How to protect your brand in Facebook fundraisers

July 29, 2022

One of the biggest concerns among nonprofit communications directors is that they have no control over how fundraisers on Facebook depict their organization – in words or photos.

The best way to protect your nonprofit's brand when it’s used in a Facebook fundraiser is to give fundraisers the photos you want them to use when they create a campaign. Here’s how it works:

When people start a fundraiser they’ll select your nonprofit from a list. They’ll write their own title, such as “Brian’s Birthday Fundraiser for Mr. Bones Dog Rescue”, and they’ll write their own personal message about why they’re raising money for you.

The personal message that pre-populates looks like this:

"Want to join me in supporting a good cause? I'm raising money for Mr. Bones Dog Rescue and your contribution will make an impact, whether you donate $5 or $500. Every little bit helps. Thank you for your support. I've included information about <name of="" nonprofit=""> below."</name>

The next paragraph is populated with your mission statement. Therefore:

Ensure that your nonprofit's mission statement is short, clear, and motivating.

Next they’ll choose a cover photo. Fortunately, Facebook suggests your cover photo. The majority of fundraisers accept the suggestion, especially if they like it. Therefore:

Ensure your Facebook cover photo is high quality, relevant and engaging.

Though fundraisers can change the words and photo that Facebook suggests, most don’t. Feed Facebook a high-quality mission statement and a cover photo and the majority of fundraisers will simply share them as is.

Want to learn more? Read or download The Ultimate Guide to Facebook Fundraisers.