South Western Federation of Museums and Art Galleries

Instagram launches donation stickers for charities

Instagram has made its Stories donation function available to charities in the UK. This means that charities and their supporters in the UK can create 24-hour fundraising campaigns in Instagram Stories using a new Instagram donation sticker. Instagram states that '100% of the money raised going to the nonprofits supported'.

Any Instagram user who views the fundraiser can click on the donation sticker to give to the charity without ever leaving Instagram. Instagram is owned by Facebook, and there are currently an estimated 24 million Instagram users in the UK. Instagram use in museums and art galleries is becoming evermore popular, with Museum-ID recently reporting that such venues are popular on Instagram as they are very photogenic places. Earlier this year, Kids in Museums hosted its first Instagram Takeover Day, and in the south west Cornwall Museums Partnership were amongst organisation taking part.

Aibhinn Kelleher, Strategic Partnerships Manager, Social Impact team at Facebook EMEA, said: “All over the world people are using Instagram to raise awareness of the causes that matter to them. Now with donation stickers for Instagram Stories, people have a really easy way to support these causes, while also directly raising money.

“As well as helping organisations reach new audiences, with 100% of all money raised going straight to the organisation, the Instagram donation sticker should be a valuable tool for the charity sector. We can’t wait to see the creative ways that people use Instagram to support the causes they care about.”

To mark the launch, celebrities and charities have teamed up to be among the first to use donation stickers. These include advocates for WWF UK, The Brain Tumour Charity, The Cybersmile Foundation, and Mind.

Anyone can use the donation sticker to start a fundraiser on Instagram to support an eligible charity. Charities must first sign up for Facebook Charitable Giving Tools and Facebook Payments. The Instagram profile must also be converted to a Business Profile, and be linked to its Facebook Page. The Instagram donation sticker builds on the technology that was created for Facebook’s donate features, including the ability to add a donate button to posts, Facebook Live videos and nonprofit pages.