Are you ready to make a huge impact on your GivingTuesday campaign? Planning a well-executed multi-channel digital marketing strategy is the key. And today, we’re going to focus on one powerful tool: Facebook.
Using Facebook Wisely
When it comes to social media platforms, Facebook offers a wide array of tools specifically designed for nonprofits. With an engaged audience already present, you have the perfect platform to tell your nonprofit’s story and create targeted donation strategies. In fact, if you’re not using a crowdfunding platform, Facebook can be a great alternative. It enables your audience to easily create personalized individual fundraisers for your organization.
The Power of Facebook Match Campaign
Facebook has a history of making a big impact on GivingTuesday. In previous years, they partnered with organizations like PayPal and the Bill and Melinda Gates Foundation to match donations. The results were staggering, raising millions for nonprofits. But here’s the catch: the match is limited, so you need to act fast!
Leveraging Facebook Pages & Posts
Unlike platforms like Twitter, Facebook has a more latent conversational style. But don’t let that deter you! By using Facebook Messenger and custom bots, you can create a rapid response system for your GivingTuesday campaign. Remember, Facebook users primarily use the platform to connect with friends and family, so make sure you engage them in a meaningful way.
Unlock the Power of Facebook Ads
While Facebook is now a pay-to-play advertising platform, don’t fret! With its powerful audience targeting tools, you can ensure your GivingTuesday message reaches the right people. If you’ve never used Facebook Ads before, take the time to read the documentation on audience targeting and setting budgets. And if you already have a strong Facebook following, you might want to focus on getting your current audience involved rather than paying for advertising.
Tap into Facebook Fundraisers
Facebook offers several ways for nonprofits to fundraise. Individuals can set up their own campaigns, encouraging their friends and family to donate. Additionally, Facebook donate buttons can be integrated on your page and posts. Be creative and think outside the box to maximize your GivingTuesday impact. And remember, the end of the year is the most expensive time to run ads, so plan accordingly.
Don’t Forget about Other Facebook Tools
Apart from fundraising, Facebook offers a variety of tools to enhance your GivingTuesday campaign. Consider using live streaming videos to connect with your audience and create a memorable event. You can also leverage Facebook Events to create unique experiences and Facebook Apps to create custom solutions on your own website. These tools can help you engage your audience and create multiple streams of income for your nonprofit.
Top Tips for a Successful Facebook GivingTuesday Campaign
To make the most of Facebook Fundraising Tools, ensure you apply for the program and get approved. Here are some additional tips:
- Encourage your followers to create their own fundraising campaigns.
- Start the verification process early.
- Always link back to your website.
- Leverage Facebook Stories and Messenger features.
- Utilize Facebook Groups if you have an active community.
- Measure key performance indicators (KPIs) such as donations, email sign-ups, and volunteer sign-ups to assess your success.
Final Thoughts
With all the available tools and strategies, it’s easy to get overwhelmed. But remember, choose your strategy wisely and focus on building a comprehensive Facebook marketing strategy over time. Don’t be afraid to try new things, learn from failure, and iterate your campaign. And most importantly, use the tools available to make a real impact on GivingTuesday.
Thank you for reading,
Jodie Mason, M.P.A.
Digital Marketing Specialist – Google Ad Grant
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