How GoFundMe increased buyer engagement by 60%
GoFundMe builds strong partnerships and enduring trust with nonprofit partners using Highspot Digital Rooms.
Introduction
Giving platform GoFundMe has helped nonprofits and individuals raise over $30 billion. To better support current and prospective nonprofit partners, GoFundMe uses Highspot to:
- Simplify the evaluation process with Digital Rooms
- Act on proven interest with engagement data
- Earn prospect trust and drive decisions
Challenge
Previous system leads to lost trust
Serving nonprofit partners across the globe comes with its fair share of complexity. Because nonprofits have limited time and resources, GoFundMe’s sellers are focused on moving fast and proving value quickly.
“Prospects don’t have time to look at software,” began Conner Smith, mid-market account executive at GoFundMe. “They have an important mission they’re trying to raise money for. We don’t want there to be friction.”
But GoFundMe’s former enablement tool was causing friction. Concerned that recurring friction points might impact its ability to show up as a true partner to prospective and current nonprofit partners, it began exploring other options. With Highspot, GoFundMe set out to rebuild seller trust in enablement and, in turn, improve the buyer experience in every deal.
We had leveraged another platform. Adoption was low. We hadn’t built trust in that system.
Solution
End-to-end enablement reignites engagement
GoFundMe’s teams quickly bought into the platform, with 85% of users regularly using Highspot—far higher than the former tool.
“We’ve heard great feedback from sellers about how easy it is to find the resources they need,” shared Foerster. “That saves time for them to invest more in meaningful conversations with our nonprofit partners, which was what we were looking for when we moved to Highspot.”
In addition to easier access to content and guidance, Highspot provided new buyer engagement capabilities. The team mapped Digital Rooms to their sales process, creating evaluation and onboarding Digital Rooms to simplify key parts of the buying journey. With every share supplying real-time engagement data, sellers and customers success teams alike knew how and when to act. Now, 97% of sellers use external sharing capabilities to simplify engagement workflows and improve the experience for nonprofit partners at every stage in their journey.
Impact
Empowered sellers reach nonprofit partners better
By switching to Highspot, GoFundMe restored seller trust in enablement and, from there, leveled up its buyer engagement workflows. With data-backed deal insights, sellers are better equipped to win over time- and budget-strapped nonprofits.
“ From the field perspective, I know I’m sending the right content at the right time to the right person in the right way,” concluded Smith. “The engagement data is a huge advantage. It helps me prioritize deals, tailor follow-ups, and move opportunities forward more effectively.”
Nonprofits don’t have time for exhaustive evaluations. With Highspot, GoFundMe reduced friction in the deal cycle by simplifying evaluations with Digital Rooms and directing deals with engagement data. These new and improved engagement workflows proved impactful, with external shares driving a 60% increase in buyer engagement.
Tools like Highspot Digital Rooms let you focus more on the conversation and less on the logistics. That's made a huge difference in moving our deal cycles along.
Table of Contents
Listen to the Podcast
Episode 150: Enabling Sellers to Show Up as Trusted Partners in Every Deal
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