THREE YEARS OF FACEBOOK CHALLENGES.
We’ve been working with domestic abuse charity Refuge on Facebook challenges since they launched their very first challenge in spring 2020.
Refuge was working with Get Your Stories Straight to transform their digital fundraising by running month-long challenges on Facebook. The UK had just entered lockdown, so the first challenge was a squat challenge which participants could do at home. Refuge needed creative that would engage and inspire users and help them to feel part of a community – and they needed it fast!
We created the challenge identity, registration assets, fundraising pack (print and digital), downloadable posters, social media posts and medals for participants to use. Alongside this we created a content plan (and the content) of categorised posts (for example: motivational, educational, fun) spanning content for before, during and after the challenge.
The first Facebook challenge’s fundraising target was £40,000 – and the final amount raised was triple that. Refuge also gained 5,000 new active supporters. The Refuge team were hand-packing and posting T-shirts to registrants every day - the momentum of that first challenge, and its community was incredible.
RESULTS-DRIVEN CREATIVE MAKES A DIFFERENCE.
The challenge events and the way we approach them have evolved over the past three years. The majority have been physical activities and have run for a month. Walking remains the most popular Facebook challenge, but there have also been running, cold swimming, crocheting and baking challenges – Refuge tested some of those challenges at the same time and used the results to inform subsequent challenges.
We’ve tested something new creatively in almost every challenge, adapting to engagement stats as we go. There was a big visual style change after we (separately to the Facebook challenge series) undertook a digital brand review with Refuge and produced them a new visual identity. We’ve learnt that as in many events, participants do love a branded t-shirt – so we designed bespoke t-shirts for a series of the Facebook challenges. And digital downloads, especially the milestone and finishers’ medals are really popular. It’s vital to have a bespoke Facebook header image for the group, and to call the challenge something that tells the fundraisers exactly what it is they’re signing up for!
70,000 participants
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£4m raised for Refuge
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3 years of Facebook challenges
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70,000 participants • £4m raised for Refuge • 3 years of Facebook challenges •
People are making a big commitment of time when they sign up to a Facebook fundraiser. It’s important to show participants that they’re valued. From the fundraising pack to the social posts throughout the challenge, the copy tone that works best is one that’s empowering, inspiring and rewarding. Our creative thanks people again and again, gives them practical examples of how their fundraising will help Refuge, and rewards them with digital medals, downloadable graphics, and a certificate at the end of their challenge.
The audience has remained largely female 35+ since the challenges started. Some women are repeat challenge fundraisers, others sign up in pairs or small teams. We see from the content shared in the closed Facebook group that nobody signs up because they have loads of spare time. These are busy women who either have a personal connection or alignment to the Refuge cause. As such, our job is to create content to motivate these amazing women, thank them and ensure they know what they are doing is vital. And to make the task of planning and running the challenges as easy as it can possibly be for the team at Refuge.
Do you need support for your next Facebook challenge? Get in touch!
