There’s no denying the power of a skyrocketing social media post — millions of likes, views, or shares later, and people have suddenly built a fanbase, or raised tens of thousands of dollars, or finally reconnected with a long-lost friend. Social media, with all its ills, can still be a startlingly impactful tool.
The majority of us may never have a viral post change a life, but social media apps allow users to make small differences for causes that matter. From Facebook’s full fundraising platform to Instagram’s donation stickers, your social profiles can see frequent use as mini-donation centers for nonprofits and charities. And, in a small way, maybe that can help soothe the complicated relationship we have with social media as a whole. Here’s how it all works within each app.
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In 2020, the app removed a personal fundraising tool that allowed users to receive funds directly for personal causes or small businesses (basically an in-house version of a GoFundMe), but users still have a ton of options to raise money for outside organizations. To support a verified nonprofit or charity, account holders can host fundraisers on posts, in their Instagram bios, using Instagram’s donation sticker, or hosting an Instagram Live for charity.
As of October 31, 2023, all fundraisers for Australian, Canadian, UK, and U.S. nonprofits across Meta platforms are processed through the PayPal Giving Fund. This means that they are also guided by PayPal’s rules for refunds or other issues, so make note.
Fundraising using Instagram posts and bios
Instagram users can use posts and profile bios to create 30-day fundraisers for organizations of their choice. Just make a post as you normally would, by selecting the “plus icon” on either the Instagram home page or your profile page. Under the New Post settings — right below the options to add a location and an AI label to your post — select “Add Fundraiser” and choose your organization.
Credit: Meta / Instagram
Credit: Meta / Instagram
The post will link to a donation site, and a fundraising notice will be added to your profile’s bio. The link will stay live for 30 days; 100 percent of donations go directly to the organization.
Fundraising using donation stickers
First, create a story on your personal profile by tapping the “plus” icon. Take or upload a picture — something relevant to your cause would probably be helpful. Before uploading, add a sticker by clicking the square smiley face icon in the top right corner of the post draft page.
From there, simply click the sticker labeled “Donation” and scroll through or search for nonprofits and charities accepting donations on Instagram. Select the one of your choice. Click on the new sticker to change the name of your fundraising campaign, adjust your goal, or even invite collaborators.
Credit: Meta / Instagram
Credit: Meta / Instagram
Everything to consider before donating money
Fundraising using Instagram Live
To start a fundraiser on an Instagram Live, hit that same “plus” button on your Instagram profile and select the “Live” option. Before starting your Instagram Live feed, select the “Fundraiser” icon on the left side of the screen (you might only see a small heart inside of a coin icon), and then choose your fundraiser.
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Credit: Meta / Instagram
Credit: Meta / Instagram
Start your Live broadcast, chat with your followers, and raise money at the same time. During your Live, you can keep track of how many donations you’ve received by tapping the “View” button on the bottom of the screen and acknowledge donors by sending them “Waves” after they contribute.
TikTok
Any TikTok user 18 years or older can add a fundraising campaign to their profile bio or their posts themselves, which links followers to an in-app donation portal that keeps track of the campaign’s progress.
When making a TikTok post, users can easily add a donation option under “stickers.” First, record or upload your video. Once finished, select the pink checkmark in the bottom right corner. On the next screen, select the square sticker icon below the add text tool. Click “donation” and add in your fundraising details.
To add a fundraising link to your profile: Go to your profile page, tap “Edit Profile,” and scroll down to the “Nonprofit” section. Click to select your nonprofit and save your changes. A pink link will show up under your bio, alerting your followers that you’re supporting an organization.
Credit: Mashable / TikTok
Credit: Mashable / TikTok
Users can also add their campaigns to TikTok LIVE broadcasts. Start a LIVE video by clicking on the “Create” (or plus) button at the bottom of your screen. Users can add a nonprofit before or after starting their LIVE.
To add a fundraiser before starting your LIVE, navigate to “Select Non-Profit” on the top left corner of your screen (TikTok calls this your “anchor link”). Choose the nonprofit you’d like to support, and a donation sticker should appear on the left side of the screen. Then simply hit “Go live” to start fundraising. To add a fundraiser during a broadcast, click the three dots arrow in the bottom right corner for more options. Then select “Support Non-Profit” to add a donation sticker of your choosing to your LIVE, which will allow viewers to donate while watching.
Unfortunately for those of us who use the app mainly to surf others’ content, TikTok’s LIVE fundraising tools are only available to users with more than 1,000 followers (and are at least 18 years old). Additionally, users must be 18 years or older to use TikTok LIVE gifts and send or receive gifts, and the feature isn’t available everywhere. For more information on how to use TikTok LIVE, visit TikTok’s support center.
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Facebook’s integrated charity platform, Facebook Fundraisers, allows users to raise money for nonprofits through their own profiles.
To start a fundraiser, log into your account and go to the account menu. (For app users, select the bottom right icon with your profile photo and three lines, or use the menu on the left side of your screen for desktop.) Scroll down to “Fundraisers” — you may have to select “See All” or “See More” to find it. The Facebook Fundraisers hub also can be accessed directly via facebook.com/fundraisers, or by searching “Fundraisers” in the mobile app or desktop site search bar.
Credit: Meta / Facebook
Credit: Meta / Facebook
At the top of the Facebook Fundraisers page, select either the “+ Raise Money” menu option or “Select Nonprofit” button to being a fundraiser. Choose the organization you’d like to support, and you will be taken to a fundraising page where you can edit the campaign name, description, monetary goal, and even currency. Once your details are entered, create the campaign and revisit the Facebook Fundraisers page at any time to check your progress, post updates, and manage the fundraiser. The campaign will also be displayed at the top of your Facebook profile.
Credit: Meta / Facebook
Take note: Facebook’s fundraising tools vary by country.
UPDATE: Dec. 3, 2024, 2:43 p.m. EST This article was originally published in July 2023. It has been updated and recirculated.
