Facebook Helps Fundraisers Generate Over $5b

Social media has driven all kinds of positive changes in the world. Debatably, it played a massive role in mobilising people during the Arab Spring and today, with many countries still in lockdown, it is playing a vital part in keeping us connected. This week Facebook announced it has also helped fundraisers generate over $5 billion for charitable causes.

Everyday fundraisers are raising these vital funds using the fundraiser tool on Facebook and Instagram. The two social media platforms offer users an avenue to support individuals or organisations promoting causes that they feel are important.

Among those to have used the tool, is Yuriko Tse, who in 2016 adopted Frank, a senior cat in need of a home, through her local shelter 13th Street Cat Rescue. Since then, she’s marked every one of her birthdays to raise money for the volunteer-run organization. Hundreds of people from around the world have donated to the cat rescue cause, raising more than $65,000 for medical care, shelter and supplies.

“I run fundraisers on Facebook because all of my friends are on there,” Yuriko explained. “It's the easiest way for me to seamlessly bring awareness and raise funds for a cause that is near and dear to my heart. And when I run a fundraiser on Facebook, my friends are inspired to run their own fundraisers, and in turn, I'm motivated to support the causes that matter to them.”

One English charity to benefit from the app is Refuge’s National Domestic Abuse Helpline, which, since March 2020 has seen a record increase in contact from women, their loved ones, and professionals in the sector. To assist with this new influx, Refuge built a community of supporters on Facebook who take on challenges to raise funds and help maintain the organisation’s life saving and life-changing services.

A staff member at Refuge, Louise Firth said: “The impact of the pandemic on our fundraising could have been significant; however we pivoted into digital fundraising and Facebook was essential in our strategy to share stories of amazing survivors.

“Refuge delivered four virtual challenges, from our 100 squats a day to running 100 miles in a month. We have used Facebook as an advertising space and have raised over £3 million to help us work towards our vision where domestic abuse and violence against women and girls is not tolerated.”

Demonstrating how personal some of these initiatives can be, one Facebook user, Oggie Doyle started a fundraiser after he learned that one of his friends had lost her battle to mental health. He set a goal of raising €500 for Pieta, a suicide and self-harm support line. Thanks to friends on Facebook, he eventually raising almost €24,000. The money raised will help Pieta continue to provide life-saving support to people in crisis as well as those who have lost someone to suicide.

Facebook’s Top Tips for Fundraising Success

For those considering setting up a fundraiser on Facebook or Instagram, the social media network recommends incorporating the following four things:

• Make it personal: Share your personal connection to the cause in the fundraiser description and let people know why it’s important to you.
• Drive action: Explain what you hope to accomplish and get specific on the impact donations will have. Attach your fundraiser to Live videos and stories to make it easy for people to give.
• Make it visual: Add a cover photo to capture attention and post images of how the funds are being used.
• Say thanks: As you receive donations, thank donors and encourage them to share the cause with their friends.

To support others’ fundraisers or to start raising money for a cause you care about go to the Facebook fundraiser page.

You can find more information on how to set up an Instagram fundraiser here.