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5 ways small teams can make the most out of their Charity Instagram account

Want to draw in more donations with your social content? Then look no further. Our social media team have put together their top tips for making the most out of your charity Instagram account. So, keep reading for some Insta-inspiration. 

Instagram is a great way to showcase your charity – with over 1 billion active users, it gives you the opportunity to show people around the world just how great you and your supporters are. Plus – you don’t need a 20-strong marketing team to make amazing content. All you need is a scheduling tool and some creative inspiration!  

Here are our top 5 tips to get you started:  

Experiment with videos

A photo is worth a thousand words, but videos can tell your audience so much more. ‘Reels’ are short 60-second videos that you can share to Instagram and repurpose for other channels, like Facebook and TikTok. Instagram Reels tend to draw in more views and engagement than regular Instagram posts – attracting a whole new audience to your page. The best part? You can add a variety of filters and sounds to your videos too.

You can shoot your videos using your phone camera, or from within the app. To save time, you can create videos in bulk, save them to drafts and post them  to your feed when it suits you. Stepping up your Instagram game doesn’t have to take up a large chunk of your working day – if you make small changes over time, you’ll notice a big difference in engagement. 

Over on our JustGiving Instagram account, posting to reels has helped us boost our followers and engagement, with our best performing videos gaining over 9000 views! If you’re feeling brave enough, get in front of the camera and share a video about an upcoming charity event or inspiring fundraiser… the results will speak for themselves. 

Get interactive on Instagram Stories

Instagram stories are a great way to engage with your followers – with every post, a bright ring will surround your logo, appearing at the top of your follower’s screens. You can share your own posts, any posts you might be tagged in, and even use interactive features like polls

You can also share clickable links to stories – allowing viewers to directly visit your website or donation page in just one tap. It’s the simplest (and only) way to share links to Instagram. Have a fundraising event coming up? Share the sign-up link to stories to encourage more people to get involved. Running a new charity campaign? Viewers can donate directly from their phone. If you want to drive a new audience to your website, posting to Instagram stories is the way to go… 

Instagram Story celebrating #WearItPink day for Breast Cancer Now.

Share your knowledge with Carousel posts

Carousel posts allow you to share up to 10 slides of information in a single post. If you want to share an inspiring story or a series of photos from a recent fundraising event, a carousel post is ideal. Not only do carousel posts drive likes and engagement, but they increase your overall reach too. Because viewers have to spend more time reading each slide, the Instagram algorithm detects the lengthier visits and promotes the post (and your charity account) to a larger audience.

If you want some inspiration, take a look at some recent JustGiving carousel posts here… 

Talk to your audience through DMs

Instagram Direct Messages allow you to communicate directly with your supporters – one-on-one. They can reach out to you with any queries, fundraising stories, or just for a quick chat. You can quickly and effectively answer any questions, and send gifs, images and videos that show off what your charity is all about. You can build a sense of community and support just by keeping your inbox up to date. You can even set up keyboard shortcuts and quick replies, for any frequently asked questions!

Spending just five minutes every day managing your charity’s inbox can make a huge difference. Here’s a quick guide to get your inbox ready and get the two-way communication flowing. 

Expand your reach with Hashtags

Think of hashtags as labels – they help Instagram categorise your posts and show them to a relevant audience. You can use up to 30 hashtags in each post – you can come up with your own, or use a hashtag generator to find hashtags related to charity and fundraising! 


No matter small your team is, you can raise brand awareness and reach your target audience by keeping an active presence and sticking to a routine of at least one post per day. Here’s a roundup of our tips: 

  • Post regular videos to Instagram Reels – and reshare them across all of your social media channels. 
  • Share links to Instagram stories to encourage donations to your cause. 
  • Share up to ten-slides on information using carousel posts. 
  • Build a sense of community by responding to direct messages. 
  • Reach a larger audience by using charity-related hashtags. 

Below, we’ve put together a handy list of tools and websites that will help take your charity’s Instagram account to the next level… 

Helpful tools

  • Canva: an easy-to-use graphic design platform, designed to help you create incredible content for all of your social media channels. Here, you can create images, videos and gifs… with lots of Instagram stories and feed templates for inspiration.
  • Hashtag Generator: this website will allow you to put together a list of hashtags relevant to charities and fundraising.
  • TikTok: If you’re looking for ideas for your first Instagram reel, head over to TikTok and see what’s trending. Take note of any popular sounds or trends and have a go at recreating your own!
  • Sprout Social: Sprout Social allows you to schedule Instagram and other social media content in advance – so you can plan ahead and post content every day, even when out of office.
  • Lnk.Bio: Within your Instagram bio, you can only share one link. Using Lnk.Bio allows you to share multiple links with your followers – add all of your social media channels, a link to your website, and any campaigns you might be running!

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One-third of donors directed half their giving to disaster relief | Philanthropy news

Last year, 37 percent of American donors gave half or more of their charitable contributions to disaster relief efforts, and 64 percent gave to a charity they had never supported before, a survey commissioned by Vanguard Charitable finds.

Conducted by the Harris Poll on behalf of Vanguard Charitable, the survey of more than 1,300 American donors found that the top reasons American donors gave to disaster relief included wanting to assist those impacted by humanitarian crises (46 percent), feeling overwhelmed by a situation and wanting to help (33 percent), seeing charitable giving as the only way they could provide support (30 percent), and having a personal connection to the disaster/crisis (30 percent). The survey found that donors who contributed to disaster relief efforts gave more overall, meaning that disaster relief giving did not take away from, or occur in place of, ongoing giving. 

“From COVID-19 to a devastating humanitarian crisis caused by the war in Ukraine, we’ve seen donors respond to disaster relief needs in inspiring and meaningful ways,” said Vanguard Charitable president Rebecca Moffett. “In fact, this data reflects that disaster relief support is an integral part of the giving landscape, often increasing total generosity as donors look to give when and where support is needed most. And because the money in donor-advised funds has already been set aside for charitable purposes, donations from DAFs tend to be more responsive in moments of crisis, and more resilient during moments of economic uncertainty.”

(Photo credit: Getty Images/Drazen Zigic)

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Trust in nonprofits fell slightly last year, survey finds | Philanthropy news

While there is room for U.S. institutions across the board to increase public trust, a majority of respondents believe nonprofits will do what is right for society, a survey conducted by Independent Sector finds. 

Conducted in February in partnership with Edelman Data & Intelligence, the third-annual Trust in Civil Society survey found that 56 percent of Americans said they trust nonprofits, down 3 percentage points from the 2020 benchmark study (59 percent). Trust in philanthropy edged down from 36 percent to 34 percent during the same period. According to the survey, financial well-being and education are major drivers of trust, and trust of nonprofits among women fell during the pandemic.

Given the findings, Independent Sector recommended that nonprofits work to make greater progress to support and strengthen the country, for example by leveraging trust in the social sector to strengthen U.S. democracy, deepening engagement with communities and institutions, and upholding public expectations of government accountability.

“Increasing public trust of institutions and the social sector is a pressing issue for the U.S. We all benefit from strong public trust,” said Independent Sector president and CEO Daniel J. Cardinali. “Trust is the priceless currency for nonprofits, philanthropies, business charity programs, and all of us to build a healthy, equitable society. We see what happens when trust breaks. Our 2022 Independent Sector Trust in Civil Society report elevates important data and recommendations for conversations about how the social sector can engage more deeply and do better so everyone in our country thrives.” 

(Photo credit: Getty Images/SDI Productions)

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Digital, other channels of giving are expanding, study finds | Philanthropy news

Emerging trends in the United Kingdom and Brazil reveal an expansion of digital and other types of channels for giving, including online giving, crowdfunding, charity rounding up, and social impact publishing, a new research series from the Indiana University Lilly Family School of Philanthropy at IUPUI finds.

The research series, Digital for Good: A Global Study on Emerging Ways of Giving, builds on the school’s Global Philanthropy Environment Index and Global Philanthropy Tracker and will be released in phases over the next five months. The first two studies examine philanthropic engagement in Brazil and the UK prior to and throughout the COVID-19 pandemic, with profiles of China, India, Kenya, Singapore, South Africa, and South Korea to follow.

Based on an analysis of three case studies in Brazil, the first profile found that prominent emerging ways of giving include charity rounding up, crowdfunding, and social impact publishing, which involves the production of inspiring, revenue-producing editorial content. Donations collected through rounding up for charity via Arredondar increased from BRL1,091 in 2013 (equivalent to $590 in 2021, adjusted for inflation) to more than BRL1.6 million in 2020 (equivalent to $330,186 in 2021, adjusted for inflation). In addition, the study found that the most successful initiatives prioritized transparency and accountability in giving.

Based on an online survey of nearly 3,000 individuals in the UK, the profile found that prominent expanded methods of giving include online giving and crowdfunding. Among donors interviewed between May and July 2021, 60 percent reported that gifts they had made in the past year had been made online, with the most common way being through a third-party app. In addition, researchers found that 63 percent of people who used social media to request donations also made requests in person.

“The results of the first two country profiles suggest an evolution in giving practices and highlight a significant expansion of digital giving practices and peer-to-peer giving,” said Amir Pasic, the Eugene R. Tempel Dean of the Indiana University Lilly Family School of Philanthropy. “While these findings are the first in a series, the documented growth in digital giving and shifting donor expectations in the UK and in Brazil reinforce existing evidence that digital practices can help democratize the practice of philanthropy. Digital innovation makes philanthropy accessible and fosters greater transparency and accountability for how gifts lead to impact.”

(Photo credit: Getty Images)

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