Overnight, GoFundMe launched giving pages for 1.4 million nonprofits—without asking permission first.
If you’re a nonprofit leader, there are ethical questions worth asking. But rather than focus on frustration, let’s look at how to turn this surprise into opportunity.
4 Ways to Make the Most of the Moment
1. Claim your page before someone else does
If you don’t, someone else could try—and that’s a mess you don’t want to untangle later.
To find your organization:
GoFundMe > Dropdown Menu > Donate > Nonprofits > Search Your Org
If your page isn’t claimed, GoFundMe may refund donations to donors. At best, you’ll face delays getting your funds.
2. Follow up with donors fast
Once you claim your page, you can access donor data (unless donors opt out).
The faster you send a thank-you and follow-up ask, the more likely you’ll retain the donor. Every day that passes decreases your chances.
“Every day a donor is not thanked and asked again is a reduction in odds they ever do again.”
Remember—no claim, no contact info.
3. Verify your organization’s info
GoFundMe used public IRS and website data to build these pages. That means the info might be outdated or wrong.
Double-check everything: your mission statement, address, imagery, and tax status. Several nonprofits are already finding inaccuracies. Be ready to dispute or correct errors quickly.
4. Reframe the frustration
Yes, the lack of consent feels frustrating. But there’s also upside: free visibility.
GoFundMe’s brand power and SEO might drive more donors to your cause—even if they arrive through GoFundMe first.
While it’s too early to know how this will affect search results, consider the potential for free donor acquisition. It’s okay to get a little excited about that.
Questions to Ask GoFundMe
- How will donor preferences be shared?
Each GoFundMe page includes a checkbox for donors who don’t want future solicitations. How will nonprofits get that data to stay compliant? Someone still needs to issue receipts and thank-yous while honoring “do not ask” requests. - Will retargeting opportunities exist?
Could GoFundMe allow nonprofits to retarget donors who visit their page with follow-up ads? Probably not, but it’s worth asking—especially for small orgs that rarely invest in digital advertising.
The Bottom Line
Unexpected changes are part of modern fundraising.
When Amazon ended its AmazonSmile program, one organization turned that frustration into a win—by communicating about it, they generated 10× more donations than the program ever produced.
The lesson? Don’t panic when platforms shift. Instead, ask:
“How can this change strengthen our donor relationships?”
Sometimes, restraint—or surprise—is the best spark for creativity.
Daniel Christy
Daniel Christy is a fundraising strategist and nonprofit consultant passionate about helping organizations adapt quickly to change. Connect with him on LinkedIn.
