Back in the 1970s and 1980s, a number of "non-profit fundraising support" businesses sprang up. They would hire lots of people and task them with cold calling individuals, asking for donations to the library / fire brigade / food bank... whomever had partnered with those fundraising businesses.
Well, it turned out their business model was to keep the vast majority of the donated money. Anywhere from 80% to 98% of an individual donation would NOT go to the non-profit, it was kept by the fund-raiser. This eventually became widely known as newspapers and TV news reports looked into it, and the businesses largely went away (although I'm sure a few still linger).
GoFundMe doesn't seem quite as egregious about it, but they've always seemed a bit slimy to me.