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What is conversational messaging?
Conversational messaging is the two-way communication between nonprofits and their supporters in a real-time or near-real-time fashion on their preferred channels; social media.
Conversational messaging combines the humanity of in-person conversations with the accessibility of digital giving for fundraising in social media.
Conversational messaging seems new and unproven. What’s the risk?
While conversational messaging is not a new concept, the technology that supports it has evolved, making it easier and more accessible than ever before.
As technology has evolved, it’s provided ways for conversational messaging to be automated, allowing nonprofits to engage with their supporters in real-time while reducing internal lift and using human judgment to guide every aspect of the conversation.
How does conversational messaging open up a new revenue channel?
Similar to how website and email revenue is attributed as different fundraising channels, nonprofits typically attribute revenue from social media separately.
Revenue from social media can take a few forms, such as a birthday fundraisers, one-off gifts, or Challenges on Facebook.
Regardless of the method, revenue from GoodUnited is directly attributed through proactive messaging journeys to your subscribers.
Here's the best way to think of it. What email is to your website today, GoodUnited will be to social media tomorrow.
What is a subscriber?
In the context of messaging platforms, such as Facebook Messenger, a subscriber is someone who has agreed to receive direct messages, updates, and notifications from a nonprofit.
Subscribers can be seen as followers, and typically receive relevant, personalized messages and calls to action.
What do I need to start fundraising on Facebook?
Here’s the TL;DR on this one:
Ensure your nonprofit is eligible (Your organization must be a registered 501(c)(3) nonprofit in good standing with the IRS)
Our nonprofit doesn’t have fundraisers on Facebook… do I need GoodUnited?
Yes, you still need GoodUnited.
Organic fundraisers on Facebook are only a small part of the larger social media fundraising strategy.
If you’re posting content and building a community of unknown supporters, GoodUnited helps convert that community into named subscribers to cultivate and monetize.
From there, nonprofits are using conversational messaging to build a more personalized experience through messaging at scale, sidestepping bandwidth issues and focusing on what matters most - meeting their supporters where they are at.
What bandwidth or resources do I need to effectively fundraise on Facebook?
The amount of bandwidth and resources a nonprofit needs to effectively run fundraising efforts can be met with one of our favorite responses: it depends.
If you’re already posting content and building community on Facebook, very little additional effort is needed.
If you’re not actively building a presence on Facebook, we recommend that nonprofits take time to focus on building a social media strategy before engaging with GoodUnited.
What percentage of donations does a nonprofit actually see?
Unlike other online donation platforms, Facebook does not charge a platform fee for donations made to charitable organizations.
When a donor makes a contribution through Facebook, 100% of the donation goes directly to the chosen nonprofit organization. Facebook does not charge a platform fee for donations, so all funds raised go towards the intended cause.
Is Facebook fundraising declining?
For most nonprofits, Facebook fundraising (and the revenue that comes with it) seems to happen without insight.
Free money is great, but most nonprofits don’t know why they got a check from Meta or how they can take charge and control this revenue source.
Many nonprofits have seen a decline in birthday fundraising because:
A. It’s been around for seven years and like everything, it degrades over time.
B. More nonprofits than ever are onboarding to giving tools increasing competition to be the beneficiary of that birthday fundraiser.
While organic fundraising is great, GoodUntied empowers your organization to take control. Through GoodUnited, you can finally drive predictable and sustainable revenue in your supporters preferred social channels and no longer be at the whims of an algorithm few, if any, understand or can control.
What is GoodUnited’s relationship with Meta? How does this benefit their nonprofit partners?
GoodUnited is Meta’s first Social Impact partner.
We meet regularly with their Development team and continue to invest in our partnership on behalf of our nonprofit partners, advocating for their requests and surfacing concerns.
When changes or updates to Facebook Giving tools arise, we're able to directly connect with the Facebook Social Impact team to understand what, if any, impact the changes will have on nonprofits fundraising with GoodUnited.
With this insight, we provide detailed updates to our nonprofit partners through our blog, social media feeds, and through webinars.
Isn’t GoodUnited just a fancy AI-powered bot?
GoodUnited isn’t a fancy AI-powered bot, but rather a conversational messaging platform that helps nonprofits meet their supporters where they are at.
Using technology and human insight gained through seven+ years of Facebook fundraising experience, nonprofits utilize GoodUnited to drive the acquisition of supporters, build meaningful revenue driving relationships, and grow predictable revenue in social media.
Isn’t GoodUnited just like all the other Facebook fundraising tools?
While there are a few similarities between GoodUnited and other tools, there’s one major difference: GoodUnited focuses on helping nonprofits build meaningful relationships that go beyond a single fundraising event through conversational messaging in their supporter's preferred channel.
Keep this in mind: It’s recommended that nonprofits communicate with their supporters at least five to seven times before making additional financial asks. There’s no room in today’s social media age for nonprofits not to be focused on building relationships that change out the short term for a lifetime of investment and support.
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