New GoFundMe tools make it easier to circulate causes across online platforms in a push to cater to younger generations.

The crowdfunding site hopes to meet digital natives in the online spaces where they frequently advocate, streamlining the donation experience to encourage more charity and connecting traditional nonprofits with a demographic that prefers direct contributions over institutional giving. Among the features rolling out this fall are fundraising widgets for video game streamers, personalized profiles to highlight users’ philanthropic interests, and an integrated button on Instagram to donate.

The products reflect the for-profit company’s internal recognition that Gen Z’s habits make social media an untapped source to drive charitable contributions. Gen Z respondents ages 18-26 are much more likely than older people to regularly share causes or fundraisers on their accounts, according to a survey led this summer by GoFundMe. Half reported doing so at least once a week and 41% said social media content compelled them to research or support a cause.

The moves also signal the continuation of GoFundMe’s attempts to better serve nonprofit partners in addition to everyday organizers.

Nonprofits can nurture donor relationships further by identifying data on contributors who give through Instagram, according to a company spokesperson.

The company also built out user profiles. Starting November 13, individuals and organizations can personalize their own accounts with more details about their giving.

If LinkedIn is the site where users highlight their professional side, GoFundMe CEO Tim Cadogan said he wants GoFundMe Profiles to be the site where people show “this is me as a person that does good in the world.”

“We hope that over time that becomes the place on the internet that you express your altruistic side of your identity," he said.

Youth-facing organizations must follow young people to the platforms where they find community, according to Fast Forward Executive Director Shannon Farley.

“Social media is where young people and young donors live,” Farley said. “If you’re not going to the places where people are every day, you’re missing out on a whole group of people who could be backing your cause.”

This article was provided by The Associated Press.