Facebook provides a simple and convenient way for nonprofits to raise money and accept donations right from their Facebook Page. With Facebook Donations, nonprofits can add a Donate button to their Page allowing supporters to quickly donate in just a few clicks. The donations go directly to the nonprofit with no platform fees charged by Facebook.
Accepting donations on Facebook offers many benefits for nonprofits. It provides an easy giving option for supporters who are already engaged with your work on Facebook. The Donate button makes it fast and simple for people to give, which can increase donation conversion rates. And it helps nonprofits reach new potential donors and expand their fundraising outreach through Facebook’s large user base.
Below we will cover everything you need to know about accepting donations for your nonprofit on Facebook, including:
- How to set up Facebook Donations
- Adding the Donate button to your Facebook Page
- Customizing and managing your Donate button
- Processing and receiving donations from Facebook
- Facebook’s donation terms and fees
- Best practices for fundraising with Facebook Donations
Properly setting up donations through Facebook requires registering with the Facebook Donations tool and connecting your nonprofit’s bank account. But once the initial setup is complete, accepting donations through Facebook is a breeze. Let’s dive in to the details on how to make Facebook Donations work for your nonprofit.
Step 1: Register for Facebook Donations
The first step is to register your nonprofit organization for Facebook Donations. This involves a quick registration process through Facebook’s donations management portal.
Here is how to register your nonprofit:
1. Go to https://www.facebook.com/donate and click “Get Started”
2. Select the option for “Nonprofit” when asked who you are collecting donations for.
3. Choose what type of nonprofit you are. Most will select “Registered 501(c)(3) nonprofit organization”.
4. Enter your nonprofit’s legal name exactly as it appears on your IRS determination letter and Form 990 filings.
5. Input your EIN (Employer Identification Number).
6. Agree to Facebook’s terms of service.
Once your registration is submitted, Facebook will review your information and nonprofit status. This verification process can take a few business days.
If approved, you will gain access to Facebook Donations Manager where you can set up your Donate button and manage donations.
Registering Your Bank Account
After your nonprofit is registered, you will also need to connect a bank account to receive donations into. This is done in Facebook Donations Manager.
To add a bank account:
1. In Donations Manager, click “Settings”
2. Select “Payment Settings”
3. Choose your country and input your bank account information, including routing and account numbers.
4. Your bank account details will need to go through a verification process with Facebook’s payment partner.
Once your bank account is verified and connected, incoming donations can be deposited directly into it from Facebook Payments.
Having this setup in place makes it easy for your nonprofit to receive funds from Facebook Donations. Now let’s look at adding the Donate button to your Page.
Step 2: Add the Donate Button
With your nonprofit registered and bank account connected, you are ready to add a Donate button to your Facebook Page. This button enables supporters to quickly give right from your Page.
Here are the steps to add a Donate button:
1. Go to your Page and click “Edit Page”
2. Select “Add a Button” below your Page’s cover photo
3. Choose the “Donate” button option
4. Customize the button with your preferences (covered more in the next section)
5. Click “Save” to publish your Donate button
The button will now appear prominently on your Page, next to your cover photo.
When people click the Donate button, it will open up a donation window where they can input their gift amount and payment information without leaving Facebook. This makes the giving process incredibly quick and easy.
Step 3: Customize Your Donate Button
When adding the Donate button, you have several options to customize its design, text, and destination link. Here are some of the customizations you can make:
Button Text
Change the text that appears on the button itself. Some good options are “Donate Now”, “Donate”, “Give Now”, etc.
Button Color
Select the button’s background color. Try using your nonprofit’s brand colors.
Destination Link
You can change where people go when clicking the button:
– Your nonprofit’s donation page
– A specific donation campaign on your site
– Your Facebook fundraiser
Background Image
Add a background image to the button for added visual appeal.
Text Color
Change the color of the button text for better visibility.
Take some time to find button customizations that align with your branding and that prompt users to click and donate. The right design can increase clicks and conversions.
Step 4: Receive and Manage Donations
As you begin collecting donations through Facebook, you will be able to receive and manage them through Facebook Donations Manager.
When someone makes a donation, the funds will be deposited directly into your connected bank account. Facebook Donations uses Facebook Payments to securely transfer funds with no platform fees.
You can view and manage your incoming donations in Donations Manager by:
– Seeing a list of all transactions with donor details
– Downloading donation reports
– Issuing refunds if needed
Facebook will issue donation receipts to donors automatically. You can customize the receipt text and logo in Donations Manager.
Be sure to regularly check Donations Manager to confirm received donations and download reconciliation reports. This will help you stay organized and properly account for all donation transactions.
Facebook Donations Terms and Fees
Facebook provides the Donations tool to nonprofits completely free of charge – there are no platform fees deducted from donations.
However, there are a few terms and fees you should be aware of:
- Processing fees – Facebook Payments covers the credit card processing costs, and charges a fee of 2.9% + $0.30 per transaction.
- Payout threshold – Nonprofits must accumulate $10 in donations before Facebook will payout funds to their bank account.
- Payout timeline – Payouts are made on a monthly basis via ACH transfer.
- Data usage – Facebook has broad rights to use data on donors and donations to “provide, develop, operate, promote and improve” its products and services.
Be sure to review Facebook’s Donations Terms of Service for full details.
Best Practices for Fundraising with Facebook Donations
Below we cover some top tips for making the most of Facebook donations and raising more funds for your nonprofit:
Promote Your Donate Button
Get the word out about your new Donate button! Promote it when posting updates, in emails, on other web pages, and across your social channels.
Thank Donors Publicly
When you receive a donation, thank the giver publicly by commenting on their Facebook post or tagging them in a status update. This shows your appreciation and encourages others.
Share Donation Impact Stories
Post stories, photos, and videos showcasing how donations make an impact. This adds transparency and helps convince people to give.
Run Targeted Donation Campaigns
Launch short-term donation drives around specific programs, activities, or fundraising goals. This incentivizes giving.
Tag the Donate Button in Relevant Posts
When making posts related to fundraising needs or goals, tag your Donate button to tie it into the content.
Optimize Your Donation Landing Page
Make sure the page donors land on from the button is optimized for conversions with a clear call-to-action.
Personalize the Donation Experience
Allow donors to choose a specific fund or dedication for their gift during checkout to make the giving more meaningful.
Send Follow-Up Emails to Donors
Thank donors again after they give by sending follow-up emails. Share updates on how their gift is making a difference.
Provide Donation Incentives
Offer small thank-gift incentives like t-shirts, stickers, or postcards to encourage higher donations. Public recognition can also act as an incentive.
Optimizing your Facebook Donations setup and promotion process takes a bit of work, but pays off with bigger donation numbers. Be sure to track your progress and double down on tactics that prove most effective. With smart execution, Facebook can provide an invaluable fundraising stream for your nonprofit.
Conclusion
Facebook Donations provide a fast, convenient donation option that engages your existing supporters on Facebook. Nonprofits can easily set up donation acceptance through the Facebook Donations management platform.
Key steps include: registering your nonprofit, connecting your bank account, adding a Donate button to your Page, customizing the button design/text, receiving and managing donations through the portal, and driving supporters to use the button.
While completely free to use, be aware Facebook Donations process transactions through Facebook Payments which charges a 2.9% + $0.30 fee per donation.
Implementing best practices like consistent promotion, donor stewardship, and optimized donation pages will maximize your fundraising results with Facebook Donations. Proper setup and execution can help your nonprofit diversify income streams and expand support through Facebook’s unmatched reach.