RoundUp.org Built 1.8M SEO Optimized Pages to Capture Nonprofit Monthly Donors

TLDR: The RoundUp.org platform is SEO optimizing for every nonprofit’s donation page targeting monthly donors and only charging:

$2 a month from each monthly donation
up to 4.8% of the monthly amount for third-party processing costs
up to $1.30 a month for “processing”

First off we want to say this is a master class in geographic SEO engineering, so bravo. Really impressive stuff, unfortunately, the intent is to index for nonprofit branded giving terms to attract monthly donors.

Just jump to bottom to learn how to opt-out (unless they decide to take down these pages).

If you run one of the roughly 1.8 million charities in the IRS file, there is a good chance a page titled “Donate to [your name] by rounding up” already exists with outdated info paired next to your Charity Navigator rating. You didn’t build it. A company called RoundUp.org did, along with one for nearly every other 501(c)(3) in the country.

This way too long article covers two things: what those pages ask a donor to sign up for, and the specific search engine tactics that put them in front of people looking for you.

Quick reminder about this term-> Shadow Donation Page (n.) : a third-party, off-domain giving page auto-generated without the nonprofit’s consent that accepts gifts on the org’s behalf and routes payouts through an intermediary fund that can hold and/or reassign the money if the charity never claims it.

What RoundUp.org is

RoundUp.org, Inc. is a company based in Durham, North Carolina. Its product is “round-up” giving. A donor links a Visa or Mastercard, every purchase gets rounded up to the next dollar, and the spare change is added up and charged to the card once a month. The minimum is $10 a month. If your coffee habit only rounds up to $6, you pay $10 anyway. Not to be confused with RoundupApp.com which is a longstanding roundup app with opt-in standards for nonprofits.

The money does not go to the charity the donor picked. It goes to Our Change Foundation (OCF), a donor-advised fund run by the giving platform Change. A donor-advised fund is a charitable account held by a sponsoring charity. Once money is in it, the sponsor legally owns it and decides when and where it is granted. OCF then grants the money on to the charity the donor chose, after fees (more on those below).

RoundUp does not wait for nonprofits to sign up. Its page for nonprofits says:

“All U.S.-based 501(c)(3) nonprofits that are in good standing with the IRS already have a listing page on RoundUp.org.”
RoundUp.org, For Nonprofits page, captured September 22, 2026

The donate button is a monthly-donor sign-up

Every listing carries the charity’s name, address, EIN and a big blue box that reads “Donate to [charity].” The button inside it says Start Rounding Up. Clicking it doesn’t make a one-time gift. It opens RoundUp’s donor sign-up with that charity already selected, and the sign-up sets up a recurring monthly charge to the donor’s card.

Translation: each of these pages is a monthly-donor recruitment page with a nonprofit’s name on the door. The nonprofit didn’t ask for it.

RoundUp.org listing page for the American Red Cross with a Donate to American Red Cross box, a Start Rounding Up button, Charity Navigator stars, and a Nonprofit Health Check panel — RoundUp’s page for the American Red Cross, which the Red Cross did not create. The dark banner at the top is the only sign the charity wasn’t involved, and it has a close button. The page shows “Gross Receipts: $0” for the Red Cross, citing “IRS form 990.” Captured September 22, 2026. We didn’t need to didn’t need to work too hard to realize that this is incorrect information with this donation solicitation.

In response for comment, the founder and CEO of Roundup.org, Jed Carlson confirmed that “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.”

The issue of targeting a known giving term is that it can compete with the existing intent of the nonprofit. In the case of the Red Cross they have several official round up corporate fundraising designations with groups like Walmart Spark Good Program and Krogers.

Source: Screenshot from AI Overview search for a user looking to round up for the Red Cross. 9/28/2026

What a $20-a-month donor actually gives

RoundUp publishes its fees in the “Fees” section of its Terms of Service, but does not show them explicitly in donation flow or donor dashboard. The checkout clearly makes this a monthly donation gift by having a “maximum monthly donation” which acts like the monthly donor amount.

Example of RoundUp.org checkout page for National Council of Nonprofits:

Except, if a donor is directed via search to the RoundUp monthly donate there are three additional fees, and all of them come out before OCF grants anything:

$2 a month to RoundUp.org, which it retains from each monthly donation as a “fundraising expense.” Its Terms apply the $2 to each registered credit card.
Up to 4.8% of the monthly total for third-party costs: card processing, the transaction data used to calculate round-ups, and paying the money out to nonprofits by ACH or check.
Up to $1.30 a month, the fixed part of those same third-party costs.

“RoundUp.org retains $2 from each monthly donation as a fundraising expense. Nonprofits never pay to participate.
There are also third-party costs associated with processing each donation. These include credit card processing fees, fees to securely obtain transaction data used to calculate roundups, and fees to process and distribute donations to nonprofits by ACH or check. These expenses are also paid out from the donated amount. Together, they total a maximum of $1.30 + 4.8% of each donation, but that amount could be lower depending on the volume of donations processed.
After all fees and processing costs, about 85% of the average donation goes to the nonprofit.”
RoundUp.org FAQ, “How does RoundUp.org cover its costs?”, captured September 29, 2026

Here is what that does to a donor whose purchases round up to $20 a month:

RoundUp.org fees · one card · from its FAQ and Terms of Service

Where a monthly round-up goes

Three fees come out before Our Change Foundation grants the rest to the charity the donor picked. Processing is shown at RoundUp’s stated maximum. Drag to change the monthly round-up.

Monthly round-up: $20

$15.74

Granted on to the charity

$4.26

In fees (21.3%)

$51.12

In fees over a year

This month's round-up, split

Share of each month's round-up lost to fees

Source: RoundUp.org FAQ, “How does RoundUp.org cover its costs?”: RoundUp.org retains $2 from each monthly donation, and third-party processing costs “total a maximum of $1.30 + 4.8% of each donation, but that amount could be lower depending on the volume of donations processed.” The Terms of Service apply the $2 per registered card and work an example of $100 → $91.90. $10 minimum from RoundUp’s FAQ. OCF grants at its discretion under its grantmaking policies. Updated September 29, 2026; when first captured on September 22, the Terms gave the rate as 4.98%.

A $20/month RoundUp donor	Per month	Per year
Donor is charged	$20.00	$240.00
RoundUp.org fee ($2 per card)	−$2.00	−$24.00
Processing, up to 4.8%	−$0.96	−$11.52
Processing, up to $1.30	−$1.30	−$15.60
Total fees	$4.26 (21.3%)	$51.12
Granted on by OCF	$15.74 (78.7%)	$188.88

Calculated at the maximum processing costs in RoundUp.org’s FAQ and Terms of Service. The Terms work their own example at $100 a month: “OCF will retain $91.90.” The FAQ says processing costs “could be lower depending on the volume of donations processed.” Updated September 29, 2026; the Terms gave the rate as 4.98% when we first captured them.

RoundUp’s FAQ says “about 85% of the average donation goes to the nonprofit.” When we first checked, on September 23, the FAQ put the average monthly donation at $32, and the figure holds there: 84.9%. At $20 the charity is in line for 78.7%, and at the $10 minimum it’s 62%. Because two of the three fees are flat dollar amounts, the smaller the gift, the bigger the bite.

“In line for” matters here. The Terms say OCF grants the money “in OCF’s sole discretion in accordance with OCF’s then current grantmaking policies and procedures.” Translation: the donor recommends and OCF decides. The Terms also don’t say what happens to money designated for a qualified charity that never sets up an account with Change. They say only that OCF “will send a letter to the organization requesting that the Organization establish an account.”

How 1.8 million pages will get found

A quick primer if search engine optimization (SEO) isn’t your day job. Google and other search engines send software called crawlers to read web pages. They decide what a page is about from its title, its headings, its web address and some behind-the-scenes code, then decide whether to show it when someone searches. SEO is building pages so that process goes your way.

Example for National Council For Geographic Education:
Page: https://www.roundup.org/nonprofits/national-council-for-geographic-education-md-gaithersburg-984d3ps

Search result #2 for “donate to National Council for Geographic Education” 9/29/2026

In this case, the Roundup.org SEO generated page shows just below the result for the official donate page for NCGE.

I’ve written before about Front Door Disease: nonprofits pour effort into the homepage when most visitors walk in through side doors. Your organization’s name is a side door, probably the most important one you have. RoundUp built one for every nonprofit in the country, plus a directory of 142,550 hallways leading to them. Here are the seven tactics that make it work.

1. One page per charity, titled with the charity’s name

Every listing uses the same template. The page title, the words that show up as the blue link in Google, is “Donate to [Org] by rounding up.” The main heading is “Donate to [Org].” The web address holds the name, state and city: roundup.org/nonprofits/american-red-cross-dc-washington-b401a4f. The meta description, the snippet under the link in search results, reads:

“Designate American Red Cross in WASHINGTON, DC to receive the round ups from everyday credit card purchases on your Visa or Mastercard. Free to sign up, tax-deductible, automatic monthly donations.”
Meta description on RoundUp.org’s American Red Cross listing

Swap in any other name and city and you have the other 1.8 million pages.

Page source excerpt of a RoundUp.org listing showing the title tag, meta description, canonical link and JSON-LD structured data with a Charity Navigator review — The code behind the Red Cross listing, copied word for word from the live page (the data block is indented for reading). The title, description, structured data and review markup covered in tactics 1, 4 and 5 are all here. Fetched September 22, 2026.

2. A sitemap that hands search engines all 1.8 million

A sitemap is a file a website gives search engines that says, in effect, “here are my pages, please read them.” RoundUp’s, at roundup.org/sitemap.xml, points to 78 smaller files. One lists RoundUp’s own nine pages. The rest list charities, one file per state, split into parts once a state passes 50,000 pages (California takes four files, Texas three).

We counted every entry: 1,809,242 charity listings, 1,795,060 of them unique. Every one carries the same “last modified” date (April 1, 2026), the same update frequency (“weekly”) and the same priority (0.5). Nobody wrote 1.8 million pages by hand; they were generated from one data file in one batch and submitted together.

You can see the data file showing through. Five of the sitemap files are named after typos in the IRS state field, for example hammond.xml and north-carolina.xml, and each one holds a single charity. (Congratulations to Hammond on its statehood.)

RoundUp.org sitemap.xml index listing one child sitemap per state, all dated 2026-04-01 — RoundUp’s sitemap index: one file per state, all stamped April 1, 2026. Note `nonprofit/.xml`, a file for listings with no state at all. Captured September 22, 2026.

A RoundUp.org child sitemap named hammond.xml containing a single nonprofit listing — `hammond.xml`: a sitemap “state” created when a city name landed in the IRS state field. It holds one listing. Captured September 22, 2026.

3. 142,550 city pages that aren’t in the sitemap

Every RoundUp page has a footer link labeled “Sitemap.” It doesn’t go to the file above. It goes to a browsable directory called “Browse Nonprofits,” sorted by cause, then state, then city. Each level is its own page with its own title and description:

10 cause pages, like “Animals Nonprofits by State”
510 state pages, like “Animals Nonprofits in North Carolina”
142,550 city pages across 32,083 cities, like “Animals Nonprofits in Durham, NC”

We opened all 510 state pages and counted the city links on each to get that number. None of the city pages are in the sitemap. Search engines reach them by following the footer link down the levels. Each one is built for the search a person makes when they want to give locally, such as “animal nonprofits in Durham NC.”

RoundUp.org Browse Nonprofits directory page with ten cause categories — The top of the directory, linked from every page’s footer as “Sitemap.” Captured September 22, 2026.

RoundUp.org Animals in Durham, NC directory page listing 23 nonprofits — One of the 142,550 city pages: “Animals in Durham, NC,” with 23 links to charity listings. Captured September 22, 2026.

These pages are built straight from the IRS address field, bad data included, and nobody has reviewed them. The IRS abbreviates, so North Carolina has separate pages for “Carolina Bch” and “Carolina Beach.” King of Prussia, Pennsylvania appears as “Kng Of Prussa.” One Texas nonprofit’s suite number became a city.

RoundUp.org directory page titled Environment in Ste 315 3331, TX, where a suite number was used as a city name — “Environment in Ste 315 3331, TX.” A suite number, now a city with its own page. Captured September 22, 2026.

RoundUp.org Animals in North Carolina directory page listing cities, including both Carolina Bch and Carolina Beach — The North Carolina page for Animals links 432 city pages, including both “Carolina Bch” and “Carolina Beach,” plus “Atlantic Bch,” “Barium Spngs” and “Beech Mtn.” Captured September 22, 2026.

4. Code that lists RoundUp as the charity’s web address

Pages can carry a block of “structured data,” code written for machines that says “this page is about an organization, and here are its details.” Search engines and AI tools read it. On each RoundUp listing, that block describes the charity: its name, EIN, street address, phone number and 501(c)(3) status. The field for the organization’s website doesn’t hold redcross.org. It holds the RoundUp page.

To be fair, the visible page does link to the charity’s real website. The version written for machines is the one that points to RoundUp.

5. Someone else’s rating, coded as a review

The same code block includes a “review” credited to Charity Navigator: a 4-out-of-4 rating for the Red Cross. Review code is what can put gold stars next to a result in Google. Google’s own guidelines for review snippets say:

“Don’t aggregate reviews or ratings from other websites.”
Google Search Central, review snippet guidelines, retrieved September 22, 2026

We did not test whether Google actually shows stars for these pages.

6. Trust signals on every page

Every listing, claimed or not, shows the same set of badges:

“A Visa and Mastercard approved Financial Partner,” next to both card logos, across the top of the site.
A “Nonprofit Health Check” with four green ticks, including “National Security Background Checks.” The page doesn’t say who ran these checks or when.
Charity Navigator stars and a score.
“It’s tax deductible,” under the donate button. It is, but the tax receipt carries Our Change Foundation’s EIN, not the charity on the page.

For a charity that has never heard of RoundUp, the ticks look the same as they do for one that signed up.

7. Housekeeping that keeps each page’s search credit in one place

Every share button (Facebook, X, email) adds tracking tags to the end of the link. RoundUp’s robots.txt, the file that tells crawlers what they may read, blocks every web address with tags like that, under the comment “Prevent duplicate content.” Each listing also names itself as the one official version of the page. Put together, every share adds to one page’s search credit without creating near-copies that would split it. This is competent, standard SEO work, which is the point.

Is it working yet?

Partly. Moz, a commercial SEO tool that crawls the web much the way Google does, has read 124,239 pages on roundup.org, about 7% of the sitemap. In Moz’s sample of the domain’s top 500 pages, 289 are charity listings and 121 are those city pages. None of the 121 city pages, and 121 of the 187 listings that loaded, has a single link from any other website. Crawlers found them only because RoundUp pointed at them.

Moz is not Google. We haven’t measured how many of these pages Google has indexed or where they rank for a charity’s name. Only RoundUp’s own Search Console data can answer that exactly.

RoundUp has since given its own figure. Jed Carlson, RoundUp.org’s founder and CEO, told us in an email:

“Google has indexed just over 3% of the pages on our website.”
Jed Carlson, Founder & CEO, RoundUp.org

We can’t check that number, because it comes from RoundUp’s own data. The 7% above is how much of the site Moz has crawled, not how much Google has indexed. Measured against the 1,809,242 listings in RoundUp’s sitemap, just over 3% would be more than 54,000 pages in Google’s index.

What Google’s rules say

Google publishes spam policies that describe two practices worth comparing:

“Scaled content abuse is when many pages are generated for the primary purpose of manipulating search rankings and not helping users.”
“Doorway abuse is when sites or pages are created to rank for specific, similar search queries.” Google’s examples include “Having multiple domain names or pages targeted at specific regions or cities that funnel users to one page.”
Google Search Central, spam policies, retrieved September 22, 2026

Translation: making a lot of pages is allowed. Making a lot of pages mainly to catch searches, and then funneling everyone to the same place, is what Google says it penalizes. Whether RoundUp crosses that line is Google’s call. The listings do carry real information (EIN, address, mission statement, a Charity Navigator link), and Google may count that as useful. Every listing and every city page ends at the same button: Start Rounding Up.

In fairness to RoundUp

RoundUp is more transparent than several platforms in our Shadow Donation Directory. RoundUp.org, Inc. is registered in California as a commercial fundraiser, and Our Change Foundation is registered as a charity. The fees are published with a worked example. The banner on unclaimed pages names the donor-advised fund. The Terms describe a removal process: a written request, verified within three business days and completed within three more.

That removal process is harder to find than the listings are. There is no removal button, form or link on any listing page. The only instructions are in the Terms and in the nonprofit FAQ, which says to email support@roundup.org and then asks a question of its own:

“Removal stops future donations but does not affect previously distributed funds. But, why would you want to block anyone from assigning your nonprofit to their Visa/Mastercard?”
RoundUp.org FAQ, “How do we remove our organization’s listing?”, captured September 23, 2026

RoundUp.org FAQ answer: You may request removal by contacting support@roundup.org. Removal stops future donations but does not affect previously distributed funds. But, why would you want to block anyone from assigning your nonprofit to their Visa/Mastercard? — The only removal instructions on RoundUp’s site outside its Terms, in the nonprofit FAQ. Captured September 23, 2026.

Translation: you can leave, but you have to find the door and write in to ask, and the FAQ wonders why you would want to.

It is still a shadow donation page, 1.8 million times over. It’s a toll collector standing between a donor and a charity that never asked to be listed.

Full disclosure: Whole Whale, the company behind this site, does search and AI visibility work for nonprofits and is building the open Verified Giving Protocol. So we have a stake in who shows up when someone searches a charity’s name. That’s also why we know what these tactics look like.

How to opt-out & What to do now

Search yourself. Try your name with “donate,” and your city with your cause, and see who shows up.
Find your listing, then decide. Search your EIN on roundup.org. To take it down, email support@roundup.org with your organization’s name, EIN and the listing’s web address; there is no button. RoundUp may ask you to prove you speak for the organization, and its Terms say removal happens within three business days after that. It stops future donations; it does not affect money already distributed.
Make your real donate page easy to find. Use a clear /donate address, add your own organization structured data with your real website in it, and link to it from every profile you control.
Tell your monthly donors where to give. If someone’s already rounding up for you through RoundUp, they’re paying up to 21.3% at $20 a month to do it. A direct monthly gift costs you a card processing fee.

How we did this

On September 22, 2026 we downloaded RoundUp’s sitemap and all 78 of its files and counted every entry; opened all 510 state directory pages at one request per second and recorded every city link; read the page code of several listings; pulled crawl data from the Moz API; and captured screenshots in Chrome, each logged with its web address, status and time. Fees are from RoundUp’s Terms of Service and FAQ as published that day. Google’s policy text is quoted as published that day.

Nonprofit News Feed sent RoundUp.org and Our Change Foundation questions about the listings, the directory pages, the fees, and what happens to money for charities that never register. This piece will be updated with any response.

For every platform that builds donation pages for nonprofits without asking, see our Shadow Donation Directory. Related: 1.7 Million Nonprofits Are Listed on GivingFountain. Only 2 of Them Signed Up.

Contact LetsTalk@wholewhale.com with any requests for documented evidence.

RoundUp.org responds

We sent RoundUp.org and Our Change Foundation ten questions. Jed Carlson, RoundUp.org’s founder and CEO, answered all ten in writing. His answers are condensed below, and anything in quotation marks is his exact wording. We left out a personal note at the top of his reply.

How many listing pages has RoundUp.org published, and how many have been claimed?

RoundUp says its directory “includes most U.S. nonprofits that are eligible to receive charitable grants,” and it tries to build a “directory details” page for each one. The data comes from the IRS Business Master File, from the nonprofits themselves, and from Charity Navigator ratings that RoundUp licenses. “We don’t scrape nonprofit information from the Internet.”

On claimed pages: “We are approaching 10,000 nonprofits that have verified their RoundUp.org directory details page through an authorized representative.” He says the pages exist to help donors pick the right charity, since many have similar names or go by a name that differs from their IRS filing.

Does RoundUp.org get a nonprofit’s consent before publishing its page? Are those pages meant to show up in search?

On consent: “We comply with applicable state laws governing the use and publication of nonprofit information.” Carlson says rules differ by state, and “Where prior nonprofit consent is required before a Donor may designate a nonprofit, we obtain it.” His aim is to let donors choose any charity, “not choose from a small subset of nonprofits that happened to have already verified.”

On search: “yes, the directory is public, so Google and other search engines can crawl and index its pages. That’s intentional.”

He also answered our earlier GoFundMe coverage. He agrees that a charity’s own donation page should win a search like “donate to ABC School,” and says RoundUp is after a different search: “round up for ABC School.” He points to the page wording as evidence, and says the title tag follows the format “Support [Nonprofit Name] by rounding up” and the main heading the format “Round Up for [Nonprofit Name].” In his words: “That’s not SEO hijacking. It’s creating a new way for someone to support ABC School.”

What information goes into those pages, and what does RoundUp.org add?

The data comes from the IRS Business Master File, from the nonprofit itself, and from licensed Charity Navigator ratings. Depending on what is available, a page “may include information such as the nonprofit’s name, address, website and mission statement.” RoundUp builds the directory around that data.

What changes when a nonprofit claims its page? Does claiming it mean the nonprofit approves?

“We use the term ‘verify’ rather than ‘claim.'” When an authorized representative verifies a page, RoundUp adds a “Nonprofit-Approved” badge and gives the nonprofit an admin portal where it can edit some of the page’s information and use RoundUp’s marketing materials. RoundUp also sends its Terms when it invites a nonprofit to verify.

“Importantly, verification isn’t what makes a nonprofit available for a Donor to designate.”

Can donors pick a nonprofit that hasn’t claimed its page? What happens to the money before it signs up?

“Yes, subject to applicable state law.” Carlson compares the process to PayPal Giving Fund: if a charity hasn’t signed up, there is “an outreach process to contact the nonprofit and facilitate delivery of the grant.” If the charity never completes that process, Our Change Foundation’s terms of service decide what happens to the money.

Does an unclaimed nonprofit need a Change account to get its money? Are checks available?

A nonprofit doesn’t have to verify its RoundUp page to be eligible for a grant. How grants are delivered, and what happens if a nonprofit doesn’t finish the steps to receive one, falls under OCF’s terms. A nonprofit that verifies with RoundUp gets “a direct link to complete in order to receive their grant.” The reply didn’t say whether a check is available without an account.

For a typical $32 monthly donation, where does every dollar go?

RoundUp.org takes “a fixed $2 fee when a Donor’s monthly donation is successfully processed.” Card processing, the transaction data used to calculate round-ups, and grant processing are third-party costs that “don’t go to RoundUp.org and are capped at $1.30 + 4.8% of the donated amount.” The fees come out of the donation before OCF makes the grant. RoundUp aims for “approximately 85% fundraising efficiency,” and Carlson says an option for donors to cover the fees themselves is coming soon.

His case for the fee: “I’d rather help a nonprofit receive 85% of $30 every month than 100% of $30 one time.” He also says RoundUp is meant to bring in new recurring donors: “If someone is already giving $30 every month directly to their favorite nonprofit, we’d rather they keep doing that.”

What do RoundUp.org, GetChange and Our Change Foundation each do?

RoundUp.org runs the donor-facing service and calculates each donor’s round-ups, and it “does not take possession of the charitable funds.” Our Change Foundation “legally receives the Donor’s contribution, issues the applicable charitable receipt, and makes grants.” Carlson describes the flow as “Donor → RoundUp.org → Our Change Foundation → Grant Recipient,” and says OCF and GetChange together do the same work for RoundUp that PayPal Giving Fund does for its partners. For the legal detail he points to RoundUp’s Terms of Use.

Does RoundUp.org get nonprofit or donor data from Change, and how does it use it?

RoundUp says it built its own contact data for nonprofits and reaches out “to thousands of nonprofits each day” about their pages, and it tries to check in with each one every quarter. For donors, it receives “only the limited transaction information necessary to calculate a Donor’s roundups” and doesn’t store card data. Donors choose whether their name and email go to the nonprofit. “We never sell Donor information.”

Can a nonprofit have its page removed and still get money a donor already designated?

“Absolutely.” A nonprofit can ask for removal at any time by emailing 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.”

What else did RoundUp.org want nonprofits to know?

RoundUp describes its mission as helping consumers “make a difference with every purchase they make by rounding it up to the nearest dollar,” with an emphasis on local organizations. Carlson cites a lower/middle school where 27% of parents signed up during one seven-day campaign, and adds, “I’m certainly not suggesting that every nonprofit will see the same result.”

He also describes a pilot incentive: during a campaign, “every 10 new Donors who qualify will unlock an extra $250” for the nonprofit, paid by RoundUp.org. He says RoundUp is registered to fundraise in every state that requires it and is bonded and insured where required. His summary: “RoundUp is here to help nonprofits.”

What RoundUp.org changed after our request for comment

Between our questions and RoundUp’s reply, some of what this article describes changed on RoundUp’s site. We compared our September 22 and 23 captures with the live pages on September 28, 2026.

What	September 22–23, 2026	September 28, 2026
Page title on the American Red Cross listing	“Donate to American Red Cross by rounding up”	“Support American Red Cross by rounding up”
Main heading on the same listing	“Donate to American Red Cross”	“Support American Red Cross”
Times “Donate to American Red Cross” appears on the listing	3	0
Processing fee in RoundUp’s Terms of Service	“expected to be 4.98% + $1.30”	“expected to be 4.8% + $1.30”

Captured from roundup.org on September 22, 23 and 28, 2026. Copies of each page are on file.

The same “Donate to” to “Support” change appears on the other listings we captured on September 22: Feeding America, Lung Cancer Foundation of America and To Be Heard Foundation.

Some things did not change. The meta description, the canonical link and the structured data on the Red Cross listing are identical to our September 22 capture. The structured data still gives the RoundUp page as the charity’s website, and it still carries the Charity Navigator rating coded as a review (tactics 4 and 5 above). The FAQ still asks, “why would you want to block anyone from assigning your nonprofit to their Visa/Mastercard?”

We have updated this article and its fee calculator to the 4.8% rate. At the 4.98% rate RoundUp published on September 23, a $20-a-month donor lost $4.30 (21.5%). At 4.8%, the most that donor loses is $4.26 (21.3%).

Retraction 9/29/2026: Nonprofit Newsfeed has removed Move for Hunger case example from the original article.

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