WHAT FUNDRAisers can learn from tiktok shop

If you are not as chronically online as I am, you might not be familiar with TikTok Shop. However, as a nonprofit fundraiser, you should be. The nonprofit sector can learn many valuable lessons from this feature of TikTok about how to engage online with our supporters.

TikTok officially launched TikTok Shop in the U.S. in November 2022, marking a significant expansion of TikTok's e-commerce capabilities. The feature allows users to browse and purchase products directly within the app, integrating shopping with the platform's popular short-form videos.

But that doesn’t quite capture how seamless it really is. Picture this: You are scrolling through funny cat videos after all the work of the day is done. Before you notice it, you’ve stopped to watch someone apply moisturizing oil to their skin. You scratch a rough spot near your elbow and find yourself nodding as the person giving the video testimonial bemoans how much they dislike normal lotion, which leaves their skin feeling sticky. Suddenly, without leaving TikTok, you are on a sales page and two days later, your moisturizing oil arrives in your mailbox.
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Even as I was scrolling through my FYP (For You Page), my brain was wondering how we as nonprofit fundraisers could craft an online experience like this for our donors and, even more importantly, for future donors. Here are some defining features of TikTok shop that I believe could be incorporated into our nonprofit marketing and fundraising plans.

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ENGAGING and interactive content

• TikTok Shop: TikTok's short-form video format allows creators to produce engaging content to capture viewers' attention quickly. The platform's interactive features, such as likes, comments, shares, and the ability to link directly to products, encourage higher engagement and conversion rates.
• Nonprofit Application: Create short, compelling videos that tell your organization's story, display your impact, and highlight urgent needs. Use interactive features such as polls, Q&A sessions, and livestreams to engage directly with your audience. This approach can boost donor engagement and foster a stronger connection to your cause.

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Algorithmic Boost

• TikTok Shop: TikTok's powerful recommendation algorithm ensures that content is shown to users who are most likely to be interested in it. This means that TikTok Shop videos can reach a highly targeted audience, increasing the likelihood of views, engagement, and sales.
• Nonprofit Application: Utilize social media algorithms to your advantage by creating content that is likely to be engaged with and shared. Participate in trending challenges and use relevant hashtags to increase the visibility of your content. By reaching your targeted audience, you can attract new donors who are passionate about your cause, but who may not have been aware of your presence.

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Authenticity and Relatability

• TikTok Shop: TikTok users appreciate authentic and relatable content. TikTok Shop videos often feature real people using and reviewing products in everyday scenarios, which builds trust and credibility with prospective customers. The fact that these videos don’t feel like traditional commercials makes viewers more likely to watch and then purchase.
• Nonprofit Application: Share authentic stories and testimonials from beneficiaries, volunteers, and staff members. Highlight the real-world impact of gifts through relatable content. Authenticity builds trust with potential donors, making them more likely to contribute to your nonprofit. Consider user-generated content from supporters sharing why they give to your cause. Nonprofits often worry so much about making their social media content “perfect” and “on-brand” that they forget to have some fun and be authentic.

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Live ContenT

• TikTok Shop: Live content is the ultimate way to connect with authenticity in real time. Live content on TikTok Shop is a powerful tool for moving potential customers from interest to purchase. The combination of real-time interaction, authenticity, urgency, and community-building creates an engaging shopping experience that drives sales effectively. Brands that leverage TikTok Live can tap into these dynamics to enhance their e-commerce strategy and build stronger connections with their audience.
• Nonprofit Application: Nonprofits could host live sessions where they showcase their impact stories, conduct Q&A sessions, and provide real-time updates on fundraising goals, encouraging viewers to donate on the spot. By offering exclusive content, shout-outs to donors, and limited-time matching gift opportunities, they can create a sense of urgency and community that motivates immediate donations.

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Viral Potential

• TikTok Shop: The platform's design encourages virality. Trending challenges, hashtags, and sounds can quickly amplify the reach of TikTok Shop videos. When a product video goes viral, it can lead to a significant spike in sales and brand awareness in a short period.
• Nonprofit Application: Leverage the potential for virality by creating content that both resonates emotionally and encourages sharing. Campaigns or challenges in which your supporters can participate, and share can amplify your reach. A viral video highlighting a specific fundraising goal or campaign can lead to a significant increase in gifts.

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Reduce Friction

• ​TikTok Shop: TikTok Shop integrates e-commerce directly into the app, allowing users to browse and purchase products without leaving the platform. This seamless shopping experience reduces friction in the buying process, making it easier for users to make impulse purchases while still engaging with the content.
• Nonprofit Application: While currently there is no way to give directly to a nonprofit via the TikTok app, we can reduce the friction (number of clicks and starts and stops that it takes to complete a transaction) of our giving forms. Ensure that your donation process is as seamless as possible. A smooth, user-friendly donation process reduces barriers and makes it easier for viewers to support your cause on impulse.

Nonprofits can take inspiration from the world of e-commerce, such that making a gift of $50 becomes as easy and natural as buying a hair straightener on your phone. If we want a world where folks see a video about our cause and make a gift right then and there, we need to learn from businesses that have proven practices to make impulse purchases happen. The most important takeaway from researching TikTok Shop is that nonprofits should push beyond their strict branding guidelines to lean harder into authenticity. Produce fun and inspiring content featuring voices and faces that are relatable and authentic supporters of your nonprofit’s cause.
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I predict that nonprofit organizations that successfully adapt the strategies of TikTok Shop will thrive in the ever-changing digital landscape. This will happen by tapping into the power of real-time engagement, authenticity, and community-building. By leveraging live fundraising events, interactive content, and social proof techniques similar to those used in TikTok Shop, nonprofits can create dynamic and compelling donor experiences that resonate with modern audiences. These organizations will not only increase their reach and visibility but also foster deeper connections with supporters, leading to more immediate and sustained giving. As digital trends continue to evolve, nonprofits that embrace these innovative approaches will be better equipped to meet fundraising goals and maintain relevance in a fast-paced, online-driven world.

QUESTION FOR YOU? Have you utilized some aspects of TikTok Shop in your nonprofit's online marketing? We found that during the pandemic Facebook Live was a wonderful way for our president to continue to connect with our constituents in real-time. I'd love to try it soon for fundraising purposes specifically. What ideas do you have after reading more about TikTok Shop? Let me know in the comments.

​Cheers!

PS - If you’re loving the resources on Real Deal Fundraising, wait until you see what’s in my Etsy store! I’ve created a collection of digital products designed to save you time and help you bring in more money for your nonprofit. From ready-to-use templates to creative campaign ideas, these tools are crafted with your success in mind. Head over to Real Deal Fundraising on Etsy and take your fundraising to the next level - because you deserve to work smarter, not harder!

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