# A guide to Twitch fundraising

- Link: https://fundraising.co.uk/2020/12/23/the-2020-guide-to-twitch-fundraising/
- Published: 2020-12-23T08:20:07+00:00
- Author: Helen Packer

**Users of video game live-streaming platform [Twitch](https://www.twitch.tv/) have
collectively raised over $83 million for charity so far this year, [according to Forbes](https://www.forbes.com/sites/chrisstrub/2020/12/18/83m-raised-and-counting-in-2020-are-twitch-streamers-the-new-philanthropists/?sh=f292fc72e522).**

The live streaming market was on the rise at the beginning of the year and the coronavirus
pandemic has accelerated this growth. As many large-scale community events are no
longer feasible, charities are turning to Twitch as an alternative revenue stream.

Similarly, with people largely confined to their homes during global lockdowns, 
increasing numbers of streamers have been using the platform to fundraise for causes
they care about. 

## Advertisement

> Its only been 7 hours but [@DrLupo](https://twitter.com/DrLupo?ref_src=twsrc%5Etfw)
> and family have raised over $490,000 for [@StJude](https://twitter.com/StJude?ref_src=twsrc%5Etfw)
> during this amazing [#BuildAgainstCancer](https://twitter.com/hashtag/BuildAgainstCancer?src=hash&ref_src=twsrc%5Etfw)
> event!! 
> His channel will still be active for HOURS to come. Tune in and join 
> the amazing folks fighting for the kids: [https://t.co/pO8zETvXXR](https://t.co/pO8zETvXXR)
> [pic.twitter.com/RPSpc7hqv2](https://t.co/RPSpc7hqv2)
> — Tiltify (@tiltify) [December 20, 2020](https://twitter.com/tiltify/status/1340450061386280961?ref_src=twsrc%5Etfw)

## ⏎ **What is Twitch? **

Twitch is a video live streaming service. While the site’s focus is on video gaming,
the streams on offer extend far beyond this. Users can share live videos of them
doing just about anything. Popular activities include arts and crafts, yoga and 
dancing. 

## **How are charities using Twitch? **

Fundraising platform [Tiltify](https://tiltify.com/) works closely with Twitch to
embed fundraising tools directly into user streams so viewers can donate to a charity
of the streamer’s choice. We spoke to Tom Downie, UK Charity Manager at Tiltify,
about how charities are using the streaming platform to raise money: 

> “With events like the London marathon not happening this year, charities are looking
> to see what else is out there. We’ve seen success stories like Marie Curie who
> just set up a Twitch account and raised around £50,000 hosting celebrity quizzes
> with people like David Tennant.” 

## ⏎ **How can my charity use Twitch? **

With household charities like the British Red Cross leading the way in Twitch fundraising,
smaller charities can be reluctant to delve into the platform. But, as Tom explains,
charities of all sizes can be hugely successful on the platform. 

> “The Diana Award is a relatively small anti-bullying charity and they’re doing
> so well in this space. They decided to start fundraising on Twitch because the
> people that they’re trying to help are young people – so why should they fundraise
> in old fashioned ways? They’ve got several campaigns going out on Twitch including
> dance-a-thons. They get great interaction and they’re doing a fabulous job.” 

Tom shared his advice on what charities should – and shouldn’t do – when fundraising
on Twitch:

 * **Don’t just focus on gaming **

When a charity doesn’t do well often it’s because they’re trying to pigeonhole their
audience too much. If you only target gamers and put a playstation on your front
page, you’ve alienated a big group of people. Much like if you’re trying to get 
people to take part in a 5K run, you wouldn’t just target professional runners. 
You would target anyone who might be remotely interested in going to a park on a
Saturday afternoon. 

 * **Do have a clear call to action**

Make it clear what you’re fundraising for. The British Red Cross are currently running
an anti-loneliness campaign so their message is: fundraise for us, play some games(
not specific ones) and help limit loneliness. Playing games with people is a great
way to stop being lonely so it’s a really tidy offering. 

 * **Do use your community fundraising skills **

This is community fundraising and it is ultimately community engagement. Think about
traditional fundraising practices to engage the whole community, and do the exact
same thing virtually. Find the people who are the glitterati of communities to help
encourage other people fundraise for you and there’s no reason why you can’t be 
successful. 
**MORE:**

 * **[Jingle Jam gaming event raises almost £1m for charity in first two days](https://fundraising.co.uk/2020/12/03/jingle-jam-gaming-event-raises-almost-1m-for-charity-in-first-two-days/)(
   3 December 2020)**
 * **[Why charities must get creative to avoid losing future supporters](https://fundraising.co.uk/2020/06/15/why-charities-must-get-creative-to-avoid-losing-future-supporters/)(
   15 June 2020)**
 * **[3 charities fundraising through gaming](https://fundraising.co.uk/2020/02/26/3-charities-fundraising-through-gaming/)(
   26 February 2020)**