The Power of a Share: How Social Media Drives Donations and Amplifies Impact

Social media has transformed the way we connect, share, and even give. It’s not just a place for vacation photos or posts from high school pals — it’s where causes gain momentum.

A recent study by GoFundMe, found that 46% of Gen Z surveyed believe people should share their donations online to inspire others and spread the word. And here’s the kicker: GoFundMe research shows that every time an organizer shares their fundraiser, this can help drive an additional $100 toward their goal, on average.

While Gen Z is leading the pack, this is bigger than them. They’re the most frequent sharers, posting about causes weekly, but Millennials and Gen X aren’t far behind, sharing monthly. Each post serves as a ripple, encouraging more people to engage and support.

So why does sharing matter so much? Because it inspires action. GoFundMe’s research shows that when someone shares their support for a cause, others in their circle are likely to follow. Whether it’s donating, spreading the message, or starting their own fundraiser, people naturally want to join in when they see others they admire or care about taking action. We have a natural desire to support those around us.

Social media is powerful because it taps into that desire to belong and make a difference. It’s no surprise that 41% of Gen Z say social media and social media influencer content has motivated them to research or donate to a cause. They’re not just scrolling — they’re finding ways to be part of something bigger.

The $16 billion influencer marketing market offers nonprofits a powerful way to harness the social sharing behaviors that drive donations and inspire action. Moore’s GIVEfluential provides tools for campaign planning, audience insights, and performance measurement, enabling organizations to partner with key influencers who amplify their message. By sharing mission-focused content, nonprofits can use social sharing to strengthen their mission. Each share is a chance to build your community of advocates.

For some, giving is the purpose of their posting. Impact creators are individuals who consistently use their platforms to promote causes and inspire change, often rallying their communities to take action. Partnering with impact creators can amplify your message, connecting your organization to new audiences and building credibility in the process. Their ability to craft engaging and shareable content can turn casual observers into active supporters.

The takeaway? The next time someone donates or supports your organization, think about how you can encourage them to share it. A single post could spark a ripple of generosity and bring your mission closer to its goals. And it shows how the value of a donor can go beyond their contributions to inspire others to join them and you.