Start with your campaign link

Before you post anything, make sure you have your campaign URL ready to go. You can access it through your fundraising platform by going to ‘Campaigns’ and selecting your campaign. It will be listed next to ‘Campaign Vanity URL’.

This is what turns interest into donations. Every post should make it easy for someone to click through and support you.

Facebook

Facebook is still one of the strongest platforms for fundraising and remains the most widely used social platform in Australia, with more than 77% of internet users over 16+ using it each month. For fundraising in particular, it works because it makes links easy to click and share.

When you post:

• Paste your campaign link first so it generates a preview image
• Then remove the raw link from the caption and replace it with a few strong sentences
• Tag people in your network - coaches, teammates, clubs. This helps extend your reach.

The key is context. People are more likely to donate when they understand:

• What you're working towards
• What the funds will support
• Why it matters right now

Video performs even better. A quick, honest update filmed on your phone often outperforms polished content.

Instagram

Instagram is where people connect with what you are doing, but it makes link sharing a little more difficult.

We recommend you:

• Add your campaign link to your bio or your club's bio
• Be strategic about when you ask for donations
• Refer to it in any relevant captions
• Remind people where to find it

e.g. Head to the link in our bio to donate.

Focus on content that brings people in. Training sessions, behind-the-scenes moments, and progress updates all help people feel part of your journey. That familiarity makes your ask feel more natural when you do share your campaign.

TikTok

TikTok is becoming a key platform for athletes and clubs, particularly when it comes to reaching new audiences.

What works here is consistency and honesty rather than polished content:

• Day-in-the-life training clips
• Real updates on costs or challenges
• Progress towards your fundraising goal
• Reactions when you reach milestones

Keep it simple. Hook attention early, keep videos short, and use captions so people can follow without sound.

Direct people to the link in your bio and keep showing up. Over time, that visibility builds real support.

X (and Threads)

These platforms can still play a role, but they are less likely to drive strong fundraising outcomes on their own. In Australia, X is regularly used by only 27% of the population, and Meta’s alternative, Threads, is even less.  

If you do use them:

• Keep posts short and clear (you only have 280 characters)
• Include your link
• Use relevant hashtags

They can be useful for updates or reaching specific communities but are better treated as a secondary channel rather than a primary focus,

Make it easy for people to support you

Across every platform:

• Be clear about what you are raising funds for
• Show progress and momentum
• Share updates regularly, not just once
• Always direct people back to your campaign page

You don’t need to be everywhere, you just need to show up consistently in the places that matter and give people a clear reason to get behind you.

Get started

If you’re not already fundraising online, the easiest way to put this into action is to start your own campaign. 

The Australian Sports Foundation gives you a platform to raise funds, share your story, and make it easy for people to support you. Once your page is live, everything you post on social media has a clear destination.

You don’t need a huge following to get started. Most campaigns begin with your existing network and build from there.

Set up your page today, share your campaign consistently, and bring people along for the journey.