofit because they have a personal connection to it. Social media is about personal interactions and engagement. Your supporters can tell their personal story to their community and influence them to support your cause also.

3. Expand Your Reach
Social fundraising spreads your message to your supporter’s online networ. You can expand your donor base at a very low cost by educating your supporters about your social fundraising programs.

Facebook Donate Button

Facebook does not charge fees on fundraisers for nonprofit organizations, although 3rd parties who process the money between Facebook and the nonprofit may charge a fee. (Initially there was a Facebook administration fee, but that has been removed for approved nonprofits.)

  • Templates to create your fundraising campaign
  • Tools to share your donation and cause with your friends, and invite or encourage them to support your cause
  • Simple processes so supporters can click a few buttons, and easily and safely make a financial donation

Facebook has made it easy for people to donate money to nonprofit organizations. Facebook Donation charges no fees on donations made to nonprofits on Facebook and makes it easier for nonprofits and their community to raise money on Facebook, with tools to help nonprofits collect donations and enable supporters to fundraise for your nonprofit.

Facebook’s donation tools let nonprofits collect donations on their Page, ads and posts.

Learn More About Facebook Donations

Apply To Use Fundraising Tools

Donate Buttons: 
Any approved nonprofit can add a donate button to their Facebook Page header and ads directing people to donate to a website of their choice. Eligible nonprofits can also add a donate button to Page posts, Page header and live video to allow people to donate directly on Facebook with just a few taps.

Add a Donate button to your Facebook page to raise money for a nonprofit organization

People can raise money for your nonprofit by adding a fundraising campaign on their personal Facebook page. Your supporters can set up a dedicated page to share their story about your cause, tell others about your mission and share updates to the fundraising goal.

Brand and Public Figure Facebook Pages can pledge to match donations to fundraisers as a way to incentivize giving. When you activate Facebook’s matching features, your supporters will see that message on the supporter’s fundraising Page.

Fundraisers API: 
The Fundraisers API is a new donation tool currently in development to enable nonprofits to allow their supporters to sync their off-Facebook fundraising efforts to Facebook fundraisers.

Instagram Donations

Instagram is owned by Facebook and is developing a donation feature similar to Facebook’s. According to Instagram’s post in February, “Later this year, people will be able to raise money and help support nonprofits that are important to them through a donation sticker in Instagram Stories. We’re excited to bring this experience to our community and will share more updates in the coming months.”

Instagram and Facebook Donate Campaign Ideas for Your Nonprofit

Often, people ask “how can I help?” Here are 4 ways individuals can use Facebook and Instagram’s Donate feature to set up their own fundraisers on behalf or your nonprofit.

Tip: Make sure your supporters know about this fundraising opportunity, and provide them with some tips and ideas to build a great Facebook Donate campaign!

1. Natural Disaster
Distance makes it difficult for us to provide direct aid to a community in need. A donation small or large can make a difference and allow people a convenient way to help. A supporter can set up a Facebook or Instagram Donation Campaign for a nonprofit agency that is aiding the disaster, make it easy for people to donate, and share that donation with their friends and family.

2. Birthday Celebration
How many birthday gifts do you really need? Sometimes people appreciate the thought, but really don’t need more flowers, another vase or one more picture frame. Setting up your own Facebook or Instagram birthday celebration donation in support of your favorite nonprofit lets someone who wants to gift you do so in a way that is truly meaningful to you.

3. Memorial
When someone important to you has died, you want to show you care. Many families suggest a donation to the deceased’s favorite charity, or to a cause that is important to them. Families can create a Facebook or Instagram Donation to ask for donations to a nonprofit in honor of their loved one.

4. Special Events
If your nonprofit needs to raise funds for a special event, but doesn’t have the resources to create a formal donation campaign, Facebook and Instagram Donate is an easy way to get the word out and bring the money in.

A few Facebook donation event ideas are:

  • #GivingTuesday: The Tuesday after Thanksgiving is a worldwide day of giving to nonprofits and community organizations.
  • Create a Facebook challenge: Think of the ALS ice bucket challenge. Your supporter’s donation event could go viral!
  • Celebrate a Milestone: 50th wedding anniversary? Awarded a degree? Achieved a career miletone?

Of course like any other type of fundraising campaign, there are pros and cons to Facebook Donations. While we personally haven’t experienced any problems with Facebook’s Donate tools, this article might interest you: How Should Facebook Play Into Your Fundraising Strategy?

Follow Nonprofits on Facebook for the latest news on Facebook’s Donate and Fundraising Features.

Has your nonprofit used the Facebook Donation feature? We’d love to hear from you in the Comments below!

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