Online Fundraising Is Bigger Than Just Facebook
“Fundraising strategy” is a loaded term, but a strategy is so imperative to have as a nonprofit wanting to grow, stay relevant and make a huge impact in your cause space. And in a world where there are so many online fundraising options available, sticking with one plan of action can leave you pigeonholed and missing out on huge opportunities.
Facebook Fundraisers are an increasingly popular option for the nonprofit community, but they are really such a small piece of what your overall strategy should be for your online fundraising initiatives. By launching fundraisers for birthdays, memorials or holidays, like Father’s Day, Facebook Fundraisers are limited to the DIY aspects of peer-to-peer, as well as limited reach. That’s why opening up other avenues of fundraising is key to expanding your audience and reach, as well as raising more money for your cause.
Broaden Your Platform Horizons
Facebook is in a bit of a limbo when it comes to its steady user base. You may very well actually have supporters who have larger audiences on Instagram, Twitter, Snapchat or any other social media platform. Limiting your opportunities to Facebook Fundraisers ignores these other platforms which have millions of users.
And recent reports suggest that both Millennials and Gen Z'ers are swapping this popular social media platform in favor of those like Snapchat or are even deleting their Facebook accounts all together. That’s why it’s even more imperative to have a presence in more ways than one when it comes to the social media side of your online fundraising options.
DIY Is an Incredible Tool (If Used Well)
Facebook Fundraisers are individuals wanting to help a larger cause, which is incredible. It shows that there are passionate people out there willing to go that extra mile to support your cause. But, when you can tie these individual efforts to a larger community or event, you can create more momentum and repeat support.
Choosing a platform that allows individuals to create DIY fundraisers, but that also allows your nonprofit's voice and branding to stay consistent (think messaging, logos, etc.), is a great way to allow for custom fundraisers that still stay true to your brand.
Additionally, when your DIY fundraisers are a part of a larger DIY community, you intrinsically foster inspiration and motivation. Seeing others who have had success doing their own fundraisers can spark creativity and lead to more fundraiser starts.
Events Are Still King When It Comes to Peer-to-Peer
Events such as organized walks, runs, bowl-a-thons, golf outings and galas are prime opportunities to inspire fundraisers. And, when you do host a peer-to-peer event, you’re providing a way for a community of like-minded individuals to rally for your cause in an organized and impactful way.
By limiting yourself to Facebook Fundraisers, you would miss out on the opportunities that stem from ticketing and registration. These actions are incredible touch points for your supporters to harness the power of social media and social sharing. When you create social opportunities for your supporters to share that they registered for your event and purchased a ticket, you’re missing out on tapping into all of their social networks and gaining more ticket sales or donations, as well as awareness and new potential supporters.
Data Is Actually Really, Really Helpful
Collecting data, whether from fundraisers, donors or even visitors, is crucial in curating a supporter base that grows with your nonprofit. Facebook can limit the opportunity for nonprofits to collect data on the fundraisers supporting their cause on the social platform.
Data that is owned by you is key in driving change, messaging and developing a strategy for the future. And when your data is owned by a social media platform, you can’t achieve any of these goals.
When you own and use your data, you’re able to easily drive changes that impact your organization for the better. You can craft messaging that is specific to various supporter groups, develop more holistic fundraising strategies and gain valuable insight into your nonprofit.
Achieve Maximum Results
Here’s what it really comes down to—focusing all of your efforts in one fundraising strategy can really limit your success and growth as a nonprofit. And narrowing your scope to one type of fundraiser, such as a Facebook Fundraiser, can really inhibit your supporter base.
So, take all of your options into consideration when developing a fundraising strategy. Making sure that you have an approach that is predominately online and holistic is key to maximizing your efforts and growing your nonprofit.
Gary Wohlfeill is the director of Brand & Marketing at CrowdRise. He works with partners to develop highly engaging fundraising campaigns and leads the marketing team in developing the CrowdRise brand. Gary has been named as having the “third best haircut of people under 6 feet tall at CrowdRise" and hopes one day to slip to fourth.