GivingTuesday - 6 Things to Focus On Besides the Facebook Match

#GivingTuesday 2020 – 6 Things to Focus On Besides the Facebook Match

Julia Claire Campbell Fundraising, Marketing, Nonprofits, Online Fundraising Leave a Comment

When Facebook announced what it was doing this year for GivingTuesday December 1, nonprofits everywhere went into a frenzy.

Just as it did last year, the company will match $7 million in qualifying donations made on its website or app starting on Tuesday, December 1, at 8 am Eastern Time.

Due to complaints about the match being gone within seconds last year, the company changed this up this year (not by much).

Here’s what’s happening today:

  • Matches are made on a first-come, first-served basis and will continue until the $7 million fund has been met.
  • Then there will be two phases of the donations.
  • For the first part, 100 percent of the first $2 million donated will be matched. For example, if you donate $10, Facebook will also donate $10.
  • The second part spreads the funds around more by matching 10 percent of donations made for the remaining $5 million. In this scenario, if you donate $10, Facebook will donate $1.
  • Any US-based 501(c)(3) nonprofit organization is eligible to receive donations on Facebook may be matched.

I beseech you though – do NOT focus on this match! If you get a specific match from a corporate sponsor or generous donor, that is 1000x more effective in driving donations. 

And don’t tell your supporters that Facebook will match all of their donations – you can’t possibly know that, and it’s unethical.

SIDE NOTE: I don’t work for Facebook so please don’t email me for technical support, sadly I won’t be able to be of much help. I recommend you contact Facebook support directly: https://www.facebook.com/help/contact/513795398968461

Here is what to focus on today:

#1 – Excitement and enthusiasm.

Yes, you are exhausted. Yes, you haven’t slept. This is a marathon and you’re in the final stretch!

You’ve got this! You’ve been planning and working hard.

Feel confident in your mission and your campaign!

Get vulnerable and don’t be afraid to share your passion. 

#2 – Avoid the hype.

Some organization’s have been working for months on their campaigns, and some just started posting this morning.

I know that there is a huge temptation to compare yourself with other campaigns.

Your supporters love you for their own reasons. 

#3 – Talk to your community FIRST.

Too many nonprofits try to spray and pray and use GivingTuesday as an opportunity to spam every single Facebook group and LinkedIn inbox.

Be laser-focused on your audience. 

Share messages in multiple mediums, to ensure that you are reaching a wide variety of your donors.

Understand that your mission and your message is not for everyone (and that’s ok).

#4 – Stop using the words “support our organization.”

In a recent blog post, The Better Fundraising Co. explains why asking donors to “support our organization” isn’t as effective as “help us” or “solve a problem with your gift”:

Because when an organization asks for “support,” they end up trying to prove that they are worthy of that support.  So those appeals spend a meaningful part of their letter or email telling the donor that the organization is effective, and sharing a story of a person who has already been helped.

For more ideas, read this post: 30 Words or Phrases to Use Other Than “Support”

#6 – It’s about more than simple dollars raised!

Seek out other “engagement signals” like the ones mentioned by Steven Shattuck in an oldie-but-goodie tweet (below):


The GivingTuesday movement is about expanding generosity across the globe and bringing more people into the work of the third sector.

Bonus tip – HAVE FUN!

It’s about amplifying discussions around the important work we do every day, and encouraging even more people to get involved in causes and issues that they feel passionately about.

Check out the GivingTuesday Spotify play list for inspiration and energy!

I’m excited to get this day started! GOOD LUCK! 

What do successful online fundraising campaigns have in common?

They have specific, achievable goals.

There is a sense of urgency to participate – a matching gift, a deadline.

There is trust built up BEFORE the campaign launches.

There is infrastructure in place to promote the campaign.

Use this free Planner when planning your next online fundraising campaign!

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