Nonprofits know that it’s notoriously hard to raise money from Facebook fans. Even if you’ve figured out how you can use Facebook for your nonprofit and have managed to build up a fanbase, that doesn’t mean you’ll be able to convince fans to donate.
After all, it only takes the click of a button to “like” something, so it can be harder to mobilize Facebook fans for a specific cause.
Ben Pahlow, Co-founder of Africa Family Rescue, knew this for a fact. The organization’s Facebook Page had largely been dormant since he launched it in February 2011. Until this spring, the Page itself had fewer than 100 fans.
The social campaign
So what’s a social campaign? Basically, it’s any initiative that provides a reason for people to Like, share, and take the next step with a social media site.
Since Africa Family Rescue is a nonprofit, Ben wanted to launch a campaign that encouraged people to Like the Page and donate to the organization.
The pieces started coming together when an anonymous supporter donated$2,900 to Africa Family Rescue and told Ben to use the money to drive awareness.
“My goal was to use the donation to boost my Facebook fan count to 290, so I offered $10 per Like,” Ben says.
Ben was so busy that he hardly had time to maintain his Facebook Page, which meant the campaign was largely left to grow organically.
On the surface, of course, things may seem a little disappointing. Overall, the campaign netted the Page 49 new fans. That still doubled the Page’s fan count, but Africa Family Rescue’s Facebook Page didn’t reach 290 fans.
What the organization did reach, however, was one new donor who hadn’t heard of Africa Family Rescue before.
This particular donor sent in $10,000, enough to sponsor nine fledgling family businesses over three years.
“Usually, monthly donations are about $70,” Ben says.
Facebook, fundraisers, and you
One of the biggest advantages to Africa Family Rescue’s social campaign was the sharing. It was shared 18 times on Facebook and once across Twitter.
What both businesses and nonprofits can learn from Ben’s experience is that Facebook is not just an effective way to reach your existing audience, it’s a way to reach a whole new audience.
As organizations across the country are worrying about growth, it’s important to think about Facebook’s snowball effect. The results from a social campaign may not be what you expect, but that’s not necessarily a bad thing.
Want to learn more about Facebook marketing for nonprofits? Register for our free webinar, “4 Steps to Grow Your Nonprofit with Facebook” happening on Thursday, September 13th at 1 p.m. ET (4 p.m. UK).