Session: “You can’t just take the money and run”: what can we learn from media and campaign fundraising in the GoFundMe era?

In an era where distrust of traditional institutions (government, NGOs, religious organisations, media) seems ubiquitous, new platforms and organisations are promising to bring supporters closer to the work. GoFundMe has been used to raise $80 million and counting for people in Gaza, while NGOs’ messaging has been often conflicting and confused.

So in an era of increasing peer-to-peer fundraising and campaigning, how can your organisation stay trustworthy, transparent, and relevant? Join Jess Hayes (Supporter Propositions Director Guardian News & Media), Susan Daly (Managing Editor, Journal Media) and Siobhán O’Donoghue (Executive Director, Uplift) who will discuss how these different organisations tackle these issues, balance tangibility and trust with their supporters, and raise more to make more impact. 

Jessica Hayes

Jessica Hayes is Propositions and Growth Director at the Guardian. In the ten years she has been at the Guardian, Jess has worked across marketing, digital and commercial teams to drive unprecedented Supporter growth. She was a lead member of the team that established the Guardian's fundraising capacity and has since focussed on the development of the Guardian's digital reader revenue proposition and curated fundraising campaigns that bring together editorial and digital innovation.