Should my nonprofit be on TikTok?

TikTok is the fastest-growing social media app in the world, with just over 1 billion users worldwide, 100 million of them in the United States. It launched in 2016, but took off during the pandemic when people became addicted to its endorphin-boosting, short-form video format. 

What makes TikTok so powerful is that anyone can go viral – and have. Its most popular creator is a former factory worker in Italy who today has more than 150 million followers. Unlike other popular apps, production value is virtually meaningless. And in some ways, glossy production is not a guaranteed recipe for virality. 

Another major factor is its algorithm – which users find eerily on point. While other apps aim to connect users to their friends, family and network, TikTok is an absolute hodgepodge. The app puts on your For You Page what it has learned about your interests and behavior. Users may find that level of insight a bit creepy, but they love the uncertainty of the experience. Firing up TikTok is like channel surfing cable of yore, except the stakes are far lower, the scroll is infinite, and the rewards are endless.

Is TikTok good for nonprofits?

Short answer, yes. But here’s the thing. Most nonprofits are still not on the app, not creating content, or creating content all wrong. While ⅓ off users are under the age of 25, the demographics are shifting and increasingly older users are getting on and spending a tremendous amount of time scrolling. That means the likelihood of your support base being on the app is moving closer to 100 percent every day.

If your organization isn’t on TikTok it’s probably making a big mistake. Unlike Facebook, Instagram and YouTube, you don’t (and probably don’t want) to invest too much beyond a staffer’s time to produce content. You won’t be penalized for low production quality so there’s little risk associated with small or virtually nonexistent budgets.

The good news for any brand is that TikTok offers amazing ROI. According to two separate studies, 73% of TikTok viewers say they feel a deeper connection to the brands they interact with on TikTok AND brands are remembered 40% more on TikTok than on other platforms.

What are donation stickers on TikTok?

Beginning at the start of the pandemic, TikTok allows users to add a donation sticker where people can donate through a third-party app, Tiltify. TikTok was still testing this feature, so there’s no guarantee that your nonprofit will be added to the available list. For now, you can sign up for Tiltify and start posting on TikTok. 

Can my organization fundraise on TikTok?

In the meantime, you can leverage the platform the way you’d use as an effective blog: content marketing to drive donations. Nonprofits should include an updated link in their profile to their latest fundraising campaign. 

How do I post to TikTok?

Depending on just how much production you’re willing to put into your organization’s TikToks, the bare minimum is good audio and lighting. Microphones and lights are inexpensive and really enhance your videos. You can also use Airpods and a desk lamp, just as long as your voice and face are clear. You may also want to consider investing in a tripod. Otherwise, all you need to do is hit that + sign, face the camera and go!

TikTok ideas for nonprofits

Ideally your social media goals align or serve your organizational goals and strategy. Are you looking to drive donations or awareness? Are your strategic objectives to grow your email list, or attract media attention 

First, figure out how your TikTok account can assist those overarching goals and objectives. Then you can start to think about topics and issues that can get you there. For example, if you know that most donors support your group around issues of pet adoptions, you can highlight success stories, or animals that still need a home. If your group advocates for health equity, your account should educate users on all the nuances of your work.

So what should we post?

You can achieve education, advocacy and entertainment in a variety of ways. Here are a few ideas: 

  • Commenting on news articles 

  • Highlighting client stories

  • Breaking down complicating concepts or problems

  • Adding imagery and videos with a simple overlay of your organization’s mission

  • Posting inspiring quotes that are relevant to your mission and work

  • Day-in-life with clients or staff

Make sure you decide on a tone of voice and try to stick with it. Are your TikToks going to be funny and amusing, or serious and inspiring? You can break the mold occasionally but users search for consistency and patterns among the accounts they follow.

Above all else, keep it authentic. Avoid chasing trends and be patient. All it takes is one viral video to boost your entire account. 

How often should we post?

Aim for a minimum of 3-5 TikToks a week though more is better.

Which nonprofit accounts should I look to for inspiration?

  • Charity: Water

  • Farm Sanctuary

  • St. Jude’s 

Dimitri