Is your nonprofit organization feeling the negative effects of a turbulent economy? Are you looking for new and innovative ways to fundraise? With over 4.59 billion users worldwide, it’s no wonder that nonprofits are leaning into social media to diversify their funding streams. Numerous social media platforms offer features that can help boost your fundraising efforts. Below, we’ll explore three of those platforms – TikTok, Instagram and Facebook – and discuss how their new tools can help you stay connected to your donor base and expand awareness through peer-to-peer fundraising and UI features.
But first, what is peer-to-peer fundraising, exactly?
Peer-to-peer fundraising, or P2P, is a type of grassroots fundraising strategy where individual donors ask their friends, family, and colleagues to donate to a specific cause or nonprofit organization. It’s become a popular way to raise money because it harnesses the power of human relationships and encourages people to give back in a personal way. In doing so, P2P leverages social proof, or trust based on peer participation, to activate supporters. Social media allows users to share personal stories in an authentic way, making it the perfect place for a successful P2P fundraising campaign.
TikTok
TikTok’s popularity has exploded during the pandemic, offering virtual connection for younger audiences like Gen Z, who were otherwise deprived of the in-person social interaction they needed. Since then, its user base has expanded to include more Millennials in their 20s and 30s, causing B2C brands and nonprofit organizations to invest more resources into reaching these often reliable and altruistic users.
In 2021, nearly 75,000 donations were made on TikTok in support of global causes. In response to its growth, the platform offers TikTok for Good, a program designed to help nonprofits raise awareness and inspire action with account management tools that connect organizations to top content creators. If you’re just starting out on TikTok as a brand, try participating in hashtag challenges that have already gone viral, such as #GivingSZN for Giving Tuesday or #CreateForACause. Hosting a live stream fundraiser is another effective tactic worthy of including in a social media strategy.
Facebook, the third most-visited website after YouTube and Google, provides a Fundraising Hub with a unique URL for every onboarded organization wanting to invite users to participate in active peer-to-peer fundraisers and campaigns. In addition, causes receive a call-to-action donate button to use on various content types including Stories. The Meta platform also offers corporate or individual matching capabilities as well as recurring donation and direct thank you messaging to givers. Birthday fundraisers have become a popular P2P fundraising tactic, allowing friends and family members to make a donation to a cause that is important to a user in lieu of birthday gifts. Consider activating your board of directors or your most loyal donors on your behalf by sending them a request with instructions on how to leverage these tools on their own profiles.
Also a Meta company, Instagram shares Facebook’s donation button that is placed on the organization’s profile page, as well as donation stickers used in Stories. Users worldwide rejoiced when Instagram opened up direct link stickers to the general public, rather than only accounts with 10,000 followers, providing another opportunity to drive traffic to fundraising pages. Finally, Instagram users can utilize live streaming functionality to host fundraisers in real-time where IG donates 100 percent of the money raised, compared to other platforms that take a cut of the total.
Source: Fast Company
There are a plethora of features and tools available to help your cause survive and even thrive during an economic downturn. We’d love to partner with you to build a social media strategy that sustains.
