Connecting Compassion and Causes

Overall Charitable Giving in the US

$358Btotal US

charitable giving

64.5Madults

volunteered

1.5Mnonprofit

organizations

$23Btotal online US

charitable giving

13.5%year-over-

year growth in online giving

Your place for personal connection

1.6BMonthly Active

People

Facebook is designed to help people connect with your cause and share with others

Build awareness of your

organization

Activate supporters

Generate donations and cultivate new

donors

1 2 3

Choose your creative and share your impact

Use Ads to drive people to your Donate Button

Videos should capture people’s

attention in the first 3 to 5 seconds

Select authentic images that tell a

story

Develop authentic creative that resonates with your target audience

Take advantage of charitable giving tools Activate your supporters to share their story and passion

Facebook Donate Button

Donate ButtonThe donate button allows you to reach a broad donorbase within your existing social media strategy.

Page Post Sticky Donate Button on Page

Simple Payment

1. A person sees your Page post and is inspired to click ‘Donate’

2. 1-page pop up donation form appears with preset contribution amounts

3. Payment made in 2 quick clicks and donation receipt sent via email

4. Prompt to share a post which includes the donate button every time someone shares it

Donation experience:

• Target audience • Strategic content • Engaging posts • Pre-set contribution amounts • Clear directions

Increase Donate activity

Facebook fundraisers

Fundraisers allow people to share their stories and raise money on behalf of the causes they care about on Facebook.

Activate your supporters to create fundraisers

1. Educate supporters on Facebook fundraisers.

2. Set an example and launch a fundraiser.

3. Make it easy for your supporters to use your logos and know your giving campaign goals.

4. Keep your content engaging and authentic.

5. Monitor and identify a catalytic fundraisers.

6. Promote and share fundraisers with momentum.

• Launched September 2016 & raised over $225,000 with a single fundraiser

• Fundraiser is currently live with over 3,500 donors

• Post an average of 11.5 times per week

• Highlight events, post success stories, and thank their donors frequently

• Utilized existing network relationships including influencers and media

#Hope4Adam

• Global movement created by 22Kill to raise awareness to veteran suicide and mental health issues

• Over 800 fundraisers created, generating an average of $57 per fundraiser

• Viral sharing with #22pushups hashtag and video shares

• 25 posts per week

• Media promotion

22Pushup Challenge

Integrate paid ads and fundraisers • Reported 557% return on ad spend using Facebook

ads

• Used ads to promote Children of Syria video, which generated over 26,000 views

• By maximizing reach, over 400 signatures were gathered through Facebook for a petition asking congress to support refugees

Facebook Live• Inform followers beforehand• Pre-write catchy description

and #hashtag• Ask viewers to subscribe to

Live notifications and share• Interact with viewers –

name call outs, longer broadcast

• Close with clear call to action

#

... and raise funds on behalf of their favorite cause on Facebook!

How to participate in #MyGivingStory:

1. Identify your power supporters - a key influencer, board member, internal colleague and prepare them to launch a “Super” fundraiser.

2. Get them to run a fundraiser – Coach them and identify their strengths.

3. Engage and share with supporters – activate your community to know these “Super” fundraisers exist.

4. Support your broader donorbase to launch fundraisers – integrate step by step directions into email marketing, provide logos and clear description of your organization’s giving season goals, make it as easy as possible for them to act.

November 18th, 2016

Exciting announcements are planned, you won’t want to miss it!RSVP http://bit.ly/2dOJEWx

#MyGivingStory Facebook Webinar

#MyGivingStory Facebook Toolkit is coming soon!

Tools and resourcesFacebook for Nonprofits Website

Thank you!

#GivingTuesday

Ask questions in “Questions” tab in the GoToWebinar control panel or tweet us using the hashtag #GivingTuesday

Questions?

Jessica SchneiderDirector of Strategy

& Collaboration92nd Street Y’s

Belfer Center for Innovation

Adam WeingerPresident

Double the Donation

Alisa CordesiusStrategic Program

Manager, Social Good Partnerships

Facebook

Eva Nico (moderator)

Senior Director, Nonprofit Strategy

GuideStar