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Facebook Giving Tools (Magic Money or Strategic Opportunity?) - Nick Burne

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Facebook Giving Tools - Magic Money or Strategic Opportunity? - Nick Burne

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Facebook Giving Tools (Magic Money or Strategic Opportunity?) - Nick Burne

  1. 1. Facebook Giving Tools – Magic Money or Strategic Opportunity? NICK BURNE RAISETHRU
  2. 2. IFC 2018 – Facebook Giving Tools Is this you? ● You are frustrated you can’t get the data for fundraisers who use Facebook fundraisers. You want to build an ongoing relationship with these core supporters but Facebook don’t give you the data ● It’s great you are getting some £££ from Facebook fundraisers but you don’t know how to get more fundraisers started or even maximise the fundraisers people have started ● You’re concerned about lots of things – GDPR, the admin hassle of importing Facebook reports, not being sure what Facebook will do with the tools next
  3. 3. IFC 2018 – Facebook Giving Tools Good news! In the next 40 mins… ● Show you the power of Facebook fundraisers and inspire you to get on board ● How to build deeper relationships with Facebook fundraisers even when you don’t have the data ● How you can use network influence to raise more income with Facebook fundraisers ● How you can actively get more Facebook fundraisers and be more in control, rather than just waiting for people to set them up ● What I see coming with Facebook Fundraising in the future
  4. 4. IFC 2018 – Facebook Giving Tools Nick Burne ● Digital fundraising specialist with proven history of building scalable digital fundraising programmes ● Worked with some of the largest international charities to invest and raise multiple millions through Facebook Ads and Giving Tools in over 25 markets around the world ● Have worked directly with Facebook on charity fundraising projects when Giving Tools launched and regularly visit Facebook to talk about the tools
  5. 5. IFC 2018 – Facebook Giving Tools
  6. 6. IFC 2018 – Facebook Giving Tools
  7. 7. IFC 2018 – Facebook Giving Tools Warning… ● We’re not going to cover HOW to set up the tools. ● Here’s the link: https://donations.fb.com ● Also – use this group - https://www.facebook.com/groups/ffhub
  8. 8. IFC 2018 – Facebook Giving Tools Quick Recap about Facebook Giving tools ● Facebook Giving Tools launched October 2017 in 16 European markets, including UK ● Donate button (page, page posts, integrated with Facebook Live, any user can append donate button) ● Fundraisers (any user can start a fundraiser, pages can start fundraisers)
  9. 9. IFC 2018 – Facebook Giving Tools They’ve blown up….
  10. 10. IFC 2018 – Facebook Giving Tools A wide range of income so far… 8 7 7 4 3
  11. 11. IFC 2018 – Facebook Giving Tools Medical Aid for Palestinians (MAP) ● $1.3m Facebook page fundraiser ● Over $1m in major trusts and donors
  12. 12. IFC 2018 – Facebook Giving Tools Sands (Baby Loss) ● £10,000+ a month on Facebook Giving Tools ● Over £155,000 since they turned on the tools ● Over 1,000 fundraisers and 6,000 donations ● Mainly Birthday fundraisers ● Just launched their Facebook fundraiser for Baby Loss Awareness Week
  13. 13. IFC 2018 – Facebook Giving Tools Safe Haven for Donkeys ● Nearly £2,000 a month from Facebook Giving tools ● Mainly Donate button on organic posts ● Some Birthday fundraisers but not many ● Recently did a Fundraiser on their own page which hit target in under 24 hours
  14. 14. IFC 2018 – Facebook Giving Tools But the most important thing… ● Supporters LOVE it! 6,000+ donors from 119 countries
  15. 15. IFC 2018 – Facebook Giving Tools Key points ● BIG opportunity - especially for smaller charities ● Power of Facebook Social Graph ● Will attract new supporters ● Much higher conversion than your website ● Facebook Eco-system is still growing ● Is it perfect? Of course not
  16. 16. IFC 2018 – Facebook Giving Tools Not without it’s challenges… ● Data is only at donors level (not fundraiser level) ● Opt in data capture for donors (nothing for fundraisers)
  17. 17. IFC 2018 – Facebook Giving Tools What our Supporters want - Quick - Easy - Don’t want spam What our Organization wants - Data - Automation - Relationship
  18. 18. IFC 2018 – Facebook Giving Tools
  19. 19. IFC 2018 – Facebook Giving Tools
  20. 20. IFC 2018 – Facebook Giving Tools The 1st rule of Facebook Fundraising is…
  21. 21. IFC 2018 – Facebook Giving Tools The 1st rule of Facebook Fundraising is… Relationships stay on Facebook
  22. 22. IFC 2018 – Facebook Giving Tools Thanking happens ON Facebook ● Less than 3% of donors share their email address ● 0% of fundraisers share their email address (Facebook doesn’t give them the option) ● So relationships need to stay on Facebook
  23. 23. IFC 2018 – Facebook Giving Tools Key tip for thanking #1 ● Thank the Fundraiser by posting on their wall
  24. 24. IFC 2018 – Facebook Giving Tools Lots of ways this is happening…
  25. 25. IFC 2018 – Facebook Giving Tools Key tip for thanking #2 ● Don’t be creepy! ● Be careful thanking every donor who gives to someone’s fundraiser. Feedback suggests it could feel a bit weird the organization thanking the fundraiser’s donors. Instead, encourage the fundraiser to thank their donors (we’ll touch on how to do that in a short while)
  26. 26. IFC 2018 – Facebook Giving Tools Key tip for thanking #3 ● When you run your own Fundraiser (from your page) you should thank every donor with a comment ● Use more emojis! ● Emojis help you eject more emotions into a short sentence (important for mobile)
  27. 27. IFC 2018 – Facebook Giving Tools But you don’t have to leave it there ● You can build a relationship with a Facebook Message Bot
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  29. 29. IFC 2018 – Facebook Giving Tools
  30. 30. IFC 2018 – Facebook Giving Tools The 2nd rule of Facebook Fundraising is… Leverage key moments
  31. 31. IFC 2018 – Facebook Giving Tools AFSP ● Just this month… ● $1.7m from Facebook Giving tools ● 11,000 fundraisers set up ● Over 60,000 people gave through Facebook ● Why do you think this was?
  32. 32. IFC 2018 – Facebook Giving Tools Key moment ● In in the news ● On the TV ● Trended on social media 10th September
  33. 33. IFC 2018 – Facebook Giving Tools Baby Loss Awareness Week ● Warm audiences who have a birthday in October ● Testing different creative (for sensitivity)
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  35. 35. IFC 2018 – Facebook Giving Tools
  36. 36. IFC 2018 – Facebook Giving Tools The 3rd rule of Facebook Fundraising is… The bigger the network of the fundraiser the more they will raise
  37. 37. IFC 2018 – Facebook Giving Tools Think about ‘Network Influence’ Sam Smith
  38. 38. IFC 2018 – Facebook Giving Tools Any (Verified) Page can now create a fundraiser ● Corporate fundraising ● Celebrities and ambassadors with a Facebook page
  39. 39. IFC 2018 – Facebook Giving Tools You can also now do a fundraiser as a charity on your page ● Works like a crowd-funding campaign ● Supporters can donate but not fundraise (yet)
  40. 40. IFC 2018 – Facebook Giving Tools Key tips ✅ Start small and increase your target as you go along ✅ General funding not as attractive – it has to be a genuine, urgent, emotive need ✅ Match giving if you can ✅ Focusing on an individual makes the appeal more “real” to people ✅ Once the fundraiser has a few donations, consider boosting to reach more people – even a few pounds ✅ Post updates to keep people engaged ✅ Thank each individual donor (on Facebook)
  41. 41. IFC 2018 – Facebook Giving Tools
  42. 42. IFC 2018 – Facebook Giving Tools The 4th rule of Facebook Fundraising is… Amplify beyond your Facebook Page with Ads
  43. 43. IFC 2018 – Facebook Giving Tools The HARD truth about your Facebook Page...
  44. 44. IFC 2018 – Facebook Giving Tools Target new prospects with Ads Your prospects on Facebook Your page
  45. 45. IFC 2018 – Facebook Giving Tools Boosting vs Ad Manager ● Boosting is easier if you have very small budgets but limits what you can do with Ads. ○ Limits the Campaign Objective to Engagement ○ Limits the audiences you can advertise too ○ Doesn’t give you tracking data ● If you are spending more on Ads you will want to consider the Ads Manager in order to take advantage of the full power of the Facebook Ad platform
  46. 46. IFC 2018 – Facebook Giving Tools Cold “Who are you?” Warm “I’m listening” Hot “I’m in” Liked, shared or commented Responded to a CTA Interest Audiences Look-a-like Audiences
  47. 47. IFC 2018 – Facebook Giving Tools Ads started for Baby Loss Awareness Week
  48. 48. IFC 2018 – Facebook Giving Tools Monthly income from FB Giving tools for Safe Haven for Donkeys
  49. 49. IFC 2018 – Facebook Giving Tools
  50. 50. IFC 2018 – Facebook Giving Tools And finally, I have a dream… ✅ everyone already has card details making it truly 2 taps to make a donation ✅ networked fundraising (multiple people setting up one fundraiser thereby leveraging a much bigger social graph) ✅ Expanded to work for 1 billion users on Instagram ✅ Being able to give via What’s App ✅ Regular monthly donations (something that’s already being tested in the US) ✅ Facebook pixel integrated with fundraisers for tracking ✅ being able to create custom audiences of fundraisers and donors data so you can target them with Facebook Ads / sponsored post in the future (in order to build a supporter journey) ✅ an API for fundraiser and donor so no more manual downloads ✅ Improved analytics
  51. 51. IFC 2018 – Facebook Giving Tools THANK YOU Please don’t forget to fill out your evaluation form.

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