How Nonprofits Can Optimize for Giving Tuesday on Facebook

Giving Tuesday is less than a month away! Is your charitable organization ready? Giving Tuesday is an international charitable holiday created to kick off the holiday season and contrast consumerism from Black Friday and Cyber Monday. Although the holiday is less than a decade old, it has helped raise millions for deserving charities. This year the holiday falls on December 3, 2019, and if your camp is a 501c3 nonprofit, Giving Tuesday is an amazing opportunity to boost contributions.

Giving Tuesday is most visible through social media, particularly Facebook. On December 3, 2019 Facebook will match eligible donations up to the full amount that are made through Facebook. The social media giant has pledged to match up to a total of $100,000 per nonprofit organization starting at 8AM Eastern Standard Time. In order to receive these matching donations, your camp needs to have the proper designations through Facebook.

How does it work?

Charitable organizations must have a verified and reviewed Facebook Page that is categorized as either “Nonprofit Organization” or “Charity Organization.” You must also complete an application to set up your donations account. According to Facebook, applications typically take 2-3 weeks to be reviewed after submission. If you’re a business manager admin, you can access the application here.

Once your charity is verified, you can start strategizing how to engage with your Facebook community and stand out amongst all the other organizations participating in #GivingTuesday. Assembling your #GivingTuesday toolkit is fairly simple.

Here is what we recommend:

  • Update your Facebook Page details and cover photo
  • Add a donation button to your Page header
  • Establish your theme and fundraising goals for #GivingTuesday
  • Create a Fundraiser from your nonprofit Facebook Page
  • Consider using a custom audience to target email donors with your donation post
  • Schedule content

It’s important to set a fundraising goal and define its impact so your Facebook community feels motivated to participate by donating and sharing. For example, in the weeks leading up to #GivingTuesday, let your Facebook followers know that your organization is aiming to raise $10,000 to sponsor 5 campers next summer and purchase new equipment. Your followers can help reach more people by creating their own fundraiser benefiting your organization on December 3.

If your camp is a 501c3 nonprofit organization, #GivingTuesday is an amazing opportunity to capitalize on. Plan ahead and get your Facebook community excited about the impact of Giving Tuesday. Please reach out to us at Social Summer Camp if your camp would like to participate in this international event.