For nonprofits, social media has become a lifeline for spreading awareness, connecting with supporters, and raising funds. Facebook, in particular, stands out as one of the most effective platforms for nonprofit fundraising - despite many recent changes to the Meta algorithm, which determines who sees your posts.
That being said, since introducing its fundraising tools in 2015, Facebook has helped nonprofits raise billions of dollars.
But here’s the catch, not all nonprofits can access these tools. According to Facebook’s own help section, “Only nonprofits based in Australia, Canada, the United Kingdom, or the United States may be eligible for fundraising. Depending on where you live, you may be able to create or donate to fundraisers for nonprofits in these countries.”
These restrictions disproportionately affect nonprofit founders in countries where English is not the primary language, further exacerbating the inequities in access. And this disparity isn’t just inconvenient; it actively limits the reach, impact, and financial sustainability of nonprofits in these regions.
Let’s dive into the numbers, unpack why this is happening, explore why it’s such a significant problem for nonprofits, and most importantly, what you can do about it.
How Much Have Nonprofits Raised Through Facebook?
Since Facebook launched its fundraising tools in 2015, nonprofits worldwide have raised over $5 billion, a staggering figure that highlights the platform's fundraising potential. The majority of this success has been concentrated in the United States, where nonprofits have, by and large, successfully integrated Facebook’s tools into their fundraising strategies.
What makes this so powerful is the reach and ease of giving: most donations on Facebook are under $25. This demonstrates how small contributions, when scaled across millions of users, can add up to transformative amounts.
Yet, for nonprofits outside of regions with full access to these tools, this potential remains untapped. Unfortunately, this success story isn’t universal, and that disparity deserves attention.
Where Can’t Nonprofits Use Facebook’s Fundraising Tools?
Facebook’s fundraising tools aren’t available everywhere. For instance, nonprofits in South Africa and many other countries cannot access features like donation buttons or fundraising campaigns. More recently, Meta announced it was discontinuing these tools in several European countries, including France, Germany, and Spain.
Why? The reasons vary but typically boil down to these three factors:
Regulatory Landscapes: Each country has its own laws around fundraising, data privacy, and money transfers. For example, regulations may require detailed reporting or specific compliance measures that Facebook might find costly or complex to meet.
Compliance Complexities: Managing financial transactions for nonprofits requires adhering to local tax and reporting laws. In some regions, the administrative burden outweighs the potential benefit for Meta to offer these tools.
Strategic Decisions by Meta: Meta chooses where to roll out or restrict features based on its priorities. This could be due to low demand in some markets or a lack of infrastructure to support these tools effectively.
The end result? Nonprofits in affected countries are left out of a system that could transform their ability to fundraise and expand their impact.
Why Is This a Problem for Nonprofits?
If you’re a nonprofit leader outside of the US, the lack of access to Facebook’s fundraising tools creates several challenges:
1. Limited Reach
Facebook’s fundraising tools are powerful because they tap into the platform’s massive global audience. Without these tools, nonprofits miss out on engaging with supporters beyond their immediate communities. This significantly limits their ability to raise awareness and attract international donors.
2. Lost Funding Opportunities
Imagine seeing a competitor nonprofit raise thousands of dollars on Facebook while you’re stuck trying to manage donations through outdated systems. The absence of these tools forces nonprofits to rely on less efficient methods, often resulting in fewer donations overall.
3. Increased Workload
Facebook simplifies the donation process. With its tools, nonprofits can collect funds instantly, track donor information, and even send automated thank you messages. Without these features, international nonprofits must manage these processes manually, consuming valuable time and resources.
4. Competitive Disadvantage
In a world where nonprofits are vying for donor dollars, access to effective tools can make or break a campaign. Being excluded from Facebook’s fundraising ecosystem puts nonprofits at a disadvantage, particularly when competing with organizations in countries that can use these features.
5. Stifled Innovation
Facebook’s tools allow nonprofits to experiment with creative campaigns like peer-to-peer fundraisers or virtual events with integrated donations. Without access, nonprofits in excluded regions are stuck with more traditional, and often less engaging, methods of fundraising, like direct mail campaigns or bulk email digital marketing blasts.
What Needs to Change?
This disparity isn’t just about access to a tool, it’s about impact. Nonprofits in every country should have the same opportunities to fundraise and grow their missions. Here’s what Meta, other social platforms, and, most importantly, you can do to address the issue:
Engage Local Nonprofits: Meta can work directly with nonprofits in excluded countries to understand their challenges and needs. This collaboration can lead to solutions that meet both regulatory requirements and local realities.
Increase Transparency: They can be clear about why certain regions don’t have access. Nonprofits deserve to know the specific barriers and in what ways they can address them.
Invest in Inclusive Solutions: With Meta’s resources, it’s possible to adapt tools for broader use. Whether it’s creating simpler compliance processes or piloting these features in excluded countries, there’s room for innovation.
You Can Diversify Your Funding Channels: We are big believers in diversifying your revenue streams. While it’s true that Meta fundraising is a great tool for “top of funnel” donor acquisition, and the ease of its internal donation button gets many donors to contribute, they typically do so in small amounts. Developing smaller, one-time gifts into recurring giving, major giving, planned giving, and investing in prospecting and pitching grants to foundations are all important strategies that will ultimately yield much, much greater results.
Why This Matters
The digital divide isn’t just about technology, it’s about opportunity. For nonprofits, being locked out of Facebook’s fundraising tools means losing access to millions of potential donors. It means working harder to raise less and being forced to accept limits on their reach and impact.
At PhoenixFire Strategic Consulting, we understand how crucial digital tools are for nonprofits to thrive. That’s why we partner with organizations like Gryphon Foundation for Global Change that work tirelessly to bridge these gaps. Together, we strive to ensure that nonprofits worldwide can access the tools and resources they need to succeed.
We believe in leveling the playing field. If your nonprofit is struggling to navigate these challenges or access the tools it needs, we’re here to help. Let’s work together to find innovative solutions that amplify your mission and drive meaningful change.
Get in touch today to discover how we can make a difference together.
Resources
The NonProfit Times Facebook Generated Fundraising Hits $5 Billion Since InceptionRetrieved from https://bigsea.co/ideas/a-guide-to-nonprofit-facebook-fundraising/#:~:text=With%203%20billion%20users%20worldwide,through%20these%20kinds%20of%20opportunities.
Nonprofit Pro Meta to End Fundraising Tools in Select European CountriesRetrieved from https://www.nonprofitpro.com/article/meta-to-end-fundraising-tools-in-select-european-countries-this-july/
Facebook Help Center About Fundraisers on FacebookRetrieved from https://www.facebook.com/help/ipad-app/252443996270739/
Gryphon Foundation for Global Change Dedicated to bridging resource gaps for nonprofits worldwide.Website: https://www.gryphonfund.org/
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