---
title: Q&A from The Whole Whale Agency
description: Recently, George Weiner (CEO of The Whole Whale) wrote us with a bunch of really great questions.  We thought it was important and valuable our responses to those questions right here for our own donors and nonprofits to read.
image: https://blog.roundup.org/hubfs/wesley-tingey-OddoMIl3hEA-unsplash.jpg
---

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Recurring donations Mission & Purpose MicroDonations

# Q&A from The Whole Whale Agency

![Rebekah Sedaca](https://7528315.fs1.hubspotusercontent-na1.net/hub/7528315/hubfs/raw_assets/public/mV0_d-cms-elevate-theme_hubspot/elevate/images/avatar-placeholder.jpg?width=48&height=48&name=avatar-placeholder.jpg)

 Rebekah Sedaca

September 28, 2026

*Recently, George Weiner (CEO of The Whole Whale marketing agency that works with nonprofits) wrote us with a bunch of really great questions.  We thought it was important and valuable our responses to those questions (in their entirety and with context) right here for our own donors and nonprofits to read.*

**DURHAM, N.C. — September 28,2026 —** 

George,

Thank you so much for reaching out and for writing about RoundUp.org. I really appreciate the interest. Ialso appreciate that you are a human being and understood why I needed a bit longer to respond to you.

A little personal context may also help explain why I'm doing this company. RoundUp.org is my fourth startup, and I'm building it while battling cancer. During that experience, I've seen firsthand how important nonprofits can be—not only in providing information and support to people who need it, but also in funding research, advocating for change and tackling problems that otherwise might not get addressed.

So there is a very personal “why” behind RoundUp.org for me.

##### Our mission is pretty straightforward:

> Our mission is to empower consumers to make a difference with every purchase they make by rounding it up to the nearest dollar and sending their spare change to support the nonprofit they love—especially local organizations that strengthen their communities. RoundUp.org seamlessly connects people's everyday spending with the causes they care about, making generosity a simple part of daily life.

There is an important implication of that mission: the Donor has to be able to choose the nonprofit **they** love. Often, it will be their school, church, local animal shelter or food bank. Those nonprofits desperately NEED recurring donations—they tell us this during my demos and meetings with them. And keeping donors in control of where their money is going is something we can all easily agree on.

I think we can also agree that it wouldn't be very compelling to tell someone, “Come to RoundUp.org, and assign your credit card to your favorite charity,” only to have them arrive and discover that their favorite nonprofit isn't available for them to choose.

That's why our goal is to include essentially every eligible U.S. nonprofit in the directory. The directory is designed to help Donors find and accurately identify the nonprofit they want to support; it does not override any consent or other requirements that apply under state law. Where applicable law requires a nonprofit's consent before a Donor can designate it, we obtain that consent before permitting the designation. The underlying directory information comes from publicly available IRS Business Master File (BMF) data, information supplied by the nonprofit itself, and Charity Navigator ratings that we license, subject to applicable state laws, nonprofit opt-outs and other applicable requirements. We don't scrape nonprofit information from the Internet.

Allowing consumers to direct where their round ups go feels fundamental and right to me, but I'd be curious if you have a different take, and why that is the case. We also give nonprofits a pretty serious set of marketing tools (and examples of content) if they want to promote rounding up to their database. Thousands of nonprofits are taking advantage of those and encouraging their database to assign their credit card to their nonprofit.

The huge opportunity here is to substantially increase the percentage of charitable giving that is recurring, monthly, and automatic. The available data is surprisingly sparse, but our research suggests that only about 3% of charitable giving today is in the form of monthly, recurring donations. If we could help increase that to even 10%, we estimate that it could generate approximately $40 billion in additional charitable giving each year across the nonprofit sector.

And recurring donations don't just mean more money. They mean more predictable money. If nonprofits could generate a substantially larger percentage of their donations automatically each month, they could spend less time constantly chasing the next donation, planning the next fundraiser or worrying about where next month's revenue will come from—and more time focused on their missions and making an impact.

There is also a serious need for giving technology that Gen Z and Gen Y will actually use. As my college-aged daughter says, “Dad, we don't know how to charity.” Nonprofits MUST meet those generations where they are—with services that are online, have a signup process that takes less than a minute (ours averages 37 seconds), and make everything totally automatic and effortless. What RoundUp does is take those elements a step further. We also make them feel great every time they swipe their card, while making giving feel extremely affordable.

Rounding up for charity is a fundraising concept that about 90% of people already understand. There's almost nothing to explain. We estimate that somewhere around 150,000–250,000 grocery store cashiers in America are asking customers to round up or donate to charity on a typical day. Donors already know what it means, how it works, and why they might want to do it. They just never get the chance to choose the nonprofit they are supporting with their round ups—until now. But for a nonprofit to develop their own roundup program would be difficult, expensive, and potentially impossible for most nonprofits to execute. So we thought we could build one that every nonprofit could benefit from—regardless of its size or resources.

How RoundUp works

I assume you're intimately familiar with PayPal Giving Fund. The mechanics of what we are doing on the backend are essentially the same.

Our Change Foundation and GetChange collectively fulfill substantially the same roles for RoundUp that PayPal Giving Fund fulfills for many of its partners: supporting a directory of eligible nonprofits, receiving charitable contributions and Donor grant recommendations, supporting nonprofit eligibility and grant administration, distributing grants, and reaching out to nonprofits that haven't yet enrolled so they can receive their funds.

So, conceptually, the flow is pretty simple:

Donor → RoundUp.org → Our Change Foundation → Grant Recipient

That's really the basic architecture. If PayPal Giving Fund isn't something you've studied, let me know and I can go into more detail about how this all works.

**1. How many nonprofit listing pages has RoundUp.org published, and how many have been claimed by an authorized representative?**

Our directory includes most U.S. nonprofits that are eligible to receive charitable grants. We try to provide a “directory details” page (which is what I assume you are talking about when you say “listing page”) for every nonprofit in the directory, although we don't always have enough information to fully populate every page.

The underlying nonprofit information comes from publicly available IRS Business Master File (BMF) data. Additional information on a directory details page comes from the nonprofit itself or, in the case of ratings, from Charity Navigator under license. We don't scrape nonprofit information from the Internet.

We are approaching 10,000 nonprofits that have verified their RoundUp.org directory details page through an authorized representative.

We created these directory details pages primarily to help **Donors accurately identify the nonprofit they want to designate to their credit or debit card spending**. Many nonprofits have similar or nearly identical names—or often have a d/b/a that doesn't match the name of the Nonprofit as it is represented in the BMF data from the IRS. Oftentimes, the official nonprofit name in the IRS BMF is a foundation name, or some other “official” nonprofit name that the donor might not recognize. So the additional information helps reduce the chance of a Donor selecting the wrong organization. We also prominently link to the nonprofit's own website (another backlink, which, you know as a marketer is valuable) so the Donor can confirm they've found the right organization. As I know we will agree, the worst possible outcome is a donor making a donation to the wrong nonprofit. We don't want that. Nonprofits don't want that. So, we have taken steps like this to ensure that doesn't happen.

**2. Does RoundUp.org notify or obtain consent from a nonprofit before publishing a page for it? Are those unclaimed pages intended to appear in search-engine results?**

We comply with applicable state laws governing the use and publication of nonprofit information.

Our general objective, though, is the one I described above: we want Donors to be able to find and designate the nonprofit they actually care about to their credit or debit card spending—not choose from a small subset of nonprofits that happened to have already verified their directory listing information on RoundUp.org (that's what the grocery store does, and consumers we've surveyed really want to be able to choose the nonprofit that is important to them for their round ups).

Different states take different approaches to consent, and we follow the requirements that apply in each state. Where prior nonprofit consent is required before a Donor may designate a nonprofit, we obtain it.

As to search engines: yes, the directory is public, so Google and other search engines can crawl and index its pages. That's intentional. If someone tells a friend, “I started rounding up my credit card purchases for our local animal shelter,” we want that friend to be able to search for the nonprofit plus the words “round up” and find their way to the right place.

 

**A note on your criticism of GoFundMe**

I also read your criticism of GoFundMe, and I think it's worth addressing because I actually agree with the central concern you raised.

You described one of the core problems as “SEO hijacking”—auto-generated pages competing with a nonprofit's actual donation page in search results. You even use a search for “Donate to Doctors without Borders” as an example of the problem. I think that's a perfectly legitimate concern.

If someone searches “donate to ABC School,” I think ABC School's own donation page should win that search. We're not trying to intercept that Donor and redirect them into RoundUp.

Our SEO objective is much narrower. In fact, you can see that in how we've structured the directory details pages themselves. The title tag for a nonprofit's directory details page follows the format “Support \[Nonprofit Name\] by rounding up” and the H1 heading follows the format “Round Up for \[Nonprofit Name\].”The pages also repeatedly use language like “Start Rounding Up,” “Round up more donors for \[Nonprofit Name\],” and “Help others round up for \[Nonprofit Name\].”

That's intentional. We're trying to be relevant when someone hears, “Did you know you can round up your credit card purchases for ABC School?” and then searches “round up for ABC School” or “rounding up for ABC School.” We're not designing these directory details pages to compete for the ordinary “donate to ABC School” search, where I think ABC School's own donation page should win. Obviously, we can't control how Google ranks pages for every query, but that is the search intent our page structure is designed around.

I think that's an important distinction between the GoFundMe situation you wrote about and what we're trying to accomplish. RoundUp isn't trying to compete with a nonprofit for its ordinary donation traffic. We're trying to create an entirely new source of recurring donations based on rounding up everyday purchases.

Interestingly, your recommendation for most nonprofits with a GoFundMe page wasn't simply “remove it.” It was “Claim and Optimize”—in part so the nonprofit could capture the potential upside of GoFundMe's network without competing against itself in search results. I think the same basic principle makes sense here: new distribution and new donors can be valuable; competing with the nonprofit for the donors it already has is not.

That's also why our directory details pages prominently link back to the nonprofit's own website, why verified nonprofits receive a “Nonprofit-Approved” badge, why nonprofits can control certain information after verification, and why any nonprofit can ask us to remove its directory details page.

So if the concern is that a third party shouldn't use SEO to insert itself between a nonprofit and someone who is already trying to donate directly to that nonprofit, I think we agree. We want ABC School's website to be the destination for someone searching “donate to ABC School.” We want RoundUp to be the destination for someone searching “round up for ABC School.”

That's not SEO hijacking. It's creating a new way for someone to support ABC School.

And I think the distinction goes beyond SEO. In your GoFundMe piece, you raised concerns about nonprofits losing control over how they're represented, donor information, fees, and nonprofits being represented without necessarily knowing it. We've deliberately tried to address those concerns with RoundUp. Nonprofits can verify their directory listing, correct and control certain information, receive Donor information when the Donor chooses to share it, and ask us to remove their directory listing entirely. Our fees and other costs are disclosed, and our directory listings prominently link Donors back to the nonprofit's own website. We also reach out regularly to nonprofits to ensure that they know they can update their information and correct it if it is inaccurate.

So, I hope we've addressed all of your primary concerns here, but let me know if you think I'm missing one. Happy to jump on the phone or Google Meet before you publish your piece if you disagree with our position—just let me know so we can help you get the post right, and accurately represent our viewpoints in addition to yours.

**3. What information does RoundUp.org obtain from Change to create those pages, and what additional content does RoundUp.org generate for them?**

The underlying directory information comes from publicly available IRS Business Master File (BMF) data. Additional information comes from the nonprofit itself or, in the case of ratings, from Charity Navigator under license.

Depending on what's available through the BMF or supplied by the nonprofit, a directory details page may include information such as the nonprofit's name, address, website and mission statement.

RoundUp creates the directory experience that helps Donors find and accurately identify the nonprofit they want to designate. We don't scrape nonprofit information from the Internet.

**4. What, if anything, changes about a nonprofit's public page when its representative claims the page on RoundUp.org? Does claiming it constitute approval of the page or of RoundUp.org's fundraising activity?**

We use the term “verify” rather than “claim.”

When an authorized nonprofit representative verifies its directory details page, we add a “Nonprofit-Approved” badge and give the representative access to RoundUp's nonprofit Admin Portal and marketing tools.

Through the Admin Portal, the nonprofit can update certain information on its page and access resources it can use if it wants to promote RoundUp to its supporters.

When we invite a nonprofit to verify and participate, we also provide access to our online Terms so the organization can understand how the program works, including the role of Our Change Foundation, before deciding how it wants to participate.

Importantly, verification isn't what makes a nonprofit available for a Donor to designate. Verification gives the nonprofit control over certain aspects of its RoundUp directory details page and access to our really great (and free) marketing/promotion samples and templates so that they can promote rounding up to their donors, Board, and corporate sponsors if they choose to do so.

**5. Can donors designate an unclaimed nonprofit? If so, what happens to their payments before that nonprofit establishes a Change account?**

Yes, subject to applicable state law.

Just as with PayPal Giving Fund, a nonprofit doesn't necessarily have to have already verified in order for a Donor to recommend it for a grant.

If an eligible nonprofit hasn't verified, there is an outreach process to contact the nonprofit and facilitate delivery of the grant, similar to how PayPal Giving Fund handles grants for nonprofits that haven't enrolled with it. If the nonprofit ultimately doesn't complete the process necessary to receive the grant, Our Change Foundation's published terms of service ([https://link.getchange.io/tos-nonprofit](https://link.getchange.io/tos-nonprofit)) governs what happens to those funds.

**6. Is a Change account required for an unclaimed nonprofit to receive its funds? Are checks available without an account, and what happens if the nonprofit never registers?**

A nonprofit does not need to have verified its RoundUp directory details page in order to be eligible for a grant. Grant delivery and any enrollment steps are handled under Our Change Foundation's published terms of service, including what happens if a nonprofit does not complete the steps necessary to receive a grant.

Again, this is conceptually similar to the process used by PayPal Giving Fund to distribute grants to nonprofits that have not already enrolled with it. If a nonprofit verifies with RoundUp, it is provided a direct link to complete in order to receive their grant.

**7. For a typical $32 monthly donor payment, please itemize every fee or deduction and identify which entity receives each amount.**

RoundUp.org earns a fixed $2 fee when a Donor's monthly donation is successfully processed.

There are also third-party expenses for credit-card processing, obtaining the limited transaction data necessary to calculate the Donor's roundups, and processing and distributing grants. Those costs don't go to RoundUp.org and are capped at $1.30 + 4.8% of the donated amount (cumulative, for all expenses), with some costs declining as volume increases. The Roundup fees and payment processing fees are deducted from the donations and covered by the DAF before the grant is distributed.

Our target is approximately 85% fundraising efficiency—meaning about 85 cents of every donated dollar ultimately reaches the Grant Recipient. We think that's a great result, especially considering that the nonprofit has no upfront investment, no subscription fee, and doesn't have to build or operate any of the technology. Fundraising efficiency is also one of the metrics charity rating organizations consider, so we're proud that we can offer a complete roundup program for ANY eligible nonprofit while targeting 85 cents of every dollar reaching the organization. Of course, we're always looking for ways to make that number even better. And very soon, we'll be introducing an option for Donors to cover the expenses themselves, which can increase the amount reaching the nonprofit even further.

And there's another way I think about the economics. **I'd rather help a nonprofit receive 85% of $30 every month than 100% of $30 one time.** A $30 one-time donation puts $30 into the nonprofit. A $30 monthly RoundUp Donor, at approximately 85% fundraising efficiency, would generate about $306 for the nonprofit over twelve months.

But the more important point is that **RoundUp isn't designed to steer people away from making direct donations to nonprofits. It's designed to expand the pool of people giving—and the ways they can give.** We're trying to reach people who like the idea of supporting a nonprofit through their everyday purchases and turn them into recurring Donors. If someone is already giving $30 every month directly to their favorite nonprofit, we'd rather they keep doing that. The opportunity we're pursuing with RoundUp is to create **new recurring Donors** from people who otherwise might make an occasional donation—or might not donate at all.

Anyone who has ever put on a gala or silent auction, run a direct-mail acquisition campaign or sold merchandise to raise money knows that a meaningful portion of the money raised can be consumed by the cost of raising it. Many traditional fundraising methods can operate at substantially lower fundraising efficiency than the approximately 85% we're targeting with RoundUp.

And RoundUp fundraises 24/7. It doesn't stop when the gala is over, the auction closes or the campaign ends. Once a Donor signs up, their everyday spending can continue generating donations for the nonprofit automatically, month after month, without the nonprofit having to start another fundraising campaign to generate the next donation. For the donor, this is a ‘set it and forget it’ donation mechanism.

The BBB Wise Giving Alliance's Standards for Charity Accountability say that a charity should spend no more than 35% of related contributions on fundraising—in the BBB's words, “no more than 35 cents to raise a dollar.” RoundUp's target is for total fees and other costs to consume no more than approximately 15% of the average donation.

Grant Recipients don't pay RoundUp.org any upfront, subscription or per-use fees to participate.

**8. What are the respective legal and operational roles of RoundUp.org, GetChange Corp., and Our Change Foundation in collecting payments, issuing tax receipts, holding funds, and making grants?**

Hopefully the PayPal Giving Fund analogy and flow above make the respective roles much clearer.

In simple terms, RoundUp.org provides the consumer-facing Service and calculates each Donor's round ups. RoundUp.org does not take possession of the charitable funds. Our Change Foundation is the charitable organization that legally receives the Donor's contribution, issues the applicable charitable receipt, and makes grants to eligible recipient nonprofits based on Donor Grant recommendations, subject to its terms of service: https://link.getchange.io/tos-nonprofit.

Collectively, Our Change Foundation and GetChange perform substantially the same backend functions for RoundUp that PayPal Giving Fund performs for many of its partners.

For the lawyerly version, I think I would probably insult our lawyers if I tried to do a better job than they did in our Terms of Use. They spell out the respective legal roles and responsibilities here:

RoundUp.org Terms of Use: https://www.roundup.org/pages/terms

**9. Does RoundUp.org receive nonprofit or donor information from Change or Our Change Foundation, and how may RoundUp.org use that information for marketing or outreach?**

We have developed our own nonprofit outreach data so we can communicate with nonprofits about RoundUp and their directory details pages. We proactively reach out to thousands of nonprofits each day to let them know about their directory details page and encourage them to review the information we're displaying for accuracy.

We also try to check in with nonprofits quarterly to see if there have been any changes to their information, personnel, etc. from the data we have from the IRS BMF. If there have been, we encourage them to enter the new/updated information so that what we are displaying is as up to date as it can be.

With respect to Donors, we collect and use the information necessary to provide the Service and communicate with our users, subject to our Terms of Use and Privacy Policy.

We receive only the limited transaction information necessary to calculate a Donor's roundups. We don't know what the Donor purchased, where they actually purchased it, and we don't store credit-card data.

Donors control whether their name and email address are shared with their designated Grant Recipient and can choose to remain anonymous to it. Information is shared with Our Change Foundation, GetChange and other service providers only as necessary to process contributions, administer the DAF and provide the Service, subject to the applicable Terms and Privacy Policy. We never sell Donor information, and a Donor's information is provided to the designated nonprofit only if the Donor has chosen to share it.

**10. Can a nonprofit request removal of its public page while remaining eligible to receive a grant that a donor has already designated for it? If so, how?**

Absolutely. A nonprofit can ask us to remove its RoundUp.org directory listing (and associated directory details page) at any time by contacting support@roundup.org.

Removing the nonprofit's directory listing doesn't change the handling of a charitable contribution that has already been made or a grant recommendation that has already been communicated.

 

**Why I'm Excited About RoundUp**

Finally, one example might help explain why I'm excited about what we're building.

In one seven-day campaign run by a lower/middle school, 27% of the school's parents signed up to round up their purchases for the school. That represented a HUGE part of their giving goal. That's one campaign, so I'm certainly not suggesting that every nonprofit will see the same result. But it was pretty exciting to watch that many families start supporting their school in just a week.

That's really what we're trying to accomplish: make it incredibly easy for people to turn everyday spending into recurring charitable giving, while making it equally easy for eligible nonprofits to benefit from those donations without paying upfront costs or subscription fees.

During my demos, some nonprofits have drawn parallels to the now-defunct AmazonSmile program (which many of them have told me was a big loss). Obviously, we are nowhere near the scale of that (and what we do spans all of their purchases, not just the ones on Amazon). But I understand how some might make the comparison.

I also want to make a direct appeal to you.

I understand why nonprofits can be skeptical when a new service like ours comes along. It's not always easy to know who's genuinely on your side and who's looking for a way to take advantage of you. I think some skepticism is healthy, and frankly, it's part of why I've tried to answer your questions as openly as I can.

This will be the last company I build in my career, and I'm building it for a very specific reason: I want to help nonprofits raise more money, more predictably. I think the power of automatically recurring donations is immense. If we can get millions of people making small, recurring donations to the organizations they care about, that can become an incredibly meaningful and predictable source of funding for nonprofits.

Earning just $2 per Donor per month means we can only become a meaningful business if we help a whole lot of nonprofits attract and retain a whole lot of recurring donors. So, our interests are well aligned with the nonprofits. We only earn our fee if we actually generate a real donation. And I think that speaks volumes.

We're also trying to build this company the right way. RoundUp is registered to fundraise in all applicable states, and where required, we're bonded and insured. That's not the most exciting part of what we're building, but I think it's important. We take our responsibilities to Donors and nonprofits seriously, and we've invested a lot of time and money making sure we're operating responsibly.

And we're putting our money where our mouth is. One thing we've observed from nonprofits that are actively promoting RoundUp is that it's much more effective when they can give their supporters a reason to assign their credit card now, rather than something they intend to get around to later. So we've created a new incentive program that's currently in pilot and that we'll be rolling out more broadly soon. It gives nonprofits the ability to tell their supporters: “Assign your round ups to us during this campaign period, and every 10 new Donors who qualify will unlock an extra $250 for us from [RoundUp.org](http://roundup.org).” The goal isn’t to give away free money. The goal is to give nonprofits a tool that they can use to drive more recurring donations right now.

In other words, we're not just giving nonprofits another fundraising tool and wishing them luck. We're putting our own money behind helping them make it successful. We're pretty excited about the program, and I hope you'll cover it when we roll it out. To me, it's another example of what we're trying to do here.

So I hope you'll consider writing positively about RoundUp. I know positive stories don't always attract the same attention that negative ones do. I also understand that the content you create is part of how you build awareness for your marketing agency, and I don't hold that against you at all. In fact, I admire people who are good at turning useful content into business.

But whether you ultimately write something positive, negative or somewhere in between, I hope you'll come away believing one thing about our intentions:

**RoundUp is here to help nonprofits.**

**The things I hope we agree on:**

I suppose it's possible that you disagree with some of the basic premises behind what we're building. But given what you do for a living, I suspect we probably agree on the fundamentals: Donors should be able to choose the nonprofit they care about, nonprofits need better ways to reach younger Donors, automatic recurring donations are desperately needed, and 85% of $30 every month is better than 100% of $30 one time.

I'd genuinely be interested in understanding if you disagree with this—and why.

If we agree on those basic principles, then the interesting question isn't whether nonprofits should have access to RoundUp. It's how we make RoundUp b̲e̲t̲t̲e̲r̲ for them.

If you'd like a demo or want to get on a call and dig into any of this further, just let me know. I'd be happy to do either.

Again, thank you for taking the time to learn about RoundUp.org and for giving me the opportunity to answer your questions. I'm happy to clarify anything else that's helpful.

Best,  
Jed Carlson  
Founder & CEO  
RoundUp.org

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---

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    "position" : 1
  }, {
    "@type" : "ListItem",
    "item" : "https://blog.roundup.org/",
    "name" : "Blog",
    "position" : 2
  } ]
}
```

```json
{
  "@context" : "https://schema.org",
  "@type" : "DefinedTerm",
  "description" : "A method of charitable giving where purchases are rounded up to the next dollar and the spare change is donated to nonprofit organizations.",
  "inDefinedTermSet" : "https://roundup.org",
  "name" : "Round-up donations"
}
```