A new report takes an in-depth look at 150+ charities who used Facebook for fundraising in 2019 and 2020. How much money are groups raising using Facebook fundraisers?
Note: the report was produced by GivePanel, a firm that produces a tool used for Facebook fundraising.
NonProfit Pro has the salient points from the report:
What are the big takeaways from the study? Here’s what we highlighted in as being exceptional:
- Non-birthday/event fundraisers, so-called “Facebook challenges” more than doubled between 2019 and 2020, up from 13% to 33%.
- Facebook challenges (these virtual event “challenges”) now account for 55% of funds raised, compared with 45% raised by birthday fundraisers.
- The average value of birthday fundraisers grew by 21% between 2019 and 2020, from $81 to $98. Compare that to the average value of non-birthday/event fundraisers, which rose by 120%, from $110 to $244 in 2020.
- A nonprofit’s planned engagement with an individual doing Facebook fundraising on their behalf increased their fundraising amount by 23% on average.
- The number of “likes” your organization has doesn’t matter as much as you might think. The highest average amount raised per fundraiser was among charities with 20,000 to 50,000 followers.
- Nonprofits have greater success capturing contact information for non-birthday/event fundraisers than birthday fundraisers, though a considerable amount comes from each.
