Improving fundraising value props
The challenge
Many nonprofits weren't taking advantage of Meta's fundraising tools because they didn't understand the benefits or how to get started.
Content explorations
I brainstormed dozens of variants, trying multiple versions of headlines and body copy for each value prop.
I also explored designs with different numbers of value props, balancing the need for clarity and details with the product requirement to highlight a variety of features.
Research
We conducted card sorts of standalone value props, followed by 1:1 interviews where participants were shown mocks and asked to evaluate how clear and compelling each option was compared to the others.
This led to a clear ranking of options with valuable feedback on the overall approach.
Before
Value props
After
Overview of content changes
The overall change in direction I made was toward plain language, specificity, and leading with what resonates most with nonprofit managers: raising more money.
Headline and subhead: I rewrote both for clarity and specificity. The headline now leads with raising money (the primary goal) rather than growing the donor base, and the subhead explicitly names Facebook and Instagram instead of the vague "Meta technologies."
Value props: I condensed these from six down to four, with the cuts made because two props were redundant, jargon-heavy, or covered features nonprofits don't need Meta's tools to accomplish. I then tightened the four retained value props:
Reach additional donors: I kept the heading but clarified the body copy to explain how Meta actually helps nonprofits get discovered (nonprofit registry and improved distribution).
Make donating easy → Drive more donations: I reframed around driving donations rather than ease, and added specifics about how posts and stories can collect donations.
Reach supporters → Connect with supporters: I stripped jargon like "touchpoints" and "discovery surfaces," and added a human-focused detail about thanking donors directly on their posts.
Track fundraising performance → Get valuable data and insights: I repositioned to emphasize the added value of Meta's data on top of existing tracking methods, with more detail on what nonprofits can do with those insights.
Results
The revised messaging and promotional experiences drove 700+ additional nonprofit onboardings during Giving Season 2025, exceeding the team’s goal.
Field
Headline
Detailed content changes
Original
Reach additional donors
Get discovered by people interested in supporting causes across Facebook and Instagram.
Value prop 1
Value prop 3
Value prop 4
Value prop 5
Value prop 2
Make donating easy
Turn fundraising posts and stories into donation opportunities.
Reach supporters across multiple touchpoints
Connect with potential donors through fundraisers, posts, stories, and nonprofit discovery surfaces.
Track fundraising performance
Receive insights into donations, fundraiser creation, and fundraising activity.
Share progress towards your goal
Create fundraisers directly on Facebook and Instagram, and receive insights and data on donations and fundraiser creations from PayPal Giving Fund and Meta.
Build trust with potential donors
Help supporters learn about your mission through your nonprofit profile, content and fundraising efforts.
Value prop 6
Subhead
Raise more money with Meta’s fundraising tools
Grow your donor base with Meta's fundraising tools
Research found that while attracting additional donors was important to nonprofits, their primary goal was to raise more money. I updated the headline to focus on this to draw users’ attention.
Nonprofit managers wanted more clarity about what “flexible options” meant and responded more positively to directly naming Facebook and Instagram as the available platforms rather than the vaguer “Meta technologies.”
You can now choose to raise money directly on Facebook and Instagram, send donors to your website, or collect donations through both options.
Meet donors where they are with flexible fundraising options across Meta technologies and your website.
Reach additional donors
You’ll be added to our list of registered nonprofits and get improved distribution to make it easy for supporters to find you.
Drive more donations
Easily collect donations directly from Facebook and Instagram fundraising posts and stories or by sending supporters to your site.
Connect with supporters
Encourage supporters who are fundraising on your behalf, and show donors your appreciation by reacting or commenting directly on their donation posts.
Get valuable data and insights
Understand donation activity and fundraising performance to help improve future campaigns and build donor support.
N/A
Rationale
Updated
The concept of reaching additional donors tested extremely well with nonprofit managers, so I didn’t make changes to the heading. With the original body copy, users were confused about exactly how they’d “get discovered” as this wasn’t explained. The updated version addresses this by detailing how Meta helps nonprofits get improved distribution.
While nonprofit managers care about making the process of donating easy, the idea of driving donations resonated more strongly as it closely aligned with their goals. I led with driving donations in the headline, while mentioning the ease of collecting donations in the body to draw attention to both benefits. The original body copy lacked specificity about how nonprofits could turn posts and stories into donation opportunities. The updated version provides more details, addressing a key concern raised in user research.
Most nonprofits already have methods for tracking fundraising performance, so the idea of getting additional data and insights provided a stronger case to use Meta’s fundraising tools. I also added content about the benefits nonprofits could achieve through this data to further explain the value.
N/A
The original version used jargon (touchpoints, discovery surfaces) that didn’t resonate with nonprofit managers in all markets. I updated this to content that was focused on being simple, straightforward, and human. I also added more details to the body copy to mention a feature allowing nonprofits to easily thank their supporters.
This value prop was somewhat repetitive with the previous one, especially after the updates. Most nonprofit managers already know that fundraisers on Facebook and Instagram can show progress towards the goal, so the headline wasn’t telling them anything new. The body copy was confusingly worded, with the key points already covered more succinctly in earlier value props.
This value prop felt a bit like filler. Most of what’s listed can be accomplished without the specific fundraising tools we’re encouraging nonprofits to sign up to use. Since UXR findings rated options with less value props above those with more, I decided to cut this and only keep the best performing options. Having only four value props instead of six gave me more space to explain details of the remaining value props, which aligned with what nonprofit managers preferred.