If you’ve ever tried to choose between supporting similar campaigns for the same worthy cause on GoFundMe, you know it can be challenging to pick just one.
That’s why the crowdfunding site launched GoFundMe.org Causes on Thursday. The initiative allows donors to support several campaigns related to one of six causes: animal rescue, mental health, environment, kindergarten through high school classrooms, veterans, and kid heroes.
The company knows its donors are passionate about these issues, said Raquel Rozas, chief marketing officer of GoFundMe. New topics will be added in the future.
A single donation to one cause will be distributed to multiple individuals and nonprofit organizations vetted in part by the new GoFundMe.org, an independent public charity working with GoFundMe.
The goal is to reach people who perhaps wouldn’t have otherwise learned about the campaigns as well as to engage high-profile influencers who prefer to back a broad cause instead of a single fundraiser.
“Our hope is to bring new donors and new communities to these existing campaigns,” said Rozas.
The initiative is an evolution of fundraising GoFundMe was already doing with the Direct Impact Fund, a nonprofit organization that helped fund time-sensitive campaigns for multiple groups working on issues like disaster relief and political crises. That has included support for California wildfire survivors and those affected by the Trump administration’s family separation policy. GoFundMe.org Causes will still include campaigns for urgent campaigns, Rozas said.