Are you using Instagram to get more engagement and to raise awareness about your nonprofit’s work?
Do you want to use the fastest-growing social media platform to increase your fundraising and acquire new donors?
Instagram now has 1 billion monthly active users, with over 60% of their user base logging in daily.
90% of Instagram users are younger than 35 years old.
People on Instagram are generous! In 2018 on #GivingTuesday:
Instagram sent more individual donors to donation forms than Twitter.
Had a higher donation conversion rate, and the resulting gifts were of a higher average value.
Instagram represented 4.3% of socially-referred gifts.
You don’t even have to be signed up with Facebook Charitable Giving Tools (Facebook owns Instagram) to drive donations on Instagram.
Here are four ways to increase your fundraising on Instagram.
Your nonprofit can implement two of these ideas even if you aren’t registered with Facebook Charitable Giving Tools.
Set up the Instagram Donate Button.
Probably the most exciting feature roll-out to date (for nonprofits), eligible nonprofits now have the ability to add a Donate button to their Instagram profile!
OOOOHHH!! A real honest-to-goodness Donate button on Instagram profiles! Not just Instagram Stories! And just in time for year-end! 🎊🎉🎊🎉 Have you seen this on your profile yet? (Must be registered with Facebook charitable giving tools.) pic.twitter.com/5hAQ1Z7yc5
— Julia Campbell ✨👩💻🎤 (@JuliaCSocial) November 6, 2019
To set up the Instagram Donate Button, your nonprofit must:
Be a registered 501(c)(3) nonprofit in the U.S.(Sorry to those of you not in the U.S. – bring it up with Instagram and see if they’ll change this before year-end!)
Enroll and be approved to use Facebook Charitable Giving Tools.
Switch to an Instagram business account, if you haven’t already.
Link your nonprofit’s Instagram business account with your nonprofit’s verified Facebook Page.
Once you’ve done that:
Update your Instagram mobile app to the latest version.
Go to your profile and tap the 3 lines.
Tap Settings.
Tap Business → Donations.
Tap Add Donate Button to Profile.
Easy peasy! Then let people know that this is an option, like the Providence House:
Donating to Providence House has never been easier! Give us a follow on Instagram @provhousecle and check out the latest button on our profile page: https://t.co/nmARcWd9O8 pic.twitter.com/fcszOvu1zD
— Providence House (@provhouseCLE) November 5, 2019
Set up the Instagram Stories Donation Sticker.
To set up the Instagram Stories Donation Sticker, your nonprofit must:
Be a registered 501(c)(3) nonprofit in the U.S.(Sorry to those of you not in the U.S. – bring it up with Instagram and see if they’ll change this before year-end!)
Enroll and be approved to use Facebook Charitable Giving Tools.
Switch to an Instagram business account, if you haven’t already.
Link your nonprofit’s Instagram business account with your nonprofit’s verified Facebook Page.
Once you’ve done that:
Update your Instagram mobile app to the latest version.
Click on Publishing Tools at the top of your Facebook Page.
Select Donation Settings below Fundraisers.
Click to check the box next to Allow people to add donation stickers on Instagram Stories.
Click Save.
Super quick and simple! Then let people know that this is an option and show them how to use it, like The Malala Fund does in their Fundraising Instagram Story Highlight:
No Instagram Donate Button or Donation Sticker? No problem.
There are still two ways that you can raise money on Instagram using what you have!
Direct donors to the link in bio.
The key to an effective fundraising post on Instagram is urgency, emotional appeal, and a specific ask.
Take a look at these great fundraising posts:
You cannot be ambiguous or vague on Instagram.
It’s a mobile app after all, and people are using it on the go, in the middle of other things, and multi-tasking.
Make the ask visually appealing, emotional, and specific.
Incorporate text-to-give.
Think about how people are using Instagram – on their phones!
If you don’t have the quick and easy option of the Donate button, give your supporters another option – text!
Think about your donor – would they rather click and scroll onto your donation form on your website, scramble inside their purse for their credit card, or would they rather just open up a text, click send, and be done?
Extra tip: Be sure to thank and acknowledge your donors on Instagram!
Don’t just ask for donations – keep donors and supporters apprised of your progress, and make them excited to be a part of your campaign.
Have you been successful using Instagram to raise money? Are you planning on using some of these tools to raise money at year-end? Let us know in the comments!
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