Fundraising on YouTube

Who is eligible to fundraise on YouTube?

To set up a fundraiser on YouTube Giving, creators must meet the following requirements:

Your channel has at least 10,000 subscribers.
Your channel is a member of the YouTube Partner Program.
Your channel isn’t designated for kids or child-focused.
Your channel is based in certain locations.

Additionally, nonprofits like St. Jude also need to meet specified criteria to receive donations such as:

Being a registered 501(c)(3) public charity.
Being a member of Google for Nonprofits.
Opting into online fundraising through GuideStar.
Following YouTube’s monetization policies on and off the channel.

About YouTube Giving

YouTube Giving allows creators to easily fundraise on behalf of eligible nonprofits through their respective channels. Thanks to Google’s partnership with Network for Good, YouTube will collect and distribute 100% of a creator’s contribution to the chosen nonprofit, and the organization will pay transaction fees. That means donors can rest assured that their donations are headed directly to their cause of choice.

How to start a fundraiser on YouTube

Use the following steps to create a fundraiser for causes like St. Jude. Be sure to add a donate button link in your videos or livestreams.

Step 1: Sign in to YouTube Studio.
Step 2: Select “Earn,” then select “Giving” from the left menu.
Step 3: Click “Get started,” then “Create a fundraiser.”
Step 4: Select your nonprofit. If you are fundraising for St. Jude and don’t see our name pop up, select “Request a nonprofit.”
Step 5: Add fundraiser details such as the title, description and collaborators. It’s also important to set a fundraiser goal and duration.
Step 6: Add videos or scheduled livestreams that will feature the donate button.
Step 7: Select “Publish.”

Under Advanced Settings, you can also use the Live Control Room to set up a livestream. Once the fundraiser begins, users will be able to see the donate button on your video watch page or in live chat.

How to use community fundraisers to boost your efforts

To increase your impact, you can create a community fundraiser. Simply update the Collaborators section to allow other eligible channels to join.

To join an existing fundraiser, collaborators can take the following steps:

Step 1: Sign in to YouTube Studio.
Step 2: Select “Earn,” then select “Giving” from the left menu.
Step 3: Click “Get started,” then “Join a fundraiser.”
Step 4: Choose from the list of available community fundraisers.
Step 5: Add videos or scheduled livestreams that will feature the donate button.
Step 6: Select “Publish.”

After the fundraiser begins, you’ll see the donate button appear on your watch page or live chat.

5 tips for creating an effective YouTube fundraiser

1. Stay true to your audience and brand

When fundraising for your favorite causes on YouTube, it's important to remain true to your channel’s audience and brand. This sets you up for success because your audience will feel more connected to the cause and not be confused by a sudden change in your channel's style or tone.

2. Share authentic stories

Video is a powerful tool that can help your audience connect with the “why” behind a fundraiser. Authentic stories help build trust with potential supporters and help audiences understand the impact of their support. If you have a personal connection to the cause, sharing that connection with viewers can be helpful.

3. Keep messaging clear, compelling and heartfelt

Use impactful, heartfelt messaging to engage your viewers. Your video should clearly explain how donations help support your chosen cause, being as specific as possible. When creating your video, add important details, goals and a timeline of the fundraiser.

4. Make it easy to find your fundraiser online

Regardless of the size of your following, you can always reach more viewers by helping them easily find your fundraiser. This can be done by including a few specific elements within the title and description of your fundraising videos. For example:

Use words that indicate what your video is about, such as “Supporting St. Jude” and “fundraising”, within the title and description of your video.
Ensure the title reads naturally.
Create a detailed description for your video that includes relevant information like who the fundraiser is for, why you are fundraising and what your goals are.

5. Include actionable CTAs

Include a strong call-to-action to guide viewers toward the donate button. Make it simple and clear. For example: “Click the donate button in my video to help St. Jude kids today.” A persuasive call-to-action can make all the difference when you’re trying to engage your audience.

Supporting when you’re not eligible for YouTube Giving

If you aren’t yet eligible to start a YouTube fundraiser, there are still a few ways you can show support on the platform. We’ve outlined a few suggestions:

Raise awareness within your online community

Help raise awareness about your chosen cause by sharing information about your cause's impact and goals. Direct viewers toward your chosen cause’s website and social media profiles.

Share other creator fundraisers across social media

Consider sharing other creator fundraisers on your channel and other social media platforms like Instagram, Facebook and TikTok.

Donate funds earned from your channel's content directly

You can donate based on the revenue you receive from content that performs well on your platform. Consider asking viewers to share your videos with their friends and family. Let them know that a specified portion of the profits from those videos will be donated to the chosen cause.