How WWF are using Instagram donate to engage younger donors

Instagram have launched their donation sticker in Europe and WWF-UK are one of the lucky 12 charities chosen as a launch partner!

The Instagram donate sticker is yet another feature enabling us to get closer to our audience, understand what motivates them to support us, and help them join the #FightForYourWorld!

Instagram is introducing a donation sticker in Stories that allows people to raise money for a non-profit they care about directly on Instagram.

Instagram donate is designed to help attract new younger donors.

It’s widely known that younger generations on average give lower donations than the older generations. Our own research at WWF-UK has also shown that the younger demographic are more likely to give one-off donations than sign up for a monthly direct debit.

Facebook’s own research has also shown that two thirds of Gen Z were inspired to donate to a charity by a message or image they saw on social media. But while young people may want to donate, reaching them through traditional platforms doesn’t always work.

That’s where new tactics on platforms they know and love come in!

As well as explaining to our audience how they can access the new sticker, we also encouraged them to either DM us or screenshot their own certificate which they can share on their stories after their donation sticker has ended:

It also provides a nice piece of content for my team to go back to people in direct messages when we’re notified of them setting up a donation sticker.

And we’re so excited to share our ‘bingo’ image too for our audience to love and use!

As well as excitement, we also had a few questions to Facebook about the new Instagram donate sticker:

When you use Instagram donate, take advantage of these best practice tips from Facebook on how to craft your story:

I hope you’ve found my first blog useful! Follow me to keep updates on what we learn from using the Instagram donate sticker.

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