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Social Impact Partnerships at Facebook - Fundraising, Crisis Response, Health & Mentorship
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“Our aim with social marketing is not just to raise funds, but to raise awareness of the critical needs of people around the world who are trapped in conflict and crisis, and to remind people that even the smallest donation can have a lifesaving impact. With GivingTuesday being one of the biggest days of giving throughout the year, we wanted to make sure our organization was a part of the conversation people were having around charitable giving on Facebook.”
Kyle Levine – Digital Marketing Manager at Doctors Without Borders
Doctors Without Borders/ Médecins Sans Frontières (MSF) is an independent international medical humanitarian organization delivering emergency aid and healthcare to vulnerable people and populations affected by armed conflict, epidemics, natural and man-made disasters, and exclusion from healthcare in more than 70 countries worldwide.
Seeking the most effective way to reach supporters for GivingTuesday 2019, MSF tested both paid Facebook Ads and a boosted Page Fundraiser within the same campaign timeframe. This combination yielded more than double the organization’s GivingTuesday donations from the previous year.
Following the best practices laid out in Facebook’s GivingTuesday Toolkit, MSF began the campaign a week before GivingTuesday to build anticipation and momentum. They ran both a paid awareness Facebook Ads campaign and a direct-to-donate campaign in order to reach additional supporters and share more about the work the organization does around the world.
Paid Ads
Amanda White – Social Media Manager at Doctors Without Borders
The content MSF shared on its Page Fundraiser and in the Facebook Ads focused on the power that individuals have to make a meaningful difference in the lives of people in need.
The tone of the copy focused on direct, supporter-focused language to engage and empower supporters to act now.
The copy in the “About” section and in update posts on the Page Fundraiser provided concrete examples of the services the donations will fund.
MSF regularly updated supporters about how the fundraiser was doing.
MSF engaged directly with supporters on the Page fundraiser, posting thank you messages to each supporter who donated and sharing information about where the donations were going and what work they would directly support.
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