#StandForsomething: lemonade stands for good

Research shows that children as early as seven years old begin to connect asking for help with not appearing smart in front of others. But at GoFundMe, we believe that no one should ever be afraid to ask for help. So we built a campaign to show kids how fun it can be to give back while asking for support from your community.

Using the insight that kids and communities were already using GoFundMe as “digital lemonade stands,” we created #StandForSomething—a program encouraging parents and their kids to start real-life lemonade stands for charity. The twist: instead of “buying” a cup of lemonade at the stand, customers could scan a custom QR code and be taken directly to a GoFundMe where they could support the family’s chosen nonprofit.

In partnership with ATTN: and VistaPrint, we promoted and shipped toolkits to families who wanted to sign up. Each kit had everything needed to fundraise for charity at their own lemonade stand: banners, stickers, recipes, and their custom QR code.

To promote the campaign, we partnered with several family-friendly influencers to film content and share it with their audiences. These videos received over 68K total engagements and over 35K likes on TikTok—averaging 5x ATTN:’s benchmarks. By the end of the month-long campaign, over $60,000 was raised for a diverse range of charities across the country.

This campaign won at the 15th Annual Shorty Awards.