TikTok isn't slowing down. Average follower counts increased by 37% in 2024, making it the fastest-growing social media platform with widespread adoption among nonprofits. While about half of nonprofits now have a presence on TikTok, the platform's explosive growth signals where donor attention is shifting.
But here's the challenge: it costs nonprofits an average of $1,040 to generate one donation via TikTok, the highest cost per donation of any fundraising advertising channel. Those economics don't work for direct fundraising, but they reveal something important about how TikTok actually works for nonprofits.
Why it matters
TikTok isn't a fundraising channel just yet, but it can be an important awareness and acquisition channel.
Your next generation of donors is on TikTok. They're watching, engaging, and building connections with causes through short-form video. The platform's algorithm rewards authentic content and can deliver massive reach to smaller organizations that traditional channels ignore. Wildlife and animal welfare nonprofits are already seeing this work, with average TikTok audiences of 54,600 followers, far outpacing other sectors.
Do this
Use TikTok for lead generation and awareness, not direct fundraising asks. Focus on building an engaged audience through authentic storytelling that showcases your mission and impact in ways that feel native to the platform. Once you've built that audience, integrate them into your broader digital fundraising flows where conversion costs are sustainable.
Stay connected
Get updates and insights delivered to your inbox