Intelligent Ask Amounts outperform static industry donation arrays

Analysis period: October 2024 to May 2025 

Background:

Intelligent Asks uses AI to provide personalized ask amounts, donation frequencies, and nudges for every donor based on your campaign’s specific goals. But AI is only as good as its data. Intelligent Ask Amounts is powered by shared infrastructure that leverages behavioral data from across the GoFundMe ecosystem—including a community of over 200M people and $40B raised through GoFundMe and GoFundMe Pro. While the models are trained on a carefully selected subset, the data is large, diverse, and hyper relevant to nonprofit fundraising.

Hypothesis:

Personalized ask arrays optimized for specific campaign goals will outperform commonly used static donation arrays in driving revenue or conversion.

Design:

Control

• One-size-fits-all ask array commonly used in the nonprofit industry

Challenger

7%

• Intelligent Ask Amounts model optimized for campaign-specific goals (revenue or conversion)

Results:

Key learnings:

 Analysis of real GoFundMe Pro campaign data shows that personalized donation suggestions (“Intelligent Ask Amounts”) outperform standardized amounts. When optimized for maximum revenue, total donation revenue increased by 7%, but donor conversion dropped slightly (-3.8%). When optimized for higher conversion, more people donated (+0.7% conversion), and total revenue still grew (+1.6%). When applying the balanced model, the notable lift in revenue (+3.7%) outsized the modest offset in conversion (-1.3%). Regardless of admin selection, more dollars were raised when Intelligent Ask Amounts were used.