How GoFundMe Advertises on Meta

# Ad summary This ad features a sunset over the ocean with the text overlayed, addressing people's fear of starting a GoFundMe. It encourages users to start a GoFundMe today. # Brand positioning GoFundMe is presented as a platform that can help people achieve their dreams. The ad acknowledges the common anxieties associated with starting a fundraising campaign, such as the fear of failure or lack of support. However, it counters these fears by emphasizing the potential for success and the realization of one's dreams, positioning GoFundMe as a tool that can turn dreams into reality. The brand aligns with values of hope, empowerment, and community support, pushing against the norm of self-reliance by encouraging people to ask for help when they need it. The brand's positioning is emotional. # Product GoFundMe is presented as a fundraising platform that allows individuals to raise money for various needs and dreams. The ad addresses potential purchase barriers by acknowledging the fear of starting a campaign, such as concerns about whether anyone will donate. It encourages users to overcome this fear by focusing on the potential positive outcomes, such as raising the necessary funds and achieving their dreams. The product is for anyone with a dream or need that requires financial assistance, addressing the common concerns of whether or not the platform will be effective. # Visual style The ad has a natural aesthetic with a static shot and smooth transitions. The production quality is polished and high-end, contributing to a hopeful and inspiring tone. The pacing is slow and consistent, with the visuals complementing the reflective messaging. # Benefits - [object Object] # Features - [object Object] # Call to action Start a GoFundMe today # Point of view - [object Object] # Storyline - 00:00–00:03 The ad starts by addressing the viewer's fear of starting a GoFundMe. - 00:03–00:07 It then questions what if no one donates. - 00:07–00:12 Then the ad transitions and flips the perspective by asking, what if it works? - 00:12–00:15 The ad continues by asking, what if you raise everything you need? - 00:15–00:19 The ad questions what if your dream actually happens because you dared to ask. - 00:19–00:22 Then asks what if this is it? - 00:22–00:23 The ad encourages the viewer to start a GoFundMe today.

# Ad summary This ad features a man explaining that he needs help because he has terminal cancer and needs to raise money to pay for his treatment. He served four and a half years and did a couple of deployments to Afghanistan. A man says they told him that they saw him in October and told him that he would not be here in a couple more months. He says that he has a four-month-old baby girl and a three-year-old that he fights like hell to be here for every single day. # Brand positioning This ad promotes a GoFundMe campaign that supports Casey and other veterans and their families across the United States. The brand's mission is to aid veterans in need, particularly those facing serious health challenges and financial difficulties. The brand positions itself as a support system for veterans, emphasizing the urgency and importance of providing timely assistance to improve their quality of life and spend valuable time with their families. The brand’s efforts are framed with an emotional appeal, showing veterans as resilient individuals who have served their country and now require help to fight personal battles. # Product The advertised product is the For Your Service GoFundMe Community page, which is a fundraising platform aimed at supporting veterans and their families across the United States. It works by allowing individuals to donate money to help veterans like Casey, who are facing significant health and financial hardships. The platform is designed to facilitate quick and efficient fundraising, providing a means for veterans to access necessary treatments and improve their quality of life. The ad directly addresses the urgency of Casey's situation, emphasizing that financial support is critical for his immediate medical needs and overall well-being. The GoFundMe page is presented as a solution to help veterans receive timely assistance that can profoundly impact their ability to cope with severe health conditions and spend precious time with their families. # Visual style The ad has a casual and realistic aesthetic, resembling user-generated content. It features natural lighting and handheld camera work, contributing to a documentary-style feel. The editing style is simple with basic transitions. The production quality is modest, reflecting an authentic, on-the-ground perspective rather than a highly polished commercial. The ad's pacing is conversational, syncing with the dialogue and emotional tone of the conversation. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 A man stops another man at a motorcycle shop, asking for help. - 00:03–00:12 The man who was stopped says that he has terminal brain cancer that has been a pain in his butt for the last few years. - 00:12–00:18 The man says that he was in the military for four and a half years and served a couple of deployments to Afghanistan. - 00:18–00:25 The man states that he got another brain surgery scheduled for next Wednesday. He says that the doctors told him in October that he would not be here in a couple of months. - 00:25–00:28 The man says that he has a four-month-old baby girl and a three-year-old to be here for. - 00:28–00:31 The man continues by saying that he fights like hell to be here every single day for them. - 00:31–00:34 The man states that he needs treatment right now to heal up. - 00:34–00:36 The man who originally stopped him asks if it has been tough financially. - 00:36–00:43 The man replies by stating that it has been tough financially and he cannot raise money to save his life and to raise $60,000 to take him three to four years to do it. - 00:43–00:47 The ad ends by stating that all he dreams of is being able to spend as much time as he can with his kids.

# Ad summary This ad promotes GoFundMe as a way to help pay for dementia care. The ad features a young woman dancing and singing with her elderly mother, who is living with dementia. An overlay explains that while dementia can take away memories, it can't take away her smile. The ad concludes with a CTA to start a GoFundMe. # Brand positioning This ad for GoFundMe positions the platform as a tool for families to raise money for critical elder care. The brand aligns with values of compassion and community support. The ad breaks from the norm of GoFundMe spots that typically focus on unexpected tragedies, instead focusing on the long-term costs and care associated with a disease like dementia. The brand positioning is primarily emotional, focusing on family, love, and joy. # Product This ad promotes the GoFundMe platform as a way to raise money for dementia care, specifically to fund the care of loved ones living with the disease. It highlights that GoFundMe is a tool to support families facing the financial challenges of dementia care. The ad addresses the significant costs associated with caring for someone with dementia. # Visual style The ad has a natural, unpolished aesthetic, suggesting a spontaneous moment captured on a smartphone. The editing is simple, using direct cuts between shots. The production quality has a UGC feel, lending authenticity to the ad. The pacing is relaxed, focusing on emotional connection rather than rapid cuts. # Call to action Start a GoFundMe # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with an elderly woman sitting outside and singing along to a song with her daughter. The intent is to convey a moment of joy and connection between mother and daughter. - 00:03–00:05 The scene cuts to the daughter laughing as her mother continues to sing. The message is that despite the challenges of dementia, moments of happiness are still possible. - 00:05–00:08 The ad returns to the mother singing, again highlighting her smile and positive spirit. This is designed to reinforce the idea that dementia doesn't have to erase joy. - 00:08–00:11 The scene cuts back to the daughter laughing with her mother. The daughter's laughter shows the continued enjoyment and positivity in their relationship. - 00:11–00:18 The ad returns to the mother singing again, emphasizing her smile. This reinforces the ad's central message: dementia can't take away her smile.

# Ad summary This ad utilizes a compilation of emotional reactions to GoFundMe donations. It emphasizes gratitude and the impact of donations on individuals. # Brand positioning GoFundMe is presented as a platform that facilitates meaningful connections and provides crucial financial support, enabling individuals to achieve their goals and dreams. The emotional reactions showcased underscore the direct, positive impact of donations, emphasizing the brand's role in fostering community support and bringing about positive change in people's lives. GoFundMe positions itself as a resource for those in need and a platform for those looking to contribute to meaningful causes, thus occupying a space of social responsibility and collective empowerment. # Product GoFundMe is an online platform that enables individuals and organizations to raise money for various causes, projects, and personal needs. The ad highlights the emotional impact of receiving donations through GoFundMe, showcasing genuine reactions of gratitude and relief. The platform's USP lies in its ability to facilitate direct financial support from a community, addressing the financial barriers individuals face when pursuing essential needs. The ad implicitly suggests that GoFundMe is a reliable and effective way to garner support for various needs, and a simple way to give back to those in need. # Visual style The ad features a UGC-style aesthetic, utilizing authentic reactions captured in various settings. The editing rhythm is paced to emphasize emotional moments, with quick cuts to show multiple reactions in succession. The production quality varies as it is a compilation of user-generated clips, maintaining a raw, relatable feel, while the end screen is a polished graphic. # Benefits - [object Object] - [object Object] # Call to action Start a GoFundMe # Point of view - [object Object] # Storyline - 00:00–00:01 A woman exclaims "We reached 2000?!", expressing surprise and excitement. - 00:01–00:02 A man emotionally asks "Are you kidding me?", conveying disbelief and deep gratitude. - 00:02–00:03 A person states "I'm not crying. You're crying." implying that they are touched by the generosity. - 00:03–00:07 A person says "Just crying in the club. It's fine everyone, it's fine." as they dab their eyes with a tissue, showing how the support moves them deeply. - 00:07–00:09 The woman from the first scene reacts, saying "Whoa!", expressing joy and thankfulness. - 00:09–00:11 A man says "So this is just mind blowing", reinforcing the overwhelming feeling of gratitude. - 00:11–00:13 The ad concludes with a visual prompt to "Start a GoFundMe."

# Ad summary An influencer interviews an 86-year-old woman and discovers she's the widow of a Marine Corps veteran. He surprises her by announcing a fundraiser in her husband's honor. # Brand positioning This ad promotes a fundraiser supporting veterans and their families across the U.S. The brand positions itself as a champion for veterans and their families, aiming to foster a sense of community and support. The brand conveys empathy, respect, and a commitment to giving back to those who have served. # Product The "For Your Service GoFundMe Community page" is a fundraising platform aimed at providing support to veterans and their families across the U.S. The platform facilitates donations from the public to aid veterans, addressing financial needs and promoting community support. The ad emphasizes that contributions will provide tangible assistance to veterans and their families. # Visual style The ad has a casual, unpolished aesthetic with natural lighting and static camera shots, which give it a UGC feel. The editing style is straightforward, with cuts that match the pacing of the dialogue. The overall visual style emphasizes authenticity and sincerity, aiming to connect with the audience through a relatable and heartfelt narrative. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action You can support Elaine, and other veterans and their families across the U.S. at the For Your Service GoFundMe Community page. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 The video opens with the influencer approaching a woman at a bar, seeking to interview her. This sets the scene for a casual, man-on-the-street style interview. - 00:03–00:17 The influencer learns that the woman is 86 years old, still working, and will soon commemorate the second anniversary of her husband's passing. These details humanize her and add depth to her story, creating an emotional connection with the audience. - 00:17–00:40 The woman reveals that her late husband served in the Marine Corps, prompting the influencer to share that he is traveling to 50 states to help 50 veterans in her husband's honor. This revelation pivots the tone from casual conversation to a heartfelt tribute, emphasizing the fundraiser's purpose. - 00:40–00:50 The influencer announces a fundraiser aimed at reaching 15 million people, assuring the woman that significant support will come her way. This moment aims to inspire hope and highlights the potential impact of the fundraiser, encouraging viewers to participate. - 00:50–00:55 The video concludes with a call to action, directing viewers to the "For Your Service GoFundMe Community page" to support Elaine and other veterans. This provides a clear path for viewers to contribute, reinforcing the fundraiser's accessibility and the opportunity to make a difference.

# Ad summary This ad features a compilation of UGC-style testimonials from people expressing gratitude for donations received through GoFundMe. The ad emphasizes the emotional impact and positive outcomes of crowdfunding. # Brand positioning GoFundMe is presented as a platform that enables individuals to raise money for personal causes and needs. The brand aligns with values of community support, empathy, and empowerment, providing a way for people to seek and receive financial assistance from others. GoFundMe appears to be pushing against the isolation and self-reliance of modern life, offering a channel for collective action during personal crises. The brand positioning leans heavily on emotional connection and the impact of generosity. # Product GoFundMe is a crowdfunding platform that allows individuals to create fundraising campaigns for various purposes, such as medical expenses, personal emergencies, or community projects. The platform enables users to share their stories and solicit donations from friends, family, and the broader online community. The ad highlights the positive impact of the donations received through GoFundMe, emphasizing the gratitude and relief experienced by recipients. The core offering is a means to overcome financial obstacles through collective support, with the platform serving as a conduit for generosity and aid. # Visual style The ad features a UGC-style aesthetic, with various individuals recording themselves, indicating a low-budget and authentic feel. The editing includes quick cuts between speakers. The pacing maintains a moderate tempo, matching the emotional tone of the testimonials. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Start a GoFundMe # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with diverse individuals expressing heartfelt gratitude to GoFundMe donors. - 00:02–00:07 The individuals show emotional responses of happiness and relief, demonstrating the positive impact of the received donations. - 00:08–00:10 The ad transitions to a shot of text promoting GoFundMe.

# Ad summary This GoFundMe ad uses a scenic nature video with inspiring text overlays to encourage people who are afraid to start a GoFundMe campaign to challenge their fears. By flipping the script from a negative question ('What if no one donates?') to positive possibilities ('What if it works?'), the ad aims to empower viewers and prompt them to start a campaign. # Brand positioning GoFundMe is presented as an empowering platform for individuals to realize their dreams by overcoming their fears and daring to ask for help. The brand aligns with values of hope, possibility, and community support, positioning itself against the norm of self-reliance and fear of judgment. It focuses on the emotional aspect of fundraising, encouraging users to take a leap of faith and see what they can achieve. # Product GoFundMe is a fundraising platform that allows individuals to raise money for various needs and aspirations. The ad highlights its use for anyone with a dream or cause, particularly targeting those who may be hesitant to start a campaign due to fear of failure or lack of support. It addresses potential purchase barriers by flipping negative thoughts into positive possibilities, such as 'What if it works?' and 'What if you raise everything you need?' The ad encourages viewers to start a GoFundMe today, conveying the message that taking the first step can lead to achieving their dreams. # Visual style The ad features a polished, natural aesthetic with a focus on the beauty of the natural environment. The editing style is simple and straightforward, with static shots and smooth zooms to maintain a calming rhythm. The production quality is high, showcasing a professional commercial feel that supports the brand’s message of empowerment and possibility. The pacing is consistent, with a slow, deliberate progression that mirrors the thoughtful tone of the ad. Text overlays are timed to emphasize key questions and calls to action. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Start a GoFundMe today # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03: The ad opens with a wide shot of a beautiful waterfall surrounded by lush greenery. This scenic view aims to capture attention and create a calming atmosphere. The text overlay asks, 'You're afraid to start a GoFundMe,' directly addressing a potential viewer concern. This sets the stage by identifying a common barrier to using the platform and introducing the central theme of overcoming fear from the brand’s perspective. - 00:03–00:06 00:03–00:06: The camera maintains its position while the text overlay changes to 'What if no one donates?' This phrase highlights a specific fear related to fundraising, adding emotional tension. The continuous natural scene provides a backdrop of peace, creating a contrast with the viewer's anxiety, further setting up the problem that the ad aims to address. - 00:06–00:09 00:06–00:09: The text overlay shifts to 'But flip it,' suggesting a change in perspective. This transition marks a turning point in the ad’s narrative, indicating that the focus is shifting from fear to possibility. The visual remains consistent, reinforcing the idea of changing one’s mindset without altering the underlying situation. - 00:09–00:12 00:09–00:12: As the camera zooms closer to the waterfall, the text overlay asks, 'What if it works?' This question introduces a positive alternative to the previous fear, sparking curiosity. The camera’s motion towards the waterfall visually symbolizes moving closer to one’s goals, encouraging a more optimistic outlook. - 00:12–00:15 00:12–00:15: The camera continues to move closer, now focusing directly on the cascading water. The text overlay poses another question: 'What if you raise everything you need?' This amplifies the positive possibilities and encourages the viewer to imagine success. The visual intensity of the waterfall reinforces the potential impact of achieving one’s fundraising goals. - 00:15–00:18 00:15–00:18: The view is now nearly engulfed by the waterfall as the text overlay asks, 'What if your dream actually happens because you dared to ask?' This reinforces the central message that daring to ask can lead to significant positive outcomes. The close-up view of the powerful waterfall symbolizes the potential realization of dreams through GoFundMe. - 00:18–00:20 00:18–00:20: The camera zooms out slightly, providing a clearer view of the waterfall again, while the text overlay presents the question: 'What if this is it?' This question frames the opportunity to start a GoFundMe campaign as a pivotal moment, urging the viewer to consider that this could be the key to achieving their aspirations. - 00:20–00:22 00:20–00:22: The ad concludes with a final shot of the waterfall and the text overlay 'Start a GoFundMe today.' This serves as a direct call to action, encouraging immediate engagement with the platform. The return to the wider view provides a sense of possibility, reinforcing the message of empowerment and action.

# Ad summary This advertisement aims to showcase the convenience and usefulness of using GoFundMe, illustrating its versatility for various fundraising initiatives. It uses a friendly tone and simple visuals to reassure users that starting a fundraiser is easier than it seems. # Brand positioning GoFundMe is presented as an accessible platform for people looking to raise money for any cause, from personal needs to community projects. The brand emphasizes simplicity and support, positioning itself as a user-friendly tool that helps people overcome the overwhelming aspects of fundraising. By offering 'smart coaching,' GoFundMe aims to be more than just a fundraising platform, but also a helpful resource that guides users through the process. The brand's tone is encouraging and supportive, suggesting a community-oriented approach. # Product GoFundMe is an online fundraising platform that allows individuals and groups to raise money for various purposes. It features 'smart coaching,' which is presented as a supportive tool to guide users through the fundraising process, making it feel like 'texting with a friend who knows pretty much everything about fundraising.' The platform supports diverse fundraising goals, as demonstrated by examples such as rebuilding a town hall, supporting a food project, and funding cancer research. GoFundMe addresses the potential barrier of feeling overwhelmed by assuring users that starting a fundraiser 'is easier than you think.' # Visual style The ad features a clean, minimalist visual style with a light green and dark green color scheme. The editing style uses smooth transitions and simple animations, giving it a modern and user-friendly feel. The production quality is polished, combining graphic elements with real-life images of people and projects. The pacing is moderate, with cuts timed to match the voiceover, enhancing the ad's clarity and flow. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Start a GoFundMe # Point of view - [object Object] # Storyline - 00:00–00:01 The ad starts with the GoFundMe logo displayed on a light green background. - 00:01–00:06 00:01–00:06 Multiple images showcasing different fundraising goals rotate into the frame, each accompanied by progress bars. The voiceover states that with GoFundMe, you can start a fundraiser for 'just about anything', creating a sense of versatility and possibility. - 00:07–00:11 00:07–00:11 The screen transitions to resemble a messaging app interface. The narrator says, 'If you want any help, you can get started with smart coaching,' prompting the user to start the process. - 00:12–00:15 00:12–00:15 Continuing the messaging interface concept, the narrator describes 'smart coaching' as 'sort of like texting with a friend who knows pretty much everything about fundraising,' highlighting its user-friendly nature. - 00:15–00:20 00:15–00:20 A simulated typing animation appears in the messaging interface, followed by a customer sharing their fundraising goal: 'I'm rebuilding my bookstore after a fire.' The narrator assures viewers that 'it's normal to feel overwhelmed, but it's easier than you think'. - 00:20–00:26 00:20–00:26 The ad shifts to show successful GoFundMe campaigns, displaying various causes and the number of supporters. The narrator concludes, 'Now, it's your turn,' encouraging viewers to start their own fundraisers. - 00:26–00:29 00:26–00:29 The ad ends with a direct CTA, 'Start a GoFundMe,' on a light green background.

# Ad summary The ad highlights three tax return activities that may cost taxpayers thousands of dollars, suggesting a potential opportunity to optimize their tax strategy. # Brand positioning The brand is presented as a financial expert, providing insights into tax-related activities that could potentially cost individuals money. The brand positions itself as a helpful resource for optimizing tax returns, implying a focus on expertise, accuracy, and financial well-being. # Product The ad focuses on the concept of tax return optimization rather than a tangible product. The 'product' being promoted is the brand's expertise in identifying potentially costly tax activities and, by implication, their services that could help avoid these pitfalls. The ad highlights three specific activities, including donating cash while selling appreciated stock, donating cash while holding appreciated stock, and making all contributions in December. The ad subtly addresses the barrier of complex tax regulations, suggesting that these oversights can lead to financial losses. # Visual style The ad features a clean and minimalist visual style, using a solid color background and simple text boxes to present information. The design emphasizes clarity and readability, resembling a screen from an app or website. The use of a single color palette and straightforward typography contributes to a professional and informative aesthetic. # Hooks Headline: Three activities on your tax return that could be costing you thousands. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by capturing attention and conveying a sense of urgency and potential loss by stating that there are "Three activities on your tax return that could be costing you thousands", told from the brand's perspective. - The brand then presents three specific scenarios presented as "ACTIVITY 1," "ACTIVITY 2," and "ACTIVITY 3," that taxpayers may unknowingly engage in that lead to financial loss.

# Ad summary This ad presents six reasons to start a GoFundMe campaign by displaying them in a grid format, with each reason represented by an icon and corresponding text. # Brand positioning This ad positions GoFundMe as a tool to facilitate various personal and community needs. The brand offers a platform for individuals and organizations to collect funds for a wide range of purposes, including business ventures, medical expenses, memorials, emergency situations, nonprofit initiatives, and animal-related causes. The brand aligns with a tone of support, community, and empowerment, suggesting that anyone can leverage the platform to achieve their fundraising goals. GoFundMe distinguishes itself by covering a wide array of personal needs and enabling direct support from communities and individuals. # Product The product being advertised is GoFundMe, a fundraising platform that allows users to collect money for a variety of causes. The ad showcases different use cases such as business, medical, memorial, emergency, nonprofit, and animal-related fundraising. The platform is intended for individuals, groups, and organizations that need financial assistance for these specified categories. The ad conveys that GoFundMe addresses the pain points associated with funding these needs, providing a convenient and accessible way to raise money. Each category is represented visually through corresponding icons, enhancing clarity and appealing to a broad audience. # Visual style The ad uses a clean, minimalist visual style with a grid layout, simple line art icons, and a muted color palette. The use of emojis adds a touch of friendliness. The design is straightforward and easy to scan, aiming for clarity and quick comprehension. # Hooks Headline: Reasons to start a GoFundMe # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by presenting six different categories or reasons to start a GoFundMe campaign. The brand is presenting these to the user as common reasons to use the platform to get them thinking of if they might have a need that GoFundMe could help with. The message is to inform viewers about the range of possibilities that GoFundMe can support.

# Ad summary This ad depicts a whiteboard with a drawn diagram. The diagram is a vertical line connecting three points labeled 'Crisis,' 'GoFundMe,' and 'Hope.' A button at the bottom reads 'Start a GoFundMe,' suggesting the platform can help users transition from a crisis to a hopeful outcome. # Brand positioning GoFundMe aims to occupy the space of a platform that provides immediate financial relief and community support during times of personal crisis. The brand conveys a message of empowerment, connecting people in need with a network of donors to foster hope and resilience. The brand appears to push against the often isolating nature of personal crises, instead providing an accessible tool and community to help those in need. The brand positioning focuses on both functional benefits (raising money quickly) and emotional benefits (offering hope and support). # Product GoFundMe is a fundraising platform that allows individuals to raise money for personal causes, emergencies, or projects. It works by connecting people in need with a network of donors who can contribute funds. The product is for anyone facing a financial crisis or needing support for a specific goal. The ad highlights the platform's ability to transform a 'Crisis' into 'Hope,' suggesting a quick and effective way to access financial assistance. A key unique selling point is the platform's role as an intermediary that provides resources in times of need. The platform addresses the purchase barrier of helplessness by providing a simple solution to create a means of collecting support. # Visual style The ad features a simple, clean visual style, resembling a diagram drawn on a whiteboard. The production quality mimics a snapshot of a real whiteboard setup, lending it an authentic and approachable feel. The visual motif centers around the diagram's timeline, which connects moments of crisis with the solution offered by GoFundMe. The image treatment appears unfiltered, emphasizing clarity and directness. The typography is integrated seamlessly, with clear, legible text. The ad's style contrasts with polished or high-design aesthetics, opting for a more straightforward, relatable presentation. # Hooks Headline: None used # Call to action Start a GoFundMe # Point of view - [object Object] # Storyline - The ad starts with the word 'Crisis' at the top of the diagram, visually setting the initial state of the user. This is included to immediately resonate with those who are facing hardships. The brand is telling this part of the story from the perspective of a potential user who is experiencing a difficult situation. - The line progresses downward to 'GoFundMe,' illustrating the platform's role as a direct solution to move the user from crisis to support. This is included to show the platform as the central intervention point. The brand is presenting its platform as the means to navigate through the crisis. - The line concludes with 'Hope,' showing the positive outcome and emotional relief that the platform aims to deliver. This is included to reinforce the ultimate benefit of using GoFundMe. The brand shows that the user can find hope through the platform. - A button at the bottom reads 'Start a GoFundMe' to encourage users to take immediate action and begin their fundraising journey. This is included as a clear call to action. The brand provides a means for users to take action and seek aid.

# Ad summary This ad for GoFundMe highlights the Smart Coaching feature. The ad emphasizes that people can fundraise for 'just about anything' and that the Smart Coaching feature is there to help them get started. # Brand positioning GoFundMe aims to occupy the space of an accessible and supportive fundraising platform for a wide array of causes. It promotes values of community support and individual empowerment, positioning itself as a resource for anyone needing financial assistance for personal or communal projects. The brand differentiates itself by offering Smart Coaching, implying personalized guidance and support to ease the fundraising process. GoFundMe's positioning is both functional, providing a platform for fundraising, and emotional, fostering hope and community connection. # Product GoFundMe is presented as an online platform that allows individuals to create fundraisers for various causes, highlighted by the phrase 'just about anything.' The ad introduces 'Smart Coaching', a feature designed to guide users through the fundraising process. Smart Coaching is described as being 'sort of like texting with a friend who knows pretty much everything about fundraising.' The ad addresses the potential purchase barrier of feeling overwhelmed by assuring users that starting a fundraiser is 'easier than you think.' # Visual style The ad has a clean and simple aesthetic, utilizing a consistent color palette of light and dark greens. The editing style involves quick cuts and smooth transitions, mimicking the fast-paced nature of social media content. Production quality appears polished but maintains a UGC feel through the use of real-life fundraiser examples. The pacing is moderate, with a consistent rhythm that keeps the viewer engaged without feeling overwhelmed. # Benefits - [object Object] # Features - [object Object] # Call to action Start a GoFundMe # Point of view - [object Object] # Storyline - 00:00–00:01 The GoFundMe logo appears on a pale green background. - 00:01–00:07 00:01–00:07 The ad rapidly presents example GoFundMe campaigns through a series of quick visuals. The message here is that you can start a GoFundMe for 'just about anything.' The voiceover is light and casual to give the impression that starting a GoFundMe is accessible to anyone. - 00:07–00:11 00:07-00:11 The ad transitions to an interface of a cursor selecting a 'Start a GoFundMe' button, which then leads to a pop-up about getting started with 'Smart Coaching'. The message conveyed here is that help is available if you want it and that one of the features available is Smart Coaching. - 00:11–00:16 00:11–00:16 The ad transitions to what looks like a text message interface where GoFundMe Smart Coaching introduces itself to the user. The message here is to create a sense of comfort and accessibility by showing what the Smart Coaching feature looks like in action. - 00:16–00:21 00:16–00:21 The ad continues with the text message interface, where the speaker talks about feeling overwhelmed, but that it's 'easier than you think'. - 00:21–00:26 00:21–00:26 A variety of GoFundMe fundraiser cards are shown. The speaker states 'now it's your turn.' The intention here is to show examples of successful fundraisers to inspire the user to start their own. - 00:26–00:29 00:26–00:29 A final shot of the 'Start a GoFundMe' button appears, reiterating the call to action to the user.

# Ad summary The ad shows a horizontal line with 'Crisis', 'GoFundMe', and 'Hope' labels as a metaphor for how the platform supports people in times of need and helps them find hope. # Brand positioning GoFundMe is positioned as a platform that empowers individuals to seek support during times of crisis and connects them with a community, ultimately fostering hope and recovery. The ad's focus on a direct and simple visual metaphor underscores GoFundMe's role as an intermediary, facilitating the transition from hardship to a more positive future. The brand's tone is optimistic and solution-oriented. # Product GoFundMe is an online fundraising platform that enables individuals, groups, and organizations to raise money for various causes, projects, or personal needs. It works by providing a space for users to create and share their stories, allowing them to solicit donations from friends, family, and the broader online community. GoFundMe addresses the barrier of financial hardship by offering a tool to alleviate financial burdens through collective support. The ad shows the platform as a mechanism for moving from "crisis" to "hope". # Visual style The ad has a minimalist, flat design with a clean and simple infographic style. It features solid blocks of color with no gradients or textures. The visual elements are arranged to guide the viewer’s eye from left to right. Production quality appears highly polished and intentionally simple. # Hooks Headline: None used # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Start a GoFundMe # Point of view - [object Object] - [object Object] # Storyline - The ad begins with 'Crisis,' representing a difficult situation that requires immediate assistance. This is presented from the customer's perspective, highlighting the starting point of needing support. - Next, the ad moves to 'GoFundMe,' emphasizing the platform as the solution to help navigate through the crisis. This part of the story is told from the brand's perspective, showcasing its role as a facilitator. - Finally, the ad concludes with 'Hope,' illustrating the positive outcome achieved through using GoFundMe. This is shown from the customer's perspective, conveying the ultimate goal of finding relief and a better future.

# Ad summary This ad promotes GoFundMe as a place to start fundraising for a variety of causes, including education, medical expenses, memorials, animals, the environment, business ventures, and community projects. # Brand positioning GoFundMe is positioned as an accessible platform to create a fundraising page for various needs, from education and medical expenses to community projects and memorial funds. The platform presents itself as a tool for anyone looking to generate financial support for themselves, their communities, or their passions. The variety of icons and causes listed suggests the brand is inclusive and supportive, offering a way to connect people with resources and build a more caring, collaborative society. The simplicity of the design highlights the platform's user-friendliness. # Product The ad promotes the GoFundMe platform as a service that allows individuals to create fundraising pages. The image lists a range of categories for which users might need funds: education, medical, memorial, animal, environment, business, and community. By listing these categories and providing an easy to use 'Start yours today' call-to-action button, GoFundMe is implying that the barrier to fundraising is low and is accessible to any person looking to raise money for the specified causes. # Visual style The ad has a clean, simple, and modern design. It utilizes flat design elements, a limited color palette, and straightforward typography. The use of emojis adds a friendly and approachable touch. The overall style is designed for clarity and ease of understanding. # Hooks Headline: Make a GoFundMe for: # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Start yours today # Point of view - [object Object] # Storyline - The ad opens by asking viewers to "Make a GoFundMe for:" to draw the viewers attention and express its intention to assist people who need fundraising services. This message comes from the brand, inviting the user to consider GoFundMe as a solution for financial assistance. - The ad lists different categories (Education, Medical, Memorial, Animal, Environment, Business, Community) to showcase the variety of causes that can be supported through GoFundMe, broadening the appeal of the platform and addressing potential user needs. The brand is highlighting the different potential uses of GoFundMe. - The ad uses a 'Start yours today' call to action, encouraging immediate engagement and simplifying the initial step of creating a fundraising page. This message is from the brand, inviting the customer to immediately utilize GoFundMe.

# Ad summary Ad for GoFundMe featuring a screenshot of the mobile app showing a user setting up their campaign with details such as title, goal, and story. # Brand positioning GoFundMe is presented as a user-friendly platform that empowers individuals to raise funds for personal causes. The ad conveys a sense of accessibility and support, positioning the brand as a go-to solution for those in need of financial assistance. The brand promotes a sense of community and collective support for personal hardships. The focus on personal stories and goals suggests a functional brand positioning, centered on simplicity and effectiveness. # Product The featured product is the GoFundMe platform, specifically showcasing its mobile app interface. The ad highlights the ease of setting up a fundraising campaign. The product is for anyone needing to raise money for personal causes or projects. The ad explicitly shows fields for the title of the campaign (with an example "Support My Road to Recovery"), the fundraising goal (set at "$10,000 USD"), and a space to write the campaign story (with the beginning of a sentence: "I was recen"). The user interface emphasizes the simplicity of creating a campaign, addressing the potential barrier of complexity. The ad shows that setting up a GoFundMe is within reach and easy to configure. # Visual style The ad employs a clean and minimalist design, using a split-complementary color scheme of dark and light greens. The interface elements are rendered digitally to mimic a mobile app screenshot, with a focus on user-friendly design and easy-to-read typography. The overall look is polished and modern, with a visual motif of overlapping rectangles and rounded corners to give the impression of an app interface. # Hooks Headline: GoFund...Me? # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with a question that challenges the platform's role, asking "GoFund...Me?". This is intended to pique the audience's interest and highlight the brand's name in a question format from the brand's perspective. - The screenshot showcases the setup process of a GoFundMe campaign, showing editable fields for the title, goal, and story of the campaign. This aims to illustrate the app's features and the ease of use for potential users from the customer's perspective. - The partially filled fields (Title: Support My Road to Recovery, Goal: $10,000 USD, Story: I was recen) aim to give users a tangible preview of what setting up a campaign entails, further reinforcing the platform's user-friendliness from the customer's perspective.

# Ad summary This ad is for the GoFundMe platform and features a video of a woman with dementia singing and an overlay that reads: "Dementia can take her memories, but it can never take her smile." At the end of the video, there is a screen that says, "Start a GoFundMe." # Brand positioning GoFundMe is presented as a platform that helps to bring awareness and raise money for noble causes. The brand aims to occupy a space in the consumer's mind that highlights the ability to aid those in need, despite hardship. The ad features a woman with dementia which promotes the brand values of support, care, and community. The brand seems to push against the norm of simply being a fundraising platform by showcasing the emotional and human impact that it has. # Product GoFundMe is an online fundraising platform that allows individuals, groups, or organizations to raise money for various causes, projects, or personal needs. It connects people who need financial assistance with those who are willing to donate. The platform is for anyone who wants to support a cause or raise money for themselves or someone they know. It provides a way for people to come together to support each other and make a difference. # Visual style The ad's overall aesthetic is natural, with bright lighting. The video appears to be recorded from a handheld camera. The editing style consists of quick cuts between shots. The production quality is a hybrid of UGC feel, and polished commercial. The pacing is consistent throughout the ad. There is no apparent audio-visual sync. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Start a GoFundMe # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:17 00:00–00:17: A woman is sitting and singing with someone off camera. This is meant to show her resilience and ability to still experience joy despite having dementia. The perspective is of someone sitting at the table, watching and smiling. - 00:17–00:18 00:17–00:18: A green screen appears with the words "Start a GoFundMe". This is meant to inspire viewers to take action and start a fundraising campaign for a cause that they care about. The perspective is from the brand, encouraging people to use their platform.

# Ad summary Ad for GoFundMe featuring AI-powered coaching that helps you tell your story, share it, and raise more money. The ad is in the style of a screenshot of a phone displaying a text message thread. # Brand positioning GoFundMe is presented as a platform that provides AI-powered coaching to help users craft compelling stories, effectively share them, and ultimately increase their fundraising success. The brand is positioned as an innovative solution leveraging artificial intelligence to enhance the fundraising process, aiming to make it easier and more efficient for individuals to achieve their financial goals through storytelling. # Product The advertised product is AI-powered coaching from GoFundMe, designed to help users create and share their stories to maximize fundraising success. It is implied to be used by anyone looking to raise more money through the platform. The core benefit of this coaching is its ability to assist in effectively telling a story, sharing it broadly, and, as a result, increasing the amount of money raised. This addresses the potential barrier of users not knowing how to best present their cause or campaign to attract donors and achieve their fundraising goals. # Visual style The ad features a clean, minimalist visual style with a layout that mimics a mobile messaging app. The color palette is primarily white and light grey, with accents of dark green. The design is simple and uncluttered, focusing on clear communication and easy navigation. # Hooks Headline: Want AI-powered coaching? # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Get started # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a prompt from GoFundMe asking if the viewer wants AI-powered coaching. The intention is to immediately grab attention and propose an innovative solution for fundraising, from GoFundMe's POV. - GoFundMe then states they can help the viewer tell their story, share it, and raise more money. This is intended to illustrate the benefits of their AI-powered coaching and further entice the viewer to explore their product, from GoFundMe's POV. - The ad visually mimics a messaging app with a "Type here..." field, suggesting the potential for direct interaction and personalized coaching. This gives the audience a look at how the platform works, from their own POV. - Finally, the ad provides a "Get started" button, directly prompting the viewer to take action and begin using the GoFundMe platform. This serves as a clear call to action, from GoFundMe's POV.

# Ad summary This ad highlights GoFundMe's new fundraiser coaching service. The ad features an image of three GoFundMe posts and highlights their successes. The ad then focuses on the fundraiser coaching service to increase funding. # Brand positioning GoFundMe is a platform that enables individuals and organizations to raise money for various causes, projects, and personal needs. The brand is positioned as a facilitator for people seeking financial support, offering a space where they can share their stories, set fundraising goals, and receive contributions from a community of donors. GoFundMe distinguishes itself as a service that not only provides the technological infrastructure for fundraising but also offers guidance and coaching. By highlighting the stories and successes of various fundraisers, GoFundMe aims to inspire trust and demonstrates the tangible impact of its platform and services. # Product The ad promotes GoFundMe's fundraising coaching, a new service designed to help users create more effective and successful fundraising campaigns. The coaching service is presented as a way to improve the performance of fundraisers, presumably through expert guidance on crafting compelling narratives, optimizing campaign visibility, and engaging potential donors. The ad showcases examples of successful GoFundMe campaigns, implicitly suggesting that users who utilize the coaching service can achieve similar results. The goal of the product is to maximize funding. # Visual style The ad has a clean and modern aesthetic. The design relies on a dark green background, which contrasts with the lime green GoFundMe logo and button. The cards featuring GoFundMe campaigns are arranged in a visually appealing way. The ad uses a simple design to convey a clear message. # Hooks Headline: Fundraiser coaching, now on GoFundMe. # Benefits - [object Object] # Call to action Get started # Point of view - [object Object] - [object Object] # Storyline - The ad opens by displaying three diverse GoFundMe campaigns—a soccer team, a swimmer aiming for the Olympics, and a food stand—each represented by a card showcasing their fundraising progress. This sets the stage by illustrating the breadth of causes supported by the platform and their successful outcomes, as viewed from the perspective of a GoFundMe user browsing potential campaigns to donate to. - The narrative transitions to a pitch for GoFundMe's fundraiser coaching service, inviting users to leverage this service to enhance their fundraising efforts. This moves the perspective to that of GoFundMe as they directly address potential users, highlighting the resources available to maximize their fundraising potential. - The ad concludes with a direct call to action, inviting users to "Get started" with GoFundMe, reinforcing the ease of access and encouraging immediate engagement with the platform and its coaching services. This prompts the audience to take action, viewed from the perspective of GoFundMe seeking to convert interest into tangible engagement.

# Ad summary This ad promotes free coaching from GoFundMe. # Brand positioning GoFundMe positions itself as an accessible platform for individuals to seek financial support for various personal causes, especially through crowdfunding. The brand aims to be seen as a supportive and reliable resource, enabling people to overcome financial challenges and achieve their goals. GoFundMe aligns with values of community support, compassion, and empowerment, pushing against the norms of financial self-reliance by providing a platform for collective assistance. The brand's positioning is rooted in emotional connection and social impact, appealing to users seeking to make a difference in their own lives and the lives of others. # Product The product being advertised is free coaching provided by GoFundMe, designed to help individuals effectively raise funds for their personal causes. It is intended for anyone using or considering using GoFundMe to start a fundraising campaign. The coaching aims to address the purchase barrier of uncertainty or lack of confidence in running a successful campaign, offering guidance and support to maximize fundraising efforts. The ad emphasizes that this resource is free, implying an accessible and risk-free way to improve fundraising outcomes. The focus is on empowering users with the knowledge and skills needed to achieve their financial goals through the GoFundMe platform. # Visual style The ad features a clean and minimalist aesthetic with a focus on clear messaging. The production quality appears polished, with a simple color scheme of a light color against a dark background, creating a contrast that enhances scannability. The typography is large and bold, ensuring it is easily readable. The style contrasts with typical social media ads, which often incorporate more dynamic or visually busy elements. # Hooks Headline: Free coaching # Benefits - [object Object] # Call to action Get started # Point of view - [object Object] # Storyline - The ad opens with a hero offer from the brand, featuring the GoFundMe logo at the top to establish its identity. This message aims to grab the viewer's attention with a direct value proposition, presented from the brand's perspective. - The ad introduces the benefit of free coaching. This offer intends to communicate an immediate and tangible benefit to the user, presented from the brand's perspective. - The ad includes a button with a call to action, encouraging the viewer to take the next step. The button is intended to drive engagement and facilitate the user's journey toward utilizing the coaching service, as viewed from the brand's perspective.

# Ad summary This ad highlights how to set up a GoFundMe page and overcome the fear of asking for help. # Brand positioning GoFundMe is presented as a platform that empowers individuals to overcome their fears and ask for help to achieve their dreams. The brand pushes against the norm of avoiding vulnerability and encourages users to embrace the power of community support. GoFundMe positions itself as a facilitator of dreams, emphasizing the potential for positive outcomes when one dares to ask for assistance. # Product GoFundMe is an online fundraising platform that allows individuals to create campaigns to raise money for various needs and aspirations. The ad highlights how GoFundMe is a tool to overcome the fear of asking for help. It addresses potential purchase barriers, such as the fear of no one donating, by reframing the perspective to focus on the positive possibilities like raising everything needed or achieving a dream. The ad aims to inspire viewers to start a GoFundMe page today, emphasizing the platform's potential to turn dreams into reality by daring to ask for help. # Visual style The ad uses a lo-fi aesthetic with a close-up shot of raindrops on a window to create a somber, reflective mood. The editing is static with no cuts, and the text overlays are timed to match the voiceover. The production quality is simple, resembling UGC, which supports the intended tone of authenticity and accessibility. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Start a GoFundMe today # Point of view - [object Object] # Storyline - 00:00–00:04 The ad opens with a close-up shot of raindrops on a window, creating a somber mood. The visual is accompanied by the text "You're afraid to start a GoFundMe". The message conveys a feeling of hesitation and anxiety associated with initiating a fundraising campaign. - 00:04–00:08 The visual remains the same, and the text changes to "What if no one donates?" This message emphasizes the fear of failure and the potential disappointment of not receiving any support, amplifying the viewer's concerns and emotional barriers. - 00:08–00:11 The visual remains the same, and the text shifts to "But flip it". This introduces a change in perspective, suggesting a more positive outlook and encouraging the viewer to reconsider their fears and hesitations. - 00:11–00:13 The visual remains the same, and the text changes to "What if it works?" This shifts the focus from negative possibilities to positive outcomes, prompting the viewer to consider the potential success and benefits of starting a GoFundMe campaign. - 00:13–00:15 The visual remains the same, and the text changes to "What if you raise everything you need?" This visualizes the best-case scenario, highlighting the potential for complete financial support and further encouraging the viewer to imagine the positive impact of a successful campaign. - 00:15–00:19 The visual remains the same, and the text changes to "What if your dream actually happens because you dared to ask?" This connects fundraising to achieving personal aspirations, underscoring the transformative power of asking for help and inspiring viewers to take action. - 00:19–00:22 The visual remains the same, and the text changes to "What if this is it?" This prompts the viewer to consider the immediate potential of starting a GoFundMe, creating a sense of urgency and encouraging them to seize the opportunity to fulfill their needs. - 00:22–00:24 The visual remains the same, and the text changes to "Start a GoFundMe today." This provides a clear call to action, urging the viewer to take the first step towards achieving their goals and emphasizing the ease and accessibility of the platform.