Fundraising on Meta’s platforms
Overview
I led content strategy for Meta's 2025 Giving Season across Instagram and Facebook, designing personalized donation experiences, behavioral nudges, and nonprofit onboarding flows that contributed to $280M+ in donations. Strategic prompts and moment-based interventions generated more than $5M in incremental giving.
Background: What are Giving Tuesday and Giving Season?
Giving Tuesday is an annual celebration of generosity and charitable giving that occurs on the Tuesday after Thanksgiving in the US. Giving Season is the broader time period (November/December) that’s the most important time of year for nonprofits.
Design challenge: How do you get people to give at scale, at the right moment?
Giving Season drives a disproportionate share of annual nonprofit donations, but users and nonprofit organizations often need the right prompt at the right moment to take action. My challenge was to design content strategies that increased both fundraiser creation and donations across Facebook and Instagram.
Featured initiatives
Participation in giving moments: Driving donations on Instagram
Personalized recommendations: Increasing fundraiser creation and donations
Fundraising value propositions: Highlighting the benefits of Meta’s fundraising tools