TikTok, Tax Appeals & The Power of Multi-Channel Fundraising
- Jeremy Bennett
- Oct 7
- 3 min read
At Bigfoot Fundraising, we’ve always believed in “Bigger Impact Through Better Digital.” This year, we’ve seen that belief validated in a big way, particularly through TikTok.
So, Why is TikTok working for Fundraising?
TikTok is no longer just a platform for dance trends. It has become one of the most powerful top-of-funnel tools available for charities. Some ways it differs from the traditional use of Meta, TikTok offers:
Access to younger audiences (13+) – We’ve found this is critical for building future donor pipelines.
High viral potential – a single piece of content can explode, bringing unprecedented visibility.
Creator collaboration opportunities – charities can tap into authentic UGC or partner with influencers by simply boosting their existing posts with a Spark code
We’ve also learned that comment-provoking content and text overlays drive far higher engagement. And because proven TikTok videos can be repurposed as Meta ads, TikTok is not a silo, it fuels the whole digital ecosystem.
Some examples of our success: AWLQ’s Tax Appeal
A recent example of TikTok’s impact was with our client Animal Welfare League Queensland (AWLQ). For their 2025 tax appeal we combined Meta and TikTok advertising, and TikTok was a standout for acquisition results as well as driving huge amounts of engagement and traffic. By tapping into heartfelt, shareable content about rescue dogs and using trending formats, AWLQ reached younger audiences who hadn’t previously engaged with the cause.
The outcome? A surge in new donors at an efficient cost. 74 purchases at a strong Return on ad spend (ROAS) of 1.91 and a cost per purchase of $40.
TikTok is no longer just brand building, but a genuine driver of fundraising ROI.
Top TikTok ads from AWLQ’s Tax 2025 appeal
Why Multi-Channel Matters
The AWLQ example reinforces something we’re seeing across campaigns: no single channel wins alone. The best results come when charities layer:
Meta & TikTok for reach and awareness
Google Ads for high-intent traffic
EDMs & SMS for conversion and retention
UGC & storytelling content for authenticity
Together, these touchpoints deliver both immediate revenue and long-term supporter growth.
How can Charities Get Started on TikTok?
If you’re considering TikTok, here are a few quick wins:
Start with content you already have – repurpose your most engaging posts from Meta or organic TikTok.
Lean into hooks – e.g. “This senior pup thought no one would ever love him again…” or “We dare you not to fall in love in 10 seconds.
Test Spark Ads – ask supporters, staff, or partners for Spark codes to boost authentic UGC.
Use TikTok’s pixel & hashtags – track conversions properly and target trending hashtags to reach the right audience.
Think multi-channel – don’t treat TikTok in isolation; use it to power awareness that you later capture via Meta, Google, or your CRM journeys.
The Bottom Line
TikTok is proving itself as more than just a “nice-to-have.” For charities like AWLQ, it can deliver new donors and fuel long-term supporter pipelines. But its real strength is when combined with other digital channels, each playing its role in a multi-channel strategy designed to engage, convert, and retain supporters across generations.
Want to get started on adding value to your campaigns through TikTok? Reach out below - we’d love to discuss how Bigfoot can help make a bigger impact through better digital for your organisation.
