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People use Facebook to connect and share with friends and family. With 1.8 billion people on Facebook every month and 450 million connected to nonprofit Pages, Facebook can be a powerful place to help people engage their communities and give to the causes they care about. Any nonprofit can drive people to donate on a website of their choice using their Page header or ads. If you’re a US-based 501(c)(3) organization, you can raise funds on your Page header, posts and live video without having the donor leave Facebook. To use Facebook donation tools and receive distributions, apply with Facebook Payments. If your nonprofit has not applied, you could receive distributions through the Network for Good Donor Advised Fund if you are listed in GuideStar. Learn more about requirements and our partnerships.
There are two tools any nonprofit on Facebook can use to send supporters to a website of their choice:
Page donate buttonsAs people visit your Page, a donate button on your Page header makes it easy for them to give.
Ad donate buttonsIf you’d like to make it easier to collect donations from your Facebook ads, you can add a donate button. This can be an effective way to reach new people who may be interested in supporting your organization. Get instructions on how to add a donate button to your Page header and ads.
We’ve recently added tools that allow nonprofits to collect donations directly on Facebook, so supporters don’t have to leave Facebook to give. US-based 501(c)(3) organizations with a verified Page can use Facebook donation tools and receive distributions if they apply with Facebook Payments.
Page donate buttonAs people visit your Page, a donate button on your Page header makes it easy for them to give. This button is the same as the one in the section above, but allows people to donate without leaving Facebook. Learn how to add a donation button to your Page.
Post donate buttonYou can add a donate button to your Page posts to allow people to donate without leaving Facebook. This tool makes it easy for supporters to donate when they are inspired to give. Learn how to add a donation button to your Page post.
Live video donate buttonMore and more people are going live on Facebook to share their experiences. Now you can add a donate button to your Page’s live videos. Give people an inside look into your organization, share the impact you’ve made or invite people to join in the fun at a fundraising gala.
To get the most impact from adding a donate button to your nonprofit’s Page header and posts, here are some useful pointers:
- Frequency: Before making your ask, build a strong Facebook presence. You’ll want to post 2-3 times per week to tell your organization’s story and the impact you’ve had. When you’re ready to make your appeal to donors, do so in a thoughtful way. When you post, include a call to action that makes it clear what you’re asking for and what your organization’s priorities are.
- Theme: Why are you fundraising for this amount, at this time, for this project? A theme makes a campaign more specific and tangible, and can help you better target potential donors. A theme could be based on:
- Funding Goal: Set a goal and tell people why it’s important that the campaign raise this amount.
- Time frame: Give the ask and end date. This creates a sense of timeliness and urgency, and makes it easier to plan around fundraising milestones.
- Tangible outcomes: Define the specific output donors should expect. If funds will be used to launch a new project or to grow an existing initiative, define the scope and number of people who will be served. Especially if your organization’s mission is broad and long-term, fundraising campaigns can help break it down into direct results donors will see in the near future.
- Suggested contribution amounts: Suggesting a few amounts people can contribute makes their decision to donate easier and removes one of the barriers to completing a donation. Consider your audience and the scope of your campaign when deciding on amounts to suggest.
- Visuals: Photos, graphics and videos are great ways to bring a post to life, personalize your organization, and create empathy for the people you serve. In fact, studies show that videos are 7 times more engaging that other types of posts on Facebook. Be sure your image ties in with the post and the ask. Learn more about images and videos.
- Insights: As with any marketing endeavor, results will vary by organization. Be sure to check in with Page Insights to better understand how people are interacting with your Page and posts and which content they have found most compelling. Learn more about Facebook Insights here.