Juliana Nicholson’s article on Hubspot gives nonprofits an inside look at the top 3 best practices for Facebook’s new ‘Donate’ button. Nicholson is the Marketing Manager at Hubspot, an inbound marketing and sales platform that helps brands and companies attract visitors, convert leads, and close customers.
Facebook Introduces “Donate Now” Button For Nonprofits: 3 Tips to Make the Most of It
By Juliana Nicholson | Hubspot | 8/25/15
Today, Facebook took that relationship to the next level, introducing a “Donate Now” call-to-action button option on both link ads and company Pages.
Regarding the update, they said, “Now it’s easier than ever for nonprofits to connect with people who care about their causes and encourage them to contribute through the website of their choice.”
3 Tips for Using Facebook’s “Donate Now” Button
1) Point The Way
2) Run Highly Targeted Campaigns
3) Keep Your Content Balanced
How to Optimize Your Facebook Donate Page
You’ve heard it a hundred times: Include a highly visible ‘Donate’ tab on every page of your website.
But what about your Facebook site? Now you can include it there too!
Facebook has 1.49 billion active users every month! ‘Donate’ buttons are an essential piece of your social media fundraising and marketing strategy on social media to get your cause in front of a huge global audience. The easy addition of an existing mobile-friendly donation form to your org’s social page is perfect for providing supporters somewhere to donate while they are connecting with you on Facebook.
Juliana makes a great suggestion in her article about using your header photo to direct attention to your shiny new Donate feature.
When it comes to your donation page, make it easy for your donors to donate the optimum amount. Donor psychology reveals that a limited number (ie. 3) default or suggested giving amounts is a proven method of keeping donors focused on completing the donation process. With the tap of a button, they can pre-populate a suggested amount.
Provide a reasonable range for suggestion amounts within your target donor’s giving capabilities. We recommend $25, $50 and $100 levels to start. (Of course, they can always enter their own amount.)