Facebook Fundraisers: A Step-By-Step Guide
How does an organization get approved for fundraising on Facebook?
Facebook’s fundraising functionality is open to any qualifying 501(c)(3) nonprofit that completes their verification process.
Steps to get approved:
1. Gather your charity’s data. You will need:
a) Charity’s tax ID number
b) Address & DOB of charity’s CEO or executive director
c) Charity’s bank details (bank name, account holder’s name, a bank letter or statement no more than 3 months old, SWIFT code, and bank IBAN number)
2. Login to Facebook (you must be an admin of the page you’re looking to get approved)
3. Get your charity’s page ready:
a) Make sure the page is categorized as a nonprofit:
– Go to your page
– Click “About” on left rail
– Under “General” find “Category” and click “Edit”
– Categorize your page as a “Nonprofit”
b) Put the charity’s address in the “About” section
– Go to your page
– Click “About” on left rail
– Add charity’s address
4. Request verification:
a) Go to facebook.com/donate/signup (if your charity uses Business Manager, you will sign up at this link: business.facebook.com/donate/signup)
b) Submit the request
5. You will be notified about approval within a few weeks
Now that you’re approved, what’s next?
Once approved, you can activate the “Donate” button on your posts and page, which allows people to donate in as few as two clicks using the credit card they have saved to their account.
Steps to activate “Donate” button:
- Login to Facebook (you must be an admin of your charity’s page)
- Go to your charity’s page
- Click “Add a button”
- Select “Shop with you or make a donation”
- Select “Donate” and click “Next”
- Select “Donate Through Facebook”
- Click “Finish”
The “Create Fundraiser” button will also be available for your page, allowing anyone to create a fundraiser for your charity.
Steps to activate “Create a fundraiser” button:
- Login to Facebook (you must be an admin of your charity’s page)
- Go to your charity’s page
- Click “Publishing Tools”
- Look under “Fundraisers” and click “Donation Settings”
- Check “Allow people to create fundraisers”
- Check “Allow people to add donate buttons next to their posts”
- Click “Save”
What type of fundraiser do you want to do?
Group Fundraiser:
Your organization can create a customized fundraiser to be featured on your page, complete with progress meters and other tools for generating engagement.
Steps to create a group fundraiser:
- Login to Facebook (you must be an admin of your charity’s page)
- Go to your charity’s page
- Click “Create Fundraiser” under the photo
- Follow the steps to select a cover photo and fill in the fundraiser details and goal(s)
- Click “Create”
Individual Fundraiser:
In addition to group fundraisers, any member of your organization or audience may launch their own fundraiser. These fundraisers are also automatically featured on your organization’s page. (Birthday fundraisers where individuals ask for donations in lieu of gifts have become very common →)
Steps to create an individual fundraiser:
- Login to your Facebook account
- Click “Fundraisers” in the left rail of your news feed
- Click “Raise Money”
- Select “Nonprofit/Charity”
- Select your organization
- Choose a cover photo
- Fill in the details of your fundraiser
- Click “Create”
How will you generate engagement?
Regardless of whether it’s an individual or group fundraiser, fundraisers must follow Facebook best practices for generating engagement:
- Focus on a specific issue that resonates with your audience
- Instead of a general fundraiser for your shelter or rescue, pick a specific issue that people will connect with and understand.
- Make attention-grabbing posts
- The Facebook News Feed favors posts that people are engaging with, so make sure your photos, videos, and captions are all on point.
- Build and maintain relationships
- Be responsive and personal with your audience, replying to comments and expressing gratitude in a way that is both genuine and speedy.
- Activate your supporters
- Your early adopters are an incredible resource for generating engagement and expanding your reach. Reach out to them and give them options for staying involved.
- Use ads to grow your audience
- Strategically placed ads will extend your reach beyond your existing community. Make sure to have a budget and a plan in place before your fundraiser starts.
How will you set your fundraiser apart?
Consider other resources and partnerships to give you a boost. Check out:
- Waggle.org for specific medical cases and funding. This new start-up works with trusted non-profit and veterinary partners to raise funds for animals in medical crisis who may otherwise be relinquished or euthanized for lack of care. The free platform not only serve as a payment portal where 100% of donations received go to the pet’s care, but also provides templates, fundraising tips and free PR support for qualifying organizations.
- Local dog-walking organizations may agree to partner and do a “walk for the X” challenge where every mile their walkers walk generates donations or awareness for the organization.
- Throw an event. Is there a dog-friendly cafe in town? With summer approaching, many may consider hosting a fundraiser at-cost for your group. Also, consider going virtual – challenge your audience to take a specific action and record themselves doing it for your organization. (Think of the ice bucket challenge)
- Host a “Telethon” starring your rescue animals. Facebook Live allows you to broadcast live and accept donations in real time. Point your camera at some adorable animals, activate the “Donate” button, and hit “Go Live.” (Example →)
- Use a countdown. Build anticipation by sharing photos and posts leading up to the start of the fundraiser and make sure your community is tuned in before it even starts.
- Celebrate your donors with a “Thank you” template. Whether it’s a cute GIF or photos of your shelter animals, it’s useful to find a consistent way to quickly thank each of your donors and encourage them to stay engaged with the fundraiser even after they’ve contributed.
