Fundraising on Facebook for nonprofits: A complete guide

Millions of folks log in every day to scroll, share, and connect. That makes it the perfect space to tell your story, rally support, and reach new donors, without needing a big budget or a tech team.

Let’s break it all down, step by step, and make fundraising feel a lot less overwhelming.

Facebook fundraising tools for nonprofits

Facebook gives nonprofits a bunch of built-in tools to help raise money, no fancy software or special training needed. If you’ve ever posted on Facebook, you already have what it takes to start.

Here are the main tools you should know about:

• Donate button – You can add this to your Facebook page, posts, and even live videos. It gives people a quick way to support your cause in the moment.
• Nonprofit page fundraisers – These are fundraisers created directly from your organization’s Facebook page. You set the goal, the reason, and the timeline, and people donate right there.
• Facebook Challenges – These are short, fun campaigns like “Walk 30 miles in 30 days” that get people moving and giving. They work great for community-building and peer-to-peer support.
• Peer-to-peer fundraisers – Your supporters can create their own fundraisers for your nonprofit. Think birthdays, memorials, or personal milestones, all with donations going straight to you.
• Facebook Messenger – Use Messenger to thank donors, share updates, or invite supporters to events. It’s a simple way to keep the conversation going.

What’s great is that these tools are all built into Facebook, and they work on mobile too. You don’t need to send people off to another site, they can donate right where they already are.

How to create a Facebook fundraiser campaign

Creating a fundraiser on Facebook doesn’t have to be complicated. In fact, it’s one of the easiest ways to get people involved, especially if you keep it simple, honest, and goal-focused.

Here’s how to do it, step by step:

1. Set a clear fundraising goal. People like knowing what they’re working toward. Pick an amount that feels doable but still makes a difference, maybe it’s $500 for school supplies or $2,000 to fund a program for a month.
2. Choose a strong cover photo. This is the first thing folks will see. Use a photo that shows your work in action or highlights the people you help. Faces work great.
3. Write a short, personal message. Keep it real. Let people know why this fundraiser matters, what the money will do, and why now is a good time to give.
4. Add your contact information. Make it easy for potential donors or fundraisers to reach out with questions. A direct line or monitored inbox helps build trust.
5. Set a time frame. Most fundraisers run for a few weeks. Having a deadline adds urgency and helps drive donations.
6. Click publish, and start sharing. Post it on your page, share it in Facebook groups, and ask your team and board members to get the word out.

It doesn’t need to be perfect. What matters most is that it feels authentic and shows how people’s gifts will help. We’ve seen small fundraisers take off just because someone told a story that really clicked.

Birthday fundraising and other popular campaign types

If you’ve spent any time on Facebook, you’ve probably seen birthday fundraisers pop up in your feed. That’s because Facebook makes it super easy for users to raise money for causes they care about, especially on their birthday. And the best part? These fundraisers bring in donations without your nonprofit doing much at all.

Birthday fundraisers are a win-win. The person celebrating gets to support a cause close to their heart, and your nonprofit gets a boost in both donations and visibility. Encourage your supporters to set up one for their next birthday, and make sure they tag your page when they do.

Other types of campaigns that work well:

• In-memory fundraisers – Supporters raise money in honor of a loved one, often around an anniversary or special date.
• Seasonal or holiday campaigns – Giving Tuesday, end-of-year giving, and other holidays are great times to rally support.
• Facebook Challenges – Like “Read 10 books in 30 days” or “Do 100 pushups in a week,” these get people engaged and talking.

These campaigns work best when people can tell a personal story. A short sentence like “I’m raising money because this organization helped my family” can go a long way.

We’ve seen nonprofits raise thousands just by helping supporters set up the fundraiser and giving them a few words to share. And when they post it with a powerful photo or video? Even better.

Promoting your fundraiser beyond your Facebook page

Launching a Facebook fundraiser is a strong start, but promotion is what keeps the momentum going. A post here and there won’t cut it. The more places you talk about your fundraiser, the more people you’ll reach, and the more money you’ll raise.

Here’s where to focus:

• Facebook groups – Share your fundraiser in local or cause-related groups where people already care about what you do. Just be sure to follow group rules.
• Instagram and other social media platforms – If your nonprofit is on Instagram, LinkedIn, or even TikTok, spread the word there too. Use the same link and a strong image to keep your message consistent.
• Email – Send a short email to your supporters. Tell them what the fundraiser is for, how they can help, and include the link. Bonus points for a photo or quote from someone impacted by your work.
• Your website – Add a banner, pop-up, or homepage callout linking directly to your fundraiser. Make it impossible to miss.
• Board and staff networks – Ask your team to post the fundraiser on their personal pages. When people see a familiar face behind the cause, they’re more likely to give.

And don’t be afraid to talk about it more than once. People often need a few reminders before they take action. Remind them why it matters, show them the impact, and keep the updates coming.

Using Facebook fundraising tools strategically

Facebook makes it easy to start fundraising, but using the tools with a little strategy can take your results to the next level. It’s not just about having the tools; it’s about making them work for you.

Here’s how to get more out of what Facebook offers:

• Automate your thank-yous. Facebook lets you set up automatic thank-you messages. It’s a small step, but it makes your donors feel seen right away. You can also follow up later with a more personal note.
• Use suggested donation amounts. When people see $10, $25, or $50 as options, they’re more likely to choose one. You can guide their decision without making it feel pushy.
• Optimize your fundraiser page. Make sure your description is short, clear, and focused on impact. Use one strong photo. Don’t overload it with too many details, just give folks a reason to care and act.
• Plan your campaign timing. Don’t launch your fundraiser and disappear. Schedule out a few posts or updates during the campaign. Show progress. Share small wins. That keeps people engaged and reminds them to give.
• Test and learn. Try different types of fundraisers. Look at what worked well (or didn’t), then tweak your next one. Every campaign is a chance to learn more about your supporters.

When we work with nonprofits at Harness, we help them think through these pieces so their fundraisers don’t just run, they perform.

Advanced features to increase supporter engagement

Once you’ve got the basics down, it’s time to dig into some of Facebook’s extra features, the ones that help deepen relationships, spark conversation, and keep donors coming back.

• Facebook Messenger – Use Messenger to check in with donors, answer questions, or send updates. It’s more personal than a post, and it shows you’re paying attention.
• Facebook Live – Going live adds energy. Host a quick behind-the-scenes tour, share updates during a challenge, or interview someone your nonprofit has helped. Real-time connection makes people feel part of something.
• Meta Verified and Stars – If you’re eligible, these tools can boost your visibility and give supporters new ways to engage. Stars, for example, let people send micro-donations during live videos.
• Peer-to-peer fundraising – Empower your supporters to raise money on your behalf. Give them simple instructions, a graphic, and a few talking points. These personal fundraisers often outperform anything your org posts directly.
• Use your Facebook user data wisely – Keep an eye on who’s giving, sharing, or commenting. These folks are warm leads. Follow up, thank them, and invite them into deeper involvement, like becoming monthly donors or volunteers.

These features don’t take a ton of extra work, but they do help your fundraising feel more human, and more effective.

Measuring success and refining your approach

Running a Facebook fundraiser is great, but tracking how it performs is what helps you grow. Without checking the numbers, it’s easy to miss what’s actually working (and what isn’t).

Start by looking at the basics:

• Donations raised – Obvious, but important. Did you hit your goal? If not, did you still raise more than last time?
• Number of donors – Are more people giving small amounts, or fewer people giving big? This helps shape your future asks.
• Shares and comments – These show how much reach and engagement your fundraiser had. If people are talking about it, you’re on the right track.
• Top-performing posts – Look at which updates got the most clicks or reactions. Then do more of that next time.

If you're using a platform like Harness alongside Facebook, you can take this a step further, tracking trends over time, spotting which supporters are most engaged, and even setting up alerts for big gifts or activity drops.

The more you learn from your past fundraisers, the stronger your next one will be. And when your process gets smarter, your results grow faster, without having to work twice as hard.

Meaningful support

Fundraising on Facebook doesn’t have to feel like guesswork. With the right tools and a little strategy, your nonprofit can turn everyday scrolling into meaningful support. You don’t need a massive budget, a big team, or even a lot of time, just a clear message, a few good stories, and a plan to keep people engaged.

At Harness, we’ve helped nonprofits raise millions using smart, simple strategies just like the ones in this guide. Whether you're launching your first Facebook fundraiser or trying to level up your results, we’re here to make it easier.