LIVESTRONG exists to improve the lives of people affected by cancer, now. This organisation connects people fighting cancer with the services and information they need to enable them to take charge of their own cancer journey. They raise funds through athletic events and donation campaigns to further this mission.
LIVESTRONG wanted to see if connecting their campaigns to Facebook meant they could raise more funds, drive down USD 0 fundraisers and reach a new pool of donors. They ran an A/B test in which some supporters got the chance to connect to Facebook, while the other group didn’t. The results of the test indicate that connecting to Facebook does improve those three key metrics.
“We wanted to evaluate the performance of LIVESTRONG participants that connected their fundraisers to Facebook in comparison to participants that weren’t given the option to connect their fundraising Page to Facebook and determine whether fundraising on Facebook had a significant impact on fundraising overall.”
LIVESTRONG found that participants who connected their fundraisers to Facebook raised an average of USD 121, while participants that didn’t have a chance to connect their Fundraising Page raised an average of USD 64, with no fundraising minimum required. Additionally, 79 per cent of participants who connected their Fundraising Page raised money for LIVESTRONG, while only 27 per cent of participants not given the opportunity to connect their Fundraising Page raised money.
LIVESTRONG turned to Facebook’s Fundraiser API to increase the effectiveness, reach and visibility of their campaigns. LIVESTRONG A/B tested to see if raising money through Facebook made a significant difference in dollars raised for the LIVESTRONG Challenge. The LIVESTRONG Challenge is a longstanding cycling event in Austin, Texas that raises funds to support the LIVESTRONG Cancer Institutes. Since 2015, and for specific reasons, the event does not have a fundraising minimum per rider. Between years 2015-2017 the percentage of fundraisers for the event hovered around 26 per cent. In 2018, LIVESTRONG reported that the percentage of fundraisers increased to 37 per cent, in part due to Facebook’s Fundraiser API.
“In our A/B test, we found that Facebook fundraisers have a significant impact on funds raised and LIVESTRONG‘s ability to reach new audiences.”
Average gift size
Change in USD 0 fundraisers
Raise awareness and funds for LIVESTRONG
LIVESTRONG provides life-changing services for people affected by cancer, drums up awareness and increases its fundraising potential with the integration of the Facebook fundraiser API. Fundraiser API enables campaigns on the fundraising website to be mirrored on Facebook, allowing people to raise money on their Facebook fundraiser, while keeping donation information in sync between the mirrored campaigns.
Determine whether fundraising on Facebook is impactful. LIVESTRONG saw an increase in the percentage of new or lapsed donors, percentage of non-USD 0 fundraisers, and average gift amount that demonstrate significant effect of fundraising on Facebook
Engage and reach new audiences. LIVESTRONG leveraged the network effect of Facebook to allow their participants to reach newer and broader audiences.
Test it out. Overall, LIVESTRONG experienced an increase in dollars raised, number of gifts and number of unique donors with the participants who utilised the Facebook platform.
Track performance. LIVESTRONG saw statistically significant results when comparing the number of gifts and number of unique donors from the participants who utilised Facebook YOY.
Engage power supporters. By engaging with power supporters to leverage new tools and allowing supporters to create a fundraiser, LIVESTRONG was able to reach new audiences and champion its cause.
Connect and give. “I was pleased to find that it was so easy to connect and fundraise through Facebook. Friends I may not have asked made a donation and I was surprised by how quickly and easily I reached my goal!”
– Mary Rastelli, LIVESTRONG Challenge participant
Recommended best practices
Help your supporters reach those who care
All of your supporters can launch a fundraiser and seamlessly sync to a Facebook fundraiser, inviting their friends directly through their News Feed.
Your fundraisers can invite their friends and family to donate in just a few taps without ever leaving Facebook.
Friends can easily share Facebook fundraisers with each other, enabling a wide variety of people to support your cause. Reaching more people can help you reach your goal faster!