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Introducing YouTube Giving: New tools for charitable giving on YouTube

By Erin Turner

Product Manager For YouTube Giving

#LoveArmyMexico, Cards Against Humanity LIVE, Dancember, Project for Awesome, Pride Live. From live streams to community campaigns, it’s humbling to see how creators around the world use YouTube as a platform to bring together communities and champion the causes they care about. These movements remind us about what is (and has always been) so special about YouTube -- the deep and meaningful connections between creators and their fans, and the powerful impact they build together.

Today we’re sharing a first look at YouTube Giving, a suite of features designed to strengthen the way creators and fans can make a difference through charitable giving on the platform to over 1M nonprofits. These features include Fundraisers (beta), Community fundraisers (beta), Campaign matching (beta), and Super Chat for Good.

Fundraisers (beta) - Use your voice for good

With this feature, YouTube creators and qualifying US-registered 501(c)(3) nonprofits can create and embed a fundraising campaign right next to their videos and live streams. Fundraisers allow fans to donate to creator-led campaigns directly on YouTube via a “Donate” button, making it easier than ever for creators and fans to raise funds for causes they care about on the platform. Creators can simply set up their campaigns, and let us take care of the logistics and payment processing.

This first beta period will be available to a limited group of creators in the US and Canada. If you’re looking to try this out today, check out this Hope for Paws Fundraiser dedicated to raising funds towards animal rescue and recovery. As part of this beta period, YouTube will also cover all transaction fees so that 100% of donations go to the nonprofit.

Community Fundraisers (beta) - Do more good together

We’re also rolling out a beta version of Community Fundraisers to a limited group of US creators and qualifying US-registered 501(c)(3) nonprofits that allows multiple creators to co-host the same fundraiser. The feature is designed so that a Community Fundraiser will appear on participating creators’ videos at the same time and reflect the collective amount of money their communities are raising together.

In time for Childhood Cancer Awareness Month in the US, St. Jude Children’s Research Hospital and 12 gaming creators with over 37 million subscribers combined are teaming up for a special edition of St. Jude PLAY LIVE on YouTube, a fundraising event using the Community Fundraisers beta feature. Check out these creators’ videos to get involved: AbdallahSmash026, Aphmau, AtomicMari, Blessious, Funhaus, IGN, ItsFunneh, JeromeASF, KreekCraft, LaurenzSide, Noahj456, and Smosh Games.

Campaign matching (beta) - Multiply your impact for good

In the coming weeks, we’ll also roll out Campaign Matching, allowing creators who organize Fundraisers and Community Fundraisers to receive matching pledges to help amplify their efforts. This beta feature will display matching pledges from other creators or brands directly within the Fundraiser to help inspire more fans to get involved and maximize impact. As with the above betas, access will roll out to additional creators in the coming weeks.

Super Chat for Good - Livestream for good

Additionally, we’re launching Super Chat for Good which enables creators to raise funds for qualifying US-registered 501(c)(3) nonprofits on live streams and Premiere videos. When an eligible creator enables Super Chat for Good, 100% of Super Chat for Good purchases will be automatically routed to a qualifying nonprofit chosen by the creator. They work like the Super Chats that you already know and love, highlighting your message in the chat stream and showing your support for your favorite creators and the causes they care about.

Our inspiration for building YouTube Giving tools has been you -- the way you use your voices to create impact on important issues, whether helping out in a crisis or championing a cause. Over the coming months, we’ll listen to your feedback on these beta features and continue to expand access to more creators. We can’t wait to see how you’ll use these tools to create even more impact with your YouTube channels!