This case is about setting the strategic direction for Ketto, one of the major medical crowdfunding sites in India. Ketto was founded on August 15, 2012, by Varun Sheth, Kunal Kapoor, and Zaheer Adenwala. As one of the first peer-to-peer fundraising platforms in India, Ketto initiated a revolution in the digital fundraising ecosystem of the country. By 2022, it had already helped over 200,000 people and organisations throughout India raise funds through online crowdfunding campaigns. With so many positive reviews over the years, Ketto assisted over 80,000 individuals in starting campaigns and raised over INR 3 billion for various causes. The vision of the Ketto, as set forth by its founders, was to enable individuals to do good by assisting them in raising finances for personal needs, charitable causes, and creative ideas. As of 2020, Ketto raised over INR 11 billion with over 5.5 million donors for around 200,000 campaigns. After having grown significantly during COVID-19 pandemic, Ketto had to find new opportunities to make the organisation sustainable going forward. While pursuing such opportunities, it also had to mitigate the risk of misuse of the crowdfunding platform by unscrupulous individuals. The case provides an opportunity to analyse and discuss the market for philanthropy and issues therein from the perspective of a social entrepreneur.