How to protect your organization’s brand, donor trust, and fundraising strategy
Recently, GoFundMe created donation pages for an estimated 1.4 million nonprofit organizations, without their knowledge or consent. While intended to help nonprofits connect with new donors, the rollout raised serious concerns about consent, transparency, and donor trust.
In response to significant feedback from the nonprofit community, GoFundMe has since announced major changes designed to rebuild trust and give nonprofits more control over their presence on the platform.
What’s Changing
1. Nonprofit Pages are now opt-in only.
Going forward, only nonprofits that actively opt in and complete GoFundMe’s verification process will have a public, searchable Nonprofit Page. All unclaimed pages will be removed, and SEO will be turned off by default.
Nonprofits that choose to opt in will gain enhanced visibility, control, and access to limited supporter data for compliance and fundraising purposes.
2. Unclaimed Nonprofit Pages will be de-indexed.
GoFundMe will remove and de-index pages that are not claimed, meaning they will no longer appear in search engine results. Once a nonprofit opts in, it can choose to index its page, turn SEO on, and edit its information.
3. Nonprofit directory listings will continue.
GoFundMe will maintain a basic nonprofit directory to ensure verified nonprofits remain discoverable for donors and organizers who wish to fundraise on their behalf.
What This Means for Your Organization
While these updates are an important step forward, nonprofits should still take proactive measures to protect their brand and donor relationships online. Here’s what to do next:
- Check if your organization has a GoFundMe page.
Search your nonprofit’s name directly on GoFundMe or through Google. - Verify or request removal.
If a page exists, decide whether to opt in and claim it through GoFundMe’s verification process — or request its removal if you don’t wish to participate. Nonprofits can verify their pages and learn more here: https://gfme.co/47o885i - Review for accuracy.
Ensure your organization’s name, logo, and mission statement are correct and aligned with your branding. - Communicate with your donors.
Use your website, newsletters, and social media to clarify the safest ways to give — ideally through your official donation channels. - Stay informed.
Follow updates from trusted nonprofit advocates like CalNonprofits and the National Council of Nonprofits, who continue to monitor transparency and compliance across digital fundraising platforms.
Additional Considerations:
- Evaluate Fit Based on Capacity
- If you have a dedicated fundraising team, consider removing the page to avoid duplication and resource strain.
- If you’re a smaller, volunteer-led organization, assess whether the platform aligns with your fundraising approach.
- Strategize Use of Crowdfunding
- Consider GoFundMe as a tool to engage younger donors or reach new audiences.
- If used, integrate it into your broader fundraising strategy and ensure consistent messaging.
At the Center for Nonprofit Management, we believe that nonprofits must retain full ownership of their brand, message, and donor relationships.
As digital giving evolves, platforms must collaborate with the nonprofit sector — not make decisions for it. GoFundMe’s new opt-in approach is a step in the right direction, but vigilance, transparency, and clear communication remain key to maintaining donor trust.
Now is the time to review your organization’s presence online and take the steps needed to ensure your fundraising tools reflect your mission and values.
