WhatsApp Channels are a relatively new platform that allows organizations and associations to share information and updates with their community. Globally, WhatsApp ranks among the most used social media channels. In Germany, around 44 million people used the chat service in 2022, while in Austria, the number was about 4 million in 2021, and in Switzerland, 6.5 million in 2018. This promises a potentially vast reach. With the introduction of WhatsApp Channels, Meta has added a news feature to the chat service that non-profits can ideally utilize.
How Do WhatsApp Channels Work and Where to Find Them?
Recently, WhatsApp introduced the “Channels” option under the “Updates” tab in the app. Here, public channels can be created, where people can follow news on topics that interest them, ranging from football to human rights. Subscriber phone numbers are not visible, minimizing privacy concerns. Readers can react to posts, but direct replies are not possible. They also cannot post messages in the channel or message the channel admin directly.
Channels can be found via search, recommendations, or an invitation link. WhatsApp stores posts for about 30 days, after which they are no longer visible in the channel. NPOs can post texts, images, videos, stickers, and polls, offering plenty of space for creativity and engaging content. Notifications are off by default but can be manually enabled by users.
WhatsApp Channels for Content and Fundraising
How can non-profit organizations use this new channel? Much like other media, for information dissemination, content sharing, and fundraising. WhatsApp Channels are excellent for posting helpful articles like how-tos or guides. NPOs can keep their subscribers updated on their work (e.g., use of donations), inform them about current projects, or promote actions like petitions. The channel is also suitable for urgent topics like emergency aid.
Although direct payments via WhatsApp are not yet available in Europe, it’s likely that this feature will come with Meta Pay. Until then, fundraising can be conducted by linking to an online donation form or a fundraising campaign.
Currently, there are few German-language channels, providing NPOs with a great opportunity to establish a presence. Both organization-wide channels and channels for specific topics are conceivable. For example, an environmental organization could run a channel on climate change, or an animal protection organization could post pictures and videos of their rescues, including donation appeals. Verification badges ensure that no one unauthorized uses the name of your NPO, which enhances trust in the channel and the organization.
Promoting Your WhatsApp Channel and Gaining Subscribers
To ensure your new channel is found, actively communicate it to your interested parties and supporters. This can be done easily via a link that leads directly to the WhatsApp Channel. The link can be integrated into newsletters or websites, posted on social media, or printed as a QR code on letters, posters, and displays. Given the currently limited offerings in the German-speaking area, it’s likely that many interested parties will find your channel through the WhatsApp search on their own.
Examples of Successful NPO WhatsApp Channels
Some non-profit organizations have already discovered WhatsApp Channels for themselves.
For example, on the channel of Doctors Without Borders, one can learn about their work. The channel frequently features on-site videos, short reports, thank-you messages, and donation appeals. It has 259,000 subscribers.
Action Against Hunger reaches 1,400 people with their WhatsApp Channel. They post interesting facts about world hunger, share content about their values and vision, and provide articles and videos.
UNICEF Germany already has a WhatsApp Channel with 3,200 subscribers. Their content primarily consists of facts about their work, as well as reports on children in Gaza and Ukraine, blog articles, photos, and videos.
