In 2015, Facebook launched charitable giving tools in the US to make it easier for charities to raise money directly from their supporters already on Facebook. In 2016, we went one step further, launching tools that allow people to fundraise on behalf of charities they believe in.
The results of both initiatives have been overwhelming. People on Facebook are engaged; they mobilise around causes they care about. Today, there are more than 750,000 US charities that people on Facebook can raise money for – and they’ve raised millions, for causes such as disaster relief, the environment and education.
Since then, we’ve introduced even more ways to fundraise, including adding a donate button to Facebook Page headers, posts and even donate buttons in Facebook Live. Fundraising efforts have prospered accordingly. On Giving Tuesday, in 2016, USD 6.79 million was raised for more than 9,000 charities. Red Nose Day USA recently raised more than USD 500 thousand using posts and Facebook Live, the latter in conjunction with a broadcast special on NBC.
16 European Markets, 1 extraordinary opportunity
Facebook will soon be introducing these same tools in Europe. Beginning in September, we’ll start testing fundraising tools in five countries: United Kingdom, Ireland, France, Germany and Spain. Additional testing in October will include Italy, Poland, the Netherlands, Belgium, Sweden, Portugal, Denmark, Austria, Finland and Luxembourg.
If your charitable organisation is based in one of these 16 countries, you’re about to discover what can happen when Facebook supporters are empowered to support the causes they love. We invite you to sign up to be one of the first charities to use Facebook charitable giving tools to achieve your fundraising objectives. When you do you’ll be able to:
- Collect donations on Facebook with the donate button. The donate button is a quick and easy way to raise money. Individuals and charity Pages can attach the donate button to Page headers and posts, including video, photo or text. How significant is it when your supporters can donate directly via their favourite social network? Read how Best Friends Animal Society used the donate button to raise USD 13,000 during its initial test period. Learn more about Facebook’s donate button here.
- Empower supporters with Facebook fundraisers. Millions of people are connected to charity Pages on Facebook. Many are eager to give money to causes they care about. With charity fundraisers, people can raise funds and awareness for their favourite charities in a forum they know and frequent. Fundraisers allow people to set up a dedicated Page to tell others about their preferred charity and its mission and encourage them to rally around a targeted fundraising goal. People can reach their friends where they are – on Facebook – and build momentum for their cause with quick donations and easy sharing. Supporters with a birthday listed on Facebook can even create a birthday fundraiser through a simple prompt. Learn more about charity fundraisers here.
- Engage supporters with Facebook Live. Collecting donations during a Live broadcast has become a powerful tool for fundraising. (For proof, look no further than Ariana Grande’s benefit concert to honour victims of the Manchester terror attack. More than 22,000 people used the donate button on Facebook Live to raise more than USD 450,000.) Individuals and verified Facebook Pages can add the donate button directly to Live broadcasts to raise money for a charity on their iOS device. Android users who have created a charity fundraiser can attach their fundraiser to their Live broadcasts. Anybody watching the Live broadcast can donate as they watch, or after the video ends and is posted on their Page. Learn more about fundraising with Facebook Live here.
We’re committed to making it easy for charities in Europe to take direct action for causes they care about. We hope you will consider joining our growing list of organisations that have used our charitable giving tools to raise millions of pounds in support of their missions.