(image from pro.gofundme.com/c/resources/the-kindness-gap)
Reduced donor participation does not necessarily mean declining donor intent. And, a high percentage of people who find a charity through social media are likely to donate, often for the first time.
For example, in an examination by GoFundMe of donors on the platform, some 1.3 million donations were made for a campaign started on Facebook with 47% of those believed to be first time gifts. Facebook was the largest referral site while 56% of 375,000 donors via Instagram gave for the first time.
Instagram and Facebook accounted for nearly 80% of first-time gifts from organic social using the GoFundMe platform to make the gift, according to data from the firm.
These are a few of the statistics from “The Kindness Gap,” a new report examining supporter-led and community fundraising on the platform. According to the data provided, on GoFundMe Pro, 63% of donors via GoFundMe Pro who started a recurring giving plan had not previously made a one-time gift.
Nonprofit giving on GoFundMe reportedly grew during the period analyzed (July 2025 through June 2026), with the number of nonprofit donors increasing nearly 10% year over year. The number of fundraisers created for nonprofits increased 62% compared with the prior year, while the number of first-time organizers grew 30%, according to data provided by the firm.
Challenge fundraising, a newer format on GoFundMe, had rapid growth. The number of challenge fundraisers increased 306% year over year, while the number of donors participating in those challenges increased 419%. These fundraisers let supporters connect an activity, such as walking a set number of miles or reading books, to a nonprofit cause, with friends and family donating.
“What stands out is that people are doing more than giving. They’re inviting others to participate,” Steve Froehlich, chief customer growth officer at GoFundMe, said via a statement. “The growth we observed reflects more people taking that active role.”
On average, a nonprofit’s peer-to-peer campaign brought in 123 donors who are new to that cause. Among those new to nonprofit giving on GoFundMe Pro, 16% made another nonprofit gift during the year analyzed and 10% became organizers themselves, according to data from the firm.
The data showed that donors are enticed by community and also want options for giving. In an August 2025 GoFundMe experiment, hiding goal progress reduced completed-gift conversion even as there was an increase in donate-button clicks. Hiding recent donation activity also reduced conversion and total giving. In a test a month later, reducing the donation grid from six suggested amounts to four lowered conversion and donation volume.
“In philanthropy, a donor isn’t just completing a transaction. They’re putting their values — and sometimes their own story — in your hands,” Froehlich said via the statement. “Clear goals, visible momentum, and thoughtful choices can give people the confidence to act. Technology can make that path easier, but the nonprofit’s mission and donor relationships have to remain at the center.”
For the complete findings and methodology read the full GoFundMe report: pro.gofundme.com/c/resources/the-kindness-gap/
