Is a Giving Tuesday Campaign on Facebook Worth It?

In 2021, Facebook announced that it would match donor gifts on Giving Tuesday.

And the people rejoiced!

Until all the matching funds were allocated in seconds.

Yes, seconds.

Seven million dollars of allocated matched funds were gone in seconds.

Facebook’s response?

“Wow, that was fast!”

This undoubtedly left a bad taste in the mouths of a few nonprofits.

And some questioned if participating in Giving Tuesday—especially on Facebook and Instagram was even worth it.

We’re going to say yes.

Here are three reasons why a Giving Tuesday campaign on Meta is a good idea.

  1. No Fees: Even without the matching funds, Facebook and Instagram allow nonprofits to collect their donations with zero fees. That’s more money in your organization’s coffers. If you were to utilize a crowdfunding site, you’d have to pay for sponsored posts on Facebook and IG, and then likely pay a crowdfunding processing fee.
  2. Your Donor Is Already There: There is a high probability that your donor is already on those platforms and familiar with making online transactions. They can donate from the space they congregate most often.
  3. Timely Payouts: If you use Meta Pay, once you’ve raised $25 USD, payouts are every two weeks.

A well-run storytelling campaign on those platforms can be quite successful and lucrative.

Wishing you the best!

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