The 2018 Trends in Giving Report by Nonprofit Tech for Good and PIR.org revealed something interesting: 45% of major donors ($10,000 or more) prefer to give online, including through Facebook fundraisers.

By default, when a donor gives to a Facebook fundraiser it's public. The nature of social giving is inspiring others to give. However, when it comes to major donations, your donors may want to remain anonymous. The basic premise of anonymous giving is that society on the whole doesn't respond well to behavior outside of what evolutionary biologists call "established norms."

In other words, we're hardwired to look down on someone who makes a grand altruistic gesture because it makes the rest of us look or feel bad.

Sometimes major donors want to remain anonymous for religious reasons, so they don't become a target for other nonprofits, they don't want the attention, or they're uncomfortable with their wealth.

Donors can contribute to a Facebook fundraiser anonymously. From the drop-down box "Who can see this post" just select "private" instead of "friends". (The creator of the fundraiser and the nonprofit will see the donation so it's not entirely anonymous.)

Let your community know they can remain anonymous when giving to a Facebook fundraiser and and you may attract larger donors.