Nonprofits Can Now Raise Funds Through Instagram Live (Just in time for #GIVINGTUESDAYNOW)

April 29, 2020
By: Erica Linguanti

Since 2015, Facebook has steadily rolled out new donation tools to support nonprofit fundraising efforts. With features like Facebook Birthday Fundraisers, Instagram Donation Stickers, and Instagram Profile Donation Buttons – it is becoming easier for nonprofit supporters to give through social media.

The latest Instagram fundraising option “Live Donations” arrived this week just in time for #GivingTuesdayNow on May 5th. We are jumping for joy because in addition to fundraising through Donation Stickers on Instagram Stories or a Donate Button on your nonprofit Instagram profile – now ANY Instagram user can fundraise for eligible nonprofits through Instagram Live.

(If you are unsure if your organization already has a Facebook Donation Account, is eligible for a Facebook Donation Account, or is set up for Instagram Donations – check out our step-by-step tutorial.)

Utilizing Live Donations seems to be relatively straightforward. Users will simply need to:

Tap the camera in the upper left corner of Feed (or swipe right).
Select Live at the bottom of their screen.
Select Fundraiser + the nonprofit they wish to support.
Begin the Live stream.

Once the Live is broadcasting, users will be able to watch in real-time as the money pours from followers showing their support. As an added touch, there is even a real-time thank you “Wave” option.

To further encourage peer-to-peer fundraising, Instagram partnered with Creative Designer @leonatusume to develop a new “I Donated” sticker. After a user donates on Instagram through Stories or Live, they will be able to access the sticker and use it in their own Stories and encourage others to give.

Amid COVID-19 and social distancing measures, Instagram Live has seen a 70% spike in use. If there was ever a time to rally your nonprofit staff, volunteers, board, and long-time supporters for an Instagram Live peer-to-peer campaign (telethon style) this could be it. Get creative, test-and-learn, make mistakes, have fun, and don’t be afraid to raise those fundraising dollars!

Erica Linguanti

Erica passionately believes that the emergence of social media has created an opportunity for organizations to innovate and engage with donors in entirely new ways. Erica leads the strategy and execution of all marketing initiatives at Achieve, with an emphasis on helping nonprofits tell their stories digitally. By combining the unique needs of nonprofits with experience from working closely with major “for profit” brands – including Hilton, Marriott, Hyatt, Preferred, and IHG – she has developed unique tactics to drive interest for causes (and convert that interest into action). Erica holds a BSBA in Marketing from the University of Central Florida.