GOFUNDME BETS SOCIAL MEDIA CAN UNLOCK GEN Z GIVING.A META PARTNERSHIP AND NEW TOOLS WILL TEST THAT

New GoFundMe tools will make it easier to circulate causes across online platforms in a push to cater toward younger generations.

The crowdfunding site hopes to meet digital natives in the online spaces where they frequently advocate, streamlining the donation experience to encourage more charity and connecting traditional nonprofits with a demographic that prefers direct contributions over institutional giving. Among the features rolling out this fall are fundraising widgets for video game streamers, personalized profiles to highlight users’ philanthropic interests and an integrated button on Instagram to donate.

“We play a really important role helping people ask for help and give help in the world,” GoFundMe CEO Tim Cadogan told. “We want to make sure that people can carry that with them, and communicate and express that, in the places where they spend time.”

The products reflect the for-profit company’s internal recognition that Gen Z’s habits make social media an untapped source to drive charitable contributions. Gen Z respondents ages 12-27 are much more likely than older people to regularly share causes or fundraisers on their accounts, according to a survey led this summer by GoFundMe. Half reported doing so at least once a week and 41% said social media content compelled them to research or support a cause.