If you’re running a fundraising campaign in 2025, you’ve probably noticed one big shift: short-form video and community conversations are driving real impact. Between Instagram Reels and Threads, fundraisers and creators are finding new ways to engage, educate, and convert supporters into active donors. But which one really works now and how should you use both to your advantage?

Let’s break it down.

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Why Instagram Reels Still Dominate for Awareness

Instagram Reels remain a powerhouse for visibility. With over 2 billion monthly active users and algorithms that reward creativity and consistency, Reels are one of the fastest ways to reach potential supporters who don’t yet know your cause.

According to Sprout Social, Reels generate 22% more engagement compared to regular video posts. For fundraising, that means one authentic, story-driven clip can outperform multiple static updates.

What works best:

• Personal stories: Share a 30-second clip showing the impact of donations like the community you helped or lives changed.
• Behind-the-scenes footage: Let people see the faces behind the mission. Authenticity builds emotional connection.
• Call-to-action overlays: Use simple text like “Tap the link in bio to join our campaign” or “Your share helps us reach one more child.”

Example:
A youth nonprofit launched a Reel showing volunteers packing food boxes with upbeat music and captions like “Every share = 1 more meal.” It gained 50k organic views and raised funds 3x faster than their previous static posts.

Why it works: Reels evoke emotion, show impact, and give people an easy reason to act immediately.

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Threads: The New Hub for Conversations and Community

Threads, Meta’s fast-growing text-based app, is quietly becoming a community goldmine for fundraisers. While Reels drive reach, Threads builds relationships and that’s where long-term giving starts.

Unlike Twitter (now X), Threads fosters authentic, low-pressure conversation. You can engage directly with your audience, answer questions, and share campaign updates in real time.

According to Social Media Today, Threads now averages over 175 million monthly users, with higher engagement on posts that feel conversational and human.

What works best:

• Mini-stories and reflections: Share short updates about your progress, gratitude posts for donors, or lessons learned during your campaign.
• Ask-me-anything threads: Open up about your cause and invite questions. This transparency builds trust.
• Collaborations with creators: Partner with micro-influencers or local advocates who can share your Threads posts with their own engaged audiences.

Example:
A mental health organization posted a Thread titled “What helped you through your hardest week?” It led to thousands of heartfelt responses and hundreds of new small donors within a week.

Why it works: Threads humanizes your cause, letting supporters feel seen and heard not just sold to.

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How to Use Reels and Threads Together

Here’s the magic formula: Reels attract. Threads connect.

Use Reels to capture attention and Threads to keep the conversation going.

Try this combo:

1. Post a Reel telling a story of impact (visual + emotional).
2. Create a follow-up Thread explaining the story deeper and inviting comments.
3. Pin the Thread and link back to your donation or campaign page.
4. Engage consistently: reply to every question, thank supporters publicly, and share updates.

You can also use cross-promotion:

• Mention your Threads username in your Reels captions.
• Post short clips or screenshots from your Reels into your Threads feed.
• Tag collaborators across both platforms to boost credibility and reach.

According to HubSpot, cross-platform storytelling increases engagement by 40% when your message feels cohesive and values-driven.

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The Future of Social Fundraising: Authenticity Wins

Algorithms change, but authenticity never goes out of style. Whether on Reels or Threads, audiences crave real voices, not polished pitches.

That means:

• Show the people behind the cause.
• Respond to comments with empathy.
• Share progress, not perfection.

Platforms evolve, but the goal stays the same: build a community that believes in your mission enough to take action.

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How Giveable Can Help

If you’re looking to elevate your fundraising content, Giveable helps organizations and creators turn everyday social posts into meaningful giving experiences. From campaign storytelling to social donation tools, Giveable empowers your supporters to give easily and often right where they’re already scrolling.

Start building your next social-driven campaign with Giveable today.

Visit Giveable.io to see how you can inspire more giving with every post.