Fundraising on Facebook: Working with volunteers has always been about engagement and relationships. So what’s new? The potential to connect, build, and maintain those relationships through real-time digital channels. Join us as we explore some of the creative and effective ways nonprofits are using social media to advance their work with staff and volunteer-driven efforts.

1. Fundraising on Facebook
Michael Rajzman
Social Media Manager – Free The Children
Social Media For Nonprofits – Toronto
June 26, 2012

2. Session Takeaways
• Learn how to optimize content for Facebook Timeline
• Better understand why people like, comment, share
and click
• New ideas for low-cost options for SM fundraising
• Better understand how SM can be an important
component in online fundraising campaigns

3. Free The Children – History

4. Free The Children – Today

6. We Day

7. Mamas To Mamas
Free The Children’s 2012 Mother’s Day Campaign

8. Why Mother’s Day?
• Easy to make link between ‘mamas’ overseas and
mothers here.
• Studies show that women are more likely to use
extra money earned to help support their family
• Strong connection between our Adopt a Village
development model and women’s alternative income
programs

9. Campaign Details
• Small, integrated campaign
– Homepage banner
– Specially created page on our website
– One-pager for staff
– Targeted eblasts
– Social media promotion

11. The Social Media Strategy
• Leverage already-created resources for social
promotion
• Roll out Facebook and Twitter promotion in line with
web launch and email blasts
• Ramp up promotion as Mother’s Day approaches

12. Understanding the Platform

13. Understanding the Platform

14. Understanding the Platform
• Photographs are easier to engage with than links or
videos
• Images are cropped in different ways depending on
where they are viewed
• Format, posting time and post call to action all affect
how people interact with your content

15. Photos vs. Links
109 Engaged Users 308 Engaged Users

21. Daily Donations and Web Traffic
Daily donations
Web traffic

22. Campaign Takeaways
• Integrated campaign across platforms increased
donor awareness of campaign
• Most donors looked at the campaign more than once
before making a donation
• 1/3 of donations were from first time donors

23. Social Media Takeaways
• Awareness-raising in early stages of a campaign are
key to donations later on
• Use of images kept on-page engagement rates high
and encouraged social sharing

24. Social Media Takeaways

25. Social Media Takeaways
Over 20% of donations came in as
a result of Social Media Promotion.