The dos and don'ts of fundraising on Facebook

Fundraising and Facebook; your audience is out there

Lots of charities have fantastic ideas but aren’t sure how to get them in front of the right people. Well social media is a great place to find them and Marcus Webb, former global editor-in-chief of Time Out – which has over 10 million fans on Facebook – spoke to us about the tips he always follows when pushing things on social media, and how these tips can apply to charities.

If you’re looking for more on twitter, you can find that here.

DO concentrate on Facebook

Instagram might be prettier, Snapchat cooler and Twitter funnier, but we discovered that when it comes to fundraising, Facebook is still the platform with the power. It’s also where most charity’s donors probably are. Research last year revealed that the people most likely to give to charity are 40 to 59-year-olds and they are not Snapchatting – they are on Facebook attempting to spy on their children (who are actually on Snapchat).

DON’T spam

Thanks to the way Facebook works, anyone that engages with your posts is much more likely to see your future posts and people who rarely interact with your content will eventually stop seeing your posts in their news feed altogether. This means that without doing anything, you are actively building the correct audience with every post.


DO pick your moment

Research has shown that evenings are peak time on Facebook, and weekends are just as busy as weekdays, so we always did our best to ensure we were posting at these times. Nine in the evening on a Sunday is one of the best times because people are winding down and you don’t have to compete with tube updates, political rants and pictures of granola. We found that the best way to work was by scheduling our posts in advance (which you can do via the publishing tools on your charity’s Facebook page or on publishing tools like Hootsuite) so you don’t have to actively be tweeting at 9pm.

DON’T forget to rewrite 

Facebook draws in a picture and generic text from a webpage’s metadata when you share a link on Facebook. This usually isn’t the most engaging, so we make sure to always edit the text and pick the best picture before we press “Post” to draw in the masses,


DO give people a laugh

Every fundraiser and charity struggles with the same worry; do endless requests for money get boring? It’s the same in every industry so we always make sure to mix up our content. So for charities, mixing more earnest posts about the charity’s work with some fun behind-the-scenes insight and tales of the extraordinary challenges fundraisers are undertaking keep people interested.

DON’T forget to embed videos into posts

We learnt that if we had a video to share, it’s better to upload the video to Facebook itself rather than linking to your page or YouTube etc. If people have to click out of Facebook to see what you’re sharing they’re much less likely to watch it. Plus if people engage with the video post, it will appear in more and more people’s timelines.


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