Scaling Impact and Performance • Supporting Those in Need, Every Day

GoFundMe is the world’s largest social fundraising platform, supporting those in need—every day—by making it easy for fundraisers to inspire the world and turn compassion into action. Monks partnered with the brand to scale its impact globally by entering new markets, lowering user acquisition costs on social media, and onboarding more fundraisers and users. Together, we propelled GoFundMe toward being the world’s default giving platform.

As the leading name in giving, GoFundMe faces stiff competition on brand searches, while the cost and competitive environment for paid social ads has also sharply increased over time. By combining Facebook and YouTube channel data with internal data, we developed more channel-specific customer acquisition goals. As a result, we were able to grow monetized fundraisers from branded search by double digit percentages quarter-over-quarter.

Given the diversity of ad types, channels, and targeting that GoFundMe was growing into, ad creative rotation became incredibly important. We continually performed new creative tests to inform strategy in newer, growing markets. This allowed for quicker, more immediately successful launches capable of inspiring the spirit of giving everywhere.