How to Set Up Giving Tuesday on Facebook

Giving Tuesday success on Facebook hinges on having your tools set up correctly long before the big day arrives. Getting your fundraiser live and your content strategy planned gives you the space to focus on connecting with supporters when it counts. This guide provides a clear roadmap for setting up your nonprofit's Giving Tuesday campaign on Facebook, from the technical first steps to crafting the content that will inspire donations.

First Things First: Getting Your Nonprofit Verified for Fundraising

Before you can raise a single dollar, you need to be set up and verified to accept donations through Meta. Facebook partners with PayPal Giving Fund to process donations, and Meta covers all the processing fees for nonprofits, so 100% of what's given goes directly to your cause. This process can take a couple of weeks, so it’s essential to get this done well in advance of Giving Tuesday.

If you haven’t already done so, it’s time to enroll in Meta Pay. Here’s what you need to do:

1. Navigate to your nonprofit’s Facebook Page.
2. Look for the donations settings or go to the Meta for Nonprofits website and follow the prompts to enroll in donation tools.
3. You’ll need to provide several key pieces of information to verify your organization's status and set up payments.

Have this information ready:

• Your Organization’s EIN (Employer Identification Number): This is the tax ID assigned by the IRS.
• Bank Account Information: You’ll need the account number and routing number for the bank account where you want to receive the donations. It’s smart to use a voided check to confirm the details.
• The Legal Name and Date of Birth of Your CEO or Executive Director: This is a standard identity verification step to prevent fraud.
• A Scanned Bank Statement from within the last 3 months: This document should clearly show your organization’s legal name, bank name, and account number.

Do not wait until November to start this process. The verification and payout setup can take time, and you don’t want a technical issue to derail your entire Giving Tuesday campaign. Getting it done now means one less thing to worry about.

How to Create Your Giving Tuesday Fundraiser on Facebook

Once your organization is verified, you can create a dedicated fundraiser for your Giving Tuesday campaign. This creates a special page that acts as the hub for your efforts, allowing users to donate, share, and track your progress toward a goal - a powerful motivator for community giving.

Step-by-Step Guide to Creating Your Fundraiser:

1. Start from your Page: On your nonprofit’s Facebook Page, click on the "Fundraisers" tab in the left-hand menu. If you don't see it, you might need to adjust your page tabs in "Settings."
2. Click "Raise Money": This will open the fundraiser creation window.
3. Fill Out the Details: This is where you tell the story of your campaign.
   • Title: Be specific and outcome-focused. Instead of "Giving Tuesday Fundraiser," try something like, "Help Us Shelter 50 Animals This Winter on Giving Tuesday" or "Provide 1,000 Meals for Families This Giving Tuesday."
   • Goal Amount: Set a fundraising goal that feels both ambitious and attainable. Breaking it down helps people understand its impact. For example, if your goal is $5,000, explain that this will fund your winter arts program for 30 kids. Seeing the progress bar move toward a clear goal is incredibly encouraging for donors.
   • End Date: Don't end your fundraiser precisely at midnight on Giving Tuesday. Extend it for a day or two to catch anyone who saw your campaign but didn’t have a chance to give on the day itself.
   • Description (The "Why"): This is your most important piece of copy. Don't just talk about what your organization does, tell a story that connects emotionally.
     
     Good Example: "For seniors living alone like Margaret, a hot meal delivered by a friendly face is more than just food - it's connection. This Giving Tuesday, your gift of just $15 can provide a warm meal and a wellness check for a senior in our community. Our goal is to raise $3,000 to fund 200 meals and reduce isolation this holiday season."
     
     Bad Example: "We are a nonprofit raising money for our meal program. Please donate for Giving Tuesday."
   • Cover Photo or Video: Visuals are everything. Replace the default cover photo with a powerful, high-resolution image that shows your work in action - happy faces, successful projects, the people you serve. If you have a short, compelling video (under a minute), that’s even better. Video instantly grabs more attention in the newsfeed.
4. Publish and Pin: Once you've published your fundraiser, pin it to the top of your Facebook Page feed so it’s the very first thing visitors see when they land on your page.

Activating the "Donate" Button Across Your Page and Posts

Beyond your main fundraiser page, the "Donate" button is a versatile tool for making it easy for people to give instantly. You can add it to your page header, your individual posts, and even your live videos.

1. Add a "Donate" Button to a Post

Every single post you create related to your Giving Tuesday campaign should include a call-to-action. When creating a post, you’ll see an option to "Add to your post." From there, select "Raise money" or "Add a donate button." You can link this directly to your active Giving Tuesday fundraiser you just created. This allows people to give right from their newsfeed without having to navigate away.

2. Add a "Donate" Button to Your Page Header

Your Page's main call-to-action button (the blue button located under your cover photo) should be changed to "Donate" for the entire fundraising season. This is prime real estate! To do this, click the button, select "Edit button," and choose the "Donate" option. Then, link it to your active Giving Tuesday fundraiser page.

3. Use the Donate Button in Live Video

Going live on Facebook on Giving Tuesday is a fantastic way to engage with your audience in real time. You can host a Q&A with your staff, show a behind-the-scenes tour, or share a story from someone your organization has helped. While you're live, you can feature your "Donate" button prominently on the broadcast, letting people give while they are actively watching and engaged.

Building a Content Plan That Drives Donations

Simply setting up a fundraiser isn’t enough. You need to build momentum and excitement with a thoughtful content plan that runs before, during, and after Giving Tuesday. The goal isn't to just ask for money but to build a community around your cause.

The Lead-Up (5-7 Days Before)

Start warming up your audience. Your goal during this phase is awareness and anticipation.

• Share Impact Stories: Post short videos or photo essays about individuals your organization has helped. Make it personal and relatable.
• Introduce a Matching Partner: If you have a corporate sponsor or major donor matching gifts, introduce them! A match is one of the most powerful motivators. You can create graphics that say, "This Giving Tuesday, Your Gift Will Be Doubled!"
• Behind-the-Scenes Content: Show staff and volunteers getting ready for the big day. This builds a sense of shared purpose and excitement.
• Countdown Graphics: Simple "3 Days Left!" posts keep the upcoming event top of mind.

On Giving Tuesday

This is the day to be active and present. Plan to publish multiple posts throughout the day.

• Morning Kick-Off: Start the day with a high-energy post announcing that today is the day. Restate your goal and the direct impact it will have.
• Goal Updates: Create simple graphic templates to share progress. Announcing "We're 25% to our goal!" or "You've already funded 50 meals!" creates momentum and encourages others to join in.
• Go Live: As mentioned, going live is a great way to connect. Go live around midday to give a status update and thank people personally.
• Thank You Shout-Outs: As donations come in, thank people publicly in your comments or post a general "Thank you to our first 20 donors!" message. This shows you're paying attention and makes donors feel seen.

After Giving Tuesday (The Wind-Down)

Your work isn't done at midnight. Follow-up is just as important for retaining these new donors.

• The Big Thank You: A day or two after, post a final update with a huge, heartfelt thank you. Announce the total amount raised and reiterate what that money will make possible.
• Show, Don't Just Tell: In the weeks that follow, post updates showing the donations at work. If you raised money for library books, post pictures of the new books on the shelves or in the hands of kids. This closes the loop and builds an incredible amount of trust.

Final Thoughts

Setting up your Giving Tuesday campaign on Facebook correctly is an investment of time, but the payoff can be tremendous. By getting verified early, creating a story-driven fundraiser, and consistently communicating your impact through a thoughtful content timeline, you’re creating an opportunity for your community to connect with your mission and make a real difference.

Planning, scheduling, and executing a multi-day social media campaign like this from scratch can feel hectic. Here at my company, we use Postbase to map out our entire Giving Tuesday campaign in our visual content calendar. We schedule all the countdown messages, goal updates, and thank you posts in advance, which frees us up on the actual day to engage with comments and thank our donors in real time instead of scrambling to post. It really helps bring a sense of calm to a day that can otherwise feel chaotic.