Years after his company became a crucial lifeline for Australian bushfire survivors, Tim Cadogan was holding a water hose as fire approached his door.

A deadly Los Angeles wildfire that burned through more than 5500 hectares forced the GoFundMe CEO to evacuate his family quickly in January.

Being in the throes of a natural disaster ripping through the homes of neighbours and friends in Altadena drove home the power of generosity.

After much insistence, Mr Cadogan convinced a colleague to accept donations that came through a GoFundMe he helped set up that raised almost $60,000.

The colleague had headed to the mountains to assist in search and rescue efforts, only to return to his burned-down home.

"The fire moved so fast ... it basically turned into an ember storm and it was all gone,"

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