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June 2, 2025

How Nonprofits Can Use TikTok to Tell Powerful Stories and Engage Gen Z

TikTok for Nonprofits: A Fresh Way to Share Your Story

In today’s digital world, social media isn’t just for selfies and memes—it’s a vital tool for nonprofits to connect with people and spark real change. Among all the platforms out there, TikTok has quickly become a standout, not just for viral dances, but for powerful storytelling.

TikTok for Nonprofits: A Fresh Way to Share Your Story
TikTok for Nonprofits: A Fresh Way to Share Your Story

Why TikTok Matters for Nonprofits

TikTok is a short-form video platform with over 800 million users worldwide. Its biggest audience? People aged 16–24. If your nonprofit wants to connect with Gen Z or younger Millennials, this is where they’re spending their time.

What makes TikTok special is its raw creativity and authenticity. It encourages people to be real and expressive—two things that make it a perfect match for nonprofits wanting to share heartfelt stories, mission-driven work, and behind-the-scenes moments.

Why TikTok Matters for Nonprofits

Short Videos, Big Impact

The rise of short-form video content on TikTok, Instagram Reels, and YouTube Shorts shows a shift in how people want to engage with content. It’s quick, impactful, and easy to share.

For nonprofits, this opens a golden opportunity. Whether you're sharing a success story, highlighting a volunteer, or showing your impact, a 30-second video can spark action and build emotional connections faster than any long post or brochure.

Short-form, big impact: What creators can teach performance marketers

Know Your Audience

TikTok’s user base is young, diverse, and digitally savvy. In fact, 1 in 4 users is under 20, and most are between 18–24. Reaching them through traditional channels? Tough. But on TikTok, you meet them where they are.

Plus, the U.S. has over 135 million TikTok users, meaning your message has massive reach potential if you strike the right tone.

How to Tell Your Story on TikTok

The key to TikTok success is authentic, engaging content. Here's how nonprofits can shine:

  • Find your story: Focus on people—those you help, your team, volunteers, donors.
  • Be creative: Use trending music or challenges in a way that fits your mission.
  • Show impact: Let your audience see the difference you’re making, not just tell them.
  • Keep it real: Raw, honest content performs better than polished, overly scripted videos.

Tips for Creating TikTok Content

  • Use TikTok features: Stickers, text, effects, and music can boost engagement.
  • Join trends: Adapt trending challenges or sounds to tell your own story.
  • Hashtags matter: Use both trending and niche hashtags to reach the right audience.
  • Engage back: Reply to comments, thank supporters, and encourage shares.

Build a Movement, Not Just Followers

Beyond views and likes, TikTok is a place to build a community. When your audience feels connected to your cause, they’ll spread the word and become ambassadors for your mission.

Tools and guides: How to build a movement - Tearfund Learn

Fundraising with TikTok

TikTok for Good offers nonprofits tools like:

  • Donation stickers: Let users support your cause directly through your videos.
  • Profile links: Keep a donation link right in your bio.
  • Support from TikTok’s nonprofit team: They offer help to fine-tune your strategy and stay on top of trends.