Are nonprofits raising any money with Facebook? The answer really depends on how you define “fundraising”.
I recently had the pleasure of being a guest on Tony Martignetti’s NonProfit podcast. The topic of this particular podcast was how nonprofits can best use Facebook. One thing Tony and I talked about was the difference between fundraising with Facebook and collecting donations with Facebook and how understanding the difference is absolutely critical.
Facebook stinks for collecting donations
Razoo recently published research showing that 33% of online donations come from e-mail appeals, while only 7% come from Facebook. Shocking, I know. However, it would be a mistake to conclude that Facebook is a waste of time.
Facebook is awesome for fundraising
Making a value judgment on Facebook based only on donations received completely overlooks the inherent value that Facebook offers.
Facebook creates awareness for your campaign
When was the last time you actually forwarded an e-mail appeal to a few friends? Exactly. Facebook’s strength is in the reach that’s created as users talk about your campaign.
Your fundraising strategy should include ways to get people to converse about the cause. The more they talk about it, the more their friends become aware of your fundraising campaign.
Facebook helps begin relationships with donors
So let’s say that one of your current Facebook fans makes a few comments on your page, and one of their friends becomes interested in that conversation. They click over to your page, add their own comments, and become a new fan. You just acquired a future potential donor! And although they probably won’t donate to your cause any time soon, they might in the future.