Snapchat for Charity Fundraising: How to Turn Snaps Into Donations

When it comes to charity fundraising, platforms like Facebook, Instagram and TikTok often get most of the attention. However, Snapchat remains one of the most popular social media apps in both the UK and the US, with millions of highly engaged users checking the platform every day. What makes Snapchat particularly valuable for fundraisers is its focus on authentic, real-time content. Rather than carefully curated posts, Snapchat allows you to share your journey as it happens, from early morning training runs and fundraising milestones to race-day emotions and celebrations. This creates a personal connection with supporters and helps them feel invested in both your challenge and the cause you're raising money for. Whether you're running your first 10K, taking on a half marathon or preparing for a full marathon, Snapchat offers a range of tools that can help you engage supporters, increase visibility and encourage donations. In this guide, we'll explore how many people use Snapchat, the fundraising essentials every runner should know, and the unique features that can help turn followers into donors.

How many people use it?

Snapchat remains one of the world's most popular social media platforms, especially among younger audiences. Despite growing competition from platforms like TikTok and Instagram, Snapchat continues to maintain a strong user base in both the United States and the United Kingdom. The United States is Snapchat's largest and most established market. As of 2025, Snapchat's advertising audience is estimated at approximately 104 million users in the US. This means that nearly one in three Americans can be reached through Snapchat's advertising platform. The app remains particularly popular among teenagers and young adults, although usage has expanded across a wider range of age groups in recent years.

In the UK, Snapchat has also built a substantial audience. As of 2025, the platform is estimated to have around 23.9 million users. For a country with a population of approximately 68 million people, this represents significant market penetration. Snapchat is especially popular among younger users, making it an attractive platform for brands targeting teens and young adults.

What's Unique About Snapchat For Charity Fundraising?

Snapchat has several features that can work particularly well for charity fundraising because they create a feeling of immediacy and personal connection that you don't get as easily on other platforms. Unlike polished social media posts, Snapchat gives people a real-time look at your training, challenges, and progress. Friends and family can follow your journey day by day, creating a stronger emotional connection to the cause you're supporting. It's benefits include personal and authentic storytelling, direct communication with supporters, easy sharing of training milestones, real-time updates on race day and strong engagement among younger audiences

Private Stories

A Private Story can be used as an "exclusive supporters club." Anyone who donates gets added to your fundraising story. Share extra training updates, race preparation, and behind-the-scenes content. Give supporters shout-outs and thank-yous. This creates a sense of community and rewards people for contributing.

Snap Map

Snap Map lets friends see where you are during training runs (if you choose to share your location). Show your marathon training routes, track progress as you run longer distances and share your location during race day. Supporters can literally follow your journey geographically.

Custom Geofilters

Snapchat allows users to create location-based filters for events. You could create a custom marathon-day filter, include your charity name and fundraising goal and encourage friends and spectators to use it. This can spread awareness beyond your immediate network.

AR Lenses and Challenges

Snapchat is known for augmented reality. Fundraising ideas could include: "If we hit £500, I'll run wearing a ridiculous costume," "If we hit £1,000, I'll use the funniest lens during my next training update." Let followers vote on challenge penalties or rewards. The entertainment factor can drive donations.

One-to-One Messaging

Unlike many platforms, Snapchat is heavily focused on direct communication. You can personally thank donors, send short video messages and share fundraising updates directly with supporters. A 10-second personal thank-you video often feels more meaningful than a generic social media post.

Streaks

If you have long-running Snap Streaks with friends, you already have a highly engaged audience. You can mention fundraising progress naturally during daily streak snaps, share milestone achievements and remind people about your donation page without making a separate public post. Because people already open your snaps every day, visibility is high.

Countdown Stickers

Create excitement before race day by using countdowns for fundraising deadlines, training milestones and event start day. This builds anticipation and gives people a reason to check back.

'Day in the Life' Content

Snapchat's temporary format makes casual content feel natural. Share early alarm clocks, rainy training runs, recovery sessions, nutrition and meal prep and kit preparation. These small moments help supporters understand the effort involved and often motivate donations more effectively than polished fundraising posts.

Race-Day Takeovers

During your race post frequent updates, show the crowd and atmosphere, share split times and milestones and capture the finish-line moment. The live, real-time nature of Snapchat makes supporters feel like they're participating in the event.

A great finish photo can generate lots of donation. Well done Ruby Adams who ran the London Marathon for Scoliosis Support & Research

How To Use Snapchat For Fundraising

Share Your "Why"

Before asking for donations, explain why you're running the marathon and why the charity matters to you. Ideas for Snaps include a short video introducing your fundraising challenge, photos explaining your connection to the cause, a countdown to race day and your fundraising goal and target amount

Document Your Training Journey

People are more likely to donate when they see the effort involved. Share early morning runs, long weekend training sessions, personal bests, difficult training days, recovery sessions and new running gear and race preparation Showing both successes and struggles helps supporters feel invested in your progress.

Use Fundraising Links Regularly

Make it easy for people to donate. Include your fundraising page link in your profile, QR codes linking to your donation page and screenshots showing how close you are to your goal. Rather than posting the link once, mention it regularly throughout your training.

Celebrate Milestones

Every milestone is an opportunity to re-engage supporters. You can celebrate your first 10K completed, half-marathon training run finished, reaching 25%, 50%, and 75% of your fundraising goal and new donation milestones

Create Interactive Content

Snapchat's interactive features can increase engagement. Try: polls, questions and answers, donation challenges and predictions about your race time

Build Momentum Before Race Day

The final two weeks before the marathon are often when fundraising accelerates. Share your race bib arrival, expo visit, final training runs, fundraising updates and thank-you messages to donors. Create a sense of anticipation as race day approaches.

Go All-In on Race Day

Race day provides your most compelling content. Post pre-race preparation, start line photos, course updates, crowd support, finish line celebrations and medal photos.

Supporters who have been following your journey will feel part of the experience.

Thank Your Supporters Afterwards

Don't disappear once the race is over. Share your finishing time, photos from the event, total amount raised, stories about the impact of the charity, personal reflections on the challenge and what race you're planning to do next! A genuine thank-you helps supporters feel appreciated and makes them more likely to support future fundraising efforts.

In summary

Snapchat may not be the first platform that comes to mind when planning a fundraising campaign, but its large user base and highly personal nature make it a powerful tool for charity fundraisers. With more than 100 million users in the US and almost 24 million in the UK, it offers access to a substantial audience, particularly among younger demographics. By combining the fundraising essentials, sharing your story, documenting your training, celebrating milestones and keeping supporters updated, with Snapchat's unique features like Private Stories, Snap Map, Geofilters and AR Lenses, you can create an engaging fundraising journey that feels authentic and interactive.

The key to success is consistency. Take supporters behind the scenes, make them feel part of your challenge and show them the impact of their support. Whether you're running your first charity race or you're a seasoned marathon fundraiser, Snapchat can help you build stronger connections, raise awareness and ultimately generate more donations for your chosen cause.