'Innovative' social media tool launches to boost online giving via hashtags

Charities including Shelter have signed up to an online fundraising tool that aims to boost online giving by allowing charity supporters on social media to donate via from hashtags.

The # initiative has been developed by online fundraising platform ThinkDonate and allows charities to activate # campaigns across Instagram, Twitter, Youtube and LinkedIn.

A key focus is to boost donations among young adults.

Other charities to sign up include arts charity Chickenshed, Mintridge Foundation, StreetVet and young people’s support charity The Mix, with Brain Tumour Research and Crisis looking to trial the platform later this year.

Through the initiative charities can set up and activate # campaigns using an online dashboard giving them access to QR codes for people to donate through.

ThinkDonate’s payment and platform fees can be covered by supporters through the scheme.

“The # was once just a marketing symbol. Now it’s a fundraising one,” said ThinkDonate founder Johnny Pitt.

“We’ve talked a lot to charities over the last 18 months and know that leveraging social media to reach younger audiences is a massive focus for them right now.”

Michael Thelwall, head of fundraising at the Mix added: “This innovative approach to social media fundraising will become an important part of our fundraising campaigns to help The Mix remain as the UK’s digital lifeline for young people.”

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