In 2018, GYSS ran the first ever Facebook fundraising challenge. It raised $48,000. It worked so well that it kicked off a wave of virtual challenges on Facebook that went on to raise hundreds of millions of dollars for nonprofits around the world.
Fast forward to today, and the fundraising landscape has evolved.
GYSS and Funraisin sat down together for a live webinar, The new virtual challenge playbook, to explore what's changed, why leading organizations are shifting to web-based fundraising journeys, and share seven practical insights for increasing activation rates, average raised and overall event revenue.
If you missed it, here are some highlights as well as information on how to watch the replay.
The move away from Facebook Fundraising
GYSS built its reputation by helping nonprofits generate millions from Facebook challenges. But behaviors online have changed. People don't spend their time on social media the way they used to. TikTok and Instagram usage have significantly increased. Video and short-form content are on the rise.
Data shows that engagement in Facebook Groups has been steadily declining year over year, despite the continued high demand for participation in virtual challenges.
So GYSS changed their approach. Instead of funnelling participants into Facebook to fundraise, they now send participants straight to a dedicated fundraising page, built on Funraisin. It's a small shift in the journey, but it's made a big difference in the results, including better activation rates and higher fundraising averages across the board.
Seven insights for building high-converting journeys
Together, GYSS and Funraisin unpacked seven insights for building high-converting virtual challenge journeys, each backed by real-world case studies from nonprofits using Funraisin around the globe. We covered:
- The social ads journey that attracts better quality fundraisers from the very first click.
- Why a mobile-first landing page with a clear ask and social proof converts more visitors into fundraisers.
- How Funraisin's self-donate feature lifts revenue and doubles high-value self-donors.
- The increase in ‘Team’ participants and how the functionality on Funraisin can transform a campaign, with nonprofits generating up to a quarter of their revenue from Teams.
- How multi-distance options can help you bring in multiple audiences with one campaign.
- Why UTM tracking gives you the data you need to get richer audience insights and make smarter media decisions.
- How donation nudges remind supporters why they're giving, right when it matters most.
Frequently asked questions
What is a virtual fundraising challenge?
A virtual fundraising challenge is an online event where supporters complete a physical activity (like running or cycling a set distance) at their own pace and location, then raise donations through a personal fundraising page. Unlike Facebook-based challenges, the highest-converting versions today run through a dedicated, mobile-first web page rather than a social group.
Why are nonprofits moving virtual challenges away from Facebook Groups?
Engagement in Facebook Groups has declined steadily year over year as attention has shifted to platforms like TikTok and Instagram. Leading nonprofits now use paid social to drive traffic, but send participants to a purpose-built fundraising page rather than a Facebook Group, giving them more control over the conversion journey and the data behind it.
Do team-based virtual challenges raise more than individual fundraising?
Yes. Team functionality is one of the strongest revenue drivers in a virtual challenge—team-based participants can generate up to 25% of total campaign revenue, since teams add built-in peer accountability and expand each fundraiser's network of potential donors.
How can nonprofits increase conversions on a virtual challenge page?
Conversion improves most through mobile-first design with clear calls-to-action and visible social proof, alongside features like self-donation (which can double participation among high-value donors), multiple distance or difficulty options to widen appeal, and timely donation nudges that prompt supporters at key moments in their fundraising journey.
What should nonprofits look for in a virtual challenge platform?
The strongest platforms combine mobile-optimized fundraising pages, team fundraising tools, flexible participation levels (multiple distances or challenge types), self-donation options, built-in donation nudges, and UTM tracking—so organizations can see exactly which channels and campaigns are driving their best fundraisers.
Want to go deeper?
If you're running (or planning) a virtual event, this one's for you. Fundraiser behavior has changed, and the journeys that used to work aren't converting the way they used to.
Want to dig into all seven insights? Register now to access the full webinar replay and learn more about the strategies, examples, and takeaways.
Access the replay