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📱 Social Media Strategy for Fundraisers · Free Lesson

Lesson 2: Set Up Your Fundraising Profile

Your profile is your shop window. Get it right and every new visitor immediately understands who you are, what you are doing, and how they can help.

⏱ 10 minutes 📖 Action lesson 🎯 Lesson 2 of 6
Your progress
2 of 6
1 What Is It? 2 Your Profile 3 Content That Works 4 Hashtags 5 Stories & Reels 6 Your Plan 🏆
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Your profile picture and name

Your profile picture should be a clear, friendly photo of your face — not a logo, not a group photo, not a landscape. People connect with faces.

Your username should be simple and memorable. Something like @alexborneo2028 or @tomscoutskilimanjaro tells people exactly who you are and what you are doing before they even read your bio.

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Tip: If your personal account already has followers who know you, you do not necessarily need a separate account. You can adapt your existing profile to include your fundraising story.
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Writing your bio — the five-second test

Your bio has about five seconds to tell a visitor everything they need to know. Here is a simple formula that works:

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Who you are: Your name and age
2
What you are doing: The expedition/trip in one sentence
3
Why it matters: One sentence about why this trip is important to you
4
What you need: A clear, simple call to action
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A link: Your JustGiving or easyfundraising link

Example bio: Alex, 16 🇬🇧 | Raising £4,000 for a World Challenge expedition to Borneo 🌿 | Doing conservation work with orangutans in 2028 | Every donation gets me closer — link below 👇

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The link in your bio

Most social media platforms only allow one clickable link in your bio — make it count.

Use a free tool like Linktree (linktree.com) to create a single link that leads to a page with multiple links — your JustGiving page, your easyfundraising link, and any other fundraising pages you have set up.

This means anyone who clicks your bio link can immediately find every way to support you — without you having to change the link every time.

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Your first three posts — setting the scene

When someone new visits your profile, the first thing they see is your most recent posts. Make sure your first three posts tell your story clearly:

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Post 1 — The announcement: Tell people about your expedition. Who you are, where you are going, when, and why. Be genuine and personal.
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Post 2 — The challenge: Share how much you need to raise and what your plan is. People respect honesty about the scale of the challenge.
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Post 3 — The ask: Explain the different ways people can support you — donating, sharing, using easyfundraising. Make it easy for people to help.
✏️ Your task — update your profile now
Using the formula above, write your bio in a notes app first. Then update your Instagram or TikTok profile with your new bio, a clear profile picture, and your link. Come back when it is done.
Brilliant! Your profile is now working for you 24 hours a day. In Lesson 3, you will learn what content actually works — and how to create posts that people want to share.
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Lesson 2 of 6 Set Up Your Fundraising Profile