Giving Season Comes to YouTube With the Beta-Tests of Several Fundraising Features

100 percent of donations will go to the nonprofits that are designated

YouTube fundraisers YouTube
Headshot of David Cohen

YouTube Thursday took the wraps off YouTube Giving, which product manager Erin Turner described in a blog post as “a suite of features designed to strengthen the way creators and fans can make a difference through charitable giving on the platform to over 1 million nonprofits.”

YouTube Giving is made up of three features that are being beta-tested—fundraisers, community fundraisers and campaign matching—as well as Super Chat for Good.

Fundraisers will enable YouTube creators and qualifying U.S.-registered 501(c)(3) nonprofits to create and embed fundraising campaigns next to their videos and livestreams. Fans can use a Donate button to donate directly, and YouTube will handle logistics and payment processing.

Turner said the first beta-testing group will be made up of a limited number of creators in the U.S. and Canada, adding that YouTube will cover all transaction fees, so 100 percent of donations will go to the designated nonprofit.

A limited group of U.S. YouTube creators and qualifying U.S.-registered 501(c)(3) nonprofits will test the beta version of community fundraisers, which enable multiple creators to host the same fundraiser.

Fundraisers will appear on participating creators’ videos simultaneously, reflecting the collective amount that has been raised.

St. Jude Children’s Research Hospital and 12 gaming creators totaling more than 37 million subscribers teamed up on a special edition of St. Jude Play Live using the community fundraisers feature:

YouTube will also roll out campaign matching in the coming weeks, enabling creators who organize fundraisers or community fundraisers to receive matching pledges, with those pledges displayed directly within the fundraisers.

Finally, the Google-owned video site is extending its Super Chat monetization feature in the form of Super Chat for Good, enabling creators to raise funds for qualifying nonprofits on livestreams and YouTube Premiere videos.

When this feature is enabled, 100 percent of revenue from purchases will automatically be routed to the designated nonprofit.

Turner wrote, “Our inspiration for building YouTube Giving tools has been you—the way you use your voices to create impact on important issues, whether helping out in a crisis or championing a cause. Over the coming months, we’ll listen to your feedback on these beta features and continue to expand access to more creators.” David Cohen is editor of Adweek's Social Pro Daily.