Nonprofit Advertising News


Instagram’s Live Donation Feature: Just The Facts

May 4, 2020 Carolyn Harding

Instagram continues to explore new ways to help people and businesses with the launch of their new fundraising feature through Instagram Live, allowing users to raise funds during live broadcasts, similar to small-scale telethons. “Many people are facing challenges at this time, and we want to do our part to support nonprofits and communities who need it the most,” Instagram shared.

What Is Instagram’s Live Donations Feature?

instagram donation

To use Instagram’s Live Donations feature, users select the “Live” option, followed by “Fundraiser,” and then choose the nonprofit they wish to support. During the Instagram Live broadcast, users can see how many people have pledged to support the fundraiser and the amount of money raised, all in real time. Users can also tap “View” to see a full breakdown of the donors and individual contributions, and even thank each donor by tapping “Wave.” 100% of the proceeds from the fundraisers go directly to the nonprofits selected.

Instagram also introduced a new “I Donated” sticker to help boost awareness for fundraisers, allowing users to add the stickers to their Instagram stories. “When you donate to a nonprofit fundraiser on Live or in Stories, you can access the sticker for a select period of time,” Instagram shared. “Accounts you follow who use the ‘I Donated’ sticker or donation sticker will be added to a shared story at the front of your Stories bar for a limited time, allowing you to see how your community is helping support those affected by COVID-19.”

In the month of April, Instagram Live usage spiked 70%, as many users turned to the social platform for conversations, happy hours and more. And while many users were already using the Instagram Live feature to raise funds for nonprofits, the official launch of Instagram Live Donations has the potential to reach wider audiences and further increase the already high usage among Instagram users.

Instagram Live Donations Comes Just In Time For #GivingTuesdayNow

instagram donation

In the spirit of giving back during these challenging times, nonprofit organization Giving Tuesday recently launched their #GivingTuesdayNow campaign. Giving Tuesday, which falls annually on the Tuesday after Thanksgiving, has inspired millions of people worldwide to volunteer and donate their voices, time and money, generating $2 billion in donations in 2019. But, due to the current pandemic, Giving Tuesday created #GivingTuesdayNow, taking place on May 5th, to act as a second day of global giving and unity. The organization is encouraging brands and individuals to donate money or goodwill services for coronavirus relief efforts using the hashtag #GivingTuesdayNow.

“#GivingTuesdayNow is designed to drive an influx of generosity, citizen engagement, business and philanthropy activation, and support for communities and nonprofits around the world,” the organization shared in a press release. Giving Tuesday CEO Asha Curran added, “We each have the power to make an impact with acts of generosity, no matter how small, and to ensure the sustainability of organizations and services that are crucial to the care and support of our communities.”

Several Brands Have Joined The #GivingTuesdayNow Campaign Trail

In addition to an impressive 54 platform partners listed on the Giving Tuesday website, hundreds of national and local organizations are stepping up to raise money and awareness. From creating COVID-19 relief funds to encouraging employee engagement, major brands are giving back and rallying their communities to join in the #GivingTuesdayNow campaign:

  • GoFundMe is launching a #GivingTuesdayNow Match Program, making a $1,000 matching grant to qualified nonprofits that raise at least $1,000 on the GoFundMe Charity website.
  • Facebook partnered with Giving Tuesday on a campaign that empowers people to come together through Facebook’s new Community Help tool to support their local communities affected by COVID-19. Facebook and Giving Tuesday will also host a live fireside chat with leaders from both organizations in an effort to inspire viewers to give back.
  • Aviation Gin is partnering with National Accounts to deliver lunch to healthcare workers on the frontline across the country to show their appreciation.
  • RightGift, which enables organizations and individuals to create wish lists of specific items to meet their critical needs, is making #GivingTuesdayNow a double giving holiday with 2% cash back on every item purchased. The company is also encouraging donations throughout the year by making the first Tuesday of every month a “double giving day.”

Initiatives like Instagram’s Live Donation and the launch of #GivingTuesdayNow are likely to resonate with people worldwide, as now more than ever, consumers are looking for brands and organizations that link their businesses to meaningful causes. Not only do consumers expect brands to be helpful during challenging times such as these, but consumers are known to develop brand loyalty toward businesses that prioritize more purpose-led actions.

Is Your Business Looking For New Ways To Make An Impact?

Digital Media Solutions® (DMS) helps brands across the country build consistent and sustainable fundraising revenue with performance-based campaigns supported by martech-enabled digital media distribution. Our core business supports our efforts to take action, lead by example and encourage those around us to positively impact their local and global communities.

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About the Author

Carolyn Harding

Carolyn Harding is an Associate Manager of Communications at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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