the big idea.

After noticing an increase in Americans turning to gofundme to fundraise for essentials like rent, food, and bills, our CEO wrote an op-ed asking congress to take action.

To ensure this article was seen online, I wrote a simple—yet poignant—tweet inspired by Patagonia’s iconic “Don’t buy this jacket” campaign. My 100% organic, non-paid strategy: reinforce the idea that our platform wasn’t made to replace federal relief (and thread to the article). That message resonated with over 20M users, put GoFundMe at the top of Twitter’s trending board for multiple days, and resulted in a New York Times Podcast interview with Kara Swisher.

Weeks after going live, GoFundMe was continually praised across social media channels for its candid and proactive call to action. That impact would be felt for years as Americans continued looking at GoFundMe as an irreplaceable part of the American economy and healthcare system.