Do Followers Actually Chip In to Goals?

Yes, but selectively: field experiments on charitable giving show people give more when an ask names a concrete, detailed use of the money. Pew Research Center's 2016 national survey found 22% of U.S. adults had ever contributed to an online fundraising project, so a realistic plan assumes most of an audience watches and a smaller share pays. A Goal is one named goal with a progress bar: followers make one-time contributions and every contribution is yours whether or not the goal is reached — no deadline unless you set one, and nothing to ship.

Creators using Brillay for Goals can receive payouts in 41 countries; full fee details are on pricing.

If asking for donations feels awkward, name the project and the exact cost: some supporters will chip in when they can see what their money helps make, while most will simply keep following. The category itself is not small. GoFundMe reported 79 million donations made across its platform in 2025, an average of about 2.5 donations every second, with 1 in 4 donors giving more than once that year (GoFundMe, 2025 Year in Help). What follows is what the published evidence says about who gives, why, and what separates a goal that moves from one that sits untouched.

What percentage of people actually donate to a funding campaign?

Pew Research Center's survey, fielded in 2016, found that 22% of U.S. adults reported having contributed to an online fundraising project on a site like Kickstarter or GoFundMe (Pew Research Center, Collaborative Crowdfunding Platforms, May 19, 2016). That is a minority of any general audience.

Two caveats matter before that number gets used as a planning assumption. First, it is a 2016 measurement of the U.S. adult population and Pew has not published an updated version of the question since, so treat 22% as a dated floor rather than a current rate. Second, population reach is not the same as platform activity: GoFundMe's own 2025 figures — 79 million donations in a single year — show volume growing even where survey-based reach estimates are old.

Neither figure describes one creator's supporter base. An engaged audience built around a single creator can convert at a very different rate than the general population, in either direction. The practical takeaway holds regardless: don't expect a large share of casual followers to give, and treat a goal as one revenue stream among several rather than the primary plan.

Do supporters give to help someone they don't personally know?

Yes, but a personal or trusted connection makes giving far more likely than a cold appeal to a stranger. In Pew's 2016 survey of Americans who had funded a project to help someone facing hardship, the large majority had given to someone they knew directly or indirectly, and only a small fraction had given to an unfamiliar public figure.

"Contributions to help an individual in need – often a friend or family member – are the most common type of crowdfunding donation." — Pew Research Center, Collaborative Crowdfunding Platforms, May 19, 2016

Among crowdfunding users in that 2016 survey who had given to help someone in need, 62% had contributed to help a close friend or family member and 63% had given to help a friend of a friend or an acquaintance, while just 7% had given to a public figure such as a celebrity or politician (Pew Research Center). For a creator, the plausible read is that parasocial trust built over months of consistent content does some of the work that personal familiarity does in Pew's data — which would help explain why an established audience tends to outperform a brand-new one on an identical ask. That extension is an inference, not something Pew measured.

Does a specific, itemized goal get more support than a vague one?

Yes — in controlled experiments, concrete detail raises real donations. Cryder, Loewenstein and Scheines reported in Organizational Behavior and Human Decision Processes that "in two experiments, providing details about a charity's activities significantly increased real donations to that charity".

That study frames the detail effect as a generalization of the identifiable-victim effect: donors give more when the need is described concretely than when it is described as a large, abstract statistic (Cryder). Applied to a creator's goal, that is an argument for naming the specific thing the money buys rather than asking for general support.

On Brillay, Goals let you name what you're raising for, set a target amount, and show supporters a live progress bar that fills as contributions come in. For guidance on sizing the target itself, see how to set a realistic goal.

Does showing a progress bar actually make people give more?

The strongest evidence is for the "seed money" signal a partly-filled bar carries. In a Journal of Political Economy field experiment, John List and David Lucking-Reiley raised announced seed money from 10% to 67% of a campaign goal and recorded a nearly sixfold increase in contributions (List & Lucking-Reiley, 2002, JPE 110(1):215–233).

A second, separate mechanism is how close the goal already looks. Analyzing a large-scale Kickstarter dataset, Venkat Kuppuswamy and Barry Bayus found that support for a project increases as funding approaches its target and then decreases significantly once the target is reached, with the goal-proximity effect strongest when the target is relatively small or when the project has had limited early support.

Neither study tested a creator's tip-jar-style page, so treat both as directional rather than as a measured lift for this format. What they do support is the design choice: a bar showing $0 raised carries no seed-money signal and no proximity signal, while a bar showing real progress carries both. With Goals, you can show progress as an exact amount or percentage, or hide it.

Are supporters more willing to give without a strict deadline?

Removing the deadline removes one specific risk — raising money and collecting none of it — but the published research does not show that no-deadline formats raise more overall. Cumming, Leboeuf and Schwienbacher found the opposite direction on success rates: all-or-nothing campaigns succeed more often than keep-it-all ones, because the deadline works as a costly commitment signal.

"Kickstarter uses an all-or-nothing funding model for three reasons: to protect creators, to protect backers, and to create the urgency that helps campaigns succeed." — Kickstarter Support, Why is funding all-or-nothing? (source)

Kickstarter uses an all-or-nothing model within a fixed window: creators set a goal and a deadline of one to 60 days, both locked once the campaign launches, and backers are charged only when the campaign reaches its goal. Comparing the two structures across reward-based campaigns, Cumming, Leboeuf and Schwienbacher reported that 34% of all-or-nothing campaigns reached at least 100% of their goal, versus 17% of keep-it-all campaigns, and concluded that all-or-nothing makes the entrepreneur bear more risk and thereby encourages backers to pledge more (Cumming, Leboeuf & Schwienbacher, 2020, Financial Management 49(2):331–360).

So the honest framing is a trade-off, not an upgrade. Brillay's Goals have no reward tiers or physical perks; you may add a deadline as a countdown, but it is not an all-or-nothing cutoff, and you keep whatever supporters contribute. That removes the all-or-nothing downside for the creator, and it also removes the countdown that the research above associates with higher goal-completion rates.

How does a goal compare to other ways supporters can support a creator?

A goal is one of several ways a supporter can put money toward a creator directly, and it is not always the right format. A one-time supporter who doesn't want to track progress toward a target may prefer a simple no-target contribution; a supporter who wants ongoing access fits a recurring membership better.

Goals and Tips on Brillay are one-time contributions with no membership or reward tiers; no follower account is needed, and both can sit on the same Brillay link. Patreon, by contrast, runs on recurring memberships and charges creators who published a page after August 4, 2025 a standard platform fee of 10% of successfully processed membership and one-time purchases, plus applicable taxes and processing (Patreon Help Center, Creator fees overview). A supporter who wants to give once without committing to a recurring charge is better served by a goal or a tip; see creator wishlist vs. crowdfunding for how a flat goal differs from reward-tiered platforms. A follower pays once for one question, one commission or one video, and nothing is owed afterwards — so the people who were never going to subscribe can still pay you, beside the Patreon you already run (Brillay, how it works).

Does the size of your following change whether supporters will give?

A goal does not require a large following; it depends on the depth of a relationship more than on breadth of reach. Brillay states there is no follower minimum and nothing to apply for — a creator with a few hundred engaged followers can start the same day as one with a hundred thousand.

There is also a research reason a smaller creator is not automatically disadvantaged on a modest target. Kuppuswamy and Bayus found that the boost from goal proximity is accentuated when the target goal is relatively small or when a project has had limited early support — the exact profile of a first goal from a small audience. That does not make audience size irrelevant: more people seeing the ask still means more potential contributors.

What does it cost a creator when a supporter does chip in?

A contribution passes through some combination of a platform fee and a card-processing fee before it reaches the creator — usually two separate charges, not one bundled rate. Every rate in the table below is the U.S.-creator, U.S.-card, USD-payout case as published on each platform's own pricing or help page; rates outside that scope differ.

Outside that U.S./USD scope the numbers move, so check the source page for your own country. Stripe's published standard rate is 2.9% + 30¢ per successful transaction for domestic cards, with an added 1.5% for international cards and a further 1% when currency conversion is required (Stripe pricing). Patreon's processing rates rise for non-USD payout currencies — 3.4% + €0.35 on EUR, 3.4% + £0.35 on GBP, and 3.9% + NZ$0.45 on NZD. GoFundMe's pricing page displays its transaction fee in local currency and varies it by country. On Brillay, the supporter pays only the displayed price; creator earnings equal the supporter payment minus the 8% platform fee for work or the 5% fee for tips and goals, minus the processing fee.

Frequently asked questions

Is it normal for a goal to start at $0 with no contributions?

Yes. Most funding pages start with no history, and Pew Research Center's 2016 survey found that only 22% of U.S. adults had ever contributed to an online fundraising project (Pew Research Center). Early movement typically comes from the most engaged part of an audience rather than a broad cross-section of followers.

Why am I crowdfunding, and what should I tell supporters?

Name the project, the exact cost, and what finishing it lets you make next — the detail is what moves people, not the size of the ask. Cryder, Loewenstein and Scheines found across two experiments that providing details about a charity's activities significantly increased real donations, mediated by donors' perception that their contribution would have impact.

Do supporters need a deadline to feel urgency to give?

No. With Goals, you may add a deadline as a countdown, but it is not an all-or-nothing cutoff, so you keep whatever supporters contribute even if the target is not reached. Be aware of the trade-off: Cumming, Leboeuf and Schwienbacher found 34% of all-or-nothing campaigns hit their goal versus 17% of keep-it-all campaigns (Financial Management 49(2):331–360). Urgency can still come from a stated near-term use for the funds.

Is a goal better than just asking supporters to tip?

They serve different purposes rather than one being strictly better. Goals give supporters a visible, specific target to contribute toward; Tips are a simpler one-time payment with no target attached. A creator can offer both.

Do I need a big following before supporters will chip in?

No. Brillay states there is no follower minimum and nothing to apply for, at any audience size. Whether supporters give depends more on trust and on how specific the ask is — the detail effect measured by Cryder, Loewenstein and Scheines (2013) — than on raw follower count, though a larger audience does mean more people see the ask.

A goal is one option for direct supporter support, not a replacement for platform monetization programs, brand deals, or product sales — most creators combine several income sources. Create your free Brillay page and set up a goal with a clear, specific target.