In most parts of the country, Duke, fundraising organization, was a clear winner over the weekend when the College Basketball Powerhouse defeated rival North Carolina on a buzzer-beater in overtime.
The Fundraising EventBut the University of North Carolina won a hushed and noiseless conquest. In a yearly fundraising event, its student newspaper, namely the Daily Tar Heel, hit Duke University’s Chronicle. A multi-week matter was bind to the game and planned to give rise to money for better performance of the newspaper. The Daily Tar Heel scored $33,747 while Chronicle $22,450.
Donate Button on Facebook Page
The Chrissy Beck, the general manager of Duke’s Chronicle, felt thwart due to the whole situation. Suddenly the thought of definitive resource came to her mind. She decided to add a “donate” button on the Facebook page and Instagram profile of the newspaper. Beck considered it the simplest way to enroll thousands of online acolytes of the newspaper. But a lengthy approval procedure impeded her. And even she had gone a long way, nonprofits like her still have a bigger grip on raising money using Facebook Inc. However, the donors share their personal information with a social media company to a great extent. Facebook flows back a very little of it to the nonprofit.
“We want them to give next year, you know?” Beck said of donors, “And to do that, we need to know who they are.”
Tools Help Nonprofits
The fundraising features of Facebook have led more than $3 billion donations since 2015. That’s a pathway to produce a company’s benevolence that has struggled a lot among its users, politicians, and regulators with reputation. With less effort, these tools have the potential to help nonprofits to approach massive traffic. According to almost a dozen nonprofit groups, there are also some disadvantages related to these tools.
Facebook Hides DataMost of the exasperation is due to user data. Usually, the companies criticize social media networks for leaking too much the user’s personal information. But this time, we get a reverse effect. Now according to some organizations, Facebook is protecting more data of the audience than required. The complicated relationship of the company with the personal data of the user extends even to its good attributes that don’t produce any money.
Nonprofits receive only a donor’s name and donation amount by default. As fundraisers have the goal to build long-term relationships with the donors, but the given data is just useless with this aspect. The things that have the worth of gold for the fundraising companies include donor’s email addresses, phone numbers, and physical mailing addresses. But unfortunately, the fundraising companies are unable to get this information through the donation system of Facebook.
Rich Cohen Statement
The chief operating officer at the National Council of Nonprofits, Rick Cohen, said, “Just like you hear in a business where it costs less to keep a customer than get a new one, the same goes for donors to nonprofits.”
Second Harvest Revenue
A food bank San Jose, Second Harvest, California, also uses Facebook for fundraising but doesn’t depend on this social network entirely for its success. According to a rough estimation, two-thirds of Second Harvest’s revenue comes from individual donors that are of supreme importance. Cat Cvengros, the group’s vice president of development and marketing, said, “We look at Facebook’s donate button as one more tool in our toolbox,” she added. “We can’t rely on it entirely.”
A Facebook spokeswoman said the company considers fundraising attempts with user privacy concerns. “We are always working to find the right balance to help nonprofits continue to make an impact while making it easy for donors to both give to causes and choose how they want to stay connected,” she said in a statement.
Advice and Benefits to Nonprofits
There are two main ways for nonprofits to increase their money, according to Facebook. The first way is to add a donate button to the Facebook and Instagram accounts of organizations. While the second way is to start a fundraiser by a user on behalf of a nonprofit. Most of the people do it on birthday event and ask their guests to donate in substitution of a present. Facebook doesn’t cut any donation, and it’s free of cost in both cases. It’s the significant benefit that most of the nonprofits mention.
The impact of an organization increases with its scale. Chris Joseph, the communications manager at the League to Save Lake Tahoe said, “The beauty of it is the ability to reach an audience that otherwise we would almost certainly have no budget and no facility to get in contact with.” In just a week at the start of January, Facebook users donated more than $34 to a fundraiser for Australia’s wildfires. Although, birthday fundraising efforts alone donated $1 billion.
Julie Winner, the managing director for social marketing and digital strategy at the American Cancer Society, said, “While it is a bit of a black hole in terms of data, the monetary benefit and what we’re able to do to impact lives with the dollars we raise truly outweighs the lack of data.”
Donate Button DrawbackHowever, all the nonprofits can’t get its benefits, especially smaller ones who have no brand acknowledgment of a worldwide organization. UNC’s Daily Tar Heel, which won the competition with Duke, disagreed with the donate button. They are worried about the donor’s data as Facebook might mishandle their data and information in some conspicuous events.
According to Erica Perel, general manager at the Daily Tar Heel, “It’s important from a strategic standpoint for us to have all the information that we need about the donors. I don’t need Facebook or another company to have all the data.”
Laura Sherr is running digital fundraising at the Marine Mammal Center in Sausalito, California, present at the north of San Francisco. She said that her company had discussed the back-and-forth of using Facebook for fundraising before starting belligerently 18 months ago.
Sherr said, “Yes, it is different, and you don’t quite have the same access to donors as you’re used to, but it’s just a different kind of access.”
It’s just like a change that the older, more conventional nonprofits are still making attempts to compete in digital culture for fundraising dollars.
Finally, Approved Donation ButtonThe Chronicle, at Duke, finally got permission after two months of applying for the donate button. And the competition closed just one day before it. Beck stated, “Working with Facebook to get anything like this done is aggravating.” A Facebook representative said that it might take six to eight weeks for approval.
While the donate button didn’t help the Chronicle in its fundraising challenge this year, Beck said the potential reach means she’ll try to use Facebook next year. Could the donate button be the difference-maker in topping the Daily Tar Heel?
The Chronicle didn’t get the advantage of this donate button this year in its fundraising challenge. But Beck has enough potential to reach her demand next year. Could the donate button help defeat the Daily Tar Heel? She said, “I hope so. it certainly can’t hurt.”
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