The amazing secret to Facebook fundraising

Raising funds on Facebook?

Some people are making it work.

If you want to see a Facebook fundraising winner, check out Soi Dog Foundation a dog rescue organization in Thailand. They’ve raised $8 million through Facebook.

And an important part of their success: Going old school in this new medium.

Sean Triner’s blog has the skinny, at What Works on Facebook: Old Fashioned Direct Mail Offers.

Here’s what works:


  • Classic strong headlines
  • A “person” in need (a dog, in this case) looking straight to camera.
  • Making the donor the hero.
  • Consequences of not giving made very clear.
  • Great before and after imagery.

Check it out. It’s amazing stuff. The old techniques bringing life to a very new fundraising venue.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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