Kindful vs Classy
Side-by-side comparison of AI visibility scores, market position, and capabilities
Kindful, nonprofit donor management/CRM platform (acquired by Bloomerang 2020), 1,000+ nonprofit customers, cloud-based fundraising software, online donation forms, donor analytics, email marketing, integrated with QuickBooks/Mailchimp, now part of Bloomerang suite
About
Kindful is a nonprofit donor management and CRM platform originally founded to provide small and mid-sized nonprofits with modern, cloud-based fundraising software at a price point and usability level accessible to organizations without dedicated IT staff. The platform was built around the belief that nonprofits deserve the same quality of donor relationship management tools that for-profit companies use for customer management — including clean dashboards, automated donor communications, campaign tracking, and online giving pages — without the complexity or cost of enterprise CRM platforms designed for commercial use cases. Kindful was acquired by Bloomerang in 2020.\n\nKindful's platform provides donor database management, online giving and donation page creation, peer-to-peer fundraising tools, email communication and automation, event registration, and reporting and analytics. The system integrates with QuickBooks, Mailchimp, Stripe, and other tools commonly used by nonprofits in their operational and fundraising workflows. With 1,000+ nonprofit customers, Kindful built meaningful traction in the lower and mid-tier of the nonprofit market before its acquisition, particularly among organizations that had outgrown spreadsheets and basic donation tools but found larger platforms like Salesforce Nonprofit or Raiser's Edge overcomplicated for their needs.\n\nFollowing the Bloomerang acquisition in 2020, Kindful's customer base and technology were integrated into Bloomerang's broader nonprofit CRM platform, which has since grown to become one of the most recognized names in the nonprofit technology sector. The Kindful brand and product continue to serve the segment of the nonprofit market that values simplicity and accessibility in donor management tooling, operating as part of a combined Bloomerang-Kindful platform serving thousands of nonprofits across the US.
GoFundMe-acquired nonprofit fundraising platform serving 8,000+ organizations; peer-to-peer campaigns and event fundraising for St. Jude and American Red Cross competing with Fundraise Up.
About
Classy is a nonprofit fundraising platform providing online donation pages, peer-to-peer fundraising campaigns, event fundraising, and corporate giving programs for nonprofit organizations — helping charities raise more money online through optimized giving experiences and donor management tools. Founded in 2006 in San Diego, California by James Heaton and Scott Martell, Classy was acquired by GoFundMe in 2022 (combining the consumer crowdfunding platform with the nonprofit fundraising tools) and has since been part of GoFundMe's broader social impact giving ecosystem. Classy serves over 8,000 nonprofit clients including St. Jude Children's Research Hospital, Amnesty International, and American Red Cross.\n\nClassy's platform enables nonprofits to create branded online donation pages, peer-to-peer fundraising campaigns (where donors create personal fundraising pages on behalf of the nonprofit), event fundraising (charity runs, walks, and galas with team and individual fundraising), and recurring giving programs. The Classy Manager provides donor CRM, fundraising analytics, and campaign management tools. Integration with Salesforce NPSP and other nonprofit CRMs enables donor data to flow into existing systems.\n\nIn 2025, Classy operates within GoFundMe as the dedicated nonprofit fundraising product, while GoFundMe continues serving personal causes. Classy competes with Fundraise Up, Donorbox, Blackbaud (eTapestry and Luminate Online), and Network for Good for nonprofit online fundraising platform share. The online giving market has grown significantly — US charitable giving exceeds $500 billion annually, with online channels growing share of that total. Classy's 2025 strategy focuses on expanding Classy for Salesforce (deep native integration with the Salesforce NPSP ecosystem), growing its enterprise nonprofit segment, and launching AI-powered giving page optimization and donor segmentation tools.
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