In the past two years, virtual fundraising has become an effective, even essential, way for charities to reach new audiences. So, it’s no surprise that Facebook fundraising has really taken off within the charity sector. Facebook fundraisers offer donors an easy way to contribute to and show support for their favourite charities. According to a GivePanel survey, charities from the UK, Ireland, and USA generated 4.5 million donations during 2019 and 2020, raising over £72 million!
There are a number of ways that charities can tap into Facebook fundraising, but Facebook Challenges rise to the top. These virtual fundraising events offer charities a creative and impactful way to engage with supporters and establish a new revenue stream.
But don’t just take our word for it. The Bone Cancer Research Trust made the leap into Facebook Challenges in July 2020, and has since raised more than £3.4 million! Since then, Facebook challenges have become an integral part of their fundraising strategy.
Along the way, the nonprofit gleaned some important lessons. That’s why we’ve teamed up with Bone Cancer Research Trust to create The Charity’s Guide to Facebook Challenge Fundraising. Below they share some of their tips and tricks for incorporating Facebook Challenges into your fundraising strategy.
First of all, what is a Facebook Challenge?
Facebook Challenges are time-bound fundraising events that take place entirely through Facebook. During a Facebook Challenge, participants are asked to complete a specific activity over a defined period of time. In completing the activity, participants raise money for the charity by soliciting donations via Facebook, either publicly or anonymously.
For example, Bone Cancer Research Trust challenged its supporters to complete 2,000 burpees in the month of November. More than 12,000 people participated, raising more than £950,000!
Why should your charity use Facebook Challenges for fundraising?
The reason Facebook Challenges are so popular is simple: they make participation accessible to a broad group of people. The more supporters you can reach, the greater your potential for donations.
For your own charity, Facebook Challenges are an ideal way to diversity income streams, ensure more consistent fundraising levels, and meet budget goals. Take for example, how the Bone Cancer Research Trust netted nearly £3.5 million from a total of ten challenges.
How can my charity get started with Facebook Challenges?
As with any new charitable effort, it’s hard to know where to start. Planning your first Facebook Challenge might seem daunting, but the Bone Cancer Research Trust suggests following these five steps to set up your first challenge:
- Establish your budget: Determine your available budget for the event and consider running a pilot test to get the hang of things before you launch a challenge with a big advertising budget.
- Come up with ideas: Gather your team and start brainstorming ideas for a creative challenge! Some popular options include walking, running, or cycling a specific distance or completing a certain number of burpees, mountain climbers, or other physical activities.
- Design the challenge concept: Now that you have a budget and a more refined idea, work together to determine how you’ll carry out the challenge. Early on, think about how you’ll brand and market the challenge.
- Create your challenge: Create a Facebook group where participants can connect with others, donate to one another’s fundraisers, share tips, and highlight their progress along the way. Here’s how to set it up.
- Promote your challenge: The last step is an important one: how will people learn of your Facebook Challenge? The most effective strategy is to invest in paid Facebook ads – so make sure you have enough money in your budget!
Optimising your Facebook Challenge
The Bone Cancer Research Trust has found much success with Facebook Challenges, and your charity can too! Here is some of their advice to help you maximise your fundraising challenge.
- Do your research: When planning your Facebook Challenge, think about what type of campaign will work for your team, and what type of activity will have the widest possible appeal. You might even poll your supporters to solicit their input and ideas.
- Ensure you have the right resources: Facebook Challenges can be admin-heavy, especially when setting up your first challenge. Building and delivering a successful challenge requires work from multiple people within your organisation. Early on, bring your leadership team along to ensure buy-in and continued investment in future challenges. When you involve your entire team, you can inspire and galvanise everyone around a shared and exciting goal.
- Engage your participants: The benefit of a Facebook Challenge is that it builds an online community from within your existing Facebook network. You have a built-in demographic of engaged participants, and it’s easy to magnify this network to reach new donors, including friends and family of your core Facebook group. Post content regularly and have a plan in place to dynamically comment and respond to participant’s posts.
- Kit out your participants: Show appreciation for your supporters and take the opportunity to build brand awareness with a fundraising challenge kit! Some popular ideas include branded t-shirts, water bottles, and medals. Opting for eco-friendly event merchandise is another way to bolster your relationship with supporters!
Ready to unlock the potential of Facebook Challenges for your charity?
Download our latest resource, The Charity’s Guide to Facebook Challenge Fundraising, and discover how your charity can make the most of Facebook Challenges!
Now’s the time to embark on your first Facebook Challenge, as these virtual fundraising events are sure to become an integral part of your charity’s overall fundraising strategy.