Raising Money for your Nonprofit on Facebook

Generating funds for your nonprofit has never been easier, thanks to the massive rise in social media. While choosing the right social media platform can be overwhelming, nonprofits should definitely not ignore the power of Facebook. In fact, according to Facebook, 150 million of the 1 billion people who use the social network are connected to a cause or nonprofit. So what better way to reach the masses and inform potential donors about your organization than with this mega social media platform?

Why fundraise on Facebook

Since its inception in the early 2000s, Facebook has served as a major hub for charitable causes and the discussion of social issues. Consider these stats:

• Approximately 85 percent of social media users share posts in order to show their support for a cause and highlight issues that are important to them.
• Nearly 70 percent of social media users surveyed share social media content to show who they are and reflect their identity.

So, with numbers like that, fundraising on Facebook is truly a no-brainer. Every supporter who sees your nonprofit’s post has the ability to share it with dozens, or perhaps even hundreds, of other people.

What fundraising on Facebook means

Using Facebook to promote your nonprofit means you have the potential to reach an even larger audience than ever before. The more people you reach, the greater your potential for donations. Fortunately, the social media giant makes it super easy for nonprofits to generate funds with a variety of online tools. While these tools are not free, they are inexpensive. When using these tools, 95% of your proceeds go directly to your charity. You pay 5% to Facebook for operational costs.

How to do it

Your nonprofit can use Facebook’s tools to raise funds, but the social media giant must evaluate your organization first. Facebook does this to ensure that all fundraisers meet its policies and community standards. Although this process has some automation, it is led by actual staff.

At a minimum, your nonprofit must be a US-based 501(c)(3) nonprofit organization registered with the IRS and have a bank account registered with a licensed financial services institution.

To meet the full qualification criteria:

1. Sign Up for Facebook Payments.
2. Accept Facebook’s terms of service.
   *Note: If your organization uses Business Manager, you must accept the terms.
3. Check that your Facebook page complies with Facebook’s community standards.

Tools Available

Your nonprofit can easily collect donations through your page, ads, and posts. Facebook gives nonprofits the option to use the following tools to increase funding:

• Donate buttons: You can add a donate button to your page header and ads to make it easy for people to donate to your organization by directing them to a website of your choice to donate. US-based 501(c)(3) organizations can also add a donate button to their Page posts and Page header to allow people to donate directly on Facebook with a few taps.
• Fundraisers: US-Based 501(c)(3)organizations are eligible for Facebook’s fundraiser product. Fundraisers enable people to raise money for your nonprofit on Facebook. Your supporters can set up a dedicated page to share their stories, tell others about your mission, and rally around a fundraising goal. Sign up for this product here.

Do You Need Our Help?

Do you prefer to leave social media fundraising to the experts? If so, we can help. If you want to learn more about Facebook fundraising or need help raising money via Facebook, connect with Epstein Creative Group today. We’d love to hear from you. Simply call or email us.

Alizah Epstein is the Founder and Chief Creative Officer at the Epstein Creative Group. As a passionate, creative thinker and problem-solver, she is the driving force behind the branding and marketing design studio. This firm differs because it focuses on branding and marketing for mission-driven organizations that benefit women and children. Through strategic branding and marketing efforts, they secure more donors and build awareness so these organizations can continue their good work. To learn more, visit epsteincreative.com. Design with purpose.