Meta: Giving Isn’t Just for Giving Tuesday

The company began emphasizing recurring donations

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Meta is shifting its fundraising matching strategy from an emphasis on Giving Tuesday to a focus on long-term, recurring donations.

When people in the U.S. start a recurring donation between Nov. 15 and Dec. 21, Meta will match 100% of the amount after the second month’s donation, up to $100 per donation, $100,000 per nonprofit and $7 million in total across all organizations.


The company will continue to cover donation processing fees so that all money raised via fundraisers on its platform goes directly to the organizations.

Meta said people have raised more than $7 billion for nonprofits via fundraisers on Facebook and Instagram, up from $6 billion last December, adding that more than 80% of donations this year came via fundraisers created by people and shared with friends and family, representing the top way people donate on the platform.

The causes with the most dollars raised so far this year on Facebook are related to Ukraine relief, Ramadan and animal protection, while on Instagram, the top three are Ukraine relief, gun safety and relief for the floods in Pakistan.