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Fundraising on Social Media: An Overview

Social media fundraising describes any fundraising efforts that take place directly on social networks, using the platforms’ built-in fundraising tools.


This differs from how nonprofits have used social media for fundraising in the past, when they would create posts about campaigns and then direct social supporters to another page (such as their online donation page on their website) to make a gift. With social media fundraising, the social network collects and processes the gifts directly.


There are a number of benefits to this approach. For one, social media has unlimited reach and an element of virality. So, if your nonprofit has a campaign “go viral” on a network, you could receive exponentially more gifts than you would have with a more traditional campaign. Further, some social networks (namely Facebook) empower nonprofits with fee-free fundraisers; so, there are no processing or administrative fees and your nonprofit retains 100% of every donation made.


Exploring Social Media Fundraising Statistics


Social media fundraising is not only popular with nonprofits but supporters as well. Check out the following social media fundraising statistics to see what we mean:

  • 55% of people who engage with nonprofits end up taking action.
  • 59% of the aforementioned supporters took action by donating money.
  • 18% of all donors worldwide have given using Facebook’s fundraising tools.
  • 88% of the aforementioned donors report being likely to give again through the method in the future.

Social media fundraising is rapidly being adopted by both nonprofits and supporters alike, so it’s reasonable to expect that these numbers will continue trending upward going forward.


Top 3 Social Media Fundraising Platforms for Nonprofits


There are currently three main avenues for social media fundraising:




Facebook is the original innovator when it comes to social media fundraising. It’s a fee-free fundraising method and currently offers the following options:

  • Page fundraisers, which are dedicated fundraising pages that nonprofits can create to support a campaign.
  • Donate buttons, which nonprofits can add to both fundraising pages and posts about fundraisers.
  • Live video donate buttons, which allow a nonprofit to live stream and collect donations in-channel.
  • Supporter-led fundraisers, which empower individuals to create personal campaigns (such as birthday fundraisers) to raise funds for nonprofits they support.




As Instagram is owned by Facebook, it offers some of the same functionality. While Instagram’s fundraising functionality is somewhat limited, it encourages donations through:

  • Donation stickers, which can be added to Instagram stories both by nonprofits and their supporters.
  • Instagram profile donate buttons, which give nonprofits the ability to add a donate button to their organization’s profile pages.




TikTok is the newest platform to join the world of social media fundraising. Partnering with Tiltify, TikTok currently allows both nonprofits and their supporters to add donation stickers to both TikTok content and profiles.


Social Media Fundraising Examples to Inspire Your Team

Social media fundraising is a fairly new development, so it’s understandable if your nonprofit feels apprehensive about jumping in feet-first and adding it to your fundraising calendar.


However, multiple major nonprofits are publicly embracing social fundraising in their efforts. Check out the following examples to inspire your team:

  • Color the Spectrum. In a three-hour livestreamed event, Color The Spectrum raised 3.6 million for NEXT for AUTISM. The event received 20,857 donations from 67 different countries, fueled by social fundraising.
  • American Cancer Society. In 2020, ACS broke Facebook’s record for the most money raised by a single organization in a single day. The nonprofit brought in 23,000 donations in one day in October 2020, as part of its Facebook Challenge fundraisers.
  • Susan G. Komen. In 2021, Komen hosted a month-long Facebook Challenge in which it connected with over 13,000 supporters, 90% of whom were new to the organization. Not only did they raise funds, but they connected with new supporters as well!
  • No Kid Hungry. Across their TikTok page, you’ll see “Stories from the Field” and the young faces of individuals working to end child hunger in the U.S. On each quick video, you’ll also notice that the nonprofit is making the most of TikTok’s donation buttons!


Social Media Fundraising Ideas to Get Started

If your nonprofit already has an established social media presence, you’re ready to get started with social media fundraising. If not, no worries — just create your accounts and start following and interacting with your supporters on the platforms!


From there, you can tailor your social media strategy to the amount of time and effort you want to put into the platforms. Here are a few ideas that cover a range of time needed, depending on your team’s capacity:

  • Adding donate buttons to your posts and live streams. This is just one extra step for your organization; when you create a social media post, include your donate button and a quick sentence informing supporters that they can donate to your organization through the social network!
  • Educating supporters about hosting fundraisers. Consider creating a one-pager that explains how supporters can create a Facebook fundraising campaign on behalf of your nonprofit. These are essentially peer-to-peer campaigns that take place on the network. Outline the steps that supporters will need to follow to start a campaign and share the resource in your next newsletter!
  • Host a Challenge fundraiser. A Challenge fundraiser involves supporters completing a task (such as walking 10k steps per day) for a certain duration of time (such as 1 month), while raising funds for your cause. Begin by choosing a Challenge task, duration, and start date. Then, invite your supporters to join in on the fun and create their own personal Facebook fundraisers alongside the campaign. This is what they’ll use to raise peer-to-peer funds for the duration of the campaign. When the fundraiser starts, you simply create Facebook posts to check in with supporters each day and encourage them to complete their task and raise funds!

 You can easily tailor your social fundraising strategy to the capacity of your team. Whether you’re simply adding a few buttons to your regularly scheduled social posts or hosting full social campaigns, it’s a worthwhile addition to your nonprofit’s fundraising calendar!

Additional Fundraising on Social Media Resources