From the end of September, Charities in the UK and Europe will be getting access to the Facebook Fundraising Tools. Launched in the US back in 2013, they allow charities to fundraise directly through Facebook and with great success. Recently for example, over $10m has been raised with the Facebook Fundraising Tools in response to Hurricane Irma.
Screening for interested charities opened on 12th September 2017. The Facebook Fundraising Tools will come to 5 EU countries including the UK and Ireland by the end of September. A further 10 EU countries will get them in early October. As with their US introduction, it’s expected that these tools will be available to a select number of charities with wider availability following later.
Here’s a look at what they are and how they’ll help charities fundraise on Facebook.
While buttons and calls to actions are nothing new to Facebook, this new donate button works a bit differently. At present, buttons send traffic off to another website or a 3rd party platform such as JustGiving or Virgin Money Donate. The new buttons however allow donations directly through Facebook. This results in a smoother, more contained donation journey with fewer clicks, fewer distractions and a higher chance of conversion. Charities can add these new buttons to their page, posts and videos to make it as easy as possible to donate.
Individuals can become fundraisers, empowered to create their own fundraising pages and raise money for charity through Facebook. Much like other donation platforms, they can set goals, campaign, raise awareness and tell their stories. The new donate button features on these fundraising pages as well as on any shares they receive. Each gift will also prompt the donor to share the page and invite their friends, helping to spread awareness and raise funds across the Facebook community.
Video and Facebook Live in particular are becoming increasingly popular ways to consume content. 20% of all videos uploaded to Facebook are live. Charities such as Teenage Cancer Trust, The Prince’s Trust and World Vision are already using Facebook Live to engage supporters. With the Facebook Fundraising Tools, charities can now add the new donate button to their videos, encouraging and collecting donations during and after the broadcast.
As with a number of established donation platforms, there are fees involved with these donations. Facebook levies 5% on transactions which, in the EU, covers vetting, fraud protection, operations and support (3.5%) and payment processing (1.5%). Their fees fall in line however with other platforms that range from 15p to 5% per donation with other add-ons.
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