Instagram Launches Live Fundraising Feature for Over a Million Nonprofits
Instagram now allows users to raise money for nonprofits directly during live streams, keeping 100% of the donations for the charities. The new feature arrives as live video usage surges by 70 percent during the coronavirus pandemic.
Instagram introduces a new Live Donations feature that allows users to raise money for nonprofits while broadcasting live. This tool creates a virtual telethon experience for solo streamers or those going live with a guest. The launch comes just one day after a similar debut on TikTok, but Instagram sets itself apart by supporting fundraisers for over a million different nonprofit organizations.
The social platform takes absolutely no cut from the funds raised, ensuring that 100 percent of the money goes directly to the chosen charity. During a live broadcast, creators see a real-time tally of the total amount raised and the number of supporters. A dedicated breakdown of individual donors helps hosts give real-time shout-outs or "waves" to thank viewers for their specific contributions.
To start a live fundraiser, users simply tap the camera icon, select "Live," and choose the "Fundraiser" option before picking their desired nonprofit. As an extra incentive, participants unlock an exclusive "I donated!" sticker for their Stories, which groups their post into a shared story at the front of the Stories bar. Several high-profile creators and public figures are already using this new tool during a time when Instagram Live usage jumps by 70 percent amid the pandemic.