Facebook fundraisers have become an extremely popular way for individuals and organizations to raise money for causes they care about. With over 2 billion active users, Facebook provides access to a huge potential donor base. But how much money can you realistically expect to raise from a Facebook fundraiser?
What is a Facebook fundraiser?
A Facebook fundraiser allows users to create a dedicated fundraising campaign that is shared with their Facebook friends and followers. Donations can be made directly through Facebook. The funds raised go either to a nonprofit organization or personal cause specified by the fundraiser organizer.
Facebook does not charge any fees for personal fundraisers. For nonprofit fundraisers, Facebook charges a 5% fee for donations made through its payment system. The remaining 95% of the donations are sent to the nonprofit.
Key stats on Facebook fundraising
Here are some key statistics on Facebook fundraising:
- Over $2 billion was raised on Facebook in 2020 alone.
- There are over 750 million people who have engaged with nonprofit content on Facebook.
- The average Facebook user has 155 friends.
- Each Facebook fundraiser receives on average $80 in donations.
Based on these stats, Facebook provides access to a huge potential donor base. But the average amount raised per fundraiser is relatively modest.
Factors that impact funds raised
The amount of money that a Facebook fundraiser can generate depends on several key factors:
Number of Facebook friends
The number of friends and followers someone has on Facebook is a key driver of fundraising success. The more friends you have, the wider your potential reach and donor base.
Engagement with friends
Actively engaging with your Facebook friends by commenting, liking, and sharing content increases the likelihood they will notice and donate to your fundraiser. Strong connections lead to better fundraising results.
Quality of the fundraising pitch
How you frame your fundraising campaign and appeal for donations influences the response rate. Well-crafted, compelling messages tend to inspire more giving.
Urgency and timing of the appeal
Fundraisers linked to urgent causes or with impending deadlines generally see higher response rates. Timing your appeal for when people are most likely to be on Facebook can help.
Personalization and follow-up
Personalizing your outreach to friends and following up after your initial post can encourage more donations. Thanking those who give and making the campaign feel more one-on-one is impactful.
Strength of personal network
Having a broad network with the financial capacity to donate improves fundraising potential. Strong real-world connections tend to lead to more giving.
Average amount raised for different fundraiser types
The average amount raised can vary substantially based on the type of fundraiser:
Personal fundraisers
For personal causes like medical bills, tuition, or mission trips, the average raised is around $500. But amounts can range from $100 up to $5,000+ depending on the factors discussed above.
Nonprofit fundraisers
For nonprofit fundraisers, averages typically fall between $100-$1,000. Well-established nonprofits with broad community backing tend to raise up to $5,000.
Emergency relief fundraisers
For timely causes like natural disaster relief, the average raised is around $1,000. But viral fundraisers can generate up to $100,000 or more in extreme cases.
Memorial fundraisers
Memorial fundraisers in honor of loved ones average approximately $2,000. Participants tend to rally around these highly emotional events.
Top tips to increase funds raised
Here are some top tips to maximize the amount you raise with your Facebook fundraiser:
- Set an ambitious but achievable fundraising goal. Shooting for a specific target encourages more giving.
- Share your fundraiser frequently leading up to and during the campaign.
- Post engaging photos and videos that capture donors’ attention.
- Time your fundraiser to capitalize on current events or emotional moments.
- Use the fundraiser update feature to maintain momentum.
- Personalize outreach to your closest friends and family for support.
- Offer small donor rewards like thank you e-cards.
- Highlight and celebrate key milestones and donations.
Case studies
Here are some real-world examples of wildly successful Facebook fundraisers:
J.J. Watt Hurricane Harvey Relief
In 2017, NFL player J.J. Watt launched a fundraiser on Facebook following Hurricane Harvey, setting a goal of $200,000. Thanks to viral sharing across Facebook, the fundraiser ended up raising $37 million from over 209,000 donors.
Humans of New York for Brooklyn School
In 2015, popular Facebook page Humans of New York created a fundraiser to support a middle school in a low-income area of Brooklyn. They ended up raising $1.4 million from 31,000 donors in just 30 days.
Australia Wildfire Fundraisers
During the devastating 2019-2020 Australian bushfires, Facebook fundraisers lead by celebrities helped raise over $100 million for firefighting and relief efforts. A fundraiser by comedian Celeste Barber alone raised over $40 million.
These examples demonstrate the immense power of Facebook to channel collective goodwill towards addressing major crises and needs.
The future of Facebook fundraising
Facebook fundraising shows no signs of slowing down. In 2021, over $3 billion was raised for nonprofits and personal causes on Facebook and Instagram globally. And new features are continually being added to improve the fundraising process.
As more people turn to social fundraising in place of traditional events and charity galas cancelled by COVID-19, expect Facebook to cement itself as a leader in online charitable giving.
Conclusion
While results vary widely based on the individual campaign, fundraisers on Facebook tend to raise several hundred to several thousand dollars on average. Factors like number of friends, quality of outreach, and type of cause all impact success. But with its unmatched reach, Facebook has proven to be a transformative platform for mobilizing giving. For both individuals and nonprofits, Facebook provides a powerful new way to connect with donors and rally support around the causes that matter most.