GoFundMe's product is human connection. REACH built a creator campaign around the only thing that actually makes people donate: a story they believe in.
GoFundMe needed to drive awareness and donation intent through creator content that felt genuine -- not charity marketing, not guilt-driven, but authentic stories about real people helping real people. The challenge was finding creators who could carry that emotional weight without making it feel like an ad.
Cause-driven content fails when it feels manufactured. The audience can tell the difference between a creator who genuinely cares and one who's reading a brief. REACH had to find the former.
REACH identified and managed creators who could tell GoFundMe's story in a way that moved people to act. We developed a framework for creator storytelling -- personal narratives, community stories, cause-driven content -- that aligned with GoFundMe's brand while giving each creator complete creative latitude.
Video content was the primary format, with creators producing short-form documentary-style stories for TikTok and Instagram. The emphasis was on real emotional resonance over polished production -- content that felt pulled from life, not from a storyboard.
The most powerful ad for GoFundMe is a story someone actually shares.
Creator content built around emotional narrative, not product features or campaign talking points
Short-form video, documentary-style storytelling, and organic sharing across platforms
Full creative latitude given within brand story framework -- no scripted deliverables
The mechanics of social sharing are emotional. Content gets shared when it makes someone feel something strong enough to want another person to feel it too. REACH built the GoFundMe creator campaign with that principle at its center: not "what should we say about GoFundMe," but "what story will make someone stop scrolling and reach for their wallet."
The campaign framework is designed for series execution -- the same emotional architecture that worked here can power quarterly storytelling campaigns without feeling repetitive.