GoFundMe sees cost-of-living fundraisers increase by a fifth as British families struggle with rising bills
Fundraising for basic living costs has risen sharply as British families struggle with rising bills, according to the chief executive of GoFundMe.
Tim Cadogan, CEO of the global donation platform, said appeals for help with everyday expenses have increased by around 20 per cent.
Mr Cadogan said the rise covers fundraising for rent, utility bills, gas, food and car fuel.
He said these categories now account for a growing share of activity on the platform.
Mr Cadogan said the trend highlights the financial pressure facing households across the UK over the past few years.
The increase is not limited to Britain, with similar patterns are being seen across all of GoFundMe’s major markets, including the United States.
Monthly bills have become the second fastest-growing category of fundraisers on the platform this year.
GoFundMe data shows that four of the six most commonly used words in 2025 fundraisers relate to food, bills, homes and work.
Despite the financial strain on households, overall giving on the platform has continued to rise.
Mr Cadogan described the situation as a paradox, saying: “When times are tougher, most people give more.
Fundraising for basic living costs has surged as GoFundMe reports a 20 per cent rise in appeals for everyday expenses
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“We saw this during the pandemic, which was a very difficult time for a lot of people, but fundraising went up.”
GoFundMe figures show that 5.7 million people in the UK donated through the platform over the past year.
That represents an increase of 100,000 donors compared with the previous year.
The average donation in the UK is around £45.
Mr Cadogan said generosity on the platform continues to increase.
He said GoFundMe is focused on making it easier for people to set up fundraisers and donate to causes.
Liverpool was named the UK’s most generous city on GoFundMe this year, with the ranking linked to community fundraising efforts following the Southport stabbings in July.
He said the response reflected strong local support networks.
GoFundMe has seen an uptick in small enterprises asking for donations amid difficult conditions
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Mr Cadogan said: “While those fundraisers are for specific events, they are also a representation of community spirit.
“We try and help those efforts and amplify them.”
GoFundMe said it actively promotes local initiatives when communities come together to support those affected by major incidents.
The platform has also seen a rise in fundraisers launched by local businesses, saying rising costs have placed pressure on small and independent firms.
Neighbourhood businesses are increasingly turning to crowdfunding to survive.
“We are seeing beloved local businesses such as bookshops and cafes that are in a crunch but people do not want them to go away.”
He said this has become a clear theme on the platform.
GoFundMe data is also attracting interest from politicians.
Earlier this month, Mr Cadogan met Darren Jones, who holds a senior policy role under Prime Minister Keir Starmer.
Mr Cadogan said the company is keen to share insights with policymakers.
Liverpool’s tight-knit community has been the most giving in the UK
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“We want to share what we are seeing and we want people to understand.”
Mr Cadogan said the data provides a real-time picture of financial pressures facing households and communities.
He said fundraising trends can offer insight into areas where people are struggling most.
GoFundMe said it will continue monitoring changes in fundraising behaviour as living costs remain elevated.
The company said the growth in appeals for essential expenses underlines the ongoing challenges facing families across the UK.
