FORBES — Back in April, One World: Together At Home, the star-studded benefit concert organized by Global Citizen and curated by Lady Gaga, raised $128 million for the World Health Organization and other Covid relief beneficiaries. But while the event drew hundreds of thousands to a six-hour concert livestream and nearly 21 million viewers across the 26 networks on which a two-hour show aired live, very few of those dollars came from individual donors.

… In July, Wiz Khalifa staged a virtual concert in conjunction with esports team the Pittsburgh Knights and Softgiving—which operates a free fundraising platform for influencers as well as a managed events service for charities—to benefit Rise Above the Disorder.

The multiplatinum recording artist has an Instagram following of more than 31 million, yet he raised less than $10,000, according to Matt Pfaltzgraf, CEO of Softgiving, who notes: “Wiz’s conversion of people watching the stream was in the few hundreds of people, from his millions of social media followers.” [MORE]