• by Colin Kirkland , October 22, 2024

Meta has partnered with community-powered fund-raising platform GoFundMe to help drive more donations to nonprofits on social media by attempting to simplify the process for users. 

“Starting today, nonprofits using GoFundMe’s software company, Classy, will have access to this enhanced sharing experience on Instagram,” GoFundMe writes in a statement. 

The new integration aims to help nonprofit campaigns stand out on the Instagram feed with “a polished look” designed to build “trust and credibility,” including real-time progress metrics and a new donate button that directs supporters to the nonprofit’s website or donation page. 

GoFundMe will also integrate into Instagram Stories, making for an easier sharing option for users.

According to new research in GoFundMe’s “Social State of Giving” report, half of Gen Z is sharing causes or fundraisers at least once a week on social media platforms, while at least half of millennials and Gen X are sharing monthly. 

The company also found that a quarter of Gen Z reported being inspired to look into or donate to a cause because of social media. In fact, in the U.S., over $8 billion has been raised for nonprofits on Meta-owned platforms Instagram and Facebook, causing GoFundMe to identify the tech giant as a “key player in social giving.”

Meta says it has received feedback from its nonprofit partners, who say fundraising on their platform of choice is important to them. 

In the coming weeks, the new Instagram sharing features will be available on GoFundMe for fundraisers supporting nonprofits, with similar functionality following soon on Facebook, the companies say. 

The features will be available in select regions, including the U.S., Australia, Ireland, Canada, and the U.K.