Crowdfunding site wants to connect younger donors to nonprofits.

New GoFundMe tools, shown on a smartphone, will make it easier to circulate causes across online platforms in a push to cater toward younger generations. Peter Morgan — The Associated Press.

By JAMES POLLARD | THE ASSOCIATED PRESS

New GoFundMe tools will make it easier to circulate causes across online platforms in a push to cater toward younger generations.

The Redwood City-based crowdfunding site hopes to meet digital natives where they frequently advocate, streamlining donations for a demographic that prefers direct contributions to institutional giving. Among the features rolling out this fall are fundraising widgets for video game streamers, personalized profiles to highlight users’ philanthropic interests and an integrated button on Instagram to donate.

“We play a really important role helping people ask for help and give help in the world,” said GoFundMe CEO Tim Cadogan. “We want to make sure that people can carry that with them, and communicate and express that, in the places where they spend time.”

The products reflect the for-profit company’s internal recognition that Gen Z’s habits make social media an untapped source to drive charitable contributions. Gen Z respondents ages 18-26 are much more likely than older people to regularly share causes or fundraisers on their accounts, according to a survey led this summer by GoFundMe. Half reported doing so at least once a week and 41% said social media content compelled them to investigate or support a cause.

GoFundMe allows users to create online fundraising pages, where both their personal networks and benevolent strangers can help cover large costs with collective gifts. People turn to the platform for help affording basic needs like rent or unexpected emergencies like surgeries. The company collects a transaction fee of 2.9% plus 30 cents for every donation.

It’s not the only player in this space. But GoFundMe, already the largest crowdfunding site with $30 billion generated since 2010 , has recently moved to increase its influence in the philanthropic sector. It signed a deal in 2022 to acquire Classy , an online fundraising platform that facilitates giving specifically for nonprofits.

This latest announcement marks GoFundMe’s entrance into a market dominated by competitor Tiltify, which enables fundraising on virtual livestreams. On Monday, GoFundMe released in-video fundraising widgets for live streamers across platforms including Twitch and Instagram Live. A QR code brings viewers to the donation page and a tracker shows how close the campaign is to reach its goal.

The moves also signal the continuation of GoFundMe’s attempts to better serve nonprofit partners in addition to everyday organizers.

A Meta partnership will launch Oct. 31 on Instagram for organizers in the United States, Canada, United Kingdom, Ireland and Australia.

Associated Press coverage of philanthropy and nonprofits receives support through the AP’s collaboration with The Conversation US, with funding from Lilly Endowment Inc.