As the social fundraising landscape grows, nonprofits are discovering that challenges can thrive across multiple platforms, not just on Facebook. Instagram is proving especially interesting for fundraising, thanks to its visual, aspirational culture that connects with people differently. Instagram’s unique audience, combined with tools for creative storytelling, has made it a valuable space for nonprofits to engage new supporters.
If your organization is considering Instagram for social fundraising, there’s a lot to explore. Our recent webinar with the Digital Fundraising Academy and Pieta looked at why Instagram Challenges are working, insights from recent campaigns, the benefits of using Instagram, and practical tips for creating a successful Instagram challenge.
Read on for a quick recap of our panel’s top tips when it comes to Instagram fundraising!
Rethinking social media Challenges across platforms
As we often say, fundraising doesn’t start at the fundraising page—it starts where your supporters are. It’s no longer enough to create an event and hope your audience stumbles upon it; think lemonade stand in a desert! Instead, nonprofits like yours are finding success by meeting supporters on the platforms they already use. While Facebook has been a powerful launchpad for social Challenges, it’s just one of many platforms where your supporters are eager to connect and engage with your cause.
Many organizations are now embracing social Challenges on various platforms, creating engaging campaigns that can reach supporters wherever they spend their time online. Imagine a dog-walking challenge with an Instagram-friendly hashtag for people to share their photos. That same challenge could be shared across other platforms, like Facebook and TikTok, allowing supporters to participate in a way that feels natural for them.
By tailoring a campaign theme to work across different platforms, nonprofits can reach a broader audience and make it easy for people to join in. This approach is especially helpful for nonprofits moving beyond Facebook, particularly in regions where Facebook fundraising is no longer available.
But why Instagram in particular?
Instagram’s combination of visuals, stories, and reels make it a great place to share inspiring fundraising content. With an ad suite similar to Facebook’s, it offers flexibility in targeting and engagement, while reaching a slightly different audience. Instagram’s visual appeal and “aspirational” culture work well for cause-based storytelling, creating moments where people are inspired to support.
Instagram also allows nonprofits to connect with younger demographics who might not be as active on Facebook. Campaigns can reach new audiences at a lower cost per lead while still delivering a high average donation. And with less time spent on group moderation (more on that below), there’s more time to focus on personal engagement through other channels.
Case Study: Pieta’s “Jog in July” Challenge
Pieta, an Irish nonprofit, recently held a Jog in July Challenge on Instagram. This campaign was created in response to Meta's decision to remove its fundraising tools in the EEA, leaving many charities to adapt their strategies.
The Challenge had over 1,000 sign-ups and saw a high fundraising average. Participants were encouraged to join via email, with an impressive 67% of them opting in to stay connected. Ultimately, the campaign raised €48,710 on Instagram alone, with additional funds raised from Facebook.
Pieta’s approach offers some valuable insights:
- Tracking across platforms: They used different tracking links for Instagram and Facebook, letting them see how each platform contributed.
- No upfront incentives: Breaking from the norm of providing physical items at the start, they focused on engagement instead, offering T-shirts only to those who raised €250 or more.
- Email as a key engagement tool: Without a Facebook group, they kept participants motivated and informed through GivePanel’s email journeys.
- Simple fundraiser setup: Using GivePanel’s JustGiving integration, Pieta made it easy for participants to get started with just a click.
Top tips for running a successful Instagram fundraising Challenge
Having helped several nonprofits run successful Instagram fundraising Challenges, the Digital Fundraising Academy know a thing or two about how to recruit supporters to your Challenge via Instagram. Here are a few essential tips for nonprofits planning an Instagram Challenge from the team:
1. Create ads designed for Instagram
Instagram is a highly visual platform, so your ad creative needs to stand out. Build an ad campaign specifically for Instagram, prioritizing bold visuals, clear messaging, and an aspirational tone that resonates with your target audience. Focus on engaging imagery or short videos that tell a story, as these tend to perform well on Instagram.
2. Use Meta Lead Forms
Meta Lead Forms are a fantastic tool for gathering participant information directly on Instagram. Their simplicity and user-friendly design, with pre-filled fields that require just one click, make it easy for potential participants to engage.
To make the most of Meta Lead Forms:
- Include a clear call-to-action: Encourage participants to complete their registration by adding a compelling button at the end of the form.
- Follow up promptly: Send an email right after someone fills out the form to keep up the momentum and convert leads into registered participants.
With GivePanel’s new Meta Leads integration, this process is even smoother. Automated emails can be sent as soon as a supporter completes a Lead Form, helping you nurture their interest and guide them into fundraising for your Challenge.
3. Provide a sleek registration form
Just like with Facebook Challenges, simplicity is key for Instagram participants. Use a streamlined, mobile-friendly registration form that’s quick to fill out. Tools like the GivePanel event registration form, combined with a one-click JustGiving fundraiser setup, make it easy for supporters to get started immediately.
4. Focus on email stewardship
Email is your main channel for engaging Instagram participants. While you can invite Instagram fundraisers into a Facebook group if desired, most stewardship should happen via email. Keep your communications consistent, personal, and action-driven. Share updates, tips, and inspiring stories, and encourage participants to reply or share their progress.
When to consider Instagram for your Challenge
How can you tell if Instagram is the right platform for your next fundraising challenge? Start by looking at your data. If more than 10% of your social fundraising income comes from Instagram, it’s a clear sign you have an engaged audience there.
Using Instagram can help you connect with supporters where they already spend their time. Whether you’re focusing on Instagram, Facebook, or another platform, tailoring your campaign to meet supporters on their preferred platform creates a more inclusive and accessible experience.
Instagram also offers flexibility, allowing you to direct participants to the fundraising platform that best fits their needs, like JustGiving or GoFundMe. This not only keeps the process smooth and intuitive for your supporters but also helps build stronger connections with your cause.
Get in touch
If you’re interested in exploring Instagram for your next fundraising campaign, now might be the perfect time to start. Find out how GivePanel can support by booking a 30 minute, personalized demo with one of our team. We’ll show you the ropes, provide tailored advice and answer any question you may have.
Related resources
- Meta Leads Integration: Your New Tool for Managing Social Campaign Leads
- Unlock more social fundraising with GivePanel's expanded feature set for JustGiving
- New Feature: GivePanel’s GoFundMe Integration
- How to grow your Facebook Challenges with the Digital Fundraising Academy
- Meta’s Update to Fundraising Tools in the EEA: a nonprofit guide
