Intelligent Ask Amounts

With Intelligent Ask Amounts, your donation forms automatically adjust to match your donors and goals. The newest version of Intelligent Ask Amounts lets you customize your campaign strategy, show personalized amounts to your donors, and track projected impact directly in your campaign.

Turn on Intelligent Ask Amounts

When you create a new campaign, Intelligent Asks Amounts will be on by default. You can toggle it on for your current campaigns in the donation form settings. To turn it on:

1. Go to the campaign editor
2. Select the donation form
3. In the Configure tab, go to Donation grid and select Optimized

Here, you can choose the donation frequency to offer and your campaign goal. When you adjust the settings, you can preview the estimated impact on revenue and conversion.

What happens to my campaigns with Intelligent Ask Amounts already activated?

If you’re already using Intelligent Ask Amounts, your campaigns will automatically continue with the new setup, and no action is needed.

Because the original Intelligent Ask Amounts were designed to optimize for one-time revenue, your campaign will default to:

• Donation frequency: Show one-time first
• Campaign goal: Optimize for total revenue

If your campaign is set to default to recurring, the settings will default to:

• Donation frequency: Optimize for monthly
• Campaign goal: Optimize for total revenue

You can update these settings at any time to work best for your campaign goals.

Set your frequency and goal

Building an optimized campaign with Intelligent Ask Amounts lets you choose to prioritize revenue, conversions, or recurring gifts. Adjusting these settings adapts your campaigns to help you hit your goals.

Donation frequency

Decide whether your campaign defaults to one-time gifts, monthly gifts, or optimizes for monthly gifts.

Selecting Optimize for monthly gifts adjusts the donation type available for the donor based on their likelihood to give a recurring gift. The donor may be automatically presented with a monthly donation form or see a nudge to boost their impact with a recurring gift.

Campaign goal

Campaign goal settings let you adjust the ask amounts that will appear to your donors. Selecting Optimize for total revenue presents donors with larger amounts, while selecting Optimize for conversion rate will adjust your campaign to show donors smaller amounts.

Use cases

Here are some common campaign goals and our recommended settings using the new Intelligent Ask Amounts controls. You can also select these goals when creating a Studio donation page with a template.

Goal: Increase gift size

Recommended settings:

• Donation frequency: Show one-time first
• Campaign goal: Optimize for total revenue

This setting favors larger ask amounts that maximize giving. Best for campaigns with major donor outreach, year-end appeals, or high-average gift programs.

Goal: Acquire new donors and grow your supporter base

Recommended settings:

• Donation frequency: Show one-time first
• Campaign goal: Optimize for conversion rate

This prioritizes smaller, more approachable ask amounts to encourage more donors to complete a gift. Best for Giving Tuesday, paid acquisition campaigns, or awareness-building efforts.

Goal: Grow your recurring donor base

Recommended settings:

• Donation frequency: Optimize for monthly gifts
• Campaign goal: Optimize for revenue, or balance

This is our best recommendation for recurring-focused campaigns. It uses a predictive model to show monthly giving when a donor is likely to commit, and a fallback to the one-time frequency if not. This balances growth in recurring donors without hurting conversion.

Goal: Raise donations fast

Recommended settings:

• Donation frequency: Show one-time first
• Campaign goal: Balance revenue and conversion

These settings are great for general giving campaigns and standard appeals.

Advanced settings

There are more options to further fine-tune the ask amounts shown to your donors. To change the advanced settings, select Settings in your campaign and then select Intelligent Ask Amounts.

Set a special amount

Add a fixed amount (like $52 for a 52nd anniversary) to appear as one of your suggested amounts. Then, our model chooses which of the four ask amounts will display this special amount, depending on the prediction for that donor.

Minimum and maximum ask amounts

Control the lower and upper limits for ask amounts by setting minimum and maximum values. For example, a $10 minimum and $500 maximum. This will constrain the ask amounts that appear to your donors.

Data used by Intelligent Ask Amounts

Intelligent Ask Amounts uses a smart model trained on GoFundMe’s donation data and fine-tuned with details from your own campaign and organization. This means you get the power of GoFundMe’s data plus insights from your donation trends.

Here’s the type of data the model uses to make predictions and personalize the asks:

Donor session

Session data is collected when a donor lands on a GoFundMe fundraising page or a GoFundMe Pro campaign page. The data includes:

• Device type (mobile, desktop, etc.)
• Browser and platform
• Time of day and day of week
• Referral source (email, social, etc.)
• Approximate location (via IP address)

Campaign and organization details

Details on your campaign and organization are collected from activity in GoFundMe Pro manager. This includes:

• Campaign type and cause category
• Fundraising goal and campaign age
• Amount of campaign traffic and donation volume

Location-based trends

Aggregated location data is inferred from each donor's IP Address.

• Average donation sizes by ZIP code
• Recurring giving rates by area
• Local conversion and engagement metrics

GoFundMe Pro platform-wide giving patterns

Aggregated data is collected across the GoFundMe Pro platform. This includes seasonal trends and aggregated donor behavior across campaigns.

Analyze impact in Campaign Insights

After turning on Intelligent Ask Amounts, you can see how it’s performing through your Campaign Insights dashboard.

The insights menu includes data visualizations that show:

• Total raised by month: Broken down by actual performance and a simulated alternative (what your campaign might have raised using static ask amounts)
• Estimated Impact: A percentage lift in revenue and conversion based on our internal testing data and modeling
• One-time v. recurring donors: An estimated breakdown of how your donors are giving, with comparisons to what’s typical for other campaigns like yours

Interpreting Estimated Impact

The Estimated Impact metrics help you understand how much more you may be raising or converting compared to a standard (non-optimized) campaign setup. We blend your campaign’s data with broader platform data to give you a personalized, directional view of how the optimization may be impacting your results.

They’re based on a combination of:

• A/B test results comparing Intelligent Ask Amounts to static, industry-standard ask amounts
• Your campaign’s characteristics and performance
• Aggregated, platform-wide insights and trends

Where do the estimates come from?

These estimates are based on real A/B tests we ran across campaigns using Intelligent Asks Amounts. In those tests, some visitors saw optimized donation asks, and others saw generic ask amounts.

We then measured the difference in:

• Revenue: Total amount of money raised
• Conversion rate: Percentage of visitors who completed a donation

These differences are shown as percentage increases. For example, +4.8% revenue means your page is estimated to have raised 4.8% more than if it had used generic ask amounts.

How does this apply to me?

If you’re a newer nonprofit to the platform:

• We use the overall results from our A/B tests and apply them to your campaign type and settings to generate the estimated impact. This gives you a directional sense of how Intelligent Asks may be performing based on similar campaigns.

As your nonprofit collects more donations on the platform:

• We create customized estimates that combine your campaign data and platform-wide test results.
• This makes your impact metrics more specific and tailored to your audience.

What assumptions are being made?

• We assume that the behavior of donors in your campaign is similar to the behavior of those in our experiments.
• We assume that the effects we measured in the past will be consistent with future performance, though results may vary.

How often are estimates updated?

We plan to update these estimates regularly as new campaign data comes in and as our models improve. If we detect changes in donor behavior or platform dynamics, we will re-evaluate the estimates accordingly.

Legacy campaigns

Intelligent Ask Amounts is also available in Classic peer-to-peer and registration with fundraising campaigns that were created in our legacy builder. However, the new setting for goals and the added insights are only available in Studio campaigns.

To turn on Intelligent Ask Amounts in legacy campaigns, select Pages and then Donation Page. Under Donation Amount Options, choose to turn it on for one-time donations, monthly recurring, or both.

Frequently asked questions

Why is my projected revenue impact positive, but the conversion impact is negative? (Or vice versa?)

This is expected, and it’s a sign that Intelligent Ask Amounts is working the way it's designed to.

There’s a natural tradeoff between optimizing for revenue and optimizing for conversion:

• If you prioritize more total revenue, the model may favor larger donation ask amounts. This can slightly reduce conversion rates, because fewer people may complete a donation, but those who do give more.
• If you prioritize higher conversion, the model may favor lower ask amounts that more donors are likely to accept. This often leads to more donations overall, but smaller individual gift sizes.

You can adjust these settings at any time, and we’ll show you the projected impact so you can make informed decisions.

Is my donor data secure?

Yes, we build security into the foundation of our products and services. Our comprehensive approach includes governance, continuous scanning and monitoring, and robust infrastructure. Our dedicated team receives regular training to stay updated with the latest security practices and threats.

We’re a PCI DDS Level 1 service provider that follows industry best practices, such as the OWASP Top 10. We protect our customers with Cloudflare and partner with Stripe and PayPal for secure payments.

Learn more about our security and scalability.

What if a donor doesn't want their donation activity to be used for automated decision-making or profiling, like showing customized donation options?

We offer the ability to opt out of certain automated decision-making technologies (ADMT), including profiling used to personalize your experience. The donor can visit our opt-out form to learn more and make their choice.

Does the model use data from international donors?

No, the Intelligent Asks model is trained exclusively on donor data from the United States.

To ensure compliance with global privacy regulations, especially GDPR, we do not include data from donors outside the U.S. when training the model.

If your organization receives international traffic, the model will still work, but its predictions are based on giving patterns in the U.S.

Can I use Intelligent Ask Amounts for only one-time donations or only for recurring donations?

No. Intelligent Ask Amounts accounts for the best personalized ask amount for all donor types.

If you want to only give one option to your donors, manually set the donation frequency instead.