Hollywood, maybe? Netflix made a series on Steven Avery that created an enormous amount of attention to that case. Him being in the army, coming back to his country, being arrested for a activity that he didn't do, spending 11 years behind the bars and finally being released as an innocent man is a great story to tell. Since hollywood is running out of stories these days that could be an option. Hell, maybe Netflix would want to tie this to the next season of "Making a murderer"?
Don't know those details but his lawyers obviously worked with Netflix on creation of the series. It would be hard to imagine that there was no compensation involved.
Also on a different note, investing a little money/time on creating an emotional video and posting it on social networks might help on advertising the GoFundMe campaign thus generating more funds.
