Instagram's 'live fundraisers' lets nonprofits raise money real-time

Instagram launches ‘live donations’ that allow nonprofits to raise money from followers who tune into their real-time streams

  • The donations let nonprofits run fundraisers via Instagram Live
  • Users can donate directly in the app during a livestream 
  • Instagram also released ‘I Donated’ stickers that can be posted to Stories
  • The feature looks to capitalize on a rise in Instagram Live usage

A new Instagram feature will marry live streams and fundraisers to help nonprofits raise money and court a larger audience for the company’s streaming offshoot, Instagram Live.

‘Live Donations’ as Instagram is calling them allows nonprofits to raise money via a livestream by letting users donate money directly to a nonprofit in-app.

To use Live Donations users can tap a camera icon in the top left of the video feed or swipe right. To donate, users select ‘Live’ at the bottom of their screen and then choose ‘Fundraiser.’ From here they can choose a nonprofit to support.  

Live Donations (pictured) will let users donate to their preferred nonprofit directly in an Instagram Live feed 

Broadcasters can see how many people are supporting their fundraiser and the amount of money raised in real-time according to Instagram.  

They’re also able to see a breakdown of donors and individual contributions and can ‘thank’ contributors by tapping a ‘Wave’ icon.

‘Many people are facing challenges at this time, and we want to do our part to support nonprofits and communities who need it the most,’ Instagram writes in a blog post.

‘Now, you can easily create a fundraiser on Live with 100% of the money raised going directly to the nonprofit of your choice.’

Instagram will also roll out ‘I Donated’ stickers for those who choose to support a fundraiser. 

After donating to a nonprofit fundraiser on Live or in Stories, users can access the sticker for a limited period of time. 

If posted to a story or in live, accounts that users follow that are also using the sticker will be added to a shared story at the front of their Stories feed for a limited time.

The new feature will likely come as a welcome addition for nonprofits looking to raise money remotely as COVID-19 continues to prevent major events and movement.

It will also help Instagram capitalize even further on unprecedented use of its ‘Live’ feature that allows users to broadcast themselves in real-time.

A limited use ‘I Donated’ sticker will be given to users who donate to a nonprofit and will let others see who else contributed to a cause

According to Business Insider, Instagram Live usage exploded by 70 percent last month as people remain in lockdown. 

The introduction of Live Fundraisers comes on the heels of a new feature from Instagram’s parent company, Facebook, which announced that it will let users charge viewers for access to live video streams as part of the company’s efforts to help people generate income during the COVID-19 pandemic.

The new feature will be available as an option for any users setting up a live broadcast, which they can make available for free or charge a fee to access. 

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