Breaking: GoFundMe Created 1.4 Million Nonprofit Pages — Is Yours One of Them? #fundraisingtips

Episode Overview

• GoFundMe has automatically generated 1.4 million donation pages for U.S. nonprofits using publicly available data from sources like the IRS and GuideStar.
• These pages were created without the nonprofits' knowledge or consent, leading to potential issues with donor confusion, data accuracy, and loss of control over donor relationships.
• The episode discusses the potential upsides, the serious concerns, and provides actionable steps for nonprofits to regain control of their online fundraising presence.
• A key issue highlighted is the default 16% tip to GoFundMe on these auto-generated pages, which can confuse donors and reduce the amount intended for the nonprofit.

Key Concepts

• Automatic Page Generation: GoFundMe used publicly available data to create donation pages for over a million nonprofits without their explicit permission.
• Lack of Consent and Control: Nonprofits had no say in the creation of these pages, the terms of service, the fees, or how their brand is represented.
• Donor Confusion: A donor searching online might find the GoFundMe page and donate there, thinking it's the official channel, potentially leading to a disconnected donor experience.
• Data Inaccuracy: The information on these pages is pulled from public records and may be outdated, incomplete, or inaccurate, misrepresenting the organization's mission.
• Loss of Donor Data: When a donation is made through an unclaimed page, the nonprofit loses direct access to the donor's data, hindering their ability to build a relationship and properly thank the supporter.
• SEO Competition: The automatically generated GoFundMe page can compete with, or even outrank, a nonprofit's own official website and donation page in search engine results.

Quotes

• At 00:07 - "So recently, GoFundMe automatically generated 1.4 million donation pages for US nonprofits using publicly available information from GuideStar and the IRS." - The speaker explains the origin and scale of the automatically created pages.
• At 00:46 - "They have been pulled without your consent, without your knowledge, without an agreement to fees or terms of service." - This quote emphasizes the core problem: the lack of permission and agreement from the nonprofits themselves.
• At 03:39 - "Loss of control. You don't own the donor data." - The speaker highlights one of the most significant consequences for nonprofits, which is losing the ability to steward the relationship with new donors.

Takeaways

• Search for your organization's name along with "GoFundMe" to determine if a page has been created for you without your knowledge.
• If a page exists, you must decide whether to claim it and customize it to align with your brand, or request to have it unpublished to avoid donor confusion.
• Proactively ensure your public records, especially on GuideStar and with the IRS, are accurate and up-to-date, as this information is being scraped by third-party platforms.
• It is crucial to own and control your digital presence and the donor journey to maintain brand integrity and build strong, direct relationships with your supporters.