One of the largest IPOs will be happening soon as Snapchat’s parent company, Snap, goes public. The valuation is expected to be between $20 billion and $25 billion. In a social media universe where it’s exceedingly tough to compete with the big boys, such as Facebook, YouTube, and Twitter, Snapchat has carved a niche for itself. Schools, youth groups, nonprofits, businesses, and others should take notice.

For those who may not be paying attention, which would be a mistake, Snapchat has the attention of the almighty 18 to 34-year-old group. Approximately 41 percent of people in that age group are on Snapchat. This particular group is fascinated by the disappearing content, lenses, and filters. Snapchat is also exploring augmented reality and wearable device integration, which are probably some of the reasons it views itself as a camera company.

Our social media manager at my fundraising company is on Snapchat every day. There’s a reason he does it. It works, and he’s connecting with people and helping us raise brand awareness. For schools and nonprofits, for example, it’s an awesome tool to engage and raise brand awareness.

The profile of the average user is as follows:

  • 158 million people around the world use Snapchat.
  • The average user opens the app 18 times a day.
  • They spend an average of 25 to 30 minutes on Snapchat.
  • Users send 16 snaps a day.
  • Users tend to listen to ads with sound, instead of silencing their cell phones.

Pipeline of Donors

If you head fundraising efforts for a school, youth group or nonprofit that focuses on a broad population of donors, it makes sense to add Snapchat to your social media list. One of the key reasons is that many charitable organizations are looking for ways to grow and develop a pipeline of donors. Snapchat is a way to do it because it has a lot of potential young supporters, who can then develop into active champions, and become loyal to your cause.


Today’s social media consumers are no longer interested in slick video productions from organizations. Live streaming has changed all of it. Users of social media are looking for authenticity and unscripted. If you check out the social media feeds of my company or even my personal accounts, you will see lots of casual pictures and videos. We bring you into our world, and we are well aware that through social media platforms, such as Snapchat, we’re entering the world of users as well.

Brand Ambassadors

Something to keep in mind is that social media has made everyone—not just your marketing team—brand ambassadors. Your entire staff, your donors, volunteers, etc. can help you amplify your messaging and connection on social media. And, with Snapchat, your team and supporters can take it to another level with fun.

Fun Engagement

Platforms such as Facebook are mature. I don’t know about you, but every day on my feed I see serious posts and articles. Snapchat is not about being serious. It’s about having fun. The pictures people post are comical with filters that make things entertaining. It helps people not take themselves so seriously. We need a little of that – humor.

Private Content

Snapchat allows you to share private content and some nonprofits are doing it with their followers. They’re promoting events and team events, such as mud runs or walk/runs. For example, private workouts and team exercises are shared with followers and supporters to help raise the enthusiasm and awareness levels.

Now that Snapchat is about to go public, what more do you need to know that the time is now to check out this social media platform?



Author of “Not Your Father’s Charity: Be Bold, Dominate and Succeed in Marketing For Today’s Digital World On A Limited Budget” (Free Digital Download)

 © 2017 Wayne Elsey and Not Your Father’s Charity. All Rights Reserved.