GoodUnited
GoodUnited is a SaaS platform that helps nonprofit organizations convert anonymous social media followers into identified donors via direct messaging on Facebook Messenger, Instagram DM, and WhatsApp. It serves 250+ nonprofits through a sales-led, quote-based subscription model.
- Company typePrivate
- Founded2014
- HeadquartersCharleston, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What GoodUnited does
GoodUnited is a vertical SaaS platform that enables nonprofit organizations to convert anonymous social media engagement into identified donors and measurable fundraising outcomes. Its core product is a direct messaging platform that operates on Facebook Messenger, Instagram DM, and WhatsApp, with a stated positioning as the first DM solution built exclusively for nonprofits. The platform combines supporter profile and attribution technology, a code-free segmentation builder, pre-built messaging journey templates (including Supporter Welcome, Donor Welcome, Cultivation, and Fundraiser Coaching sequences), and one-click in-channel fundraising surfaces such as Facebook Donation Pages and Facebook Fundraising Pages. Notable outcomes reported by the company include 10x lower donor acquisition cost versus traditional digital advertising, 80x higher engagement versus email, 90% of acquired donors being net-new to the nonprofit's house file, and average client revenue lifts of $2.1M annually, though these are vendor-reported and unverified. AI is used in a supporting role for content recommendations and journey orchestration, not as a differentiator.
The product is delivered as a unified platform with an integrated feature module suite covering campaigns, automated flows, an acquisition toolkit for in-channel subscriber growth, profiles, audiences, segmentation, reporting, insights, and analytics. It exposes an open API for CRM integration, allowing social giving data to flow into existing nonprofit CRMs for omnichannel supporter engagement. GoodUnited is deeply integrated with Meta's giving and messaging infrastructure, including Facebook Giving Tools. The company has 250+ nonprofit customers across healthcare, human services, and mental health, with reference logos including Make-A-Wish, the American Diabetes Association, the Alzheimer's Association, the Trevor Project, Ronald McDonald House Charities, Autism Speaks, Susan G. Komen, the Colorectal Cancer Alliance, and Stop Soldier Suicide.
GoodUnited operates a sales-led go-to-market with a community-led content overlay. Sales is anchored by free 30-45 minute Growth Consultations mapped to Social DM strategy, targeting nonprofit executives, marketing directors, and fundraising leadership. Pricing is quote-based, annual, and not publicly disclosed, with subscription fees scaled to nonprofit size, channel breadth, and feature scope. Marketing is built around an 80+ article blog, the Nonprofit Growth Lab webinar series featuring industry experts, downloadable playbooks, and customer stories. The company is privately held, founded around 2014, headquartered in Charleston, South Carolina with a UK subsidiary (GoodUnited Limited) in Wimbledon, London for EU/UK operations and GDPR compliance, and operates with 11-50 employees.
GoodUnited firmographics
Firmographics- Name
- GoodUnited
- Legal name
- GoodUnited Limited
- Website
- https://goodunited.io
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GoodUnited is a SaaS platform that helps nonprofit organizations convert anonymous social media followers into identified donors via direct messaging on Facebook Messenger, Instagram DM, and WhatsApp. It serves 250+ nonprofits through a sales-led, quote-based subscription model.
- Ownership category
- akta.pro rank
GoodUnited industry classification
Industry- Product category
- Nonprofit Fundraising Software
- NAICS
- Other Grantmaking and Giving Services (813219)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Messaging-Led Community Platforms (Chat/Group Communities) (MPACAJAE)
- akta.pro secondary industries
- Nonprofit & Cause Communications (BPAFADAK), Capacity Building & Nonprofit Infrastructure Funders (BPAGAKAO)
Keywords
Where GoodUnited is headquartered
LocationHeadquarters
- HQ city
- Charleston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
GoodUnited business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscription: Subscription-based platform providing access to direct messaging tools, campaign management, supporter profiles, segmentation, and analytics. The platform is priced based on nonprofit size and usage, with pricing available via consultation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Quote-based enterprise pricing for nonprofits |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
GoodUnited product offering
Product offeringCore offering
GoodUnited provides a direct messaging fundraising SaaS platform that helps nonprofits convert anonymous social media followers into identified donors through one-to-one conversations on Facebook Messenger, Instagram DM, and WhatsApp. The platform combines AI-assisted message generation, code-free segmentation, supporter profile attribution, pre-built journey templates, Facebook Donation Pages, and open API integration with nonprofit CRMs such as Salesforce NPSP, Virtuous, Bloomerang, and Raiser's Edge NXT.
Product overview
GoodUnited is a direct messaging platform built exclusively for nonprofits that converts social media engagement into measurable fundraising outcomes. The platform operates as a unified solution combining a core Direct Messaging Platform with integrated feature modules including Facebook Fundraising Pages, Facebook Donation Pages, Campaigns, Automated Flows, Messaging Template Library, Acquisition Tools, Profiles, Audiences, Segmentation, Reporting, Insights and Analytics, and Integrations. The platform powers 1:1 relationships at scale through AI-assisted messaging on Facebook Messenger, Instagram DM, and WhatsApp, helping nonprofits turn anonymous followers into named supporters with full attribution data. Additional resources include playbooks and webinars for education and best practices.
Differentiator
Problem solved
Functional benefit
Products and services
- GoodUnited Direct Messaging Platform A SaaS platform that enables nonprofit organizations to convert anonymous social media followers into identified, fundable donors through one-to-one direct messaging conversations on Facebook Messenger, Instagram DM, and WhatsApp. Includes AI-assisted messaging, code-free segmentation, supporter profiles and attribution data, Facebook Donation Pages, a pre-built journey template library, reporting and analytics, and Open API integration with nonprofit CRMs. Subscription pricing with annual billing, custom quotes, and dedicated strategic services for launch, setup, and optimization.
Quantifiable outcome
- 10x lower donor acquisition cost vs traditional digital advertising
- +7 more outcomes
Companies that use GoodUnited
Customer profileNamed customers9 records
Segments1 record
Ideal customer profiles2 records
GoodUnited technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature6 records
GoodUnited partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Meta (Facebook/Instagram)coreGoodUnited is built as a direct messaging solution for Facebook Messenger, Instagram DM, and WhatsApp - Meta's messaging platforms. The platform integrates directly with Facebook Giving Tools and leverages Meta's social infrastructure for nonprofit donor engagement and fundraising campaigns.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
GoodUnited competitors and assessment
Company assessmentDirect peers
- Givebutter: Givebutter is a modern fundraising platform for nonprofits covering online giving, events, peer-to-peer, and donor CRM with a freemium entry tier. Closely comparable to GoodUnited in target customer (small-to-mid nonprofits), pricing transparency, and feature breadth across acquisition channels.
- Funraise: Funraise is a nonprofit fundraising platform offering donor management, online giving, peer-to-peer campaigns, and CRM functionality. Directly comparable to GoodUnited as a B2B SaaS serving mid-market and enterprise nonprofits with a subscription pricing model and consultative sales motion.
- Classy: Classy (acquired by Bonterra) is a leading online fundraising platform for nonprofits with strong peer-to-peer and recurring-giving capabilities. Comparable to GoodUnited in serving mid-market and enterprise nonprofits, though with broader channel coverage and CRM-adjacent functionality.
- OneCause: OneCause is an event and peer-to-peer fundraising platform serving nonprofits across galas, auctions, and online campaigns. Comparable to GoodUnited in mid-market nonprofit focus and consultative sales motion, with greater concentration on live and event-based giving.
- RaiseDonors: RaiseDonors is a donation page and online fundraising platform for nonprofits, including forms, recurring giving, and donor management. Comparable to GoodUnited in vertical and pricing tier, though with a stronger focus on landing-page optimization rather than social-messaging engagement.
- Bloomerang: Bloomerang is a donor management and fundraising CRM purpose-built for small and mid-sized nonprofits. Comparable to GoodUnited in vertical specialization but differentiated by CRM-first positioning rather than social-messaging-first acquisition.
- Donorbox: Donorbox is a recurring giving and donation platform for nonprofits, including embedded forms, peer-to-peer, and CRM functionality. Comparable to GoodUnited in target market and B2B SaaS model, with stronger emphasis on recurring giving mechanics and lighter social-messaging specialization.
- Qgiv: Qgiv is an online fundraising and event platform for nonprofits with donation forms, peer-to-peer, and auction tooling. Comparable to GoodUnited in serving small-to-mid nonprofits with subscription-based software, though with a stronger direct-mail and event heritage.
Broad incumbents
- Bonterra: Bonterra is a nonprofit technology platform resulting from the merger of Network for Good, Classy, and other giving-day solutions. Comparable to GoodUnited in addressing nonprofit fundraising but operating as a multi-product suite spanning CRM, giving days, and donor management rather than specializing in social messaging.
- Salesforce.org Nonprofit Cloud: Salesforce's nonprofit arm delivers CRM, marketing automation, and fundraising capabilities (including Marketing Cloud Engagement) to enterprise and mid-market nonprofits. Comparable to GoodUnited as a fundraising and donor-engagement platform but embedded within a much broader enterprise CRM suite.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
GoodUnited social profiles
Digital presenceGoodUnited compliance and trust
Trust signalCompliance3 records
GoodUnited financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoodUnited leadership team
Management profileNumber of profiles
Profiles12 records
GoodUnited funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoodUnited M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GoodUnited
What does GoodUnited do?
GoodUnited provides a direct messaging fundraising SaaS platform that helps nonprofits convert anonymous social media followers into identified donors through one-to-one conversations on Facebook Messenger, Instagram DM, and WhatsApp. The platform combines AI-assisted message generation, code-free segmentation, supporter profile attribution, pre-built journey templates, Facebook Donation Pages, and open API integration with nonprofit CRMs such as Salesforce NPSP, Virtuous, Bloomerang, and Raiser's Edge NXT.
Is GoodUnited a public or private company?
GoodUnited is a private company. It is classified as venture growth investor backed and is currently operating.
When was GoodUnited founded?
GoodUnited was founded in 2014. It employs 11 to 50 people.
Where is GoodUnited based?
GoodUnited is headquartered in Charleston, United States, in the North America region.
How does GoodUnited make money?
One revenue line is on record: saaS Platform Subscription.
Who are GoodUnited's main competitors?
Direct peers on record are Givebutter, Funraise, Classy, OneCause, RaiseDonors, Bloomerang, Donorbox and Qgiv. Broad incumbents are Bonterra and Salesforce.org Nonprofit Cloud.
Does GoodUnited have an API?
Yes. GoodUnited offers an open API that seamlessly integrates with CRM systems, allowing nonprofits to connect with supporters from social networks in other channels like direct mail or email. The API enables social giving data to be integrated into the nonprofit's CRM to provide contextual experiences for supporters who give in social networks across all channels.
What industry is GoodUnited in?
GoodUnited's product category is Nonprofit Fundraising Software. Its primary akta.pro industry code is MPACAJAE, Messaging-Led Community Platforms (Chat/Group Communities), with a secondary code of BPAFADAK, Nonprofit & Cause Communications. Its NAICS code is 813219 and its SIC code is 7372.