Top Nonprofits on TikTok and the Strategies Behind Them

In 2020 TikTok was the most downloaded app in 2020 (according to App Annie) and competitors like Instagram are racing to copy the functionality. Quick, frictionless and entertaining short videos make the platform incredibly addictive. If a nonprofit wants to reach people they must go where they are, which is TikTok.

TikTok has a social good program that wants to inspire its users to make a positive impact on the world by raising awareness and activating kindness in the human heart: https://www.tiktok.com/forgood

It should be noted that their ‘for good’ platform is limited to major campaigns, and current giving through the platform is limited to a handful of nonprofits (as of Q4, 2020).

To help those creative ideas, here is a list of some of the most popular nonprofits on TikTok.

TitleFollowersTikTok LinkTop video views (Q4, 2020)Description
UnitedWay71.7Khttps://vm.tiktok.com/ZMJ4LNTaJ/38.5 MillionUnited Way paves the way for a better life across the world as they focus on education, income, and health
UNICEF363.3Khttps://vm.tiktok.com/ZMJ48c4oL/17.4 MillionWorking world-wide to save children’s lives, to defend their rights, and to help them fulfil their potential

American Red Cross
            498.5Khttps://vm.tiktok.com/ZMJ4LmTqY/36 MillionA humanitarian organization that provides emergency assistance and disaster relief to save lives.
World Economic Forum        1.5 Millionhttps://vm.tiktok.com/ZMJ4NfxtY/304.3KAn International Organization for Public-Private Cooperation that engages political, business, cultural, and other leaders of the world to shape global, regional, and industry agendas.
Caenhillcc            168.1Khttps://www.tiktok.com/@caenhillcc?lang=en45.1KA team located in the Caenhill countryside that is dedicated to taking care of animals, farm animals to be precise.
ASPCA            122.9Khttps://vm.tiktok.com/ZMJV3fuJg/216.4KLife saving rescue of animals that are impacted by natural disasters
girlswhocode              16.5Khttps://www.tiktok.com/@girlswhocode482.9KPrimarily focuses on closing the gender gap in the tech field
Conservation Int              60.2Khttps://www.tiktok.com/@conservationorg3.7 MillionOn a mission to conserve this planet and protect the food, fresh water, and the livelihood we rely on.
GivingTuesday              14.5Khttps://www.tiktok.com/@givingtuesday2.4 MillionA global generosity movement that encourages people to do good
Malala Fund              34.3Khttps://www.tiktok.com/@malalafund338.2KFighting for a world where every girl can learn and lead
Movember              14.4Khttps://www.tiktok.com/@movember5.2 MillionA movement for the well being of males that focuses on mental health, suicide prevention, prostate cancer, and testicular cancer.
No Kid Hungry              21.4Khttps://www.tiktok.com/@nokidhungry3.1 MillionA movement that provides food for starving kids and aims to end child hunger
Oceana              26.4Khttps://www.tiktok.com/@oceana510.2KWorks on protecting/ restoring the world’s oceans, making it more bio diverse and abundant.
Red Nose Day USA              12.4Khttps://www.tiktok.com/@rednosedayusa323.7KOn a mission to end child poverty as it tackles food insecurities, homelessness, healthcare, and education 

UnitedWay

Website link: https://www.unitedway.org/
TikTok link: https://vm.tiktok.com/ZMJ4LNTaJ/
Video content strategy: They mostly use visual representation that educate the viewer on resources they have access to. Also share to the viewer how YOU can make a difference in the world such as voting and filling out the census. 
What is working for this channel: They provide information and resources that would appeal to the average viewer. How they can donate, participate, and/or stay safe during the pandemic.
Most popular video: https://vm.tiktok.com/ZMJV3bFhY/

@unitedway

In a time of uncertainty, share the gift of hope. 💙 Learn how United Way is responding to #covid19 and helping the community during this time. #fyp

♬ Imagine (Made Famous by John Lennon) – Piano Tribute Players

UNICEF

Website link: https://www.unicef.org/
TikTok link: https://vm.tiktok.com/ZMJ48c4oL/
Video content strategy: In their videos, they mostly showcase personal stories of children that promote peace throughout the world and that there is still happiness even in the darkest places.
What is working for this channel: They have had a handful of famous celebrities to raise awareness about their cause such as Charlie Damelio. 
Most popular video: https://vm.tiktok.com/ZMJbuAaam/

@unicef

The moment Khamisa held her children again. We’ve helped reunite over 6,000 families since war began in SouthSudan. #homecoming #TogetherForUNICEF

♬ Coming Home – Part II – Skylar Grey

American Red Cross

Website link: https://www.redcross.org/
TikTok link: https://vm.tiktok.com/ZMJ4LmTqY/
Video content strategy: In their videos, they have a main person that speaks and shows the Red Cross impact on the community. Not only that but they also provide information that educates the viewers about disaster preparedness.
What is working for this channel: This channel is able to grab the viewer’s attention and educate them in a quick and precise manner. This way, the viewer doesn’t wonder off given such a short amount of time. 
Most popular video: https://vm.tiktok.com/ZMJV3UVsr/

World Economic Forum

Website link: https://www.weforum.org/
TikTok link: https://vm.tiktok.com/ZMJ4NfxtY/
Video content strategy: They use what I like to call visual strategy. With this, they show a problem and a solution mainly through technology that makes the way human life even better.
What is working for this channel: They provide the viewer on how to stay safe during the unprecedented times and promote those who do a good deed in the world. 
Most popular video: https://vm.tiktok.com/ZMJV3GjhS/

Caenhillcc

Website link: https://www.caenhillcc.org/
TikTok link: https://www.tiktok.com/@caenhillcc?lang=en
Video content strategy: In their feed, they tend to show the farm animals and how lively they seem. With food and shelter, there seems to be no worries for the animals in the farm.  
What is working for this channel: They get really intimate with the animals and even have names for them. This shows how much they love and care for the animals on the farm.
Most popular video: https://vm.tiktok.com/ZMJV3faHb/

@caenhillcc

With a heavy heart I had to say goodbye to Cuthbert late this afternoon. #cuthbertthegoose #RIPcuthbert

♬ original sound – Caenhillcc

ASPCA

Website link: https://www.aspca.org/
TikTok link: https://vm.tiktok.com/ZMJV3UQRP/
Video content strategy: They show their physical work, feeding, cleaning, and taking care of puppies to grab the viewer’s attention. They also use specific background music to wrap it all together and make the viewer feel pity.
What is working for this channel: The puppies are the key to the channels success as they show off their cuteness. They even caught my attention because who doesn’t like puppies?
Most popular video: https://vm.tiktok.com/ZMJV3too2/

@aspca

Post a video of your pet using the hashtag #PetBFF and TikTok will donate $1 to the ASPCA! 🐶🐱 #fyp

♬ Cute – Tik Tok

Girlswhocode

Website link: https://girlswhocode.com/
TikTok link: https://www.tiktok.com/@girlswhocode
Video content strategy: They exhibit the impact that coding has on girls. With the empowerment of sisterhood, they force other girls to stand up and change the world.
What is working for this channel: They show the importance of sisterhood and how it has positively affected girls throughout the world. Having each other’s back regardless of their ethnicity or their sexuality. 
Most popular video: https://vm.tiktok.com/ZMJV3mYxH/

@girlswhocode

Make your voice heard! Join us in the #MarchForSisterhood – the first digital march history! #DayOfTheGirl

♬ Like a Girl – Lizzo

Conservation Int

Website link: https://www.conservation.org/
TikTok link: https://www.tiktok.com/@conservationorg
Video content strategy: In their most popular video, they urge the viewer to take action and save the planet that we all live in. With a dramatic voice, video background, and background music that ties it all together.
What is working for this channel: The information they provide seems to be effective as they educate the reader on the ocean’s problems and how we can conserve/save this planet. Such has comparing plastic as an ocean predator and how we can make an effort to eliminate this predator.
Most popular video: https://vm.tiktok.com/ZMJV3Q5bU/

GivingTuesday

Website link: https://hq.givingtuesday.org/
TikTok link: https://www.tiktok.com/@givingtuesday
Video content strategy: In their most popular videos, they show acts of kindness that encourage the viewer to do the same. Enforcing a message to lend a helping hand to those in need.
What is working for this channel: Their videos on acts of kindness seem to be very effective, normalizing this movement and incorporating it in our daily lives. 
Most popular video: https://vm.tiktok.com/ZMJV3ucBW/l

Malala Fund

Website link: https://malala.org/
TikTok link: https://www.tiktok.com/@malalafund
Video content strategy: Having the one and only Malala Yousafzai appear in the videos gives hope to other girls that they can be as powerful and strong. They promote their cause as they reveal real life stories on how the Malala Fund has given them an opportunity to learn and educate themselves.
What is working for this channel: They also show the results of the Malala Fund on how it has transformed many young women into activists that also fight for women’s education in 3rd world countries. 
Most popular video: https://vm.tiktok.com/ZMJV3bfgo/

@malalafund

Donate, drop a question and you might hear back 👀 (+ your impact doubles, thanks to a match from @TikTok!) #TikTokPartner #GivingSzn

♬ Curiosity – Danilo Stankovic

Movember

Website link: https://us.movember.com/
TikTok link: https://www.tiktok.com/@movember
Video content strategy: In their most popular video, they sponsor a virtual festival where men can talk, have a laugh,and listen to their favorite music together in unity.  
What is working for this channel: The name itself shows how important the month of november is for men, as it promotes the movement for the self care and wellbeing of males.
Most popular video: https://vm.tiktok.com/ZMJV39kwB/

@movember

MAYEIGHT Festival streams free tomorrow

♬ original sound – Movember

No Kid Hungry

Website link: https://www.nokidhungry.org/
TikTok link: https://www.tiktok.com/@nokidhungry
Video content strategy: In their videos, they preview personal experiences and how the organization has changed their lives. Not only that but they provide the viewer with statistics/facts that educated the viewer on this problem.
What is working for this channel: They show how positive impacts that they have made, making sure every child in America has 3 healthy meals a day. They also show the kids eating, leaving smiles on their faces. 
Most popular video: https://vm.tiktok.com/ZMJV3sLrJ/

@nokidhungry

The coronavirus has closed schools nationwide—join us to help get our nation’s children and youth the meals they need. #doubleyourimpact

♬ original sound – No Kid Hungry

Oceana

Website link: https://oceana.org/
TikTok link: https://www.tiktok.com/@oceana
Video content strategy: In their videos, they show the irresistible animals which forces the viewer to take action. Showing the regular life of an ocean animal, we get to understand their lives and how important they are.
What is working for this channel: The music in the background tends to be uplifting and vibrant that gives off good vibes. They also support their main message in conserving the ocean life in almost every video by showcasing the animals in their natural habitat. 
Most popular video: https://vm.tiktok.com/ZMJV3VCj9/

@oceana

Share a video with the Oceana filter & @tiktok will donate to help protect oceans! #CreateForACause

♬ original sound – Oceana

Red Nose Day USA

Website link: https://rednoseday.org/
TikTok link: https://www.tiktok.com/@rednosedayusa
Video content strategy: In their content, they have celebrities who show their appreciation for those who have participated in Red Nose day. Aside from that, they give the viewer a daily dose of laughter by telling jokes and encourage people to donate in order to help end child poverty/health insecurities.
What is working for this channel: Their views tend to skyrocket when they showcase famous celebrities who speak on this matter. They also have NBC who advertise red nose day and spread the word.
Most popular video: https://vm.tiktok.com/ZMJV3fqa6/

@rednosedayusa

👀 #chrissymetz in the #RedNoseDay filter. Post yours & TikTok will donate $2 to end child poverty!

♬ You Make My Dreams (Come True) – Daryl Hall & John Oates