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Meta recently announced a new opportunity that nonprofits will want to explore: Meta is matching donations made through Facebook.

There are a few caveats, though.

The most important requirement is that users must sign up to give monthly. Meta will then match the donations after the second month (so donors must stick with it at least through month 2).

• This is a change from previous years. For example, Meta matched up to $8 million in donations for Giving Tuesday 2021. The change this year appears to be a way to encourage more adoption of the platforms new recurring donation tools.

• It also extends the sign-up window, so nonprofits have more time to take advantage this year.

Here are a few other requirements of this program:

• Amount: Meta will match up to $100 per donation, $100,000 per nonprofit and up to $7 million in total across all organizations. Processing fees will be covered by Meta, too.

• Timing: Sign-ups for monthly donations must occur from November 15 through December 31, 2022

• Who is eligible: People in the US

The full terms of the donation match program are available on Facebook’s social impact website.

Why it Matters

People have raised $7 billion through fundraisers on Facebook and Instagram. Since Meta provides a proven platform for nonprofits to raise money, both Facebook and Instagram are potentially great tools to explore.

Now, there is even more incentive to explore driving donations from Facebook. For any nonprofits promoting donations during the 2022 year-end Giving Season, be sure to mention that Meta will match recurring donations as an added incentive to give!