The title of the article: Types of Volunteer Software and Tools Nonprofits Need

3 Types of Volunteer Software and Tools Nonprofits Need

Approximately one-third of the nonprofit workforce is volunteers, and these supporters keep your nonprofit running by completing program-related tasks, assisting with fundraisers, spreading awareness, and generally lending their time and energy to support your organization. However, managing a team that can come and go randomly is a challenge, and to compensate, many nonprofits turn to volunteer software solutions.

Nonprofits can benefit from several types of volunteer software. In this guide, we’ll explore three kinds of nonprofit software focused on volunteers and how your organization can make the most of each platform. Specifically, we’ll cover:

First, let’s address the fundamentals of volunteer software. If this is your first time investing in this type of solution, you’ll have a baseline of what to prioritize.

Looking for a volunteer platform that can increase your revenue? Discover the power of volunteer grant databases. Check out our recommended provider.

Volunteer Software FAQ

What is volunteer software?

Volunteer software includes technology platforms designed for nonprofits to manage, engage, and interact with their volunteers. This includes tools that allow nonprofits to message volunteers, create shift schedules, and post volunteer opportunities. It also includes platforms that allow volunteers to complete specific tasks, such as fundraising on a nonprofit’s behalf.

Be aware that various volunteer software solutions include different features. For example, even if two vendors both offer volunteer management software, one might have features for recruitment and training, whereas another focuses specifically on communication and organization.

Why do nonprofits need volunteer software?

Small nonprofits can run volunteer programs without software supporting their efforts. However, as your volunteer program grows, so will its level of complexity. With more volunteers, programs, and tasks, nonprofits can benefit greatly from using a centralized system to stay organized.

With the help of volunteer software, nonprofits can:

  • Better manage resources. Volunteer software collects and monitors data related to your volunteer program. This allows you to understand what resources you have at your disposal, how they are being used, and if they could be better allocated. For example, you might notice certain programs are at capacity for volunteers while others need more support. In this case, you can edit your schedule to fix this discrepancy.
  • Improve volunteer retention. By running an organized volunteer program where supporters receive prompt communication and clear direction, you’re more likely to have returning volunteers.
  • Launch specialized programs. Certain types of volunteer initiatives require software to function. For example, if you plan to offer virtual volunteering opportunities, you’ll likely need software to connect with these supporters and assign tasks.

Volunteer software platforms vary in scale, and different nonprofits will need different levels of support. While a smaller nonprofit might be content using its CRM’s volunteer engagement features, a larger organization may prefer a highly customizable volunteer-specific management platform.

Is volunteer software free?

Volunteer software is available at a variety of price points. Some solutions may offer free packages with limited features, but most platforms operate on a monthly or annual subscription system.

For example, volunteer software vendor POINT has three price points, including a free option that provides core management features, such as time tracking and calendar management.

Volunteer software price points.

However, other desirable features, like background checks and waivers, require upgrading to a paid plan. Additionally, POINT, like many other volunteer software providers, offers custom pricing solutions for enterprise-sized nonprofits.

Volunteer Management Software

Volunteer management software is the most common type of volunteer software. These platforms help nonprofits organize and run nearly every part of their volunteer program, making them essential for any growing nonprofit.

Various volunteer management software platforms specialize in different aspects of volunteer management. However, every platform should offer these core features:

Features of volunteer management software, written out below.

  • Database. Many nonprofits use CRMs, which house donor data, such as their engagement history, contact details, and payment information. Some CRMs also provide profile management features for non-donors, such as volunteers, but dedicated volunteer management platforms are likely to provide more robust offerings. Look for platforms that allow you to easily build volunteer profiles, search your database for specific individuals, and store your supporters’ information securely.
  • Scheduling. Planning and managing volunteer shifts is essential for maintaining a functional volunteer program. Assess management platforms based on their scheduling-related features, such as calendar creation, shift assigning and claiming processes, and bulk scheduling.
  • Communication. To keep your volunteer program running smoothly, volunteer managers will need to coordinate with numerous supporters to provide direction, ensure shifts are filled, and answer questions. Your volunteer software should aid this process with communication tools, such as the ability to contact volunteers via multiple channels (like email, text messaging, and volunteer app notifications) and automatic messaging (like upcoming shift reminders).
  • Reporting. Reporting tools help you make sense of your data to determine where your volunteer program is succeeding and what could be improved. For instance, all volunteer management software should have basic hours tracking tools. You might use this information to determine which times of year your nonprofit has the highest volunteer capacity.

When assessing volunteer management software, consider your nonprofit’s needs. Some organizations might be looking for an out-of-the-box solution with an app volunteers can engage with, whereas others might want a customizable platform and sophisticated reporting features. Every vendor has its own specialties and strengths, so take note of what features they highlight and ask questions during demos and sales pitches about specific use cases.

Bonus: What are corporate volunteer management solutions?

While for-profit businesses don’t have volunteers, some corporations do have software with volunteer management features. Specifically, businesses with corporate social responsibility (CSR) programs often use software to manage these initiatives.

CSR programs include grantmaking, sponsorships, in-kind donations, and employee volunteer initiatives. Some examples of corporate volunteer programs are:

Types of corporate volunteer programs, listed out below.

  • Volunteer grants
  • Volunteer time off (VTO)
  • Team volunteer days
  • Mentorships
  • Internships

To encourage employee volunteering and track volunteer initiatives’ results, businesses use CSR software. These tools allow employees to report their volunteer hours, submit volunteer grant applications, and request VTO. With some platforms, employees can search for volunteer opportunities.

Some CSR vendors provide users with a database of reputable nonprofits. These platforms then allow users to search for relevant volunteer openings or even let leadership highlight and promote specific volunteer opportunities to employees. Explore top CSR vendors to see if it’s possible to submit your nonprofit for consideration to get featured in these databases. 

Volunteer Grant Database

While volunteer management software allows your volunteer program to function, tools like volunteer grant databases enable nonprofits to earn additional value from their programs.

A volunteer grant database provides nonprofits and volunteers with information about corporate giving and CSR programs related to volunteering. These databases allow volunteers to search for their employers and discover the following details:

An example of volunteer grant search tool.

  • Their program eligibility. If an employer offers volunteer grants or VTO, a volunteer grant database will provide relevant information about the program. This includes which employees are eligible. For instance, a company might provide volunteer grants to all employees, but only full-time staff are eligible for VTO.
  • Program requirements. Every company has its own volunteer grant requirements, making it challenging for nonprofits to provide guidance to volunteers. A volunteer grant database can help supporters find relevant information, such as how many hours they need to volunteer, what types of nonprofits are eligible, and when they need to submit their volunteer grant application.
  • Next steps. Discovering if a supporter is eligible for a volunteer grant or VTO is great. But what do they do next? Look for a volunteer grant database that provides links to relevant forms and pages supporters can follow to take the next steps to apply immediately after confirming their eligibility.

Volunteer grants and VTO earn your nonprofit additional revenue and additional volunteers. Many eligible supporters are unaware these initiatives exist, let alone if they qualify. By bringing them to your supporters’ attention, your volunteer program will become even more valuable.

Bonus: Our recommended volunteer grant database provider!

Currently, the top volunteer grant database on the market is Double the Donation Volunteering. Double the Donation originally specialized in matching gift software, but the volunteer functionality expands its offerings to provide users with information on overlooked volunteer grants and VTO opportunities.

A few of Double the Donation’s top features include:

  • Comprehensive database. Double the Donation’s matching gift database covers 99.68% of all match-eligible donors. This same comprehensiveness applies to the volunteer arm of the database, meaning all of your eligible supporters should be able to find their employers’ information easily.
  • User-friendly search process. 360MatchPro’s search tool is easy to embed on any page of your website, including your volunteer registration form. Use it to capture your volunteers’ employer data so you can streamline the search process and identify if they qualify for volunteer grants or VTO.
  • Extensive integrations. Chances are that you will use your volunteer grant database alongside your volunteer management software. 360MatchPro has over 100 integrations with various CRMs, volunteer management platforms, and donation tools, meaning chances are you’ll be able to add it to your current tech stack with ease.

Get started with Double the Donation Volunteering by scheduling a demo to discuss its potential benefits for your nonprofit.

Gain more volunteers and have more time to train and retain them by leveraging VTO. Discover how you can take advantage of VTO in Double the Donation’s complete guide.

Peer-to-Peer Software

Peer-to-peer campaigns are a unique type of volunteer initiative. While volunteers often help with various fundraisers, in a peer-to-peer campaign, volunteers essentially run their own fundraising campaigns on your behalf.

As a unique type of program, peer-to-peer campaigns require specialized software. A few specific features include:

  • Campaign page creation. Peer-to-peer campaigns succeed because volunteers are able to create unique donation pages that share their personal stories. This allows their friends and family to give in support of their loved one rather than a nonprofit they might be unfamiliar with. Choose a peer-to-peer solution that lets your volunteers add their own photos, share their stories, and even upload videos.
  • Social sharing options. Most modern peer-to-peer campaigns operate online and make heavy use of social media platforms like Facebook and Instagram. Your volunteers should be able to easily share their campaign pages and updates on social media to promote their fundraiser to friends, family, and followers.
  • Data and analytics. Like any volunteer program, it’s useful to have a bird’s eye view of your volunteers’ activities. Use your platform’s data and analytics tools to track how each volunteer’s campaign is performing so you can step in to lend a hand, provide encouragement, or offer congratulations.

Peer-to-peer campaigns straddle the lines between being fundraisers and volunteer initiatives. As such, you’ll likely find software guides and campaign tips categorized under both volunteer and fundraising management.

Regardless, look for software that enables volunteers to share their unique message and fundraise on your behalf with confidence.

Bonus: Peer-to-peer volunteer management tips!

Peer-to-peer volunteers operate fairly independently by managing their own outreach after getting their campaign pages live. However, that doesn’t mean your volunteers should totally handle it alone. Improve your peer-to-peer campaigns by:

  • Providing branded assets. While you should encourage peer-to-peer volunteers to design their own campaign pages and outreach content, doing so without guidance can lead to a hodgepodge of messages that don’t represent your brand well. Instead, share your nonprofit’s style guide with them, as well as a library of branded images and assets they can use, such as your logo and professionally taken photos of your programs.
  • Using gamification tools. Engage your volunteers by turning fundraising into a game. Some peer-to-peer platforms have gamification tools that do things like award volunteers badges and points for hitting milestones, such as raising a certain amount. Some even feature leaderboards, letting your volunteers engage in friendly competition with one another.
  • Checking in routinely. Make sure your volunteers know they’re not fundraising alone. Have your volunteer supervisor check in with them regularly to answer questions, troubleshoot problems, and provide encouragement. This will not only improve volunteers’ campaigns but also ensure volunteers feel supported by your nonprofit.

Like with any volunteer initiative, you should also thank your volunteers for their hard work. Many nonprofits end their peer-to-peer campaigns with an event as a final opportunity to fundraise and celebrate volunteers. Consider handing out awards to top-performing volunteers or thanking your peer-to-peer fundraisers as a whole in speeches throughout your event.

Volunteer Software Tips

After researching various types of volunteer software and vendors, you’ve hopefully found a platform you think is right for your nonprofit. However, the success of your volunteer software solution depends on how you use it.

To ensure your software powers your volunteer program successfully, be sure to consider:

  • Implementation timeline. If you’re investing in a highly customizable volunteer platform or changing volunteer software, you’ll likely have a considerable implementation timeline. Make plans to migrate data, work with technology consultants, and train your staff to use your new platform.
  • Onboarding. All volunteers should attend an onboarding session before working with your nonprofit. In this meeting, go over how to perform volunteer tasks, who volunteers should go to with questions, and what expectations for working with your nonprofit are. Additionally, if volunteers will use any software, give them a tutorial on how to operate it.
  • Integrations. Choose a volunteer platform that integrates with the rest of your technology stack. Software like 360MatchPro that has many integrations will let data flow seamlessly from platform to platform. This means you can access data on your volunteers with ease and without worrying about data getting siloed into one system.

Request demos for your top volunteer software candidates. During these sessions, ask questions not just about the software but about how the vendor will support you. Look for vendors who provide fast technical support, training, and extensive resource libraries.

More Volunteer Resources

Volunteer software can elevate your nonprofit’s operations by streamlining volunteer recruitment, management, and revenue generation. Explore the variety of volunteer platforms available to find solutions that fit your nonprofit’s need.

For more volunteering and software resources, check out these guides:

Ready to earn funding through your volunteer program? Discover how our favorite volunteer software can automate the volunteer grant process. Explore 360MatchPro.

The title of this article, Using TikTok for Nonprofits: How To Grow Your Community

Using TikTok for Nonprofits: How To Grow Your Community

A short 20-second video could reach thousands—if not millions—of viewers. TikTok’s powerful algorithm doesn’t just favor influencers; it’s also a valuable tool for amplifying worthwhile causes.

For nonprofits, TikTok is more than a platform for entertainment—it’s a game-changer for mobilizing the next generation of supporters. As attention spans shrink and competition for donors grows fiercer, TikTok for nonprofits has emerged as a surprising yet effective digital marketing tool to build community and drive action. But how can nonprofits transform fleeting scrolls into meaningful engagement?

In this guide, we’ll show you how to leverage TikTok for nonprofits to advance your mission:

Ready to tap into TikTok’s potential to inspire social change? Let’s dive into the basics of how this platform can enhance your nonprofit’s marketing efforts.

Strengthen your nonprofit's digital presence with free Google Ads! Schedule a consultation today.


The Basics of TikTok for Nonprofit Organizations

Let’s answer some common questions you might have about the platform and its impact on charitable causes.

Is TikTok Good for Charities?

Absolutely! Whether you’re a grassroots nonprofit or an international organization, TikTok provides creative ways to amplify your cause, connect with younger audiences, and share behind-the-scenes content, success stories, and ongoing campaigns.

With over 1.5 billion active users, TikTok is a powerful platform for nonprofits looking to expand their reach. Plus, 55% of TikTok users say the app helps them discover new brands.

Its focus on short, engaging videos opens the door to unique opportunities for storytelling, inspiring action, and sharing memorable messages. In fact, formatting your outreach as videos means viewers will retain 95% of your message, compared to just 10% when reading it as plain text.

Nonprofits can use TikTok to:

  • Raise awareness. Share bite-sized content about your mission, upcoming events, or important issues with a global audience by using viral challenges, interactive campaigns, and engaging content.
  • Secure donations. TikTok’s donation tools make contributing easy with stickers and bio links.
  • Build community. Cultivate a community of passionate supporters by engaging with comments and responding to user-generated content.
  • Show impact. Post real-time updates and success stories that show the tangible results of donations and volunteer work, encouraging continued support.

The benefits of TikTok for nonprofits, written above

Since TikTok’s algorithm promotes content based on engagement rather than follower count, even smaller nonprofits have the potential to go viral and make a big impact.

From climate change awareness to mental health advocacy, the potential for creating real-world impact through TikTok videos is staggering. Your nonprofit can build a passionate following, humanize your cause, boost donations, and increase support.

What Is TikTok For Good?

TikTok for Good is TikTok’s initiative that aims to spotlight nonprofits and causes making a positive social impact through the platform. While many features—such as Donation Stickers, fundraising livestreams, and Branded Hashtag Challenges—are available to any registered nonprofit on the app, TikTok for Good provides additional visibility and support to organizations making meaningful change.

The program highlights social impact efforts, fostering partnerships with nonprofits, creators, and communities, encouraging TikTok’s global audience to take action by donating, participating in campaigns, or spreading awareness. Through TikTok for Good, nonprofits can also access promotional opportunities, educational resources, and strategies to amplify their reach.

Additionally, the official TikTok for Good account shares inspiring charity content, offering best practices and ideas for your nonprofit’s videos.


How to Register Your Nonprofit on TikTok

Getting your nonprofit on TikTok is easy (and free!). Here’s a step-by-step rundown to creating your account and setting up your profile, so you can start posting videos and building your following.

Step 1) Download the TikTok App

First, download the TikTok app from your device’s app store. It’s completely free and available for both iOS and Android users.

Step 2) Create An Account

Once installed, open the app and select “Sign Up.” You can register using an email address or phone number. This will be the primary contact for your TikTok account, so choose a shared email that your marketing team can access. This ensures that multiple team members can log in and manage the account without needed to share personal login details.

During the sign-up process, you’ll need to choose a username, which should be your nonprofit’s name or an acronym. For reference:

  • The American Red Cross is @americanredcross
  • Habitat For Humanity is @habitat_org
  • The Leukemia and Lymphoma Society (LLS) is @llsusa

Once you’ve created your account, go to your account settings and switch to a business account. This unlocks important features, including TikTok’s analytics tools, the ability to run ads, and the option to add clickable links to your bio.

Step 3) Set Up Your Profile

Now that your account is active, it’s time to set up your profile. Create a strong, informative profile by taking these steps:

  • Craft a short bio. Your bio is limited to 80 characters, so be concise. Use this space to communicate your mission and encourage users to follow your organization. Think of it as a quick elevator pitch. For example, “Bringing Clean Water to Communities 💧🌍 Join us in creating lasting change!🤝”
  • Link to your socials. By linking other accounts like Instagram and YouTube to your TikTok profile, users can easily follow your other digital marketing channels.
  • Upload a profile picture. This image will appear at the top of your profile and on every TikTok you post. For nonprofits, using your official logo ensures brand consistency.
  • Add a donation link. If your nonprofit already has over 1,000 followers or is using a business account, you can add a direct link to your optimized donation page in your bio. This allows users to easily contribute to your cause without leaving TikTok.

Here’s an example of a complete profile for LLS:

An example of LLS's TikTok profile

  • Profile picture: LLS’s logo
  • Username: @llsusa with verification checkmark
  • Bio: United in progress toward a world without blood cancer
  • Links: LLS’s donation page, Instagram account, and contact page for beneficiaries

Step 4) Start Posting TikToks

Start sharing your nonprofit’s story with the TikTok community. While we’ll provide in-depth tips later, here are some suggestions to get started:

  • Film your videos in vertical orientation (9:16) to take advantage of the full-screen experience.
  • Have good lighting, whether you use a ring light, a lamp, or even the sun.
  • TikTok recommends using the app’s effects and text treatment options to make your content feel native to the platform and amplify it on For You pages.

Don’t worry if your early videos aren’t perfect. TikTok thrives on authenticity. As you become accustomed with the platform, you’ll find your rhythm and discover what content works best for your nonprofit.


Tips To Make the Most of Your Nonprofit’s TikTok

To effectively engage the TikTok community and grow your digital footprint, try these strategies:

Post Consistently

According to Rival IQ’s Social Media Industry Benchmark Report, most nonprofits only post an average of 1.59 times to TikTok per week, compared to 5.95 times on Instagram. Aim for 3-5 posts weekly. Consistency keeps your audience engaged, increases your chances of being seen by TikTok’s algorithm, and helps you stay relevant on the platform.

Your videos can be anywhere from 3 seconds and 30 minutes long, but Socialinsider’s 2024 research shows that TikToks between 90 and 120 seconds maximize views and view rate. That same research indicates that most brands tend to publish videos between 40 and 50 seconds long, but shorter videos or longer, engaging content up to 3 minutes can also perform well depending on the message.

Leverage Popular Sounds, Hashtags, and Trends

To maximize the reach of your videos, use trending sounds, hashtags, and challenges. TikTok’s algorithm favors content that taps into what’s currently popular. Here’s how to do it:

  • Trending Sounds: Add trending audio clips to your videos to increase your chances of appearing on people’s For You page.
  • Hashtags: Use a mix of general and cause-specific hashtags to help users find your content. Our nonprofit hashtags guide shares several popular options like #DoGood, #HumanRights, #CleanWater, and #ProtectOurPlanet.
  • Challenges: Participate in viral challenges and adapt them to your nonprofit’s mission to gain traction.

Engaging with trends makes your nonprofit’s videos more discoverable, potentially leading to more followers. For instance,  The Innocence Project launched the #SaveMelissaLucio campaign to raise awareness for a case involving a wrongful conviction. By encouraging users to duet, share, and stitch the video, they created a viral movement that engaged the TikTok community in supporting criminal justice reform​

Get Creative With The Content You Post

When creating TikTok content, keep your content fresh by alternating between these types of content:

  • Educational Content: Share statistics, facts, or insights related to your cause (e.g., facts about endangered species or hunger relief).
  • How-To Tutorials: Demonstrate your work, like how your team cares for animals, organizes donations, or sets up events.
  • Success Stories: Highlight impactful stories or testimonials from those who have benefited from your nonprofit’s work.

These types of content not only inform your audience but also build trust and credibility.

Interact with the Community

Engagement is key to strong visibility on TikTok for nonprofits. To foster strong community engagement, you should:

  • Reply to comments. Use the Reply-to-Comment or Video Reply feature to answer questions, thank supporters, and build relationships with your followers.
  • Duet and stitch. Create duet or stitch videos with other TikTok creators to expand your reach.
  • Like, share, and comment. Regularly interact with other content creators and supporters by liking, commenting, and sharing videos.

The TikTok community appreciates active creators, and frequent engagement will help your nonprofit build a dedicated following.

Use Donation Stickers and Links

TikTok’s Donation Stickers and Donation Links make it easy for users to support your cause directly within the app. Here’s how they work:

  • Add Stickers to videos and livestreams. Incorporate stickers into your regular TikTok videos or livestreams, allowing viewers to donate instantly. Supporters can also add these to their TikToks:

The process of how users can add Donation Stickers to their videos, one of the key features on TikTok for nonprofits

  • Add Donation Links where possible, such as in your profile bio or above video descriptions.
  • Encourage action. In your captions or video, remind users to tap the Donation Sticker or click links to support your cause.

This feature streamlines the donation process, making it convenient for followers to contribute without leaving TikTok.


Examples of Viral Nonprofits on TikTok

To get inspired for your nonprofit’s TikTok, let’s explore a few organizations that have done well on the platform and built an engaged following.

Not everything these nonprofits post on TikTok goes viral, but they do a good job of using popular sounds, jumping on trends, and interacting with their followers.

Aquarium of the Pacific

Located in Long Beach, California, Aquarium of the Pacific uses a mix of trending and niche hashtags. They also post a variety of content, like fun facts, staff life, and aquarium tours. This nonprofit is great about interacting with its community such as by creating Video Replies in response to users’ comments.

Here’s an example of one of their viral educational posts that racked up over 9 million views and 500K likes. It explains how the aquarium’s staff weighs its beloved octopus Goji:

@aquariumpacific

How we weigh octopuses at the Aquarium! 🐙 #STEM #LearnOnTikTok #aquariumofthepacific #octopus

♬ Pop beat BGM / long version(1283324) – nightbird_bgm

Bat Conservation International

Bat Conservation International tapped into the niche #BatTok community by using a fun video featuring a bat synced with trending audio, resonating with TikTok’s love for cute animals while promoting bat conservation efforts.

It’s a short, simple video that shows off Geoff the bat’s unique voice. The nonprofit’s TikTok generated nearly 640K views and over 125K likes:

@batconservation

Geoff has a v imp announcement. 🦇Geoffrey’s horseshoe #bat 📷Dr. Winifred Frick #animals #africa #bats #battok #Conservation #science

♬ original sound – Bat Conservation International

The nonprofit is also good about using trending sounds, like in this recent TikTok:

@batconservation

Bats but they get more derp 📷 Rachel Harper, Bat Conservation International #battok #ohlookastrawberry #cute

♬ original sound – amaliatown

UNICEF

UNICEF has participated in trends like #VoicesOfYouth, using popular hashtags and sounds to spotlight climate change and child protection. They share how-to guides, one-on-one interviews with benefactors, and user-generated content from ambassadors like Millie Bobby Brown and BTS’s RM.

Recently, UNICEF posted behind-the-scenes TikToks about their aid in Gaza. They also shared an interview with the boy band BTS and B-Roll of benefactors. The nonprofit’s TikTok drew 1.8 million views, 580K+ likes, and 20K+ shares:

@unicef

Feeling overwhelmed? @BTS has a message to brighten up your day. #BTSLoveMyself #OnMyMind #BTS 💙💜

♬ original sound – UNICEF

 

 


TikTok vs. Google Ads: Which Is Better For Nonprofits?

Paid advertising empowers nonprofits to amplify their content to likely supporters. At Getting Attention, we’re big fans of Google Ads, because eligible nonprofits receive free credits to spend on the platform!

However, that doesn’t mean other advertising platforms aren’t effective for reaching your audience. Social media platforms like TikTok offer unique opportunities to connect with supporters and boost donations. But how do the two platforms compare, and which is better suited for your nonprofit’s goals? Let’s look at the basic benefits, formats, and strategies for each platform.

TikTok Ads

TikTok Ads are ideal for nonprofits seeking to engage younger audiences through creative, short-form video content. The platform’s algorithm favors viral potential, meaning even small organizations can reach wide audiences. TikTok ads come in various formats, such as:

  • In-Feed Ads: These ads appear as users scroll, blending with organic content.
  • TopView Ads: This is the first ad users see when opening the app, ensuring maximum visibility.
  • Branded Hashtag Challenges: You’ll pay to promote a custom hashtag and encourage users to create content with it.
  • Branded Effects: These are filters and stickers that brands can create.

You can differentiate the In-Feed and TopView Ads from normal TikToks by looking for visual indicators like a small “Sponsored” label and a call-to-action button.

TikTok excels in awareness campaigns and building brand identity, particularly for nonprofits focused on visually compelling storytelling. However, it primarily targets a younger demographic (Gen Z and Millennials), so it may not be the best fit for reaching older supporters. Plus, TikTok’s visual, fast-paced nature requires a steady stream of fresh and engaging video content, which may be demanding for smaller nonprofits with limited resources.

Google Ads

With over 3.5 billion daily searches conducted, Google offers unparalleled reach, allowing nonprofits to connect with supporters globally. Thanks to its vast reach and highly targeted search capabilities, Google Ads is one of the most powerful advertising platforms for nonprofits.

Compared to other platforms, search ads provide the highest ROI for nonprofits using paid advertising. Even better, through the Google Ad Grants program, eligible nonprofits can receive up to $10,000 per month in free search ads, making it a cost-effective option for driving donations and website traffic. This makes the platform ideal for nonprofits focused on raising awareness or converting visitors into supporters without incurring steep advertising costs.

Google Ads offer several formats, including:

  • Search Ads: These ads appear at the top of Google search results, targeting users actively searching for related topics.
  • Display Ads: These banner ads are displayed across websites in Google’s Search Network.
  • YouTube Ads: These video-based ads run on YouTube.

However, know that the Ad Grant can only be used on Search Ads. You can also tap into Responsive Search Ads, which allow you to input up to 15 headlines and 4 descriptions for Google to test and maximize performance.

With Search Ads, your nonprofit can bid on mission-related keywords, targeting people actively searching for topics related to your cause. These ad formats are excellent for lead generation, website traffic, and donation campaigns.

However, the text-based nature of search ads may limit creativity compared to platforms like TikTok, which focus on dynamic video content. Outsourcing the work to experienced Google Grant managers will enable you to overcome these limitations and make sure your Google Ads drive genuine value.

Google Ad Example:

An example of a Google Ad created by the World Wildlife Fund

The World Wildlife Fund created a Google Ad that targets keywords related to “save elephants” and promotes landing pages for their elephant rescue efforts, a related campaign for polar bears, and their main donation page.

Google Grants have the highest ROI of any digital marketing platform for nonprofits, including TikTok. Learn more about the program's impact.

So, Which Is Better for Your Nonprofit?

Choosing between TikTok Ads and Google Ads depends on your nonprofit’s specific goals, audience, and resources:

  • TikTok Ads are great for nonprofits looking to raise awareness among younger, socially conscious audiences through creative and viral content. It’s perfect for organizations that thrive in visual storytelling.
  • Google Ads are ideal for nonprofits focused on driving donations, increasing website traffic, or generating leads. The platform’s targeting capabilities and the Google Ad Grants program make it a top choice for cost-effective, results-driven campaigns.

For many nonprofits, using both platforms can provide a balanced approach, allowing you to build brand awareness on TikTok while driving conversions and traffic through Google Ads.


Ready For Your Nonprofit To Go Viral on TikTok?

TikTok’s short-form video format is reshaping how nonprofits share their missions and connect with donors. With Gen Z and Millennials leading the charge on the app, your nonprofit has a rare opportunity to engage a whole new generation of digital do-gooders.

Use the tips we shared to harness the power of TikTok for nonprofits. While it takes some experimentation and consistency, you’ll get the swing of things and build a loyal follower base. In the meantime, check out these other resources to improve your digital presence:

TikTok ads for nonprofits are expensive, but Google Ads are free for nonprofits. Reach out to our team to get started with the program!