Facebook reports to nonprofits on their individual GivingTuesday 2020 donation earnings, some of them … [+]
Two months after GivingTuesday 2020, nonprofit professionals from around the world are visiting Facebook to share mixed feelings about the results of the social network’s $ 7 million match campaign.
“We received $ 8 on Immigrant Families Together,” wrote Stephanie Diehl, the organization’s social media coordinator, at the GivingTuesday Nonprofit Learning Lab, a group moderated by the GivingTuesday team. “First I rolled my eyes, then I remembered that $ 8 would buy 2 chickens – every dollar counts, every dollar makes a difference.”
According to his Facebook page, Immigrant Families Together is “a foundation dedicated to reuniting and supporting immigrant families separated on the US-Mexico border, providing humanitarian aid to border partners and helping those in prison.” Donations can be made here.
“Us – a school for children with learning disparities – $ 4,” wrote Carol Williams, principal at Oakland School in Troy, Va.
The Oakland School is described on Facebook as “Boarding and day school for bright children (7-13 years old), including those with language-based learning differences”. You can donate here.
Some game recipients expressed their appreciation for the Facebook game.
“We have 2%. You know what? Every penny counts, and so do we, ”wrote Jacqueline Howard Cavallo, president and co-founder of the Flying Dog Foundation. “We’re thankful. Glad they are panning transaction fees for (nonprofits). I’m being honest with our supporters about the (GivingTuesday) Match and let them know that we may or may not get a piece of the (Facebook) Match Pie. All donors give is sauce. “
“I think (Facebook) should be more open to users as I think many feel it is a dollar-for-dollar game for all charities,” Cavallo continued, “and they recognize not that $ 7 million (or whatever the sum [Facebook] Match is) is tiny compared to the total amount GT increases. But I am open to our donors. “
According to their Facebook page, the Flying Dog Foundation is helping to make profoundly positive and lifesaving changes in the lives of dogs in emergency situations by providing grants to partner rescue organizations. The main focus is on dogs rescued from the Chinese meat trade and hunting dogs in Spain. “You can donate here.
In 2020, Facebook again changed its criteria for nonprofits to earn a match. For the first $ 2 million of the $ 7 million pledge, the world’s largest social network would raise 100% of all donations, up to $ 20,000 per donor and $ 100,000 per nonprofit. The remaining $ 5 million would be provided at 10% per donation, with the same limits per donor and organization, until the total is exhausted.
As of 2018, Facebook has kept that annual GivingTuesday matching pledge at $ 7 million, despite annual revenue up more than $ 30 billion since 2018. And Facebook has long monopolized the global nonprofit market – a 2019 study found that more nonprofits have a Facebook Page than before their own website.
Given the speed at which the $ 7 million is depleted – reportedly within seconds – nonprofit consultancy organizations have long advised organizations not to focus their marketing efforts on the match provided by Facebook. “I beg you – do NOT focus on this match!” wrote Julia Campbell in a blog post in December. “Receiving a specific match from a corporate sponsor or a generous donor is 1000 times more effective when it comes to fundraising.”
The GivingTuesday team often reminds members of the Learning Lab’s Facebook group that it is not necessary to use Facebook’s fundraising tools to attend GivingTuesday.
In the past, charitable donations represented around 2% of US GDP. Two percent of Facebook’s 2020 cumulative revenue of $ 85.965 billion would be just over $ 1.7 billion. The $ 7 million allocated to nonprofits represents 0.025% of the $ 28.07 billion the company reported in the fourth quarter alone.
Facebook founder Mark Zuckerberg made headlines last fall when he made a $ 300 million donation to help protect the US elections.