Meta expands fundraising tools on Instagram and Facebook for Earth Day

Meta announced new fundraising tools and educational initiatives in honor of Earth Day – the global climate awareness holiday that takes place on April 22 – including expanded Instagram Reels options for more than 30 countries participate in digital fundraising.

The tech monolith already has nonprofit fundraising options for Facebook and Instagram that can be used directly on a user’s feed, on Instagram Stories and through Instagram Live, but now users can fundraise directly on Instagram Reels’ short-form video platform. Instagram users can choose from over 1 million registered charities in the app when using the Reels fundraising tool, and all funds go directly to the nonprofit selected.

The feature will roll out to the US and these select countries on April 19: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland and United Kingdom.


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Meta also updated Facebook’s Climate Science Center, a project to educate users about the climate crisis and demystify climate misinformation, in collaboration with global organizations like the Intergovernmental Panel on Evolution. of the climate. The page includes links to reputable sources on environmental science and climate change, as well as answers to frequently asked questions and misconceptions, climate quizzes, and updates and recent research on the climate. Starting this month, the center will highlight climate action measures for individuals and add new data visualizations for country-specific emissions levels. The company has also added interactive wildlife conservation experiences for users of its Meta Quest virtual reality system.

According to Meta, four million donors have contributed to Facebook and Instagram climate change and environmental fundraisers since the tools’ inception, and they’ve raised more than $150 million to date. On Instagram, the most popular climate-related organizations with donors are The Ocean Cleanup, a plastic-free nonprofit for the oceans; the World Wildlife Fund, a nonprofit leader in global nature conservation; and the Sheldrick Wildlife Trust, a non-profit wildlife and habitat conservation organization based in Kenya.

Of course, digital fundraising and virtual reality games are not enough to tackle our international climate emergency. There is hope, however, that these tools can draw greater attention to nonprofits and activists leading demands for a global response to the disturbing state of our planet. And while there’s not much individuals can do, it still doesn’t hurt to try — it might even help alleviate some of the climate anxiety many of us face. Fundraising options are available on almost every social media platform, so consider launching a few campaigns for your favorite local climate champions this Earth Day. And don’t forget to keep the pressure on world leaders by joining global protests, supporting climate change litigation and voting for climate-conscious leaders.

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