#GivingTuesday: FundEasy vs. Other Platforms

Posted on: November 19, 2018

November 27, 2018 will be the sixth annual #GivingTuesday! Since its inception, #GivingTuesday has exponentially gained participation both from organizations and individuals alike. According to Nonprofits Source research, #GivingTuesday hit a record $274M in donations for non-profits in 2017 and faith-based nonprofits received the largest percentage of these #GivingTuesday online donations! 15% of Millennials, 14% of Gen Xers and 15% of Baby Boomers made donations on #GivingTuesday last year, proving that giving back is important across generations.

#GivingTuesday is fueled by social media, where the vast majority of donations are made online. Therefore, it’s crucial to not only participate and promote your involvement well but also to provide an easy giving experience that provides an avenue for you to cultivate relationships with your financial partners. 

There are many platforms available for collecting #GivingTuesday donations. Two common platforms are Facebook’s donate button and standard donation pages that already exist on organizations’ websites. Let’s compare FundEasy to these options as we consider three important aspects of this day of giving.

Communicating a #GivingTuesday Goal

Setting a goal and tracking progress toward that goal are very important as you fundraise on #GivingTuesday. A goal gives your donors an idea of what you’re hoping to raise, and the ability to see how their giving is having a direct impact in helping you to reach that goal. 

FundEasy allows you to not only communicate your goal before donors give, but they’ll also be able to see the thermometer and how their gift directly impacts your goal at the time of giving. We’ve found that donors will often give more when they can see this impact at the time of giving.

 How does Facebook compare?

Facebook has the ability to communicate a goal on the non-profit page. Donors will not see the goal when giving their donation, nor will they be able to see the direct impact their donation has made toward the goal. 

  How do Standard Donation Pages compare?

Standard Donation Pages generally cannot communicate a goal, nor track progress toward that goal. Donors can give, but cannot see how their gift is having an impact. In using these pages for #GivingTuesday, organizations will have to manually add-up gifts in order to announce a total. 

Receiving and Receipting Funds

Not only is it necessary for donors to be able to give quickly and easily, but likely your organization will need funds deposited and receipted quickly as well.

FundEasy partners with WePay in order to process transactions. When setting up your campaign, you can receive deposits as frequently as every business day! Funds will be deposited to your account when they’re available, allowing you to use the funds to further your mission just days after the donation is made. We also provide each donor with a tax-deductible receipt (which you can customize with a personal note), in order to free up your time and ensure that your donors have their tax receipts right away!

 How does Facebook compare?

Donations made through Facebook will not be available to the non-profit for quite some time. The frequency/availability of funds varies based on the payment processor used (Facebook, Network For Good or PayPal). Frequency can be as “short” as 2 weeks, or as long as 90 days! For each processor, there’s also a $100 threshold. Meaning that if an organization has raised less than $100, they are not eligible for a payout until more donors give.  

How do Standard Donation Pages compare?

Donating and receipting through Standard Donation Pages happen in a variety of ways. Many donation pages require that donors log in to an account before giving a gift. For time-sensitive donations, the easier and less involved the donation process, the better!  

Building and Maintaining Relationships

People are not wallets. This is an important fact to remember every time you fundraise. Every interaction with your partners is an opportunity for relationship building and should provide opportunities for them to engage with your organization beyond the present interaction. We further unfolded this idea in our blog post “Fundraising, Friendraising or both?.

When giving through FundEasy, your partners will be required to give contact information along with their gift. They will be receipted immediately, with a receipt you can customize to make the “thank you” more heartfelt. Additionally, our email tool is available to send follow-up emails to your financial partners and their contact information will be available even after #GivingTuesday. You’ll have this information immediately following their donation, so you can begin building that relationship, or foster an existing relationship right away.

How does Facebook compare?

Facebook does not require any contact information from donors. How do you build a relationship if you can’t get in contact? It’s not possible! A donor has the opportunity to enter an email address when giving, but it’s not required. Transaction reports are not available immediately and can take two days for the information to be accessible.  

How do Standard Donation Pages compare?

Standard Donation Pages are often well equipped to accept contact information. They don’t always receipt automatically, or allow for easy future communication so organizations have to be intentional about these things.  

What about Facebook’s Match?

I’d be remiss if I ignored the alluring $7 Match Facebook and PayPal are offering this #GivingTuesday. Let’s look at the facts. The match begins at 8am ET on #GivingTuesday, and lasts all day, or until funds run out. Last year’s $2M match was met between 10 and 15 minutes. At this rate, one can expect that donations given on GivingTuesday will only have a chance of being matched until 8:45am ET (that’s 5:45am on the West Coast!). According to Facebook, matched donations will not be paid out until mid-January 2019. Considering the lack of donor information, the length of time the match is accessible, and the likeliness of an organization to receive much of the match, it seems that the cons outweigh the pros.

I hope these comparisons have been helpful to you as you asses the best fit for your organization this #GivingTuesday. We’ve worked hard to make FundEasy the best choice for #GivingTuesday, and hope you feel that it is! If you have any additional questions please reach out. We will be happy to discuss them with you.

 

Crystal Velte
Crystal Velte

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This article was inspired by our customers and written to encourage your fundraising efforts. Although we work with ministries and events daily, our team members are not Event Consultants. We encourage you to consult with your event consultant, executive team, and/or affiliate organization before making any major changes to your events.

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