How to Start a Fundraiser on Instagram

Mobilizing your followers around a cause you care about is one of the most powerful ways to use your Instagram platform. More than just a place for updates and aesthetics, it's a tool for driving real change, and launching a fundraiser is more accessible than you might think. This guide will walk you through the essential steps, from the initial setup using Instagram’s built-in features to creating a promotion strategy that truly connects with your audience and encourages them to act.

First Things First: Understanding Instagram Fundraisers

Before you get started, it’s good to know the two primary avenues for fundraising on a personal Instagram account. Your approach will depend on who you’re raising money for.

• Fundraisers for Verified Nonprofits: This is the most common and streamlined option. You can raise money for any eligible 501(c)(3) nonprofit organization that is registered with Meta Pay. Meta covers the processing fees, so 100% of the money donated goes directly to the organization.
• Personal Fundraisers: This option allows you to raise money for yourself, a friend, a business, or a cause not registered as a nonprofit on Instagram. These fundraisers go through a review process to ensure they follow Meta's policies. They must fall into an approved category, such as education, personal emergencies, medical, or community projects.

To start most fundraisers, you'll need to be at least 18 years old and operate from a country where the feature is available. Now let's get into how to set them up.

How to Start a Fundraiser for a Nonprofit

Raising money for a registered nonprofit is deeply integrated into Instagram's core features - Stories, Reels, and Live video. This makes it incredibly easy for your followers to donate with just a few taps, friction-free.

Option 1: Using the Donation Sticker in Instagram Stories

The Donation Sticker is your most versatile tool. Stories are immediate, personal, and generate high engagement, making them the perfect place to make your initial ask.

• Step 1: Open Instagram Stories and either take a photo, record a video, or upload one from your camera roll.
• Step 2: Tap the Sticker icon at the top of the screen (the square smiley face).
• Step 3: Select the "Donation" sticker.
• Step 4: You’ll be prompted to search for a nonprofit. Type the name of the verified organization you want to support.
• Step 5: Once selected, you can customize the name of your fundraiser (e.g., “Help Feed Shelter Pups”). While optional, naming your fundraiser makes it more personal.
• Step 6: Tap "Done," place the sticker on your Story, and share it. Your followers can then tap the sticker to donate directly without leaving the app.

Option 2: Raising Money During an Instagram Live

Going Live creates urgency and a direct connection with your audience. People can ask questions in real-time and see your authentic passion for the cause. It's a fantastic way to build momentum.

• Step 1: Swipe over to the "Live" camera mode.
• Step 2: Before you tap the "Go Live" button, look for the "Fundraiser" icon (it often looks like a heart with a coin symbol) on the left-side menu.
• Step 3: Tap it and select the nonprofit organization you wish to support.
• Step 4: When you start your broadcast, a button will appear at the bottom for viewers to donate. You can also pin the fundraiser comment, and you’ll see notifications of donations in real-time.

Pro Tip: Announce your Live fundraiser in advance using posts and Stories to maximize viewership. Tell people what you'll be discussing and why it's so important they tune in.

Option 3: Adding a Donate Button to your Instagram Reels

With their massive reach, Reels are a great way to introduce your fundraiser to people outside your immediate follower base. While you can't embed an interactive donation sticker like in Stories, you can add a "Donate" button that directs users to a dedicated fundraiser page.

• Step 1: After you've recorded and edited your Reel, proceed to the final sharing screen.
• Step 2: Look for the option "Add fundraising."
• Step 3: Select your chosen nonprofit, set a goal if you want, and hit "Done."
• Step 4: A button will now appear on your Reel, allowing viewers to donate to the cause.

Wait, What About Starting a Personal Fundraiser?

If you're raising money for a personal cause approved by Instagram, the setup process is a little different. Instead of launching from a piece of content, you create the fundraiser first from your profile.

• Step 1: Go to your Instagram profile and tap "Edit Profile."
• Step 2: Tap on the "Add Fundraiser" option.
• Step 3: Choose "Raise Money" to begin creating a personal fundraiser.
• Step 4: You will be prompted to select a category (e.g., Community Project, Crisis Relief, Education, Medical), add a compelling photo, write a story explaining what you're raising money for, and set a goal.
• Step 5: After you've filled in all the details, submit it for review. Meta will review your fundraiser to ensure it meets its Commerce Policies, which can take up to 24 hours.

Once approved, your fundraiser will be active for 30 days but can be extended. You can then share the fundraiser link directly in your Stories, bio, and other content for your followers to support.

Your Story is Your Most Powerful Fundraising Tool

Whether you’re using a sticker in Stories or promoting a personal fundraiser, the technical steps are only half the battle. People don’t donate to fundraisers, they donate to stories. Making a genuine connection is what drives action.

Be Vulnerable and Specific

Don't just share a sticker with no context. Tell your audience why this matters. Get personal. Did the animal shelter you're supporting rescue your family pet? Say that. Is the after-school program building leaders in your own neighborhood? Explain that. The more specific and heartfelt your story, the more your audience will feel connected to your mission. A generic, "Please donate!" is easy to scroll past. A personal plea isn’t.

Use Authentic Visuals

Lean into photos and videos that show the impact of the cause. A photo of a happy dog in its new home is more impactful than a simple logo. A short video clip of your friend explaining what medical support would mean to them is more powerful than text alone. Show, don't just tell.

The Ultimate Promotion Playbook for Your Fundraiser

Creating your fundraiser is just Day 1. To hit your goal, you need a plan to promote it consistently without burning out your audience. Here's how to structure it.

1. Pin it With Story Highlights

Create a dedicated "Fundraiser" Story Highlight on your profile. Add every single story related to your raising efforts here - the "why" behind it, your announcement, milestones, and thank yous. This gives page visitors an instant way to catch up and donate.

2. Create Urgency with Feed Posts and Reels

Stories disappear, but feed content sticks around. Dedicate a few high-quality posts to your fundraiser throughout its duration.

• Launch Post: A carousel post that tells the story, introduces the goal, and directs people to your Stories to donate. Pin this post to the top of your profile for the fundraiser's duration.
• Milestone Reels: Create a quick, energetic Reel when you hit 25%, 50%, and 75% of your goal. Thank the community and rally them for the next push.
• Final Push Post: Let people know when there are only 48 or 24 hours left. Urgency is a powerful motivator.

In all your feed content, make the call-to-action simple. Instead of a link they can’t click, tell them exactly what to do: "Tap the donation sticker in my Stories now to contribute!" or "Our Reel has a live donation button on it!"

3. Share the burden and celebrate your donors

Your community is your biggest asset. Ask them to share a screenshot of your Story with your donation sticker. When people donate, respond to story donation notifications by giving them a public shoutout in your Stories. Tagging them not only makes them feel seen but also provides social proof that inspires others to contribute.

Closing Your Fundraiser Gracefully

Once your fundraiser ends, your work isn’t quite done. Closing the loop is essential for building trust with your audience.

Announce the magnificent final total. Share the numbers, and express genuine, heartfelt gratitude to everyone who donated, shared, or even just sent a supportive message. The people who gave made themselves a part of your story - let them know their contribution led to a real outcome. If possible, share a follow-up post weeks or months later showing the impact of the funds. This act reinforces community and makes your followers even more excited to support you next time.

Final Thoughts

Running a fundraiser on Instagram blends smart strategy with authentic storytelling. By using the platform’s tools and combining them with a personal narrative and a clear promotional plan, you can transform your influence into a powerful force for good and bring your community together in a truly meaningful way.

A successful promotion campaign means staying organized, especially when you’re sharing across Stories, Reels, and your feed. At Postbase, we built our visual calendar to help creators and marketers see their entire content plan in one place. You can schedule your motivational Reels, plan your feed posts that share campaign progress, and spot gaps in your Story schedule ahead of time, allowing you to focus on the story and the cause, instead of wrestling with the logistics.