What Is the Facebook Donor DM Opt-In?
When someone makes a donation on Facebook, they’re immediately asked if they’d like to “Stay Connected.” This prompt offers several follow-up options: they can follow your page, share their email, or agree to receive messages from your nonprofit through Messenger. By checking the “Get messages” box—now pre-selected by default—donors give you explicit permission to reach out to them directly in Messenger. In other words, Facebook has built a seamless way for nonprofits to capture a list of donors who are eager to stay engaged.
Why This Matters
This isn’t just another notification setting. It’s a powerful, built-in feature that allows you to thank donors, share updates, or send personalized messages straight to their Messenger inbox. Since late 2022, Meta has shifted the system from opt-in to opt-out, meaning donors are automatically enrolled unless they choose otherwise. Because most people stick with default settings (roughly 80–95% do), nonprofits now have access to a dramatically larger pool of Messenger-connected supporters—Meta estimates three to four times more than before.
The Opportunity at Hand
For every wave of donors contributing on Facebook, the vast majority can now be re-engaged through Messenger. And these aren’t strangers—they’re recent givers who have already said “yes” to ongoing communication. This creates a unique chance to strengthen relationships: send a warm thank-you, showcase impact, invite them to events, or guide them toward deeper support like recurring giving. The donor DM opt-in provides an unmatched, direct channel to build trust and connection in a way that email or social posts simply can’t replicate.
The Surprising Follow-Up Gap
Here’s the catch: despite this built-in Messenger opt-in and donors’ willingness to engage, most nonprofits are not following up via Messenger. In fact, it’s common for nonprofits to ignore this channel entirely – effectively leaving those “opted-in” donors hanging. And that silence represents a hugely missed opportunity for donor engagement, stewardship, and even increased giving.
Consider this: according to industry data, 80% of donor questions on social media go unanswered by nonprofits. Similarly, about 60% of Facebook fundraisers are started by supporters on behalf of nonprofits, yet most of those supporters never receive a direct message or thank-you from the organization. In other words, even when supporters explicitly raise their hand to connect – by opting in to Messenger updates or creating fundraisers – nonprofits largely aren’t responding in kind. This is a glaring follow-up gap. Donors have opened the door, but nonprofits aren’t walking through it.
Why does this matter? Because donors want engagement. Over half of donors say they’d give more if charities simply communicated with them directly and personally. It’s not hard to see why: a donor who just gave via Facebook is likely on an emotional high – they feel good about supporting your cause and have indicated they’re open to hearing from you. Not reaching out in those moments is like letting a warm lead go cold. It’s a lost chance to say “thank you,” reinforce their decision to give, and invite them deeper into your mission community.
Equally important, failing to follow up via Messenger means forfeiting a channel that could dramatically boost donor retention. Many nonprofits struggle with one-and-done donors who give once and never again. Lack of timely, personal thank-yous and updates is a big part of that problem. By not leveraging Messenger opt-ins, nonprofits may be unintentionally contributing to weaker donor loyalty. And given today’s fundraising climate, that’s a risk organizations can’t afford.
Individual Giving Is Declining – You Can’t Afford to Stay Silent
The urgency to engage donors proactively is amplified by a sobering industry trend: individual donor participation is in structural decline. Over the past two decades, millions of Americans have stopped giving to charity, and those who do give are contributing a smaller share of total philanthropy. For example, individuals’ share of U.S. charitable giving has shrunk from about 80% in the 1980s to just 66% in 2024. Fewer people are giving, even as big donors and foundations make up more of the pie. This top-heavy pattern means nonprofits are increasingly reliant on a narrowing base of supporters.
Recent data confirms the trend: in late 2024, the overall number of donors dropped by 4.5% year-over-year, even though total dollars raised ticked up due to larger gifts. The loss was especially pronounced among small-dollar donors – the under-$100 donors fell by nearly 9%. At the same time, donor retention rates keep eroding. The Fundraising Effectiveness Project reports that overall donor retention fell an additional 2.6% last year, with the sharpest declines among new and small donors. In short, nonprofits are struggling not only to attract new givers but to keep the ones they have.
This landscape makes nurturing every donor relationship absolutely critical. When individual giving is harder to come by, no opt-in should go to waste. If a Facebook donor has indicated they’re open to communication, that’s a lifeline in a challenging environment. Engaging these supporters via direct message isn’t just a nice extra – it could be key to stemming the tide of donor attrition. Remember, retaining donors is far more cost-effective than acquiring new ones. A modest Facebook message conversation that retains a donor for another year (or inspires a second gift) can pay huge dividends in lifetime value. Especially now, as the donor pool contracts, organizations must act with urgency to deepen engagement with every person who shows interest. Ignoring an entire channel where donors are waiting to hear from you is a mistake no nonprofit can afford.
Why Facebook Messenger Could Be a Game Changer
If the idea of direct messaging donors feels new or unproven, consider this: we’re witnessing a significant shift in how nonprofits communicate, often called the third shift of fundraising outreach. We’ve moved from direct mail to email, and now forward-thinking organizations are expanding into social media messaging tools. The principle is simple – meet supporters where they spend their time. And with billions on social platforms, channels like Facebook Messenger are emerging as the “just right” medium for nonprofit engagement, falling in a sweet spot between traditional broadcast and overly intrusive tactics.
What makes Messenger (and direct messaging in general) so promising for donor engagement? A few key advantages stand out:
- Extraordinary Open Rates: Messages sent via Facebook Messenger boast open rates that email can only dream of. Nonprofits using Messenger have seen open rates around 90%, compared to the 20% (at best) open rate of typical nonprofit emails. Think about that – nearly all of your Messenger subscribers will actually see your message. With email inboxes increasingly crowded (and algorithms often hiding organizational emails), Messenger cuts through the noise. In fact, messages on Messenger or SMS are usually read within minutes by recipients, a level of attention email rarely achieves.
- Personal, Conversational Interaction: Direct messaging is, by nature, a one-to-one communication. It feels more like a personal text thread than a mass marketing blast. This format invites genuine conversation. Donors can reply, ask questions, or share feedback, and your nonprofit can respond in turn – at scale. This two-way interaction builds trust and relationships. Social psychology tells us people are more motivated to give when they feel a personal connection and dialogue with a cause, not just being talked at. Messenger facilitates that kind of relational fundraising in a way email or social posts (one-to-many communications) do not.
- Timeliness and Immediacy: Messenger allows you to reach donors in real time, which is crucial for stewardship. For example, you can automatically send a “Thank you, John! Your gift is already making a difference” note via Messenger within moments of a Facebook donation. Such instant acknowledgement reinforces goodwill. Likewise, you can use Messenger to provide on-the-fly updates (“We met our goal!” or “We’re live at the event now...”) that create a sense of inclusion. When donors feel looped in and up-to-date, they remain emotionally invested. This immediacy is harder to achieve with email, where messages might be buried for days. It’s worth noting that one study found 90% of people now prefer to communicate with a business or nonprofit via messaging (with nearly half opting specifically for SMS text) – underscoring how comfortable supporters have become with instant messaging as a mode of interaction.
- Higher Engagement and Response Rates: It’s not just open rates that shine – click-through and response rates on Messenger are dramatically higher than traditional channels. In one nonprofit case, Facebook Messenger messages achieved a 30% click-through rate (CTR) on links. Compare that to email, where a 3% CTR might be considered decent. When you share a story, survey, or call-to-action via DM, supporters are more likely to actually engage with that content. Messenger messages feel more urgent and personal, prompting action. The result can be deeper engagement: donors commenting on updates, sharing your Messenger content with friends, or taking that next step (donating again, signing up to fundraise, etc.) at much higher rates than if you had sent the same prompt by email or social post.
- Not Too “Spammy” or Too “Intimate”: Some nonprofits worry that text messages (SMS) might be seen as invasive – and indeed, SMS can feel very personal (buzzing directly on someone’s phone). On the flip side, public social media posts are easy to ignore. Messenger hits a “Goldilocks” zone: it’s a private channel, but one that users associate with chatting with friends, family and brands they care about. NonProfit PRO put it well: Facebook Messenger isn’t too broad or too personal – it’s a comfortable middle ground for supporters to interact with causes. In practice, nonprofits have found that Messenger outreach doesn’t generate the kind of opt-out backlash that mass texting might, in part because users have explicitly opted in and the interaction feels friendly and optional.
- Proven Results in Fundraising: Perhaps most importantly, direct messaging has started to show tangible fundraising returns. Early adopters have reported significant lifts in donor activity when incorporating Messenger. For example, one national nonprofit ran a Messenger follow-up campaign and saw a 47% increase in donors completing their donations (versus those who didn’t get Messenger nudges). Others have doubled their donor retention rates year-over-year by nurturing supporters through Messenger sequences. And across the board, nonprofits see higher repeat giving when they use conversational messaging to keep donors engaged beyond the first gift. Messenger isn’t just a feel-good engagement tool – it can directly boost your donor conversion and revenue metrics. (We’ll highlight a real-world case study in a moment.)
In short, Facebook Messenger offers nonprofits a scalable way to have personalized, real-time interactions with donors – the kind of interactions that drive stronger relationships and more giving. It combines the reach of a digital channel with the intimacy of a personal conversation. In an era when traditional channels (like email) are seeing declining engagement – nonprofits sent 15% more emails last year even while fundraising email response rates fell 18% – tools like Messenger provide a much-needed boost. Rather than blasting 1,000 emails to yield a handful of gifts (the average nonprofit raises only about $90 per 1,000 fundraising emails sent), you could send tailored Messenger notes to 100 people and get far greater returns. It’s a proven, yet underutilized strategy that represents the next evolution in donor engagement.
For a real-world example of Messenger’s power, see how Stop Soldier Suicide achieved an 89% open rate and a 240× increase in engagement by using Facebook Messenger to engage supporters (Check out the Case Study Here).
Engaging donors doesn’t have to be guesswork! The Nonprofit Direct Messaging Playbook is packed with step-by-step strategies, conversation templates, and real examples to help you follow up with Facebook donors through Messenger. Learn how to thank supporters instantly, share impact updates that keep them engaged, and invite them to deepen their commitment — all in a way that’s personal and scalable.
Download the Direct Messaging Playbook to start building stronger donor relationships today.
How to Follow Up with Facebook Donors via Messenger (5 Steps)
Ready to turn those opt-in Messenger subscribers into meaningful relationships? Here’s a simple how-to guide for nonprofits to start leveraging Facebook donor DMs effectively:
1. Make Sure Facebook Messenger is Enabled for Your Page: First things first – confirm that your organization’s Facebook page has Messenger (and Facebook Charitable Giving Tools) turned on in the settings. Only donors who give through Facebook and see the Messenger opt-in can be reached, so you want to capture as many as possible. Ensure your page allows messages and that you’ve toggled on the charitable donation features in Facebook’s Nonprofit Manager. This will activate the post-donation “Get messages” opt-in for your donors. (If you’re not sure how to do this, Facebook’s Nonprofit Manager help section can guide you through the steps.)
2. Thank Donors Promptly and Personally: When a donor gives on Facebook and opts in to Messenger, strike while the iron is hot. Send a prompt thank-you message via Messenger – ideally within 24–48 hours of the donation. Keep it short, warm, and personal. For example: “Hi Jane – I’m Ashley from ABC Charity. I saw your donation come through on Facebook and just had to say thank you! Your $50 gift helped us reach our goal and will [specific impact]. We’re so grateful 💙.” Using the donor’s first name and mentioning their gift amount or impact shows that this isn’t an automated mass message (even if you use tools to send it at scale). This simple thank-you does two things: it acknowledges the donor (building goodwill and trust), and it opens a dialogue. In Messenger, a donor can easily reply – perhaps with a thumbs up, heart, or even a question about your work. Be prepared to respond if they do. Even a quick “You’re welcome!” or answering a question in real time can leave a lasting positive impression. Prompt, personal thank-yous are the first step in turning one-time givers into loyal supporters.
3. Share an Impact Update or Story: After the initial thank-you, plan at least one follow-up touchpoint via Messenger that isn’t an ask. Many donors opt in because they’re curious about how their contribution makes a difference. Reward that curiosity with a concrete example. A few days to a couple of weeks after the donation, send a brief impact update. For instance: “Jane, I thought you might like to see this – thanks to your support, we just opened a new literacy corner at the community center! 📚🌟 [link to a photo or a short video].” Visuals are powerful here – Messenger allows images, short videos, even voice notes. Show the project or people helped, if possible. Another approach is to tell a short success story that ties back to donor support: “Remember the goal you helped fund last month? Here’s who it helped…” By delivering a story or update directly to donors’ phones, you create a moment of joy and validation for them. This kind of stewardship content significantly boosts donor loyalty – supporters who feel informed about impact are 30% more likely to give again according to research. It’s all about reinforcing that their action mattered.
4. Invite Deeper Engagement (But Keep it Optional): Once you’ve thanked donors and shown impact, it’s appropriate to include a gentle call-to-action in your Messenger communications. The key is to frame it as an invitation, not a pressure-filled ask. For example, you might send: “We’re launching a spring volunteer challenge next month – would you like to join our Facebook group to learn more? I can send you an invite. No pressure at all!” or “You mentioned loving our animal rescue updates – if you’re interested, we’d love to have you as a fundraiser in our upcoming campaign. I can shoot over details if that’s something you’d consider 🙏.” Notice the tone: friendly, non-obligatory, and donor-centric. With Messenger, you can also use quick-reply buttons to make it easy. For instance, a message could include two buttons: “Yes, send me info” and “Maybe later.” This way, donors don’t have to type a response – a single tap can let you know their interest. Direct messaging can also be used to invite repeat giving in a subtle way: “Our monthly donors get to see behind-the-scenes via Messenger. Interested in joining? I’d be happy to share what that looks like.” The idea is to open doors for donors to deepen their involvement on their terms. And because it’s a one-on-one channel, you can tailor these invites based on each donor’s previous engagement or interests.
5. Use Tools to Scale (and Respect Donor Preferences): Managing individual Messenger conversations can be time-intensive, especially as your opt-in list grows. Fortunately, you don’t have to do it all manually. Look into tools and platforms that can help automate and personalize Messenger outreach. Facebook itself offers basic autoresponder and chatbot functionality, and there are nonprofit-specific solutions (like GoodUnited and others) that specialize in Messenger fundraising. These tools can automatically send your welcome thank-you, schedule follow-up messages, and even use AI to handle simple Q&A – all while inserting personal details like the donor’s name or past donation. Automation ensures no donor falls through the cracks, and it frees up your staff to focus on high-value interactions (like responding to a donor’s questions or engaging major supporters personally). Just be sure to monitor your Messenger inbox and respond promptly if donors do reply – a human touch is still vital when a supporter writes back. Also, always respect opt-outs: if any donor chooses to stop Messenger communications, honor that immediately (the platforms make it easy for users to unsubscribe from messages). By combining automation with attentive customer service, you can scale up your Messenger outreach to thousands of donors while keeping the experience feeling one-to-one. The result is a conversational messaging program that consistently nurtures your Facebook donors into lasting advocates.
The Next Evolution in Donor Engagement
The bottom line is that Facebook donor DMs represent an untapped well of opportunity for nonprofits. At a time when traditional engagement channels are yielding diminishing returns, direct messaging offers a new, more effective way forward. Donors who opt in for Messenger updates are effectively saying, “I’m here, I care about your cause – let’s keep in touch.” Every message you send is a chance to strengthen that relationship: to show appreciation, share impact, listen to their feedback, and ultimately inspire greater loyalty and generosity.
Nonprofits that embrace this approach are seeing the benefits. They’re converting more one-time Facebook donors into repeat givers and active fundraisers. They’re boosting donor retention at a moment when retention is falling sector-wide. And they’re finding that Messenger isn’t just additive – it can be transformational. In one case, a nonprofit’s Messenger campaign drove a 47% higher donation completion rate and a 30% increase in fundraiser retention compared to business-as-usual. Another organization used Messenger to rally its supporters and saw engagement levels skyrocket – achieving in minutes what would have taken expensive ad campaigns to replicate. These are game-changing outcomes.
Yet, across the industry, the majority of nonprofits still rely on the same old playbook: more email blasts, more social posts, and more hope that donors will stick around. Meanwhile, a valuable channel is right there on Facebook, largely underutilized. It’s the nonprofit equivalent of leaving money on the table. Donor inboxes may be saturated and social algorithms fickle, but Messenger inboxes are a relatively open playing field. If you can be among the first in your space to truly capitalize on donor DMs, you’ll be ahead of the curve. You’ll offer a supporter experience that feels genuinely personal and attentive, which is rare – and which donors will remember.
In conclusion, nonprofits are indeed missing a huge opportunity with Facebook donor DMs – but it doesn’t have to stay that way. By understanding the Messenger opt-in feature and making donor follow-up a priority, your organization can turn a simple checkbox into a dynamic donor stewardship pipeline. This is the next evolution of donor engagement: meeting supporters where they are, having real conversations, and scaling personal touch through technology. The tools and the audience are ready; it’s on nonprofits to step up and use them. Those who do will build stronger relationships and more resilient fundraising in the process. Given the headwinds in our sector, that’s an opportunity you can’t afford to pass up.
Ready to unlock the power of Messenger for your nonprofit? Nonprofits can now schedule a free consultation with GoodUnited to explore how to get started. We’d love to chat about what’s working, what’s not, and how to help you build lasting donor relationships through direct messaging. Let’s solve it together – schedule your free consultation today!
