Over the years, when talking about innovation, I don’t know how many times I’ve heard “this is the next big thing in fundraising”. Hundreds of times probably. But ... livestreaming might just be “the next big thing in fundraising”.
That’s not to say it is new. Livestreaming to fundraise has been around for nearly two decades, really taking off in the 2010s as online video platforms and fundraising tools became easier to use. In 2012, YouTube expanded its not-for-profit programme to let UK charities broadcast live content to raise awareness and donations in real time, broadening possibilities beyond traditional charity events.
One of the defining early examples is featured in this issue’s cover story – Jingle Jam, which was started in 2011 by the YouTube gaming group The Yogscast (see page 12). Over the years Jingle Jam has become one of the biggest livestream charity events, raising millions for UK and international charities.
In 2019, British streamer Hbomberguy raised significant funds for trans charity Mermaids during a marathon Donkey Kong 64 livestream, demonstrating how individual content creators could mobilise online audiences for social causes. That same year, other creators such as Abigail Thorn used extended streams to benefit charities including the Samaritans.
Since then, charities of all sizes have encouraged livestream fundraising – using platforms such as Twitch, YouTube Live and Tiltify – to support everything from health research to community services. So, it’s not new. But with recent successes by organisations such as GOSH Charity (see page 14) it really does feel that it is on the cusp of fulfilling its potential.
Stephen Cotterill is editor of Fundraising Magazine.
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