Facebook Fundraising

Facebook today provides many opportunities to fundraise via the social media site. The key to utilizing Facebook for Fundraising is knowing how to use the site properly for philanthropic reasons.

Network for Good’s Liz Ragland spoke with Daniel Morgan, Director of Communications of Project Healing Waters, a nonprofit that’s dedicated to veterans’ rehabilitation through fly fishing. With carefully timed Facebook ads and content that engaged new and existing fans, Project Healing Waters raised more than $15,000 on #GivingTuesday 2015 and more than $20,000 for the duration of the campaign.

Although #GivingTuesday is months away, it’s never too early to think ahead about this fundraising opportunity. Liz Ragland discoverfacebooks how Project Healing Waters excelled in the area of Facebook fundraising and how other organizations could benefit from their lessons learned.

Creating a #GivingTuesday Campaign Brand

To help spread Project Healing Waters message, their graphic design team developed a standard infographic while Daniel produced a series of compelling graphics as well as social media posts that linked back to the organization’s website and donation page. This consistent branding provided visual cues when it was time to donate, helping donors to know when and where to give.

Keeping the Message Consistent

With program partners in all 50 states, Daniel knew it was important for Project Healing Waters to spread the world about their big #GivingTuesday campaign. Daniel sent each partner a marketing kit that included brand images, campaign language, links to the website, FAQs and branded Facebook cover photos, making it extremely easy for their partners to share consistent content with the organization’s stakeholders.

Developing Compelling Content.

Project Healing Waters created a series of social media posts that activated their strong and dedicated community of supporters. Through Twitter and Facebook, they created a series of posts that linked to a specific webpage on their site explaining the organization’s #GivingTuesday campaign, explaining how supporters could help Project Healing Waters spread the word.

Strategically Purchasing Facebook Ads.

Daniel was extremely strategic in executing paid campaigns.When it came to spending money on Facebook ads, he first targeted Facebook users whose online behavior told him that they had an interest in charitable giving to veterans’ organizations and an interest in fly fishing. Two weeks before #GivingTuesday, he spent $30 with his ad. Project Healing Waters acquired 621 new fans.

Analyzing the numbers

Project Healing Waters raised $15,000 on #GivingTuesday and saw more donations roll in the rest of the week.  And through their thank-you posts on December 2 and 3, an additional $5,000+ was raised, which brought the #GivingTuesday campaign total over the $20,000 mark.

Daniel discovered that 32% of the traffic to their donation page came from social media and of all the traffic from social media, 60% of the traffic came from Facebook.

Kate Huber is currently a junior at the University of Iowa pursuing in degree in Communication Studies, a minor in Human Relations and a certificate in Fundraising and Philanthropy Communication. Kate is an avid sports fan, lover of reading and peanut butter enthusiast.


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