How the American Kidney Fund reached thousands of new donors in two months on GoFundMe
Mission
We fight kidney disease and help people live healthier lives.
Challenge
Expand awareness to reach more people on a new channel
Solution
The American Kidney Fund used GoFundMe’s trusted platform to connect with new donors and grow its community in two months
“Having a presence on GoFundMe instantly boosts our visibility and introduces the American Kidney Fund to people we wouldn’t normally reach.”
– Cara Yanosick, Senior Director of Special Events
Results from GoFundMe experiments after two months:*
Over 6,000
donations
33%
email opt-in rate from the checkout experiment
Over 2,700
individuals gave explicit marketing consent
*Based on 2026 GoFundMe data
Low-lift experiments, high-impact results
Kidney disease affects 1 in 7 Americans—about 37 million people. The American Kidney Fund (AKF) is always looking for ways to reach more people and grow support.
AKF was already using GoFundMe Pro and saw GoFundMe as a way to expand its presence and connect with people beyond its existing network, so the team started working with GoFundMe to test new ways to increase visibility and engage high-intent donors already on the platform.
These experiments made it easy for people to support AKF in the moment:
- Giving supporters the option to add a voluntary $5 donation to AKF within the GoFundMe checkout experience
- Offering supporters the option to share their email and opt in to receive updates from AKF before donating
GoFundMe is a huge brand that carries significant public trust. Being a verified nonprofit on the platform, it gives new donors confidence that they’re supporting a trusted organization.
In just two months, these efforts were associated with more than 6,000 donations, a 33% opt-in rate from the checkout experiment, and over 2,700 individuals gave explicit marketing consent in five weeks. This support helps AKF fight for kidney health for all through programs that address early detection, disease management, financial assistance, clinical research, innovation, and advocacy.
Turning small donations into lasting relationships
Using GoFundMe’s platform, AKF is able to do more than raise funds—it helps build lasting connections.
New donors who came in through the experiments were seamlessly added to AKF’s existing stewardship journey, where they can learn more about programs, resources, and advocacy work. Because everything integrates with their current workflows, the team doesn’t need to take extra steps to get started
My philosophy is that everyone supports a nonprofit in their own way—through time, donations, advocacy, or by spreading the word—and this support evolves over time. Our goal is to meet people where they are, bring them along a journey, and give them multiple ways to get involved.
Building on momentum
At the same time, the team is working to gain more insight into which messages resonate most and how supporters move from awareness to action. With the right insights and strong stewardship, AKF is turning visibility into long-term community support.
Results reflect the American Kidney Fund’s campaign strategy and may vary for other organizations.
Cara and Bianca’s GoFundMe tip:
- Thank your donors. Beyond letting a person know their gift was received, celebrate each and every gift, no matter the size.
