How GoFundMe Changed Fundraising with Social Media

Brittany Cabriales, Head of Social Media at GoFundMe, is on this episode of Social Pros to share the strategies and successes behind GoFundMe’s social media push.

GoFundMe is an instantly recognizable name in the online fundraising world. Part of this is down to users sharing their fundraisers on social media, which almost every user does. Brittany explains how the social team helps to get the word out about important causes and the effect this has on fundraising.

Brittany shares why timing is crucial and how timely fundraisers can raise thousands of dollars more. This is why promoting on social media is key, so you have to move fast.

Brittany also shares how GoFundMe’s social media success is largely down to organic content rather than paid advertising. We also hear how different social platforms do better with certain types of fundraisers and how to tell an effective story with your fundraiser for maximum success.

In This Episode:

3:18 – Why GoFundMe is hoping to broaden its audience reach
4:41 – The impact of the pandemic on GoFundMe
6:28 – How the pandemic spurred people into action through fundraising
7:21 – How GoFundMe uses social media to spread the word about good causes
9:36 – Brittany explains how GoFundMe targets both fundraisers and participants
10:17 – How different social platforms are better for different audiences
11:25 – How GoFundMe decides what fundraisers to promote
13:52 – Why Brittany is always trying to stay on top of social media trends
14:21 – How GoFundMe’s choice to highlight fundraisers affects the donations
16:34 – Brittany explains GoFundMe’s new social strategy
17:38 – Why GoFundMe sees more success with organic search over paid
18:29 – The top metrics that GoFundMe watches
20:19 – How Brittany approaches campaigns on different social media platforms
22:33 – GoFundMe’s new ventures on TikTok
24:34 – Brittany’s tips for gaining traction with your GoFundMe campaign
27:41 – Why Gen Z is one of the most engaged donor demographics on GoFundMe
28:43 – GoFundMe’s approach to social care and social listening
29:15 – How Brittany’s experience in customer support helps her in her role now
31:06 – Why “every cause is important” in Brittany’s eyes
32:33 – Brittany’s top tip for those looking to become a social pro

Resources

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