Category
Lifestyle
Assisted Choices
Trend cluster
Category
Live
Fundraising
Live fundraising initiatives help consumers feel more connected.
4.4
Trend score
Trend
What is the Live Fundraising trend?
Live Fundraising: Live fundraising, whether for charities or creators looking for support, has become more popular as platforms make it easier to stream campaigns and content live. Donation options are often included in these initiatives and simplify the process of giving and receiving funds.
Insight
The consumer insight behind the Live Fundraising trend
Gen Z and young Millennial consumers are especially drawn to streaming platforms with content that's created by users, and live-streaming has become an enormous business because of these platforms. Fundraising in this space is made easier with the sense of personal connection that live-streaming fosters between charities, brands or creators and their followings.
Trend themes
Themes within the Live Fundraising trend
Three behaviours holding the trend together01
Live Fundraising
Live streaming for fundraising campaigns and content has become more popular among younger consumers who are drawn to users' content creation on various streaming platforms, creating space for personal connection between charities, brands, creators, and their supporters.
02
Monetizable Social Live Streaming
Social media platforms such as TikTok are developing separate live streaming services to serve different markets and allow content creators to monetize their content with subscription and donation systems like Twitch, creating opportunities for younger users who want to interact with their favorite creators.
03
Cooperative Stream Viewing
The integration of Apple's SharePlay feature with Twitch's live streaming service offers viewers a new way to share their viewing experiences with others, enhancing viewing experience and increasing engagement on the platform.
Industry implications
What the Live Fundraising trend means for industry
Where the trend changes the playbookFor
Nonprofit & Charitable Organizations
Live streaming for fundraising and donation campaigns can increase donor participation and connect consumers with causes and organizations in a personal way.
For
Entertainment & Nightlife
Developing mobile apps that allow virtual partying and money-raising through donations or event tickets during the pandemic can be a disruptive innovation in the entertainment industry where physical events are not possible.
For
Marketing & Advertising
Creating live marketing campaigns that showcase real experiences and use the latest technology like living billboards and streaming platforms can attract audiences seeking personal connections with brands and products.
Workshop question
How could your brand use live-campaigning to market its purpose, product or service?
Trend signals
Trend signals for Live Fundraising
Trend score 4.4 out of 10, from popularity 67%, activity 51%, freshness 14%.
Popularity67%
Activity51%
Freshness14%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Live Fundraising trend
5 featured examples from Mar 24, 2021 to Jan 31, 2023CategoryTech
Social Live Streaming Applications
TikTok is Launching a Monetizable Live Streaming Service
The development of monetizable live streaming services is set to shape the social media industry, with profitability becoming a core factor for content creators.
CategorySocial Good
Gamified Charity Events
Make-A-Wish Partnered with Bandai Namco on its Livestreaming Event
Nonprofits can explore the trend of gamifying events to attract more donors and raise awareness for their cause, like Make-A-Wish partnering with Bandai Namco.
CategoryMarketing
Charitable Live-Marketing Campaigns
Interac Has Debuted Living Billboards as Part of Its Campaign
Living billboards and minimalist marketing can disrupt traditional advertising methods and offer new opportunities for marketers to connect with their target audience.
CategoryLifestyle
Money-Raising Virtual Party Apps
Desperados' Rave to Save App Donates €1 for Every 1000 Steps
The nightclub and entertainment industry is finding new and innovative ways to leverage technology to stay afloat amid the global pandemic.
CategoryTech
Cooperative Stream Viewing Features
'Twitch' Now Features Support for SharePlay on Apple Devices
Streaming services could embrace cooperative viewing features to provide a more social and interactive experience for viewers, potentially increasing engagement and retention rate…
