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.
The first element YouTube is testing is called simply ‘Fundraisers’, and it’ll enable YouTube creators and registered non-profits to create and embed fundraising campaigns right next to their videos and live streams.
As explained by YouTube:
“Fundraisers enable fans to donate to creator-led campaigns directly on YouTube via a “Donate” button, making it easier than ever for creators and fans to raise funds for causes they care about on the platform. Creators can simply set up their campaigns, and let us take care of the logistics and payment processing.”
The option is in limited testing, with YouTube covering all transaction fees in the initial period - meaning that 100% of the donations go to the relevant organizations.
YouTube’s also rolling out ‘Community Fundraisers’, which enables multiple creators to co-host the same fundraising event or initiative.
“The feature is designed so that a Community Fundraiser will appear on participating creators’ videos at the same time and reflect the collective amount of money their communities are raising together.”
As you can see in the example video above, St Jude’s Cancer Research Hospital is using the option to team up with YouTube gaming celebrities in order to raise funds for the organization as part of Childhood Cancer Awareness Week. When you view content from participating gamers during the event, you’ll be able to see the collective total raised, and donate as you watch.
And the last new addition from YouTube is ‘Super Chat for Good’, which will enable creators to raise funds for nonprofits via the YouTube live-streaming Super Chat payment system.
The option will be available on selected live and Premiere videos (organized broadcasts of pre-recorded content)
“When an eligible creator enables Super Chat for Good, 100% of Super Chat for Good purchases will be automatically routed to a qualifying nonprofit chosen by the creator. They work like the Super Chats that you already know and love, highlighting your message in the chat stream and showing your support for your favorite creators and the causes they care about.”
As social platforms become a more significant part of our connective process, it’s good to see them working to provide more ways to provide societal benefit – particularly in a time where many are questioning the benefit such platforms do or don’t provide, and whether they actually are helping to better connect us.
YouTube, at 1.8 billion monthly active users, has huge reach, and potential of such tools is great. If you’re a non-profit organization, it’s worth looking into these new tests, and keeping an eye on the platforms updates and evolutions.