Fund Me: Fundraising on

Facebook and Instagram

2019 Best Friends

National Conference

Nice to Meet You!

What We'll Cover

• State of the industry

• Building a foundation

• Tools to help you fundraise

• Best practices

The Industry

The Foundation

• It all starts with a solid social strategy focused on stewardship

• Sharing regular content

• Social is just one component of your digital fundraising program – integrate where you can with other channels

• Mobile-friendly everything

• Track KPIs, measure impact, iterate strategy

Donor Journey

Donor Journey

What you need to have in place before you ask for money:

– Social strategy

– Brand awareness

– Genuine voice

– Consistent presence

– Make existing campaigns easily shareable

– Unique campaign ideas

Your

Campaigns

Campaign Planning

Create a content calendar with important dates

• Key moments:

– Giving Tuesday

– Year End

– Special Animal Days

– Organizational Giving Days

– Pay It Forward

• What works well:

– Messaging/Language/creative

– Making it about the donor

– Think about what makes people give

– All day coverage

Campaign Planning Priorities

• Goal

• Timing

• Audiences

• Channels

• Key messaging points

• Call-to-action

• Creative assets

• Results tracking

Social Media Best Practices

When you need donors/fundraisers most, social followers will trust you if you are:

• Story-driven

• Consistent

• Authentic

• Relationship-focused

– Comment on their posts, Respond to messages, Answer questions

Facebook Fundraising

Requirements for Facebook

*If you don't qualify based on these requirements, you don't have to use Facebook Donate to raise money. You can direct people to other non-FB forms

Facebook Donate

• Raise money on Facebook through Facebook Donate Button

• Or drive traffic to your website or other donation pages with a "Sign Up" or "Learn More" button

• Raise money with zero fees

Using Facebook Donate Button

• Add Donate Button on Facebook Live

• Place donate button on specific appeals/ campaigns

• Use when you have a crisis, newsworthy item that wasn’t planned for.

• Don't overuse! i.e. Don't put on every post.

Facebook Page Fundraisers

• Work best on special giving days

• Utilize for urgent requests

• Start these sparingly

• Build relationships with influencers to start fundraisers for you or post your Facebook page fundraiser

Peer to Peer Fundraising Events

• Integrating Facebook Fundraisers with another fundraising software platform

• For example, Blackbaud's TeamRaiser Facebook integration for Strut Your Mutt

Personal Facebook Fundraisers

• Personal Fundraisers benefiting your organization

• Most of them are for birthdays

• Benefit from zero fees, unlike most fundraising platforms

• Raise money where your friends and family are!

• Wide use: $300 million in the first year alone!

Supporting Your Fundraisers

• Stewardship/Cultivation: Writing on people’s walls to thank them.

• Try to learn more and engage

• Promote fundraisers on Facebook and via other channels

• Wish upon a star that Facebook will give us more tools

Data from Facebook

• The bare minimum

• Opt-in’s to email

• The constituent information we are able to gather

• Potential welcome series/ post fundraiser cultivation if we have emails

• M+R benchmarks

GoodUnited Solution

GoodUnited Solution

• Make every fundraiser feel appreciated• Automatically deliver messages through Messenger to support the

fundraiser and help them hit their goal• Optimize results to increase donations, data (email addresses) and

fundraiser retention

• Increase revenue avg. per campaign (+$50 campaign lift)

• Increase # of fundraiser email addresses (65%)

• Give them a positive experience so that they will

likely raise money again (90%)

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Instagram

Instagram

• Instagram has 10x the engagement as Facebook

• Revenue is slower here, but lots of opportunity

Instagram

• Invest in a strategy and content plan on Stories and your feed

• Use the Instagram Donate sticker or Swipe Up to donate feature on Stories

• Provide how-to tutorials for placing Instagram Donate sticker in Highlights

Instagram

• Currently no way to follow up with donors using Instagram Direct Message or FB Messenger (1-2% of Instagram donors share their e-mail address)

• Use the "Link in bio" feature to drive traffic to your site (we use a tool called Later to make that super easy)

• High conversion rates to donation forms

Advertising

Facebook/Instagram Advertising

Nonprofits in every

sector are spending

more on ads!

Digital ad budgets grew by 144% in 2018. (M+R Benchmarks 2019)

Facebook/Instagram Advertising

Advertising offers:

• Advanced targeting

• Creative variation

• Guaranteed reach (new and existing donors)

• Call-to-action buttons and headlines

FIRST STEP: Set up your ad account.

Attach a credit card to your personal profile OR (preferred) create a Business Manager/Ads Manager Account.

Facebook/Instagram Advertising

• Boosting posts

• Evergreen ads (1x and monthly giving)

• Campaign specific ads

• Engagement

• Retargeting

Start with an Ad Plan

Budget (CPM $6-10; $5/day min)

Goal

Targeting

Content and creative

Where will you send people?

Timeframe

How will you track it?

Typical ad budget breakdown

• 55% direct fundraising

• 23% lead generation and advocacy

• 21% branding, awareness,

and education

(M+R Benchmarks, 2019)

Campaign Pieces to Consider

The creative

– test what

works

• The target audience(s)

• Budget

• Where the ads will be placed

Campaign name and objective

(impacts everything else)

Goal/Objective Options

Targeting Options

Ad Creative

• Choose captivating images, but video is even better

• Be cautious about text on images

• Make sure imagery is sized properly and looks good on mobile

• Keep copy brief (But sometimes longer descriptions can work, too. Test!)

• Include a clear call-to-action (DONATE)

• Mention names and use images of available pets, where possible

• Respond to comments – it matters

Influencers

• What qualifies as an influencer?

• How do you find them?

• How do you engage them?

• How do you measure their impact?

• User Generated Content: People trust people!

– 85% of people are influenced by UGC over brand content

Questions?

Jessie EarlSenior Manager, Digital AdvertisingBest Friendsjessicae@bestfriends.org

Caitlin WatkinsDigital Lead, Peer-to-Peer FundraisingBest Friendscaitlinw@bestfriends.org