Facebook releases fundraising tools in Australia

By Lachlan Dale

Facebook have released two new tools for the not-for-profit sector in Australia.

While they’ve been available to charities in USA and some European countries for a while, we’ve been waiting for them to launch in Australia.

So, let’s unpack what they are, and how you can use them.

#1: The ‘Donate’ button

Eligible charities can now add a donate button to their Facebook page and posts.

When people click on this button, they are given the opportunity to make a donation without ever leaving Facebook.

What’s more – it only takes two clicks!

This is important for a few reasons: when we are able to “reduce friction” for a particular action (that is: make completing a donation as easy as possible) higher conversion rates generally follow.

We also know that Australians spend a lot of time on social media – almost 100 minutes a day by one account. Being able to engage people where they’re at is the key to staying relevant. This is a great opportunity for charities to develop powerful storytelling on social media, and couple that with simple donation functionality.

Not only can this functionality be used as part of a sophisticated integrated channel strategy, it can provide newer NGOs a cost-effective solution to raise money without having to invest in heavy infrastructure.

#2: Start a fundraiser

Facebook now also allows people to start a fundraiser in support of a specific charity or cause.

This means that peer-to-peer fundraising functionality is now fully integrated with Facebook. With just a simple few clicks you can have supporters setting up their own donation page, and sharing it with their networks to raise money on your behalf.


What else do I need to know?

– At the moment, all donations are 100% fee-free.

– The functionality is made possible thanks to a partnership with PayPal Giving Fund. Paypal will hold onto your funds for 45 to 90 days, and provide you revenue through a lump sum.

– It is not clear how much information is provided to charities. Given the recent concerns around privacy and data security, expect Facebook to be a little gun shy in handing over donor data.

– To our knowledge, there are no current integrations possible with your CRM.

– You can add a donate button to live videos on Facebook (whose up for a telethon, 2018 style?).

How can I apply?

First, you’ll need to be registered with the Australian Charities and Not-for-profits Commission (ACNC), and have Deductible Gift Recipients (DGR) status.

If you tick those boxes, then you can apply through the Paypal Giving Fund.

For more information, see Facebook’s outline of the new functionality.

More change on the horizon

This isn’t the only change from Facebook that is likely to shake up the sector.

The restrictions on political advertising in the US, UK and Brazil are expected to roll out in Australia in early 2019.

We’ll bring you news on this as it comes to hand.

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