YouTube: Social Media Meets Social Responsibility

Gobrett 01
Sep 2, 2018 · 2 min read

In a medium known for the proliferation of cat videos, “I’m in the mood for a latte”, and other vacuous postings, one network has set out to prove that social does have a conscience after all. According to Andrew Hutchinson of Social Media Today, YouTube “is launching a new set of fundraising tools which will enable creators to raise awareness, and money, for their chosen organizations via the video platform.” With 1.8 billion monthly users, YouTube is second only to Facebook in popularity. For nonprofits seeking support for their causes, this reach is likely to mean significant impact.

The tools, dubbed “Fundraisers”, “Community Fundraisers”, and “Super Chat for Good”, offer participants different ways to support their favorite charities. While these three features are still in the testing stage, YouTube has said it will initially waive all fees, allowing 100% of all donations to go directly to participating nonprofits. YouTube’s entry into this space has huge implications for nonprofit organizations, many of whom have limited budgets to address society’s most pressing needs.

We have seen fundraising online before. GoFundMe, the for-profit crowdfunding leader on social, is the best example; however, YouTube’s invitation to creators and their fans who want to support nonprofit organizations means the potential for an unprecedented amount of good to be done. So far, St. Jude’s Cancer Research Hospital has signed on as part of its Childhood Cancer Awareness Week campaign.

Cost is often a barrier for nonprofits seeking exposure to potential donors who have the capacity and interest to support a cause. YouTube’s recognition of this fact and the value proposition it presents for them are commendable. In fact, there doesn’t appear to be any downside to this new development, although it remains to be seen what the fee structure will be.

For more information visit: https://www.socialmediatoday.com/news/youtube-launches-new-fundraising-tools-for-nonprofits/531356/

Gobrett 01

Written by

Born in New York, live in SoFlo. Work in non-profit higher education. Enjoy travel, the beach, and Gator Football.