The important thing to understand about social media is that each platform serves a different purpose. Twitter is great for quick text updates, Instagram is for pictures of your event, but Facebook allows for the best connection and for prompting people to take action. The following ten tips will help you and your team learn how you can use Facebook to promote your fundraiser and make donating a convenient priority for your friends, family, and community members.
Ten Facebook Tips for Promoting Your Fundraiser
- Encourage shares over likes
- Don't be afraid to advertise
- Get to know your audience
- Keep people updated & in the loop
- Use Facebook Live for announcements and Q&A sessions
- Use hashtags
- Use images & video
- Encourage (or even reward) interaction
- Promotion for promotion
- Offer online incentives
With the current Facebook algorithm (the equation that decides which posts people see on their newsfeeds), getting parents, volunteers, and your team members to share your fundraiser on Facebook is much more powerful than just "liking" a post about it.
When people share an update about your fundraiser, they are exposing it to all of their friends. This is a huge advantage in terms of exposure, word-of-mouth recommendation, and credibility. Plus, with the more shares your Facebook fundraising event or post has, the more people will see it on their newsfeeds because Facebook has seen that it is something people are interested in.
“Promoting a campaign on Facebook and encouraging donors to share a link on their own newsfeed takes fundraising to where an organization’s supporters are and exposes individual fundraising pages to much larger audiences." – Julie Hallinan, Social Media for Social Good: A Case Study Analysis.
Encourage shares by:
- Emailing your team and asking them to share your fundraiser on their personal feeds
- Asking parents to share your fundraiser in materials and announcements sent home
- Requesting teachers and staff share your fundraiser on their feeds
Don't be Afraid to Advertise
Facebook ads are another option for spreading the word about your fundraiser. Plus, it is a great way to get a targeted message to members of your community as you can specify the audience for your Facebook ad.
For example, when we do Facebook ads, we like to use an intriguing or captivating image with a short description. We often advertise to people with jobs in education or to parents who are involved in school fundraising.
Of course, always use keywords that will catch people’s attention. We recommend your keywords describe your cause, your service, your location, your benefactors and any other identifiers. Examples:
- “Healthy Fundraiser for Springfield Elementary (location/identifier)!
- Raising funds for new gym equipment (service) to promote fitness (cause) to our youth (benefactor).”
Keep People Updated & In the Loop
Whether you decide to create an event or a page for your fundraiser, make sure to keep your followers updated on goals reached, money still needed, ways to give, and other content that they will want to share on their own newsfeed.
Example: We like to post "School Shout-Outs" about schools that we have worked with who are reaching or exceeding their monetary goals through healthy fundraising.
People want to give money to a cause that they feel connected to. This is made possible when they are brought into the inner-circle of the fundraising process. Facebook offers a convenient platform for creating this connection between the cause and the donor.
When you get one donor who is connected to your fundraiser and talking about it on their own profile, you are being promoted to their circles of friends and family. Thus, creating a free, organic cycle of promotion.
“Successful charities will be the ones that offer the most engaging variety of donation choices, endorsed and promoted by friends and peers, with the most convenient paths to involvement.” – McPherson
Use Images & Video
This tip is actually backed by psychology! Images are directly linked to the limbic system in the brain. When we see an image, it immediately sparks emotion and action, two things absolutely necessary for making donations.
Tips for quality pics & video:
- Designate a person from your team to capture your kickoff assembly, incentives, and event through pictures and video
- Upload your images to an album on Facebook
- Include student, teacher, and parent testimonials in your videos
- Post your media throughout your fundraising period to generate excitement and encourage donations
Offer Online Incentives
Offering little goodies to a whole community of Facebook users will quickly cause you to spend more money than you bring in. Rather, provide an entertainment factor, a free download or some other incentive that can be delivered via the Internet for anyone who donates to your cause and shares it on Facebook (a good way to track this is to make sure they tag you: @yourorganization).
Example: Steve Roe, owner of Roe Motors, thought of a very unique way to help raise money for the local Relay for Life Cancer Walk: He cut his hair! Facebook was an integral for part of this fun incentive as Steve posted the video for his FB fans to drive donations.
If you have incentives like duct tapping the principal or turning teachers into a human sundae, consider making this a reward for your online viewers who donate by posting the video to your Facebook page or emailing it to them.
Created with images by LoboStudioHamburg - "twitter facebook together exchange of information instagram" • Tim Bennett - "untitled image" • geralt - "facebook internet network social social network google" • NajiHabib - "facebook like many" • geralt - "label social media" • geralt - "personal network smartphone" • lifesimply.rocks - "untitled image" • StartupStockPhotos - "children win success"