Live streaming and fundraising

InspirationLive streaming and fundraising

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Live streaming and fundraising Live streaming and fundraising
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  • May 27, 2019
  • 3 min read

In recent years we have definitely established that live streaming, gaming and fundraising all belong together.

Essentially this is what peer-to-peer fundraising is all about. It is close communities getting together to support a cause. It is the live streamer who initiates action within their community and helps them gather around a cause.

The basic concept is usually that live streamers dedicate either one of their regular streams to a charity, or take on a 24 hour livestream to support a charity.

A key benefit of this is that it gives charities access to target groups that are difficult to engage with through other channels. It is often a target group that is overlooked by many charities. This is not because they are un-important or less generous, but because they have been difficult to reach through traditional marketing channels.

We will, in this post give our advice on how to develop this type of fundraising. We will also present a recent example of a successful live stream.

The WackyJacky101 live stream

Henrik Kjærulff, under the handle WackyJacky101 on Twitch.tv, dedicated a live stream to the support of the Danish childhood cancer foundation.

Henrik started making YouTube videos and streaming two years ago. Today he has more than 400,000 subscribers on Youtube, and is one of the biggest live streamer in Denmark.

Henrik fundraised an amazing 51.371 kr from his community in just one evening. Donations came in from across the globe, with the vast majority of donations coming from donors outside of Denmark.

Through Streamlabs, his fundraiser page was connected to his livestream. This meant that new donations were shown with a notification on the live stream. Henrik would call out and recognise these donors by name during the live stream, giving recognition to everyone who donated. This way donors got instant recognition for their donations, and it also served as a reminder to all other viewers about the payoff of donating.

We built our integration with Streamlabs to make these donation notifications possible, and will in the future be adding even more functionality to this integration. We have even enabled embedding twitch.tv and facebook lives streams directly to any fundraising page.

WackyJacky101 fundraising live stream

How to approach live streaming for fundraising

Here is our advice for engaging with livestreamers. Livestreamers are basically a subset of ‘influencers’. Thus when approaching a potential livestreamer, treat them like any other influencer. Our key advice here is:

  • They are professionals. Many do this for a living (at least those that are interesting to you as an organisation), thus you need to treat them as professionals. Try to understand how you can help them achieve their goals. See how you can give them coverage in newsletters, recognition in social media, and help them grow and expand their community.
  • There has to be an authentic connection between them and your cause. Henrik picked the danish child cancer foundation. As a dad he could connect to this cause, and was aware of the horrible experience he, his kid, and family would go through if his kid was to suffer from this disease.
  • Make it easy. Technology matters, especially for these influencers. Make sure your fundraising tech supports real time integration to their streaming service. Streamlabs is a great choice here, as it connects you to the most important services, such as Twitch.tv, Youtube, Periscope and Facebook.
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Jesper Juul Jensen

Jesper is the CEO of BetterNow and has been a part of BetterNow since it was founded in early 2011. He graduated in economics and management from Aarhus University in 2012 and wrote his masters about economic theories of the third sector. His goal is to make private giving and generosity a much larger part of our personal lives.

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