WinRed
WinRed is the dominant digital fundraising and donation-processing platform for Republican U.S. political campaigns, committees, and causes, processing $6 billion+ for the GOP since 2019 across 14,000+ candidates and 10 million+ donors. It generates revenue via transaction fees on online contributions.
- Company typePrivate
- Founded2019
- HeadquartersArlington, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What WinRed does
WinRed is the dominant digital fundraising and donation-processing platform for the U.S. Republican political ecosystem, founded in 2019 and headquartered in Arlington, Virginia (legal entity: WinRed Technical Services, LLC). The platform serves Republican candidates, political committees, and allied causes — from presidential campaigns down to state legislative and local races — by providing self-serve tools to build donation pages, process online contributions, and engage donors. Anchor customers include the Republican National Committee (RNC), National Republican Senatorial Committee (NRSC), National Republican Congressional Committee (NRCC), and Republican State Leadership Committee (RSLC), alongside a long tail of more than 8,000 active campaigns and 14,000+ candidates served cumulatively.
The platform's core technology consists of a transaction processing engine with a tiered fee structure (3.94% on standard pages, 3.2% flat on High-Dollar Pages with a $500 minimum, 0.8% capped at $5 on ACH transfers, and 3.94% on Virtual Terminal transactions under $500), layered with proprietary modules: an upsell engine that has generated $400M+ via split donations, fee-coverage prompts, merchandise offers, recurring donation prompts, and personalized dynamic amounts; an on-demand merchandise platform that has produced $250M+ in fundraising and 5M+ items without inventory risk; a Donor Directory with interactive mapping for cross-campaign donor discovery; a Beta Portal with A/B testing, bulk actions, and custom reports; and a deep integration layer spanning Meta Pixel, Meta Conversions API, Google Analytics 4, Google Tag Manager, NationBuilder, Targeted Victory, Nucleus, Zapier, Amazon S3, FTP, and webhooks for ecommerce event tracking. WinRed also supports custom subdomains to comply with Apple and Meta pixel restrictions.
WinRed operates as a private, for-profit company with 11–50 employees and operates as a self-serve product-led growth (PLG) platform alongside community-led and sales-led support motions. Revenue is generated almost entirely through transaction-based take rates on donations, with 57% of donors opting to cover processing fees — effectively boosting realized take-rate. The company is founder-led (Gerrit Lansing) and operates exclusively within the United States for Republican political fundraising, processing $6 billion+ for the GOP since launch and engaging a network of 10 million+ donors. There are no publicly disclosed funding rounds, and ownership appears founder/management-controlled.
WinRed firmographics
Firmographics- Name
- WinRed
- Legal name
- WinRed Technical Services, LLC
- Website
- https://winred.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WinRed is the dominant digital fundraising and donation-processing platform for Republican U.S. political campaigns, committees, and causes, processing $6 billion+ for the GOP since 2019 across 14,000+ candidates and 10 million+ donors. It generates revenue via transaction fees on online contributions.
- Ownership category
- akta.pro rank
WinRed industry classification
Industry- Product category
- Political Fundraising Software
- NAICS
- Other Grantmaking and Giving Services (813219), Political Organizations (813940)
- SIC
- Services-Computer Processing & Data Preparation (7374), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Lead Generation & List Building Services (Prospecting, Data Sourcing) (BPAFAKAE)
- akta.pro secondary industry
- Fundraising & Donor Acquisition Calling (Nonprofit) (BPAAADAJ)
Keywords
Where WinRed is headquartered
LocationHeadquarters
- HQ city
- Arlington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WinRed business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Transaction Processing Fees: WinRed charges processing fees on donations made through the platform. Standard donation pages charge 3.94% per transaction, while High-Dollar pages charge a flat 3.2% with a $500 minimum donation. Virtual Terminal transactions are charged 3.2% for donations $500+ and 3.94% for donations below $500. ACH bank transfers are charged 0.8% capped at $5.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Donation Pages - 3.94% processing fee |
| Transaction based/ take rate | Pay-as-you-go | High-Dollar Pages - 3.2% flat processing fee |
| Transaction based/ take rate | Pay-as-you-go | ACH Bank Transfer - 0.8% capped at $5 |
| Transaction based/ take rate | Pay-as-you-go | Virtual Terminal - Dynamic fee structure |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
WinRed product offering
Product offeringCore offering
WinRed is a digital fundraising application platform that enables Republican political campaigns, committees, and candidates to create branded donation pages and process online contributions via credit card and ACH. The platform layers on proprietary upsell technology (split donations, recurring giving, cover-the-fee options, merchandise offers), on-demand merchandise fulfillment, and high-dollar fundraising tooling such as Virtual Terminal and dedicated High-Dollar Pages. Campaigns register directly at winred.com and use the platform's dashboard to manage donor data, configure upsell pathways, sell merchandise, and route funds to other Republican committees through conduit and slate features.
Product overview
WinRed is a digital fundraising platform for Republican political campaigns, committees, and candidates. The platform consists of a core donation processing system with specialized modules including High-Dollar Pages for large contributions, Virtual Terminal for staff-managed donations, and a Donor Directory for finding candidates. Upsell Features maximize every fundraising opportunity through split donations, merchandise offers, and recurring donation options. The Beta Portal provides a newer interface with Merchandise management and Account Settings. Merchandise Feature enables on-demand merchandise sales with print-on-demand fulfillment, while Custom Subdomains allow branded donation page URLs.
Differentiator
Problem solved
Functional benefit
Products and services
- WinRed Fundraising Platform Digital fundraising platform that enables Republican campaigns, political committees, and candidates to create donation pages, process online contributions via credit card and ACH, run upsell flows, sell merchandise, and route donations to allied Republican committees.
- Donor Directory Publicly browsable directory of Republican candidates across all office types (Presidential, U.S. Senate, U.S. House, Governor, State Legislature, local) with interactive map, state and office filters, and direct links to candidate donation pages.
- Beta Portal Newer dashboard interface for campaigns featuring Merchandise management, Account Settings (committee info, account owners, bank info, vendor connections), and Utilities for custom reports, notifications, integrations, bulk actions, A/B upsell testing, and a media library.
- WinRed Merchandise On-demand merchandise printing and fulfillment offering that lets campaigns sell branded merchandise without holding inventory, with items produced only after purchase. Over $250 million has been raised through this capability with more than 5 million items purchased.
- Storefront Online storefront for selling WinRed-related merchandise integrated with the platform's fundraising and donor management infrastructure.
Quantifiable outcome
- $400 million+ raised through WinRed upsell features
- +4 more outcomes
Companies that use WinRed
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
WinRed technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature5 records
WinRed partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Meta (Facebook)coreMeta Pixel and Meta Conversions API integrations allow campaigns to track conversions, optimize Facebook ad targeting, and fire pixel events for political advertising. Custom subdomains enable 8-pixel events for Facebook ad optimization.
- GooglecoreGoogle Analytics 4 and Google Tag Manager integrations allow campaigns to send donation data directly to Google Analytics, configure enhanced ecommerce tracking, and optimize advertising. WinRed's GTM Buddy tool simplifies setup.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
WinRed competitors and assessment
Company assessmentDirect peers
- ActBlue: Mirror image of WinRed — Democratic-aligned online fundraising platform processing donations for progressive candidates and committees via a low-fee, donation-page model. Same product category (political donation processing), same GTM (self-serve pages, upsells, conduit-style fund-routing), opposite partisan vertical.
- Anedot: Republican-focused online fundraising platform directly competing with WinRed for GOP campaigns, PACs, and committees. Same customer base and same core product (donation pages, processing, donor tools), so it is the closest head-to-head competitor in WinRed's vertical.
Others
- NGP VAN (Bonterra): Dominant campaign-management and compliance-software suite for Democratic campaigns and committees — the Democratic-side equivalent of the broader GOP campaign-tech stack that WinRed anchors. Adjacent rather than overlapping: it sits above the payments rail in the campaign-tech workflow.
- RevSpring: Payment-processing and donor-engagement solutions for healthcare, nonprofit, and political organizations — including phone-bank and event processing flows comparable to WinRed's Virtual Terminal and Entry Mode features. Adjacent infrastructure rather than a direct competitor.
- Square (Block): Payment-acceptance platform with card-not-present and in-person donation processing used by small campaigns and political committees. Comparable at the payments-rail layer to what WinRed wraps with its political-specific tooling.
- Stripe: General-purpose payment-processing infrastructure widely used by political fundraising platforms as their underlying rails. Relevant as the infrastructure layer on top of which WinRed-style donation experiences are built; not a direct vertical competitor but a key enabler.
- NationBuilder: Campaign-management and CRM platform with built-in donation processing used by candidates and advocacy organizations. Already a WinRed integration partner; comparable as an adjacent campaign-tech player rather than a direct payments peer.
Emerging players
- GiveButter: Modern donor-friendly fundraising platform offering online donation pages, recurring giving, auctions, and ticketed events for nonprofits and political causes. Overlaps with WinRed on donation-page mechanics but is a smaller, newer entrant with broader vertical reach.
- Funraise: Nonprofit-focused online fundraising platform with donation pages, recurring giving, peer-to-peer, and event tools. Comparable donation-page feature set to WinRed's and competes for the same third-party donation-processing budget, though almost entirely in the nonprofit vertical.
- Donorbox: Online donation platform for nonprofits, political causes, and small campaigns with recurring giving, peer-to-peer, and ticketed-event features. Comparable product set to WinRed's core donation pages but serves a broader (mostly nonprofit) vertical; occasionally courts political clients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
WinRed social profiles
Digital presenceWinRed financial estimates
Financial estimateRevenue estimate
Valuation estimate
WinRed leadership team
Management profileNumber of profiles
Profiles1 record
WinRed funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WinRed 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 WinRed
What does WinRed do?
WinRed is a digital fundraising application platform that enables Republican political campaigns, committees, and candidates to create branded donation pages and process online contributions via credit card and ACH. The platform layers on proprietary upsell technology (split donations, recurring giving, cover-the-fee options, merchandise offers), on-demand merchandise fulfillment, and high-dollar fundraising tooling such as Virtual Terminal and dedicated High-Dollar Pages. Campaigns register directly at winred.com and use the platform's dashboard to manage donor data, configure upsell pathways, sell merchandise, and route funds to other Republican committees through conduit and slate features.
Is WinRed a public or private company?
WinRed is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WinRed founded?
WinRed was founded in 2019. It employs 11 to 50 people.
Where is WinRed based?
WinRed is headquartered in Arlington, United States, in the North America region.
How does WinRed make money?
One revenue line is on record: transaction Processing Fees.
Who are WinRed's main competitors?
Direct peers on record are ActBlue and Anedot. Others are NGP VAN (Bonterra), RevSpring, Square (Block), Stripe and NationBuilder. Emerging players are GiveButter, Funraise and Donorbox.
Does WinRed have an API?
Yes. WinRed provides webhook integrations for event tracking, including enhanced ecommerce triggers for add-to-cart, checkout, and purchase events. The platform also supports XML feed integration for merchandise product data synchronization with shopping ad services like Google Merchant and Meta. Developer documentation is at support.winred.com/en/articles/4136077-enable-webhooks.
What industry is WinRed in?
WinRed's product category is Political Fundraising Software. Its primary akta.pro industry code is BPAFAKAE, Lead Generation & List Building Services (Prospecting, Data Sourcing), with a secondary code of BPAAADAJ, Fundraising & Donor Acquisition Calling (Nonprofit). Its NAICS code is 813219 and its SIC code is 7374.