The year 2020 has been a difficult year for everyone. Yet, everybody is looking forward to a positive future. During the COVID-19 lockdowns, people were able to raise $100 million to help communities on Facebook and Instagram. Today, Facebook adds new fundraising tools and launches a “Season of Giving.”
The “Season of Giving” features a Giving Tuesday. Every Tuesday of December 2020, Facebook will start fundraising to help people in need. It will also use such fundraising as an avenue to promote small businesses that are struggling to survive.
Facebook also encourages its users to get involved by donating, sharing, or starting fundraising itself. The platform has added new fundraising tools. Facebook and Instagram users can now start or share fundraising via their newsfeed. This is besides donation stickers and Facebook Pay. Facebook also adds “Drives” under Community Help. The tool aims to make it easier for people to offer or request help in collecting the necessities they need such as food, clothes, etc. 100% of all the fundraising proceeds made at Facebook and Instagram will directly go to the recipient foundation.
Facebook adds new fundraising tools on 23 November 2020.
Implications for Marketers:
Facebook’s new fundraising tools make it easier for users to launch a campaign for a cause via the newsfeed. This increases the visibility of such a campaign. For marketers, this can also be a way to contribute to the community. Fundraising is a multi-channel journey. Initiating one can help brands contribute to the needy and at the same become recognized. Thus, it fosters connection and encourages engagement.