New research from Canadian online fundraising solutions provider Artez Interactive has revealed just how valuable Facebook can be as a fundraising tool.
While Facebook has long been a popular and powerful social networking tool with more than 32 million active users in the UK alone, many charities have yet to capitalise on its fundraising potential.
So, to gain an accurate picture of Facebook’s role in fundraising, Artez Interactive, which partners with Rapidata to provide its solutions in the UK, compiled data from more than 645,000 donations, hundreds of campaigns and millions of visitors to its fundraising platform in North America. It revealed the results in its whitepaper Fundraising with Facebook.
The whitepaper looked at how peer-to-peer fundraising campaigns were affected when participants were given the option of registering for events or sharing their links via Facebook.
The key findings make compelling reading:
• Facebook has an overwhelmingly positive effect on fundraising, and is particularly effective in peer-to-peer fundraising campaigns.
• In a peer-to-peer campaign allowing registrants to use social login, people who register using their Facebook accounts raise an average of 40% more than those who don’t, and earn 30% more individual donations.
• Participants who connect their accounts to Facebook are more likely to raise at least one donation than those who do not connect their accounts (69% compared to 52%).
• In an average peer-to-peer campaign, 15-18% of donations are referred from Facebook.
• Facebook converts visitors to a donation much better than other popular social networks like Twitter. 90% of social network visitors to donation pages come from Facebook, with Twitter accounting for just 5%.
• 14% of web traffic to all donation and fundraising pages on the Artez Interactive platform is now coming from Facebook alone.
• 12% of traffic to fundraising and donation pages now comes from mobile devices like smartphones and tablets.
For charities that want to know more, the Artez Interactive report also offers some useful advice on how to make the most of Facebook, for instance by making social logins more prominent, creating social media toolkits for your event, and paying attention to your metrics.
Amy McGeever, Digital Account Director, Rapidata Services plc
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