Fundraising on Facebook has become increasingly popular in recent years. With over 2 billion active monthly users, Facebook provides a huge platform for individuals and organizations to raise money for causes they care about. However, there are specific rules and guidelines that must be followed when using Facebook for fundraising purposes.
Facebook’s Fundraising Policies
Facebook has established clear policies regarding fundraising on their platform. Here are some key things to keep in mind:
- You must be collecting funds for a lawful purpose and have lawful authority to collect such funds.
- You must accurately represent your cause, how funds will be used, and who is organizing the fundraiser.
- You cannot engage in fraudulent or deceptive behavior when fundraising.
- You must comply with all applicable laws and regulations for fundraising and providing charitable contributions.
- Fundraisers must benefit a charity, not an individual or for-profit business.
- Facebook does not allow fundraisers to swap donations. You cannot offer incentives or rewards to donors.
- Fundraising campaigns should have end dates and cannot remain active indefinitely.
Review Facebook’s Community Standards on Fundraisers for complete guidelines.
Choosing the Right Fundraiser Type
Facebook provides several different options for creating a fundraiser. The type you choose depends on the beneficiary and nature of the fundraising campaign.
Personal Fundraiser
This is the most common fundraiser type on Facebook. With a personal fundraiser, you can raise money to support a nonprofit charity or cause of your choice. All donations go directly to the nonprofit.
Nonprofit Fundraiser
Verified nonprofit organizations can create Facebook fundraisers directly tied to their Page and mission. Donations go directly to the nonprofit.
Crisis Response Fundraiser
During major disasters or crises, Facebook activates a Crisis Response tool. This allows users to quickly create fundraisers to assist relief efforts overseen by nonprofit partners.
Birthday Fundraiser
Users can create birthday fundraisers to encourage friends and family to donate to a charity in lieu of gifts.
Choosing a Nonprofit Beneficiary
For personal and birthday fundraisers, you’ll need to select a verified nonprofit as your beneficiary. Make sure to choose an organization that aligns with your fundraising goals and intentions. Keep the following tips in mind when picking a beneficiary:
- Choose a charity that has official 501(c)(3) nonprofit status and is registered with the IRS.
- Confirm the charity is verified on Facebook and can accept donations through the platform.
- Select a cause or issue you are genuinely passionate about supporting.
- Research the organization to ensure they have a positive reputation for trustworthiness and effective use of donations.
- Make sure the charity’s values and work align with the intentions of your fundraiser.
Setting a Fundraising Goal
Most Facebook fundraisers work best with a specific monetary goal set. Consider the following when establishing your goal:
- Set an ambitious but reasonable goal that motivates action.
- Determine the ideal duration based on the scope of the goal – larger goals may need more time.
- Factor in who your target audience is and what giving capacity they may have.
- You can update the goal amount as the fundraiser progresses if needed.
- Facebook suggests a minimum $100 goal for nonprofit fundraisers.
Promoting Your Fundraiser
Spreading the word about your Facebook fundraiser is key to generating donations. Here are some tips for getting the message out:
Share on Your Personal Profile
Post about your fundraiser on your own Facebook profile. Encourage friends and family to donate and share with their networks as well.
Join Relevant Groups
Find Facebook groups focused on the cause your fundraiser supports. Share your fundraiser in these communities when allowed.
Use Facebook Ad Tools
Consider using Facebook ads to target interested donors. You can promote your fundraiser for relatively low cost.
Share Outside Facebook
Leverage email, your website, Twitter and other channels. Add “Donate” buttons linking to your Facebook fundraiser.
Send Updates
Keep supporters engaged by sharing progress updates, milestones achieved, and next steps.
Important Rules and Restrictions
When running a Facebook fundraiser, keep in mind the platform’s rules and limitations:
- Personal fundraisers can only benefit registered and verified nonprofits.
- Facebook retains 6.9% + $0.30 per donation as a fee. The rest goes to the nonprofit.
- Donors cannot claim tax deductions on personal fundraiser donations.
- Fundraisers are limited to one beneficiary organization.
- There are restrictions on raffles, benefit dinners or other events with donor incentives.
- Facebook must approve crisis response and nonprofit fundraisers before launching.
Consult Facebook’s policies and terms for fundraisers to ensure full compliance.
Managing and Following Up On Your Fundraiser
Here are some tips for effectively managing your Facebook fundraiser:
- Thank all donors personally and promptly when possible.
- Monitor comments and activity to watch for any issues.
- Share positive feedback and stories demonstrating fundraising impact.
- Provide regular updates on progress towards your goal.
- Adjust the fundraising duration or goal amount if needed.
- Send final donation totals and feedback to your nonprofit beneficiary.
- Analyze results to improve future fundraising initiatives.
Conclusion
Facebook offers a powerful platform for charitable fundraising. However, proper policies and rules must be followed. Research beneficiary organizations thoroughly. Promote your fundraiser through diverse channels. Keep donors engaged with updates. Manage all logistics and donor relationships responsibly. With thoughtful preparation and promotion, Facebook gives you incredible potential to raise money for great causes.