Instagram Introduces Personal Fundraiser Feature in Limited Test
Instagram has unveiled a new Personal Fundraiser tool, currently in testing, that enables users to raise money directly from their profiles. The feature is initially rolling out to a small group of users in the U.S., U.K., and Ireland on Android, with iOS support coming soon.
How the Personal Fundraiser Feature Works
- Setup Process: Eligible users can create a fundraiser by navigating to “Edit Profile,” selecting “Add Fundraiser,” and then “Raise Money.”
- Customization: Users upload a photo, choose a fundraising category, and provide details to share their story and encourage donations.
- Approval: All fundraisers undergo vetting to ensure compliance with Instagram’s existing guidelines, which align with Facebook’s fundraising policies.
- Duration: Approved fundraisers run for 30 days, with a one-time extension option for an additional 30 days.
Key Details and Limitations
- Supported Causes: The feature is designed for time-sensitive needs, not long-term fundraising campaigns.
- Payment Processing: Donations are powered by Facebook Pay, the same system behind Instagram’s shopping features.
- Fees: While nonprofit fundraisers on Instagram have no fees, personal fundraisers incur charges based on the creator’s location.
Expansion Plans
Instagram plans to enhance the feature in the coming months, allowing users to share fundraisers in their Feed and Stories for broader visibility.
Instagram’s Growing Fundraising Ecosystem
This update builds on Instagram’s existing tools for charitable giving, including:
- Donation Stickers for Stories
- Live Donations during livestreams
The Impact of Fundraising on Instagram
Fundraising has surged across Facebook’s platforms, with users raising over $100 million for COVID-19 relief efforts since January 2020. Notably, U.S. donations on Instagram doubled in the 30 days preceding the announcement.
What’s Next?
While the Personal Fundraiser feature is currently in limited testing, Instagram aims to expand access in the coming months, offering users more ways to support causes they care about.
Editor’s Note (July 21, 2020): Updated to reflect Facebook’s corrected fundraising total of $100M+ for COVID-19 initiatives.
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