By Greta Agar-Hutton, Telescope, Inc.
When it comes to fundraising, social media has enabled organizations and companies to access wider audiences all around the world. Facebook in particular is highly focused on developing its Social Good strategy to help non-profits raise funds online, with tools and features such as personal fundraiser pages and the advent of the Donate Button*.
Most recently, the tech behemoth also introduced live fundraising functionality, which not only helps companies maximize their fundraising potential, but also truly engage audiences in a unique and exciting way.
Live videos are continuing to generate more engagement than traditional Facebook video posts and many companies are taking notice by embracing the power of live. With Giving Tuesday just around the corner, we would like to share with you our top tips how to use Facebook Live to raise money for your cause.
1. Plan Your Video
Facebook recommends that you go live for at least 10 minutes, and you can stay live for up to four hours. Take time to think about the creative strategy of your stream. Do you have a celebrity ambassador you can use? Can you broadcast a live concert? Or will you come up with a completely original idea to engage your live audience?
2. Promote Your Live Video Before You Start
Make sure to let people know when you’ll be broadcasting live, not only on Facebook, but also on other social media channels, your blog and newsletter, as well as traditional or ‘offline’ marketing channels.
Our Scheduling Tool provides an announcement post that can be shared socially, or embedded as a link, enabling people to opt-in for a reminder. The donate button will automatically appear on the schedule post, so you can start raising funds even before your live broadcast starts.
3. Check if you have a strong connection
Probably one of the most important factors to consider is to make sure that you have a strong signal before going live. Ideally, you should use hardline internet connection, as it’s the most reliable option.
4. Encourage your audience into action
Start by explaining the impact surrounding your cause. Share with the audience how their donation can provide fresh water for those in need, buy lunch for school children or help fund research on environmental causes, etc. Have the host demo how audiences can give a donation on Facebook. Callouts that specifically say ‘Press the Donate Button’ are also extremely useful.
5. Build connections with your viewers
Share personal and emotional stories, as well as video clips within the live stream to tap into audiences’ personal experiences and to encourage donations. With our Live Studio tools, you can easily incorporate your viewers’ voice into the stream and display comments, highlight donors and have hosts read and acknowledge viewers/donors by name to personalize the experience.
6. Keep the Conversation Going After the Live Stream
Just because the live stream is over, it doesn’t mean the work stops for your cause. With Facebook’s custom audience tool, you can retarget viewers with additional information surrounding your cause. Create a new post using the VOD content to call out the donate button and link to the original video.
* Make sure to check your eligibility for Facebook's fundraising and donation tools