Motivating Factors Leading to Donations Through Facebook Marketing

This work explores the effectiveness of Facebook marketing in raising awareness and donations for charities by examining the work of Our Village a Canadian NGO. Our Village uses Facebook to generate donations awareness and perform all forms of marketing and outreach. Utilizing the author’s unique position within the NGO this research provides unique insight into how charities can increase growth and engagement with donors and supporters by analyzing Facebook metrics including impressions user engagement number of people reached number of posts types of posts and other key indicators. Individual donors have been contacted to evaluate and understand their motivation to donate as Our Village experienced record growth and donations following a targeted marketing campaign in response to the 2013 Typhoon in the Philippines. This important and pioneering research will help charities improve their marketing outreach and increase their number of supporters and donors. This will ultimately increase revenue to enable them to have a greater impact in meeting the most pressing needs around the world.