TikTok adds donation stickers to help charities raise funds during pandemic
TikTok is introducing donation stickers to the video sharing platform in a bid to support coronavirus fundraising efforts.
Users in the UK can choose between the British Red Cross or Help Musicians, as part of a new in-app donation feature that creators can include in their videos and livestreams.
TikTok has pledged to match every donation made through the app until May 27.
The move comes as many charities struggle to generate funding from donations during lockdown, with many usual fundraising activities unable to go ahead.
Help Musicians has already received and processed 17,000 applications to its hardship fund in two weeks, to assist musicians hit by festival and gig cancellations, as well as the closure of recording and rehearsal spaces.
“The coronavirus pandemic has had a monumental effect on musicians’ ability to earn a living,” said James Ainscough, chief executive of Help Musicians.
“The vast majority of musicians are self-employed and in our recent survey we found that 25% said they would not be eligible for self-employed support.”
Paul Amadi, chief supporter officer at the British Red Cross said: “We are excited to be one of the first charities to include the new TikTok donation sticker. This opportunity will help the British Red Cross raise vital funds to continue our work, supporting the most vulnerable people during this crisis.”