YouTube has unveiled a range of fundraising tools designed to make donating through the video platform easier.
Initially in beta testing, YouTube Giving will be available to a limited number of content creators in the US and Canada before it is rolled out internationally.
Announcing the initiative in a blog post, Erin Turner, product manager at YouTube Giving, revealed three beta features on the platform: Fundraisers, Community Fundraisers and Campaign Matching.
Fundraisers allows creators to create and embed a fundraising campaign next to their videos and live streams, with fans able to give through a "donate" button.
Community Fundraisers enables multiple creators to co-host the same fundraiser. The feature is designed so that a community fundraiser will appear on participating creators’ videos at the same time and reflect the collective amount of money their communities are raising together.
Campaign Matching has yet to be released but will allow creators who organise fundraisers and community fundraisers to receive matching pledges to help amplify their efforts. The feature will also display matching pledges from other creators or brands directly within the fundraiser to inspire more fans to get involved.
Turner said that YouTube Giving expected to provide greater access to the features in the future.
"Our inspiration for building YouTube Giving tools has been you: the way you use your voices to create impact on important issues, whether helping out in a crisis or championing a cause," she wrote.
"Over the coming months, we’ll listen to your feedback on these beta features and continue to expand access to more creators. We can’t wait to see how you’ll use these tools to create even more impact with your YouTube channels."