Get Started Fundraising on Facebook

Now is a really exciting time for fundraising on Facebook! Historically fundraisers and donation appeals fell flat on the platform. Sure some nonprofits found success, but most did not or if they did it was very limited. But now that is all changing!

Over the last year we have seen a remarkable increase in the amount of people who are now comfortable donating on Facebook. This number is rapidly increasing and it’s important for you to understand how to make Facebook fundraising work for your nonprofit.

It’s important to note two things that are critical to this success:

  • First the donation experience has to be mobile optimized, which means people can complete it quickly with only a few taps and that it looks amazing on a small screen.
  • Second it has to be shareable because people are donating inside the Facebook context, they want to be seen supporting your organization.

Since this is one of the most frequently asked questions we receive in our webinars and through our live chat, we thought we would put together a quick guide on how to get started in just a few minutes. This guide will walk you through how to create the most optimized donation page available today plus how to set up your own “donate now” button on Facebook.

Let’s get started!

A few house keeping points before we start

If your nonprofit has a Facebok page you’re going to want to make sure you have your Donate Now button configured correctly so you can provide you donors with the best experience.

To setup your Donate Now button you will need two things an ActionSprout account and a Stripe payment account. If you’re a 501(c)3 we have a special deal from Stripe just for ActionSprout users, you’ll get $15k in donations fee free and then only 2.2% + $0.30 per transaction.

Let’s start with setting up an ActionSprout account.

Step 1: Your ActionSprout account

Log in or Sign up for ActionSprout, then add your nonprofit’s Facebook page.

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If you have any issues, don’t hesitate to chat with us on the ActionSprout website, or send us an email at info@actionspout.com.

Step 2: Connecting Stripe and ActionSprout

Open your ActionSprout account. Click the Settings tab, then Integrations

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Scroll down to Stripe and click Connect Stripe.

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Follow the steps on the resulting window to connect your Stripe account with ActionSprout.

If you don’t have an account with Stripe yet, you can create one now.

You’re going to need:

  • Your nonprofit’s legal name
  • TaxID/EIN
  • Bank account and routing numbers

If you have any questions contact Stripe’s customer support.

Step 3: Create your donation appeal

Inside of ActionSprout click on the large Actions tab at the top and then the green Create Action button:

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This will open a right hand menu. From this menu select Donate:

From here you will be dropped into the donation action creation screen. Use our best practices guide to help you fill in the basics:

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Make sure your donation appeal is something you can leave up for a while as your main donation button on Facebook. Otherwise, if it’s too time-sensitive, you’ll need to replace it with a new one often.

Once done, scroll to the bottom to configure your donation buttons:

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This is what will be displayed to your potential donors:

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Once you’re happy with your donation action hit save.

Step 4: Configure Donate button on Facebook page

The final stretch! We just have to drop this new donation page into the Donate now button at the top of your nonprofit’s Facebook page.

To do so, click the green Share button on your donation action. Inside this sharing menu scroll to the bottom and find the Make this your page’s primary call-to-action button section. Click the set as button and you’re done:

cta in share drawer

Now you can test your button! Log into Facebook and navigate to your page. Click on your new button and choose the test option:

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If all checks out, you’re done! Any donations that come through this button can be accessed through your Stripe account.

Have any questions about raising donations on Facebook? Feel free to reach out! We’re always happy to help.

How to: Collect signatures and grow your Facebook page

How one nonprofit collected hundreds of thousands of signatures and greatly grew their Facebook page through consistent daily posting, social actions and lots of hard work.

1,000 Days

Meet 1,000 Days, the leading nonprofit organization working in the U.S. and around the world to improve nutrition and ensure women and children have the healthiest first 1,000 days after childbirth.

Campaign Goals

The 1,000 Days team wanted to create strong support around a new national paid family leave policy and the U.S. Government’s Women, Infants, and Children (WIC) nutrition program. To accomplish this, they created social actions through ActionSprout that informed and mobilized their Facebook supporters to take action. In the process, they were able to influence public policy and grow a group of supporters passionate about the issues.

Impact

  • Roughly a quarter million signatures raised through ActionSprout social actions
  • A jump in Facebook page fans from 3,000 to 85,000 in four months
  • 684,354 Facebook shares
  • 799,114 petition views
  • 34% petition completion rate

Approach

How did they gain such staggering success?

  • By consistently making 2 to 3 posts a day their team ensured supporters were always engaged and that 1,000 was at the front of their minds.
  • 1,000 Days maintained careful audience targeting to reach the “right” people, who were most likely to engage and further the campaign.
  • Sharp, clear, petitions that communicated what was at stake, what needed to change, and how.
  • Sharing personal accounts, shocking figures, and real family stories of hardship and impact to emotionally connect with current and potential supporters.

Campaign Creative

Let’s take a look at a few of their campaign Facebook posts.

Facebook posts:

Campaign Lessons and Takeaways

How you can apply this same success to your own cause:

  • To perform well on Facebook your campaigns must be socially optimized. Follow this check list to make sure your next campaign is social:
    • Is your campaign sharable? Will supporters want to be seen sharing it with friends and family?
    • Is your campaign targeted? What are you asking supporters to do? Is it clear and tangible?
    • Does your campaign have an emotional aspect? People are more likely to take action when you speak to their emotions, rather than their logic.
    • Is it personal? How will this effect your supporters’ lives or the lives of those they know?
    • Is there urgency? If your supporters feel like they can come back and deal with this later you have lost them.
    • Is your campaign possible? Is what you’re asking for reasonable?

What is the value of a Facebook post?

Everyday your nonprofit is busy posting stories to your Facebook page in the hopes of reaching and engaging more of your supporters. The trouble is how do you place real value on this effort? Is your Facebook page becoming more valuable with time, or staying the same?

In short how much is any one of your Facebook posts really worth to your nonprofit?

One fairly easy way to calculate this value is by looking at the “earned media valuation” of your post based on how many people engaged with it. This is an approximation of the monetary value of your Facebook posts. In other words, if you had paid to get the same results, roughly how much would you have spent? You can think about this as money saved in a way.

Now this doesn’t directly tie to outcomes like donations, but it’s a simply way to approximate what the return on your Facebook efforts are at a high level. And use this to report to your board or ED the impact and value of Facebook.

To calculate an “earned media valuation” first determine what a fair value is for each different type of interaction, based on the goals of your organization. Based on a large amount of data on nonprofit Facebook ad spend we have at ActionSprout here are some baselines we see for nonprofits:

  • Reactions = $0.25 each
  • Comments = $1 each
  • Shares = $2 each
  • Link Clicks = $1 each
  • Video views = $0.50 each

Then take the interactions for each post and multiply them by these numbers to give you a total $ value based on how many people were engaged in different ways.

Let’s look an an example from one of our recent posts. It had 215 reactions, 4 comments, 48 shares and 259 link clicks. So we would value this post at $158 in earned media value.

Now did this post generate $158 in revenue for us, not directly. But had we paid for this reach and engagement we likely would have spent $158 or more to interact with this many people.

So how can you do this for your nonprofits Facebook page? We just added this capability to the Timeline section inside the ActionSprout app, simply click on the more area at the top of any post and select the ROI tab to see a calculated earned media value using the default values.

LOG IN or SIGN UP to give it a try and see what your Facebook posts are worth.

Manage your Facebook comments with ActionSprout

Being part of the conversation just got easier!

If you’re not actively reading, responding to and managing the comments on your Facebook posts, you’re missing out on a huge opportunity to build a community and relationships with your supporters.

We’re excited to introduce Comments Inbox, a new tool in ActionSprout to help you manage your Facebook comments easily and efficiently!

To use Comments Inbox, simply turn it on:

  1. Click on the People tab at the top of the page.
  2. Select the Comments option from the side menu.
  3. Click on the Enable Comments Inbox button.

comments inbox email announcent image​ Now, all of the comments on your Facebook Page will appear in your ActionSprout account.

Comments Inbox includes the following features:

  • A priority view so that you can deal with the most important comments first.
  • View the profiles and activity history for each commenter so that you have the appropriate context for responding.
  • Tag important people so that you can identify your donors, VIPs, staff or even trolls, and get notified when they make comments in the future.
  • Like comments (as your organization) to show your supporters that you’re listening.
  • Reply to comments publicly or through a direct message to continue the conversation or offer a follow-up.
  • Hide or delete comments that are not appropriate.
  • Assign a comment to one of your teammates so that they are notified and can respond.
  • Get notified immediately when a commenter uses profanity.
  • Get a daily reminder if there are any new priority comments.
  • Automatic recommendations for how to address each comment, based on an analysis of the comment and person making it.
  • Manage comments as your Facebook Page; stop worrying about accidentally exposing your personal Facebook profile.

The whole team here at ActionSprout is really excited to share Comments Inbox with you. Give it a try—we think you’ll be impressed with how much easier it makes things!

And, as always, we welcome your reactions, ideas and questions, this is just the beginning, we’ll continue to evolve it in response to your feedback!

July: Giving Tuesday Strategy

This guide is part of a series of guides designed to get your nonprofit ready for #GivingTuesday. If you haven’t read the first guide in the series, we strongly suggest that you start there, as the following guide will then make more sense.

Last time, we discussed the strategy of content curation and how to practice it through both ActionSprout as well as directly through Facebook. Hopefully, you’ve gotten into the swing of things and are nearing two to three posts a day on average. (If you’re already there, even better!)

This month, we want to show you how to measure the success of your new content strategy and a few ways to optimize it further.

Post Metrics

If you’ve ever opened the Insights tab on your Facebook Page, you’ll know that there are a lot of post metrics available to you. If you’re a data nerd and haven’t been down the rabbit hole that is Facebook Insights, I would highly recommend it. The rest of us will only need to look at one piece of data to decide if our new content strategy needs tweaking or not.

Engagement

The number one thing you want to look at is the engagement on your posts. To do this, take a post; sum up the number of likes, comments and shares on that post; and compare that sum to the engagement on your other posts.

If you have a good chunk of highly engaging posts on your Page, great job! You’ve figured out what your supporters like and have given it to them. If not, don’t worry. The next section will show you how to look for patterns to increase the number of highly engaging posts on your Page.

Content and Format

Once you have your top-performing posts in front of you, take a look at the content and format of these posts. Do these posts have anything in common with each other? Do they tend to be images, videos or links? Do they tend to be positive or negative? What topics do they tend to lean toward?

Look for these patterns and tally up the results. This will tell you what your audience enjoys the most in terms of content and format. Maybe your audience likes videos on clean energy the most. Maybe it’s links to articles on non-GMO foods. Figure out what’s true for your audience and try to post more of that type of content. You’ll most likely not find one pattern but a few to play with.

Using Your ActionSprout Timeline

The ActionSprout tool will do the above calculations for you. Simply navigate to the Timeline tab in your account to view all your posts. Click on the Trending tab on the left to isolate your top-performing posts. These are the ones that we’ll want to take a look at.

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Looking at your over-performing posts; what patterns like the above do you notice?

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Bonus: At the top of Timeline, you’ll find three additional metrics that will show you the overall health of your Facebook Page:

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You’ll want posts per week to be 15 or more, the fan engagement score to be 50 or more, and people engaged per post to be the highest that it can be.

Using Facebook Insights

If you choose to do this through Facebook alone, you’ll need to approximate some of the above calculations or export your Facebook Insights data and perform the calculations in a spreadsheet. For our purposes here, we’ll show you how to perform the approximations.

From your Facebook Page, click the Insights tab at the top and then Posts:

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From here, choose to display posts by raw reactions, comment and share numbers, or by engagement rate. Either one will give you the same idea and point you in the same direction:

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Once displayed, you’ll want to browse through your highest performing posts and look for the patterns mentioned above.

Wrap-Up

That’s your assignment for the next month. Pay attention to your engagement numbers and what content patterns are emerging. Once you start to have a handle on these patterns, let these findings influence the content that you post going forward. The more you post the types of content that your supporters like, the more organic reach and engagement your Page will earn.

Pro tip: If you find one content type is clearly winning out another on your Page, try filtering your Inspiration feed by that content type to post more of it.