How the GoFundMe Debacle Demonstrates Failed Leadership
October 23, 2025 | By David M. Wagner
My LinkedIn feed blew up this week with responses to GoFundMe’s questionable choice to create 1.4 million fundraising pages for nonprofits (including libraries!) – without notifying those “beneficiaries.”
If you haven’t seen this story yet, here’s a very brief summary:
GoFundMe used data from IRS filings and other sources to create pages for nonprofit organizations who are not customers of theirs. Individuals searching online for how to give to one of those organizations may find that page – often ranked higher in search results than the organizations’ own pages – where they are encouraged to make a donation.
I’m not a fundraising export and I don’t have an opinion about GoFundMe as a platform. My fundraising colleagues, on the other hand, have pointed out many issues with this approach.
(TL;DR: this post provides a great summary of the issues, how to find out if your organization is affected, and what to do about it.)
My interest is in what this debacle can teach about leadership.
If you’ll indulge me, here’s how I think GoFundMe has failed on the two most important aspects of leadership – decision-making and communication – and what leaders can learn from their error(s).
Make Good Decisions
GoFundMe’s goal is to bring more nonprofits to their platform.
However, they seem to have misunderstood the importance of, and the negative impact of this approach on, nonprofits’ direct relationships with their donors.
Consequently, they have broken one of the core principles they tout for their platform: trust.
Here are three questions you can ask when making a decision to avoid similar consequences:
What option(s) will meet your goals? (Here’s a way to evaluate complicated choices)
How well do those choices align with your values, purpose, and mission?
How will this decision affect others and how will I address that impact? (Here’s how to handle emotionally fraught choices)
Communicate Clearly, Compassionately, Candidly
GoFundMe’s communications missteps have included:
Leaving affected nonprofits out of the conversation or decision about creating fundraising pages on their behalf (steps to make inclusive decisions)
For visitors to their hosted pages, not being transparent about fees they take from donations or when the named organizations have no affiliation with GoFundMe
In their response to the outcry, failing to acknowledge the harm they caused or take corrective actions that address the primary issue (here’s a better way to apologize)
(Aside: While researching this post, I stumbled across a job post at GoFundMe…for a new Director of Corporate Communications. Coincidence?)
There are certain universal principles when it comes to effective communication as a leader: Be clear. Be direct. Be transparent.
Follow those principles, and you’ll build trust while avoiding confusion – the opposite of what GoFundMe has done.
I’m truly not interested in bashing GoFundMe. If their platform meets your fundraising needs and you choose to use them, that’s wonderful!
Their handling of this “feature” rollout, however, serves as a reminder of the importance of putting others at the center of your decisions and communications. And if there’s an important decision you’re facing or issue you could use help communicating with your stakeholders, let’s chat about how I can help.