Influencer Marketing for Nonprofits

In this article, we will share more about why influencer marketing is so powerful, then show you how to find influencer partners and how to work with them.

Do Influencers Really Want to Partner with Nonprofits?

Most influencers are tired of their inboxes being filled with for-profit brands and product pitches. For-profit businesses know how effective influencer marketing is and are always looking for social media partners.

Oftentimes influencers turn these requests down because their values do not align with this kind of advertising. Social change is at the forefront of many influencers' minds, and they are becoming much more aware of the impact of partnering with harmful brands.

What many influencers are looking for in a partnership is a way to make a meaningful difference and to share world-changing stories (like yours). They want to spread awareness of modern problems and be part of the solution.

Many influencers say that they would love to represent charities and would be excited to say yes to a partnership, but that no one is reaching out to them.

Some of you may be thinking, "But my organization is too small to reach out to any influencers." This is not true for two reasons:

• Influencers come in different sizes. There are macro-influencers with hundreds of thousands or millions of followers, but there are also micro-influencers with under 100k followers. Micro-influencers can have a loyal and highly engaged audience who they can put your cause and fundraising event in front of.
• Influencers love supporting underdogs and growing nonprofits, especially in their local area or niche. As long as you have an inspiring story, you can inspire influencers no matter the size of your organization.

Influencers are eager to work with small nonprofits in their area.

Real Examples of Successful Nonprofit Influencer Marketing

Still unsure about partnering with influencers for your event or charity auction? Let us look at what other nonprofits have accomplished:

The Immune Deficiency Foundation partnered with VTuber Ironmouse, who lives with common variable immune deficiency (CVID), and CDawgVA, a Welsh voice actor, YouTuber, and streamer. The two influencers have raised over $1.5 million for the Immune Deficiency Foundation through fundraising streams on platforms like Twitch. In 2024, CDawgVA's charity auction alone raised over $500,000 for the foundation.

Mercury Stardust, a trans TikTok creator with DIY home repair tutorials, hosted a 30-hour TikTok-a-Thon livestream for Point of Pride, a nonprofit that provides gender-affirming care. Her 30-hour stream raised $2 million, and her campaigns have raised a total of over $4 million for the organization over the years.

The Caesar-Iglesias Family Foundation, with only 500 followers on Instagram, partnered with social media personality and podcaster Alix Earle, who has around 5 million followers on Instagram. Alix Earle partnered with the family foundation to start the initiative Serving in Heels, which primarily serves meals to families in Miami.

How to Get Started with Influencer Marketing for Nonprofits

• Research authentic influencers in your niche
• Reach out to influencers with your inspiring story
• Strategize with your influencer partner about sharing event details, showing social proof, or livestreaming your fundraiser

How to Find the Right Influencer for Your Fundraiser

Finding the right influencer partners does not require a fancy agency or expensive directories. Here is how to do it yourself:

1. Start Local

Search for influencers in your area first. Local influencers have engaged audiences who care about their community, and they are more likely to get excited about supporting local causes. Search location tags, local hashtags, and city names to find creators in your area.

2. Search by Cause

Find people who are already talking about issues related to your cause. Search hashtags like #socialgood, #socialjustice, #charity, and hashtags specific to your mission (like #mentalhealth, #animalrescue, or #education). When you find influencers who are already passionate about your cause, they will bring authentic enthusiasm to your partnership.

You can also successfully partner with influencers who are not related to your niche as long as they believe in your cause, but searching by cause can help you narrow down your search.

3. Pay Attention To Engagement, Not Just Follower Count

An influencer with 10,000 highly engaged followers who comment, share, and interact is often more valuable than someone with 100,000 passive followers.

When evaluating potential partners, look at:

• Their engagement rate (likes, comments, and shares)
• The quality of comments (are people genuinely connecting with their content?)
• How often their content gets shared

4. Do Not Limit Yourself to One Platform

Different platforms reach different demographics, so think about where your potential donors spend their time.

Explore influencers on:

• Instagram
• TikTok
• Facebook
• YouTube
• Spotify podcasts
• Twitch (a platform for streamers, geared toward the gaming niche. Twitch supports fundraising streams for both streamers and organizations)

5. Be Wary of Influencers Who Are Performative

When evaluating potential partners, look at their past content. Do they engage meaningfully with their community? Are they respectful in how they share stories about people? Do they have a history of supporting causes they care about?

Trust your instincts. If an influencer's interest in charity feels performative or if their approach does not align with how your organization treats the people you serve, it is okay to keep looking. The right partner will be excited to learn about your work, ask thoughtful questions, and represent your mission with dignity and respect.

How to Reach Out to Influencers

When you reach out to influencers, remember: this is a partnership, not a transaction. They are not your employees or your marketing team. Here is how to approach influencers for the best chance of securing a partnership.

1. Start Early

Do not reach out to influencers last minute for collaborations. Give yourself enough time to get to know your potential partner, get them up to speed with who your organization is, and let them spread the word within their audience about your fundraiser.

Read more about how to create a schedule for promoting your auction.

2. Lead with Your Story

Influencers want to hear about inspiring stories. They are interested in something that changes the status quo and has changed lives.

Your pitch should immediately (but briefly) convey your story through:

• What makes your organization special
• Who you help and how
• Why your upcoming event or auction matters
• What transformation you're creating in the world

Link to your website or wherever the story of your organization lives so your potential partner can get the full picture.

3. Ask Them to Be an Ambassador

Do not just ask for a one-time post or one-time support for your event or charity auction. Instead, invite them to become an ambassador for your organization.

Ambassadorships give influencers a sense of ownership and ongoing connection to your cause. And they are something influencers can be genuinely proud of.

4. Come Prepared, But Stay Flexible

Have a clear plan ready if the influencer responds to your pitch:

• Tell them about your organization and mission
• Share your event schedule and key details
• Explain what kind of content or support you are hoping for

But also be genuinely open to their ideas for promotion. They know their audience better than anyone, and they understand what kind of content will resonate. Listen to their suggestions and be willing to collaborate.

5. Keep Them in the Loop and Thank Them

Maintain regular communication throughout your campaign:

• Share exciting updates about your organization
• Tell them about fundraising milestones
• Keep them posted on future events
• Track your partner's impact too, so you can share that impact with your partner and celebrate them publicly

How to Partner with Influencers for Your Fundraising Event or Charity Auction

Once you have established a partnership with an influencer, here is how to maximize their impact:

1. Ask Them to Share Your Organization's Story

Have them tell the story behind your nonprofit: why it was founded, who you help, and what makes your organization special. Story-driven content creates emotional connections that drive action and support.

2. Ask Them to Announce Your Event to Their Followers

Ask influencers to announce your upcoming fundraising event or charity auction with all the key details:

• Date and time
• Location (or how to join virtually)
• Why people should attend
• How to register or RSVP

Their endorsement gives your event instant credibility and reaches people far beyond your existing network.

3. Ask Them to Show Their Personal Involvement In Your Event

If an influencer is attending your event, donating an item to your auction, or participating as a bidder, have them announce it!

When their followers see them personally invested, it creates powerful social proof. It says: "If this person I trust cares about this cause, maybe I should too."

4. Ask Them to Livestream Your Event

This is a game-changer for extending your reach.

Ask your influencer partners to livestream portions of your event to their followers on Instagram Live, TikTok Live, YouTube Live, or Twitch. They can add donate buttons to their streams, allowing their followers to donate directly through the social media platform. Read each platform's rules for how to get started:

• Instagram livestream donations
• Facebook livestream donations
• TikTok livestream donations
• YouTube livestream donations
• Twitch livestream donations

This brings people into your event who could not attend in person and creates serious FOMO for future events.

Learn what to say vs. what not to say during your auction promotion.

Measuring the Success of Your Influencer Marketing Campaigns

Measure the impact of your influencer marketing so you can share with your partner how much of a difference they are making, and to track the effectiveness of your marketing efforts.

To measure the success of your partnership, consider tracking these key metrics:

• Engagement on influencer posts (likes, comments, shares)
• Website traffic from influencer links
• Event registrations or RSVP increases after influencer posts
• New followers gained during the campaign
• Auction bids or donations attributed to influencer promotion

Ask attendees at your charity auction or event how they heard about it too. You might be surprised how many say "I saw [your influencer's name] post about it!" See post auction follow up for thank you message templates to send your influencer partners after the event.

Tag CharityAuctions and We Will Tag You!

If you are hosting your charity auction through CharityAuctions, tag us on Instagram (@charityauctionstoday) and let us know if you would like to have a charity spotlight with us. We will share your event and your organization's story on our page!

If you have not signed up for CharityAuctions yet, you can register here to start setting up your auction for free. We provide all the help you will need to promote your charity auction, from QR codes, to engagement tips, to personalized social media graphics.

Check out The Complete Guide to Charity Auction Promotion for more tips on fundraising event promotion and auction marketing.

Create your auction or talk to our team to get started. See silent auction software for a full platform overview.

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This guide is maintained by CharityAuctions. For auction promotion resources, see charity auction promotion and auction marketing what to say. Questions? Talk to our team.