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:
- The Basics of TikTok for Nonprofit Organizations
- How to Register Your Nonprofit on TikTok
- Tips For Maximizing Your Nonprofit’s TikTok
- Examples of Viral Nonprofits on TikTok
- TikTok Ads vs. Google Ads: Which Platform Is Better For Nonprofits?
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.
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.
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:
- 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:
- 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
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
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
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 💙💜
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:
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.
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:
- Powerful Nonprofit Advertising Examples To Inspire Your Ads. If you want tap into paid advertising, explore these examples of ads from real nonprofits for inspiration.
- Multi-Channel Fundraising: How to Make Your Cause Visible. Building brand visibility requires a multi-channel approach. Explore this guide to discover channels and strategies to expand your digital presence.
- How to Apply for Google Grants: Get Approved in 4 Easy Steps. Google Ads can connect you with likely supporters. Avoid high advertising costs by following these steps to apply for the Google Ad Grant program.
