How Second Harvest of Central Florida transformed its digital fundraising experience and doubled conversion rates
Mission
To create hope and nourish lives through a powerful hunger relief network, while multiplying the generosity of a caring community.
Challenge
As Second Harvest of Central Florida prepared for a major technology transformation, the team needed a simpler, more flexible fundraising system that could support growth in recurring giving.
Solution
By implementing GoFundMe Pro, Second Harvest of Central Florida created a more intuitive donation experience and built a stronger foundation to grow and steward monthly donors.
“GoFundMe Pro was the easiest tool for our team to implement during a major technology transformation. The onboarding felt smooth, and we were able to get up and running quickly.”
– Maria Shanley, Director of Marketing and Data Management
Results on GoFundMe Pro over the past nine months:*
Doubled website conversion rate
after launching a new website and donation form
34%
of revenue is from recurring donations
$45.37
average recurring donation amount
89.4%
monthly donor retention rate
*Based on 2025 GoFundMe data and Second Harvest of Central Florida-provided data
Navigating a complex digital transformation
Last year, the Second Harvest of Central Florida team took on a full digital transformation. In a short period, the organization transitioned to a new CRM, launched a new website, implemented integrations, and adopted a new digital fundraising platform.
Managing multiple systems at once created a steep learning curve and increased pressure on the team during an already busy fundraising season.
Driving more impact with smarter digital fundraising tools
To support this transition, Second Harvest of Central Florida implemented GoFundMe Pro as its digital fundraising platform, enabling the team to streamline donation page creation, reduce reliance on external support, and focus more on storytelling moments and connecting supporters to the mission. Features like Intelligent Ask Amounts and recurring donation prompts, which have been shown to increase monthly recurring donations by up to 5.15%, helped align giving opportunities with donor intent.
GoFundMe Pro has made it much faster for our team to create campaigns. Instead of getting stuck on the technical side, we can spend more time focusing on the message and donor experience.
Meeting a critical moment with stronger systems
Shortly after launching GoFundMe Pro in August, Second Harvest of Central Florida faced a surge in demand as more neighbors sought food assistance during a government shutdown. With a new website and donation experience in place, the team was well-positioned to meet the moment and confident that their systems could handle the increased traffic and giving.
Because monthly giving was already integrated into most campaigns, the team saw a notable increase in recurring donations during this period. New monthly donors were welcomed into the Meal Makers program and supported through consistent, meaningful engagement across channels, including email, direct mail, thank-you calls, newsletters, and personalized touches such as birthday cards and facility tours.
Our Meal Makers are some of our most committed supporters. GoFundMe Pro helps remove friction from the giving experience, so they can step up again and again to help their neighbors. That kind of loyalty is incredibly powerful.
Recurring giving plays a central role in Second Harvest of Central Florida’s fundraising strategy, accounting for 34% of total revenue on GoFundMe Pro with 89.4% recurring donor retention rate. Following the launch of the new website and donation forms, the team noticed its website conversion rate doubled—highlighting the impact of a more seamless giving experience and increased support during the government shutdown.
Turning monthly gifts into measurable impact
Second Harvest of Central Florida consistently shows donors the difference their support makes, helping Meal Makers feel connected to a larger mission. A $10 monthly gift can provide up to 40 meals for neighbors facing hunger. The organization’s average monthly gift of $45.37 can provide more than 180 meals each month. By connecting each contribution to tangible outcomes, the team reinforces the value of ongoing support and encourages long-term engagement.*
We’ve built our monthly giving program around the full donor journey. It’s not just about bringing donors in—it’s about showing impact, staying connected, and making sure they feel part of the mission.
*Results reflect Second Harvest of Central Florida’s own campaign strategy and use of GoFundMe Pro’s technology, and may vary for other organizations.
Maria and her team’s GoFundMe Pro tips:
- Approach recurring giving as a full lifecycle strategy. Invest equally in acquisition, stewardship, and re-engagement to drive long-term retention.
- Use shareable reporting links to give your team or leadership real-time visibility into performance without requiring manual reporting or repeated updates.
- Duplicate past campaigns and adjust as needed to save time.
- Implement source codes to see where gifts are coming from across multiple channels.
Intelligent Ask Amounts
Make smarter asks and predict donor behavior with AI and machine learning tools.
