TikTok for nonprofits: How to engage, fundraise, and go viral

With over a billion monthly active users, TikTok gives nonprofits access to a massive audience of potential volunteers, supporters, and donors. But with countless nonprofits, businesses, and influencers competing for attention, engaging users effectively can be a challenge.

Don't worry—we’ve got you covered! Learn why your nonprofit should be on TikTok and what content you should post to kickstart your strategy and stand out from the crowd.

5 reasons nonprofits should use TikTok 

As a nonprofit, your marketing resources may be limited, so it’s essential to be strategic about which social media platforms you invest in. Below, we’ll break down why more and more nonprofits are using TikTok—and why it might be the perfect fit for your organization.

1. Target new (younger) audiences 👯

Historically, nonprofit organizations have struggled to target a younger demographic, but Gen-Z has started to change that. In fact, 84% of Gen-Z support charitable causes in some way and 59% do so through donations.

Because 60% of TikTok users are Gen Z, the platform is one of the best avenues for reaching a younger target audience, especially compared to platforms like Facebook and Instagram.

⭐️ Pro tip: Gen Zers and millennials often prefer making smaller, recurring contributions over large one-time donations. Leverage Givebutter’s recurring donations to help attract these generations.

2. Reach more people through video content 📹

If you aren’t incorporating video into your overall marketing strategy, you are doing your nonprofit organization a disservice. Research shows that 78% of people watch online videos weekly, and 90% of viewers want to see more video content from brands and businesses.

When TikTok first launched, users shared 15-second clips. Over time, TikTok videos gradually increased in length. TikTok has since bumped up the max video length to 10 minutes, giving you plenty of flexibility to create captivating content.

Here are just a few ideas for engaging fundraising videos:

• Interview your founders about your organization’s origin story.
• Share clips from a recent volunteer event.
• Highlight impact stories to demonstrate how donations are being used.
• Have staff or beneficiaries express gratitude to supporters.
• Update followers on the progress of your latest fundraising campaign.
• Announce a new program launch.

3. Spend more time in the spotlight 🙅

Remember the good ol’ days when a single Facebook post could get hundreds of shares? Over time, the organic reach of a Facebook post has steadily dwindled.

For-profits and nonprofits that built a presence on Instagram now worry about facing the same decline in reach. Constant algorithm changes make it increasingly difficult to establish a social media presence, leading many organizations to look for a new platform.

Enter TikTok. TikTok is less saturated than the aforementioned social media channels, making it easier for nonprofits to stand out. In fact, as of 2025:

• 96% use Facebook
• 73% use Instagram
• 59% use X
• 49% use LinkedIn
• But only 22% of nonprofits use TikTok

With less competition, now is the perfect time to establish your nonprofit’s TikTok presence and expand your reach.

4. Repurpose existing content 🙌

Every piece of content you create should become at least one more piece of content. In other words, if you record a podcast episode, repurpose it into a blog post. Then, take key insights from that post to create three social media captions. Suddenly, one piece of content becomes four!

Since TikTok videos can now be 10 minutes long, you have ample opportunity to reuse content. Here are a few examples of how your nonprofit can repurpose content across platforms:

• Go Live on TikTok, then share video nuggets as Instagram Reels.
• Record your livestreaming event, then post video clips on your TikTok.
• Create a short video discussing your Giving Tuesday campaign, then embed it on your branded donation page.
• Host a volunteer training webinar, then share key points on TikTok. 

5. Collect TikTok donations 💸

TikTok is not just for viral dance challenges—it’s an incredibly powerful tool for fundraising. With TikTok, nonprofits can bring in funds with the ability to:

• Go viral: With the right post and content strategy, you might just be able to go viral—reaching a massive audience and driving donations from people who may not even know your cause (yet!).
  
• Create connection: Donors want to support missions that move them. TikTok’s culture of authenticity makes it the perfect place for your nonprofit to tell impactful stories that emotionally connect with viewers.
  
• Accept donations: Going viral and creating connections is only effective if users can easily donate. Thankfully, TikTok's built-in donation tools make it seamless and convenient for supporters to contribute directly to your cause.

7 TikTok ideas for nonprofits to rally your supporters  

Ready to incorporate TikTok into your social media fundraising strategy? Leverage these tips, ideas, and tactics to rally supporters across the platform.

1. Leverage TikTok for Good 💛

TikTok for Good is a TikTok initiative aimed at improving the world. By offering account management, advanced analytics, and promoted hashtags, TikTok helps nonprofits reach more supporters and boost their impact.

2. Test out TikTok fundraising tools 💸

TikTok Donation Stickers allow users to make in-app donations in support of a cause. Assign your social media manager to livestream your latest fundraising event on TikTok, and encourage supporters to use the sticker to give during the broadcast.

3. Create a hashtag challenge 💪

A hashtag challenge on TikTok inspires users to mimic a specific behavior (and no, they’re not just meant for dance challenges!). Create a clever hashtag for your latest campaign, record a video, then encourage your supporters to join in and do the same.

To expand your reach, research trending hashtags on TikTok for your nonprofit’s niche and craft your challenge around them! 

4. Share a message from your founder 💬

If you use TikTok to capture a new, younger audience, they may not know who you are or what your nonprofit stands for. Introduce your organization by recording a TikTok video with the founder of your organization—like this video of Scott Harison, CEO of charity: water—sharing your mission and vision for the future, or what inspired them to start the nonprofit in the first place.

5. Recruit influencers to join your cause 🤩

Many TikTok users with large followings are open to supporting important causes. Do your research to find influencers who align with your mission, then send a DM or email to see if they’d be interested in joining your campaign.

Take this video by actress and comedian Ilana Glazer, for example, who used her TikTok platform to show her involvement with Knock for Democracy, a nonprofit making political advocacy and activism accessible to everyone. 

6. Share impact videos ✨

Whose lives have been changed by your organization? Share short impact videos to highlight the real-world change your nonprofit has made.

The Jimmy Fund TikTok page offers a perfect example of this. It features heartfelt videos of patients in need and those who have benefitted from the generous donations of supporters.

7. Use trending audio 🎶 

To help grow your audience quickly, take advantage of trending sounds on TikTok. Add your own unique flare to the video, then post to capture potential supporters who are engaged in the trend.

Reach an even larger audience with Givebutter

Make your TikTok content go even further with Givebutter’s all-in-one fundraising platform.

Record and embed livestreams, showcase videos on your fundraising page and send personalized thank-you videos to donors—all for free. Plus, with Givebutter’s built-in CRM and marketing tools, you can streamline donor engagement and amplify your impact.

Ready to see how Givebutter can help you reach your fundraising goal? Set up your free Givebutter account to get started.

TikTok for nonprofits FAQs

Is TikTok good for nonprofits?

Yes! TikTok is a powerful tool for nonprofits to raise awareness, engage new audiences, and drive donations. Its algorithm allows content to go viral, even with a small following. Plus, features like donation stickers and challenges make fundraising interactive and easy.

Is TikTok good for charities?

Absolutely. Charities can use TikTok to tell compelling stories, run fundraising campaigns, and mobilize supporters. The platform’s short-form video format makes it ideal for emotional storytelling and advocacy, helping organizations connect with younger, socially conscious audiences.

How to use TikTok as a charity

Charities can maximize TikTok by:

• Creating engaging content that highlights their mission and impact.
• Using donation stickers to collect funds directly through TikTok.
• Leveraging challenges and trends to boost visibility and encourage participation.
• Partnering with influencers to expand reach and boost credibility.
• Engaging with followers through Q&As, behind-the-scenes content, and live videos.

How much does TikTok charge for donations?

TikTok does not take a cut from donations made through its Donation Stickers—100% of funds go to the nonprofit. However, there may be standard processing fees that nonprofits should be aware of.

How do I get my nonprofit added to TikTok?

To sign up for TikTok, follow these steps:

• Create a shared email
• Set your account type as ‘business’ 
• Fill out your bio 
• Link to your other socials
  

It’s important to note that only approved organizations can be added as fundraisers on TikTok.

What is a good engagement rate for nonprofits on TikTok?

Nonprofit engagement rates on TikTok vary greatly, but research shows that while they typically have lower engagement rates (around 0.47%), there’s tremendous potential for growth. By consistently posting authentic, impactful content and connecting with your followers, your organization can steadily increase its reach and engagement. 

What is the average follower growth on TikTok?

Follower growth for nonprofits on TikTok depends on your posting strategy and frequency. Research shows that for every 1,000 email addresses, nonprofits have an average of 36 TikTok followers. But don’t let that number discourage you! Being consistent and posting relevant, engaging content—like the tips shared above—can help boost your following over time.