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Best Practices for Fundraising on Facebook Live

Written by: Team Telescope

Marketing

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BEST PRACTICES FOR FUNDRAISING ON FACEBOOK LIVE

It’s only been a few months since the introduction of the Donate button for Facebook Live, and we’ve already had the pleasure of working on 26 campaigns utilizing this new functionality, and connecting fans with causes they care about. We have also been recently nominated for two Emmy awards for our work with Stand For Rights: A Benefit for the ACLU and Stand Up To Cancer: #Reasons2StandUp campaign.

Here are our top tips for Facebook live donations. 

1. Drive AWARENESS around your CAUSE 

Promote your stream and schedule your post to build an audience ahead of time.

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.

Seed the Post

Recommended to encourage audiences to donate.

Pin the Post

Keep your message and initial call to action at the top of the page.

2. ENCOURAGE your audience into ACTION

Inform Viewers Watching the Live Stream

Have the host demo how audiences can give a donation on Facebook. Call outs that specifically say ‘Press the Donate Button’ are also useful.

Encourage the Audience to Share the Experience

48% of viewers discover live streams through their news feeds.

Explain 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.

 3. MAKE it PERSONAL and build connections with your viewers

Create an Engaging Live Stream

Share personal and emotional stories and video clips within the live stream to tap into audiences’ personal experiences and encourage donations.

Incorporate your Viewers’ Voice

Display comments, highlight donors and have the hosts read and acknowledge viewers/donors by name to personalize the experience.

Make it Interesting, Keep it Sincere

Keep your viewers watching by highlighting what’s coming up next. Use challenges to build audience anticipation. Incorporate custom graphics to personalize the live stream to your cause.

4. COUNTINUE to drive AWARENESS

Keep the Conversation Going After the Live Stream

Transform Awareness into Action

Just because the live stream is over does not mean there isn’t still work to be done 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.

Utilizing Facebook’s Custom Audience tool, you can retarget viewers with a message into their news feed with additional information surrounding your cause or a further call to action

A video on-demand (VOD) will be also available shortly after the live broadcast. You can attract additional viewers by creating another post calling out the donate button and linking to the original video.

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