{"id":35253,"date":"2026-05-12T13:52:32","date_gmt":"2026-05-12T20:52:32","guid":{"rendered":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/?post_type=resource&#038;p=35253"},"modified":"2026-05-12T13:52:33","modified_gmt":"2026-05-12T20:52:33","slug":"peta-foundation","status":"publish","type":"resource","link":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/case-studies\/peta-foundation\/","title":{"rendered":"PETA Foundation accelerates donor acquisition and reaches new younger donors with GoFundMe experiments"},"content":{"rendered":"\n<section class=\"flex-three-cols \">\n    <div class=\"container\">\n        \n        <div class=\"row\">\n            <div class=\"col-12 intro-text wow animated fadeInUp\">\n                \n\n<h3 class=\"wp-block-heading\" id=\"h-results-from-gofundme-experiments-after-two-weeks\">Results from GoFundMe experiments after two weeks:*<\/h3>\n\n            <\/div>\n        <\/div>\n        \n        <div class=\"row\">\n            <div class=\"col-12 col-lg-4 p-small wow animated fadeInUp\">\n                <div class=\"inner\">\n                    <h3>Nearly 100<\/h3>\n<p>donations in a single day<\/p>\n                <\/div>\n            <\/div>\n\n            <div class=\"col-12 col-lg-4 p-small wow animated fadeInUp\" data-wow-delay=\".3s\">\n                <div class=\"inner\">\n                    <h3>56%<\/h3>\n<p>email opt-in rate from the checkout experiment<\/p>\n                <\/div>\n            <\/div>\n\n            <div class=\"col-12 col-lg-4 p-small wow animated fadeInUp\" data-wow-delay=\".6s\">\n                <div class=\"inner\">\n                    <h3>More than 500<\/h3>\n<p>new email addresses<\/p>\n                <\/div>\n            <\/div>\n        <\/div>\n\n    <\/div>\n<\/section>\n\n\n<p>*Based on 2026 GoFundMe data and PETA Foundation-provided data<\/p>\n\n\n\n<div class=\"wp-block-columns alignfull are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\" id=\"h-low-lift-experiments-high-impact-results\">Low-lift experiments, high-impact results<\/h2>\n\n\n\n<p><a href=\"http:\/\/peta.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">PETA<\/a> wanted a simple way to reach younger donors and grow its supporter base. As digital fundraising evolves, <a href=\"http:\/\/pro.gofundme.com\/c\/resources\/gen-z-nonprofit-report\">connecting with Gen Z donors<\/a> in ways that feel easy and immediate matters more than ever.<\/p>\n\n\n\n<p>The PETA Foundation team participated in GoFundMe&#8217;s experiments, designed to connect nonprofits with donors already active on the platform. That experimentation included:<\/p>\n\n\n\n<p>These experiments gave PETA visibility within a platform where giving was already happening, providing a crucial opportunity to reach a new demographic of supporters. Instead of building campaigns from scratch or driving traffic through expensive promotion, the team could leverage GoFundMe&#8217;s existing donor base through the platform&#8217;s built-in tools.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Driving small donations from people already donating to animal-related causes on GoFundMe<\/li>\n\n\n\n<li>Capturing email addresses and marketing consent from individuals interested in PETA Foundation before a donation is made<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center product-image-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"441\" height=\"908\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2026\/05\/Optimized.gif\" alt=\"\" class=\"wp-image-35273\" style=\"width:auto;height:658px\"\/><figcaption class=\"wp-element-caption\">Checkout experiment on GoFundMe<\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n  <div class=\"classy-quote\">\n    <blockquote>\n      <p class=\"quote-content\">The research is clear\u2014you\u2019re in trouble if you don\u2019t connect with the next generation of donors. The biggest win for us in these experiments is reaching younger supporters. GoFundMe puts us right where we need to be, and we\u2019ve added new supporters to our system who we weren\u2019t reaching before.<\/p>\n\n      \n        <footer>\n                    <p class=\"cite-name\">Chris Merrow<\/p>\n<p class=\"cite-role\">Director of Corporate Partnerships<\/p>\n                  <\/footer>\n\n      \n      <\/blockquote>\n\n        <\/div>\n\n  \n\n\n\n<p>In the first two weeks of the experiments, fast results were delivered for PETA Foundation, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Donation volume: <\/strong>Nearly 100 donations in a single day<\/li>\n\n\n\n<li><strong>Lead generation:<\/strong> 56% email opt-in rate and more than 500 new email addresses<\/li>\n\n\n\n<li><strong>Extended reach:<\/strong> Almost every donor was new to the organization<\/li>\n\n\n\n<li><strong>Operational ease:<\/strong> New leads were easily added to existing donor journeys<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Turning small donations into lasting relationships<\/h2>\n\n\n\n<p>For PETA, being present on GoFundMe is less about running a campaign and more about being discoverable when new supporters are primed to give. As an individual donor himself, Chris mentioned, \u201cIt took me two seconds to donate. That ease is key to getting people to actually follow through with making a gift.\u201d<\/p>\n\n\n\n<p>What started as small-dollar donations quickly revealed a bigger opportunity: long-term engagement. PETA Foundation didn\u2019t need to reinvent its systems\u2014new supporters were easily integrated into existing donor journeys, allowing the team to begin building relationships immediately.<\/p>\n\n\n\n  <div class=\"classy-quote\">\n    <blockquote>\n      <p class=\"quote-content\">With GoFundMe\u2019s experiments, we can bring new supporters into our fundraising stream right away.<\/p>\n\n      \n        <footer>\n                    <p class=\"cite-name\">Chris Merrow<\/p>\n<p class=\"cite-role\">Director of Corporate Partnerships<\/p>\n                  <\/footer>\n\n      \n      <\/blockquote>\n\n        <\/div>\n\n  \n\n\n\n<h2 class=\"wp-block-heading\">Building for the future of fundraising<\/h2>\n\n\n\n<p>Looking ahead, PETA Foundation is exploring community fundraising opportunities on GoFundMe and continuing to test new innovations. The goal is clear: remove friction, expand reach, and empower more people to support animal welfare. In addition, the team is excited about GoFundMe\u2019s <a href=\"https:\/\/gofundme.to\/c\/blog\/how-to-use-ai-to-fundraise\">AI functionality<\/a>, which is designed to create a fundraiser from a simple prompt like &#8220;Make me a fundraiser to help birds in captivity.&#8221; This will reduce fundraiser abandonment and enable PETA\u2019s community to self-organize around moments and stories they care about.<\/p>\n\n\n\n<p>Results reflect PETA Foundation\u2019s campaign strategy and may vary for other organizations.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>Chris\u2019s GoFundMe tips:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Say yes to testing new ideas, and personalize the donor journey when possible.<\/li>\n\n\n\n<li>Add new supporters to existing nurture flows to build long-term engagement.<\/li>\n<\/ol>\n\n\n\n<style>\nfigcaption { text-align: center; }\n.flex-three-cols .inner h3 { font-size: 33px; white-space: nowrap; }\n.cs-header .cs-title h1 { font-size: 54px;}\n.cs-header .cs-logo img { width: auto; }\n\n.bottom-banner .row .c-rad-module__title {\n    display: inline-block;\n    padding-right: 7px;\n    font-size: 36px;\n} \n.cs-products {\n  display: none;\n}\n<\/style>\n<script>\n    setTimeout(() => {\n        const csRadModuleText = document.getElementsByClassName(\"c-rad-module__text\")[0];\n        csRadModuleText.innerText = \"Learn how top nonprofits use GoFundMe to power their fundraising.\";\n    }, 10)\n<\/script>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>*Based on 2026 GoFundMe data and PETA Foundation-provided data Low-lift experiments, high-impact results PETA wanted a simple way to reach younger donors and grow its supporter base. As digital fundraising evolves, connecting with Gen Z donors in ways that feel easy and immediate matters more than ever. The PETA Foundation team participated in GoFundMe&#8217;s experiments, [&hellip;]<\/p>\n","protected":false},"featured_media":35256,"template":"","class_list":["post-35253","resource","type-resource","status-publish","has-post-thumbnail","hentry","resource-category-stories"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.5 (Yoast SEO v25.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>PETA Foundation accelerates donor acquisition and reaches new younger donors with GoFundMe experiments - GoFundMe Pro<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/case-studies\/peta-foundation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PETA Foundation accelerates donor acquisition and reaches new younger donors with GoFundMe experiments\" \/>\n<meta property=\"og:description\" content=\"*Based on 2026 GoFundMe data and PETA Foundation-provided data Low-lift experiments, high-impact results PETA wanted a simple way to reach younger donors and grow its supporter base. 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