Using Facebook for Peer-to-Peer Fundraising
Nearly 1/3 of all online nonprofit revenue is brought in by peer-to-peer fundraising, a method where supporters advertise on an organization’s behalf. Why start from scratch when you can build upon a pre-existing network? The supporters you already have on board can be your voice to future donors. Because the relationships they have are already built on trust, peer-to-peer fundraising saves you the trouble of convincing potential givers that your cause is worth supporting.
Facebook can be a catalyst for this – not because of the technology, but because of the relationships within it. Approximately 46% of online users rely on social media when making a purchasing decision, or in this case, a decision to give to charity. Furthermore, social media allows non-profits to continue a conversation with a donor, strengthen their relationship and reach new connections through them.
Here are a few tips for creating Facebook posts that donors will be more likely to share in your peer-to-peer fundraising campaign.
- Be Conversational
If the relational aspect of social media is what makes it a catalyst for fundraising, then it’s important to remember that relationships are two-sided. Encourage your followers to be engaged in a conversation by asking questions, and replying to comments and feedback.
- Quality Over Quantity
Facebook rewards high-quality posts with more timeline visibility. You can use Facebook’s insights analytics dashboard to produce content that successfully instigates long-lasting engagement. These meaningful posts are the ones that your supporters will share with their friends!
- Be Visual
According to KISSmetrics, Facebook photos get 53% more likes, 104% more comments, and 84% more click-throughs on links than posts containing only text. Nonprofits have some of the most meaningful stories to share, and making them visual brings the mission to life for your donors.
- Teach Your Supporters How To Fundraise
Your donors are probably not experts in fundraising. By presenting helpful tips on how to raise awareness, you not only inform about your cause, but also encourage your viewers to share it with their family and friends.
