GoFundMe bets social media can unlock Gen Z giving. A Meta partnership and new tools will test that

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Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. demographic / ˌdɛm əˈgræf ɪk / (n.) – a specific group of people who share common characteristics, such as age, gender, income, or education level
    Example:

    The company decided to attract a younger demographic by creating ads on social media platforms, like Instagram and TikTok.


  2. widget / ˈwɪdʒ ɪt / (n.) – a small application or tool that helps you do something on a website or app
    Example:

    The video game includes a helpful widget that shows players their scores and achievements during the game.


  3. charitable / ˈtʃær ɪ tə bəl / (adj.) – relating to giving help, especially money or goods, to people who need it
    Example:

    The community held a charitable event to raise money for a local animal shelter.


  4. compel / kəmˈpɛl / (v.) – to cause someone to feel they must do something
    Example:

    The teacher compelled the students to finish their homework before the weekend.


  5. altruistic / ˌæl truˈɪs tɪk / (adj.) – caring about the good of others and helping them, often without thinking about oneself
    Example:

    She made an altruistic decision to donate a large amount of her income to charity.


Article

Read the text below.

New GoFundMe tools make it easier to circulate causes across online platforms in a push to cater to younger generations.


The crowdfunding site hopes to meet digital natives in the online spaces where they frequently advocate, streamlining the donation experience to encourage more charity and connecting traditional nonprofits with a demographic that prefers direct contributions over institutional giving. Among the features rolling out this fall are fundraising widgets for video game streamers, personalized profiles to highlight users’ philanthropic interests, and an integrated button on Instagram to donate.


The products reflect the for-profit company’s internal recognition that Gen Z’s habits make social media an untapped source to drive charitable contributions. Gen Z respondents ages 18-26 are much more likely than older people to regularly share causes or fundraisers on their accounts, according to a survey led this summer by GoFundMe. Half reported doing so at least once a week and 41% said social media content compelled them to research or support a cause.


The moves also signal the continuation of GoFundMe’s attempts to better serve nonprofit partners in addition to everyday organizers.


Nonprofits can nurture donor relationships further by identifying data on contributors who give through Instagram, according to a company spokesperson.


The company also built out user profiles. Starting November 13, individuals and organizations can personalize their own accounts with more details about their giving.


If LinkedIn is the site where users highlight their professional side, GoFundMe CEO Tim Cadogan said he wants GoFundMe Profiles to be the site where people show “this is me as a person that does good in the world.”


“We hope that over time that becomes the place on the internet that you express your altruistic side of your identity,” he said.


Youth-facing organizations must follow young people to the platforms where they find community, according to Fast Forward Executive Director Shannon Farley.


“Social media is where young people and young donors live,” Farley said. “If you’re not going to the places where people are every day, you’re missing out on a whole group of people who could be backing your cause.”


This article was provided by The Associated Press.


Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

  • New GoFundMe tools make it easier to circulate causes across social media platforms to meet younger generations. Do you think social media is a good way to spread awareness about causes and charities? Why or why not? How important is it for charities to be present on platforms where young people spend most of their time? Discuss.
  • The company also built out user profiles, so individuals and organizations can personalize their own accounts with more details about their giving. How do you feel about the idea of creating personal profiles to highlight your charitable activities? Do you think people should express their “altruistic side” online, or should giving remain private? Why? Discuss.

Discussion B

  • People today prefer direct contributions over institutional giving. Why do you think this is so? Do you believe direct contributions are more meaningful than donating through traditional institutions, like charities and non-profit organizations? Why or why not? Discuss.
  • Would you donate to a cause you see on social media? Why or why not? Do you trust platforms like GoFundMe with your donations? Why or why not? Discuss.