How to fundraise on TikTok
If you’re a regular reader of the Bamboo blog, you’ll be aware that we’ve been dedicating blog space to helping you up your fundraising game on social media.
In this post, we’re looking at TikTok.
TikTok by numbers
Since launching in 2016, the video-sharing app has been downloaded three billion times. Today, it boasts more than a billion monthly active users and 45 million daily users.
With the average user spending 95 minutes a day on the app, you’ve got ample opportunity to reach donors and level up your fundraising on the platform.
More than just a dance
You may be wondering why a charity would bother with TikTok. After all, it’s just a bunch of kids dancing and lip-syncing to chart hits, right?
Sure, there’s a lot of that on the platform, and you can jump on the trend to raise awareness like British Red Cross did with their handwashing dance routine in March 2020. But there’s a lot more to TikTok than viral dance routines.
Let’s look at some of the ways you can use TikTok to attract the attention of donors and add some much-needed coffers to the fundraising pot.
Storytelling
TikTok videos can be up to ten minutes long. That’s plenty of time to hit people right in the feels.
You can use video (and music) to captivate donors with a compelling story that triggers an emotional response.
Here are a few ideas to get you started:
A promotional video highlighting your charity’s mission
A behind-the-scenes look at the work you do
Video case studies from service users
Archive footage
Live video
Going live on TikTok allows you to connect with donors in real time. There’s no time limit on live videos, and you can earn money through LIVE Gifts.
Live content can take many forms. For example:
Fundraising events (you can include interviews with attendees and beneficiaries for added impact)
Online charity auction
Q&A’s
Thank you messages to donors
News updates
However, before going live on TikTok, you need to make sure you’re prepared. Here are some things to think about:
Time of day
What time is your live stream planned for? Do some research into when your audience is most active on the platform and schedule the stream around that.
How long?
As we said earlier, there’s no limit on the length of a live stream. TikTok suggests the sweet spot is 30 minutes, but it’s up to you. Go longer. Go shorter. Just make sure you’re ready and able to keep viewers engaged for the duration.
Sound and vision
You don’t need to deliver a BBC-quality broadcast, but you want to optimise it as much as possible. Put some thought into lighting, camera angles, and microphone placement, and test your equipment in advance to ensure you’re getting the best possible quality from it.
If viewers are struggling to see or hear you, you’ll struggle to hold their attention.
Quality connection
Before you go live, check your internet connection. A solid connection is a must-have. Wi-Fi is best. If not, at least 4G. You don’t want to go dark in the middle of your stream.
Even a momentary disconnect will have a negative impact on viewership.
Donation stickers
When you post a video to TikTok, add a donation sticker. Viewers that tap the sticker will be taken to an external page that provides information about your charity and the opportunity to donate.
To benefit from this feature, you’ll need to sign up to Tiltify. This is the company that TikTok has partnered with to process charitable donations.
Once signed up, you can add donation stickers to all your videos and direct users to your donation page.
Hashtag challenges
One of TikTok’s unique fundraising features is hashtag challenges.
To give you an idea of how they’re used, for every video posted with #PetBFF during a period in 2019, Tik Tok donated $1 to animal welfare organisations worldwide, including Blue Cross. That’s potential income, for, well nothing!
While we’re talking animals, Caenhill Countryside Centre has accumulated almost 350,000 followers with the help of a hashtag. Not bad for a small, Wiltshire-based animal shelter!
Display a fundraiser on your profile
One of the simplest ways to attract donations through TikTok is to add a fundraiser link to your profile.
Adding a link is straightforward. Click ‘edit profile’, hit ‘add nonprofit to your profile,’ and choose your charity from the list. Visitors will then be able to see a ‘Supporting [your charity name]’ link on your profile, which they can tap to donate to your cause.
Again, to make use of this feature your charity needs to be approved on Tiltify.
Final word
TikTok is a social media fundraising must-have. It offers some neat fundraising features in-app and has the potential to skyrocket awareness of your cause due to its immense popularity.
Download the app, sign up, and kickstart your TikTok fundraising journey today.
Do you need a social media guru to manage your social media fundraising efforts? We can help. Give us a call, on 020 3750 3111 or email info@bamboofundraising.co.uk.