Victims of events like Hurricane Harvey have traditionally relied on organizations such as the Red Cross, working in tandem with the government, to deliver aid in the form of food, water, and emergency shelter in the wake of disasters. And when it comes time to rebuild their lives, they have looked to insurance, FEMA, and other programs for assistance. The relief, in other words, is standardized, and often comes attached to a mountain of paperwork.

Today, disaster victims have an additional, more personalized option available to them: crowdfunding. In the past few months, the seven-year-old GoFundMe, which hosts campaigns for everything from college tuition to veterinary bills, has emerged as something of a leading disaster-relief organization–minus the bureaucracy. In the two months following Hurricane Harvey, GoFundMe and its sister site, CrowdRise, managed to funnel $65 million to victims and charities. (The Red Cross, by way of comparison, authorized $190 million in direct financial assistance over roughly the same time frame.)

Millions more have been raised through hundreds of GoFundMe campaigns for people affected by Hurricane Maria, and the site is home to dozens of campaigns focused on rebuilding efforts in the Caribbean and Florida after Hurricane Irma tore through in early September.

GoFundMe donations can be vital in getting families back on their feet, with no strings attached. They’ve also been lucrative for GoFundMe: The company took in an estimated $3.5 million in fees from Harvey campaigns alone. This year, the company expects to easily top the roughly $100 million in revenue it generated in 2016. With each natural disaster or yawning gap in the social safety net, its revenue climbs higher–prompting competitors to try replicating that success, or undermine it.

Read the full article about GoFundMe's role in disaster relief by Ainsley Harris at Fast Company.