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Giving Season Playbook

Giving Season 2019

Giving Season Playbook

Your giving season fundraising checklist—plus tips, email templates, and sample posts.

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Kickoff Checklist

  • Update Facebook Page details and cover photo.
  • Add the Donate button to Page header.
  • Review Facebook Training materials.
  • Assemble your Giving Season  team.
  • Hold a kickoff meeting to establish your end of year fundraising and #GivingTuesday theme and fundraising goals.
  • Plan out how to integrate Facebook into your overall fundraising strategy.
  • Prepare fundraising assets.
  • Create a Fundraiser from your nonprofit Facebook Page. 
  • Create a content calendar and schedule content.

Sample Social Posts

Here are templates you can use in your fundraising efforts. Be sure to customize the copy by updating the text in [brackets]. TIP: Use the post scheduler on Facebook to draft, post, and schedule multiple posts at once.

  • From now until the end of the year we are fundraising to [SPECIFIC IMPACT]. We need you to help us reach our [$X] goal to [GENERAL IMPACT].
  • Right now we are fundraising to [IMPACT].  Help us reach our [$X] goal to fund [IMPACT].
  • This season we’re fundraising for [GENERAL IMPACT]. Every [$X] raised will provide [SPECIFIC IMPACT]. Join us by donating or creating a fundraiser to support [IMPACT] [https://www.facebook.com/<YOURNONPROFIT>/fundraisers/]
  • This year [@your org’s page] supporters like you have already helped us [IMPACT MADE THUS FAR]. Together, we can do more. Help us continue this work by creating a #GivingTuesday Fundraiser or donating to our Page. Every [$X] raised is [IMPACT CREATED].
  • 3 days left to give! Every dollar raised will help <your org name> make [SPECIFIC IMPACT].
  • 3 days left to give! With your help we can accomplish  [SPECIFIC IMPACT]. Donate today. 
  • Last day to give to [SPECIFIC IMPACT] to get those write-offs. Help us reach our fundraising goal of [$ DOLLAR AMOUNT].
  • Join us in thanking our whole community. Did you see a fundraiser for [@ORG PAGE] that inspired you? Please share. And thank you, thank you, thank you to everyone who showed up and fundraised with us! Together we raise [SPECIFIC AMOUNT] over the past [TIME FRAME] to [SPECIFIC IMPACT]
  • Thank you [SPECIFIC DONOR] for your support! Your donation will allow us to [SPECIFIC IMPACT]

Sample Email Copy

This giving season, leverage the power of your community to encourage supporters to donate to your cause. Here are some sample email templates you can use to get started.

Dear [INSERT NAME],

[IMPACT] of [YOUR ORG NAME] has only been possible due to this amazingly generous community. From now until Dec 31st we have a new goal to fund [IMPACT], it will take [$XX]. We need your help to get there.

How can you help?

  • Create a Facebook fundraiser and share it with your friends.  Creating a fundraiser is easy and we welcome fundraisers with any goal amount Start a Fundraiser
  • If you can’t create a fundraiser, donate to or share our Page fundraiser by copying the link below and pasting to your social media. Sharing is a proven way to help. 
    [LINK TO YOUR NONPROFIT PAGE FUNDRAISER]

Where will the money raised will go?
[INSERT DESCRIPTION OF PROGRAMS]. Every [$XX] raised is [IMPACT CREATED].  Facebook is contributing up to $X million in total matching to donations made through Facebook on Dec 3rd and Facebook charges no fees on donations, so all of the money raised will go towards our goal.

Thank you for your support.
[Your org name]

Dear [INSERT NAME],

#GivingTuesday is around the corner. This is a huge giving moment and we need your help.

How can you help?
Create a Facebook fundraiser and share it with your friends on #GivingTuesday. Creating a fundraiser is easy and we welcome fundraisers with any goal amount.

Start a Fundraiser

See the Fundraiser Guide

Money raised will go
[INSERT DESCRIPTION OF PROGRAMS] Every [$XX] raised is [IMPACT CREATED].

Thank you for your support.
[YOUR ORG NAME]

Dear [INSERT NAME],

Thank you for being a part of a successful #GivingTuesday.  Our community was able to raise [$DOLLARS RAISED] for [IMPACT].  There is more we can do to [FUTURE IMPACT] so we are increasing our fundraising goal to [$NEW GOAL].

How you continue help?
Create a Facebook fundraiser, set a goal whether it be $50 or $500 and share it with your friends. Or  share our fundraiser by copying the link below and pasting it on your social channels.
Start a Fundraiser
Share our fundraiser: [LINK TO YOUR FACEBOOK FUNDRAISER]

Where will the money raised go?
[INSERT DESCRIPTION OF PROGRAMS]. Every $[XX] raised is [IMPACT CREATED].

Thank you for your support.
[YOUR ORG NAME]

Dear [INSERT NAME],

We are so close to reaching our fundraising goal of [$XX] to [IMPACT]. From now until Dec 31st we need your help to get there.

How can you help?
1. Create a Facebook fundraiser and share it with your friends. Let them know why you care about this cause. There are no fees on Facebook Fundraisers so all money raised goes to [YOUR ORG NAME]. 

 Start a Fundraiser

2. If you can’t create a fundraiser, donate to or share our Page Fundraiser by copying the link below and pasting to your social media. Sharing is a proven way to help. 

Donate Now [LINK TO YOUR NONPROFIT PAGE FUNDRAISER]

Where will the money raised will go?
[INSERT DESCRIPTION OF PROGRAMS]. Every [$XX] raised is [IMPACT CREATED]. 

Thank you for your support.
[Your org name]

How to use Ads to Amplify Fundraising

If you have an advertising budget, consider using Facebook Ads to target your supporters on Facebook with your posts.

1. Before #GivingTuesday, you can use targeted Ads to ensure that your organization is top of mind for your donors before they receive your request for a donation.

2. Create a post that includes highlights of your successes and important work, then boost that post to a custom audience made from your email list.

Resources

Giving Season on Facebook

Details about what’s happening on Facebook this giving season.

Cover Photos and Image Sizing

Best practice guide for creating images for your Facebook Page.

Ad Creative Considerations

Guidelines for building creative assets for your Facebook Ads.

Optimizing Video
Ads

Best practices to follow when creating video Ads for Facebook.

Need More Tools to Support Your Giving Season Fundraising Efforts?

Check out our giving season timeline for a step-by-step guide on how to engage and activate supporters so you can make the most of giving season and drive support for your cause.