Use your platform to create impact.Public figures have a tremendous opportunity to use their influence to drive social good. Facebook offers tools that make it easy to raise awareness and make a positive global impact for the causes that you care about. Whether your goal is to respond to a current event, donate your birthday or rally supporters around a cause that you believe in, your fans can donate to your fundraiser directly on Facebook in a few simple clicks.
There are a few ways of creating a fundraiser
Entry point 1:
- Visit facebook.com/fundraisers/
- Click the Raise Money button
- Page fundraiser creation is currently only available on desktop to approved partners
- Business admins of a Page can only create a fundraiser through the Business Manager fundraiser hub: business.facebook.com/Funraisers/
Entry point 2:
- From your public figure Page
- Click the Fundraisers tab from the menu on the left-hand side or click Create fundraiser from the […] drop-down menu on the Page below the cover photo
- The tab is only visible once a Page has created a fundraiser – and you can see your past fundraisers here as well
- Create a fundraiser by clicking the +Raise Money button
Select Charity when asked “Who are you raising money for?”
Select your desired charity by typing their name into the Search bar
Under “Who is organising the fundraiser?” there will be a drop-down prompt.
Under it, the person creating the fundraiser will see their personal profile along with any Pages that they admin that have been white-listed for creating fundraisers. Select the Page that you want to create the fundraiser from.
Complete your goals and timing, and click Next.
Fill in the title and description of your fundraiser, and click Next.
Pick a cover photo. Then, click Create, and your fundraiser will be live to the public.
What are Page fundraisers?
A Page fundraiser is a dedicated Fundraising Page with integrated tools that let you tap in to your existing Facebook community and beyond.
Public figures can quickly build momentum by using their Fundraising Page to share their personal commitment to a cause, and unite fans around a fundraising goal. Followers can easily donate and share the fundraiser with others in just a few taps, directly on Facebook.
As of November 2017, Facebook charges no fees on donations made to charities on Facebook. That means that 100 per cent of funds raised goes straight to your cause of choice.
How to get started
To create a fundraiser for a charitable organisation, follow these steps:
- From a desktop, go to facebook.com/fundraisers/
- Click Raise money for a charitable organisation
- Search and select a charity
- Select the Page that you want to be listed as the fundraiser organiser
- Choose a cover photo and fill in the fundraiser details
- Click Create.
- Verified Facebook Page (with a blue or grey badge)
- Available to public figures in the US and EU
- Page must be categorised as a public figure
- Must be an admin of the Facebook Page to create a fundraiser
- Page fundraisers can only be created on desktop
Show that you mean it by matching.
As a fundraiser organiser, you can now emphasise your commitment to your cause of choice by pledging to match any amount that fits your budget – whether it’s £5, £100, £2,500 or more.
How to pledge a matching donation
- Once your fundraiser has been created, click the … More button on your fundraiser and click Match Donations
- Click Choose Pledge Amount, and select the currency amount that you’d like to pledge using the provided amount options, or click Other to enter your specific match amount and click Done
- Enter your payment source and click Schedule Payment to confirm your pledge amount
– You may use a credit card or PayPal as the payment source
– If using a company card, the card must list the name of the Page admin who is pledging the match
- You’re all set – click Done to exit this screen
Now that your match amount has been set, the amount will be publicly displayed on your fundraiser Page to inform fans and potential supporters about your pledge to match donations
- After someone has donated to a fundraiser that has a match pledge, their receipt will show how much of their donation counted towards the matching amount
- Once the matching donation is fulfilled, you can see the donation on the fundraiser Page
If your pledge is met, your credit card can either be charged at the time that your pledge is met, or charged automatically within 24 hours of your fundraiser’s end date.
- If donations to your fundraiser exceed your pledge amount, you are only responsible for the amount that you pledged – for example, if you pledged £100 and raised £200, you’re only charged £100
- If the amount that you raise is LESS than your pledge, then you only have to match the amount that you raised – for example, if you pledged £100, but only raised £80, you’re only charged £80)
“We’re thrilled! It was an amazing way to activate followers beyond liking and sharing content and to complete a higher-bar ask such as donating.”– Maya Enista Smith, executive director, Born This Way Foundation
Recommended best practices
Launching your fundraiser:
- Personalise the fundraiser as much as possible. Include the public figure’s name and age in the title (e.g. “Malala’s 21st birthday fundraiser”) and share authentic photos/videos to your Fundraising Page.
- Descriptions should be written in the first person and explain what the cause is, why you care about it and what these donations will help to accomplish.
- Start with a modest goal (USD 5-10), then move the goal up incrementally as it reaches each milestone
- Include the link to your fundraiser in any newsletters or email lists that you may have.
During your fundraiser:
- Incentivise giving. Reveal “milestones” and encourage sharing
- “Like” and comment on fans’ donations as they come in.
- Share the donation link from Instagram Stories (swipe up), in your Instagram bio and on Twitter.
- Say thanks! Mid-way through reaching the goal, post on the fundraiser to thank everyone who has donated.
Ending your fundraiser:
- Once the goal has been reached, post again on the fundraiser Page to thank donors for their generous support.
- Involve your audience Interact with fans on your Fundraising Page. (E.g. giving updates on fundraising progress or going live within the fundraiser to talk to your fans about the cause).
Emphasise your pledge.
- Make sure that you highlight your pledge to match donations in both your fundraiser description and in the fundraiser title.
Share with your supporters.
- Tell your fans why you are matching donations, and what you are hoping to achieve with the increased donations to support your benefitting organisation
Keep them motivated.
- Reveal milestones within the fundraiser as you approach the match total.
- Re-engage your audience early and often to empower your supporters to help you achieve your match goal.
In 2018, we’ve already seen some very successful Page fundraisers by public figures looking to use their influence and audience on Facebook to support the causes that they care about. Here are a few of the latest learnings to emerge from some of our most successful public figure fundraiser campaigns that reached their goals organically without paid ads.
Socialising leads to more donations
Fundraiser creators that have conversations with their fans on their Fundraising Page and posts tend to raise more money. To inspire a sense of community and build connections with your fans, post in your fundraiser to get the conversation going. We saw that top public figure fundraisers posted an average of four times during their fundraiser, and their supporters wrote an average of 25 posts.
Use inclusive words of encouragement
We’ve seen that words such as “we”, “together” and “us” work better than “I” and “my” when encouraging fans to donate. Try to use words that make your fans feel like they are joining a team effort, so that they feel like they are a part of a community.
Ask fans to share your fundraiser
Sharing is strongly correlated with money raised. Most shares are done by non-donors, but their shares are making a difference! Ask fans who cannot donate if they can share the fundraiser instead.
Show your connection
Use a fundraiser cover photo and image posts as an opportunity to share a visual of your support to the cause. Fans tend to respond to causes that they can see public figures really care about, and a visual is a great way to supplement the written story you tell about your affinity for the cause.
Share your story
Share your personal connection to the cause in the fundraiser story section. Fans tend to engage with fundraisers that they can tell people have an authentic connection with. Share how you became involved with this cause and why you care.