Instagram launches Donation Stickers for Stories in the UK
If you’ve read our latest #MakeItSocial guide, you’ll know that we are huge advocates of the power of social media in helping charities to reach their goals, and the people that are important to them. We’ve helped many organisations develop their strategies to both grow an audience of support, and reach their real-world goals — which very often is fundraising.
Well this just got a whole lot easier on Instagram.
It was reported earlier this year that Instagram was testing Donation Stickers for Stories to a select number of organisations in the US. As of now, charities and their supporters in the UK can create 24-hour fundraising campaigns in Instagram Stories, with 100% of the money raised going to the charity.
Adding the sticker is simple. If you are eligible, all you need to do is create your story, and then add the sticker in the same way that you would add any other sticker, poll or quiz feature, by tapping on the smiley face icon on the top right and selecting the sticker.
What is the checklist for becoming eligible?
1. Sign up for the Facebook Charitable Giving Tools and Facebook Payments
2. Link your charity’s Instagram profile to the Facebook Page
3. Make sure your Instagram profile is converted to a business profile
If your target audience is on Instagram, this feature will help in reducing the steps it takes for your audience to donate. A recent study shows that 18% of donors worldwide have given through Facebook fundraising tools*. The same report stated that 75% of Instagram users take action, such as visiting a website or making a purchase after looking at an Instagram advertising post. This action can now be to donate, which may see a large increase in donations through the Facebook family of Apps. We’ve already seen The British Heart Foundation testing the sticker.
And it’s not just charities that can add stickers to their stories; everyone can add a donation sticker for their favourite charity to their Story, with all proceeds going directly to their selected charity.
We know that our clients and other charities invest a lot of time in growing their Instagram community and nurturing them into loyal supporters. This is a great opportunity to really activate this community; asking them to spread the message and encourage their own communities to donate.
This is also a great opportunity for charities to work with their celebrity ambassadors. So far, Jameela Jamil’s @I_Weigh Instagram page has posted a donation sticker for Mermaids UK, and Tom Daley has posted a sticker asking his community to donate to The Brain Tumour Charity.
As reported by the Evening Standard, Aibhinn Kelleher, Strategic Partnerships Manager, Social Impact team at Facebook EMEA said in a statement: “All over the world people are using Instagram to raise awareness of the causes that matter to them. Now with donation stickers for Instagram Stories, people have a really easy way to support these causes, while also directly raising money.
“As well as helping organisations reach new audiences, with 100 per cent of all money raised going straight to the organisation, the Instagram donation sticker should be a valuable tool for the charity sector. We can’t wait to see the creative ways that people use Instagram to support the causes they care about.”
With this latest feature, organisations have the opportunity to easily reach their community and a portion of the rest of the 24 million Instagram users in the UK. If you have any questions, or need help setting up yours, please do not hesitate to get in touch.
*View report here.
