It used to be that's how you knew who their best "friends" really were. But I've noticed in the past decade or so, GFMs for any family death has become the acceptable thing to do, especially for anyone with social media presence, even if the family is well-off. In the past, barring extra tragic circumstances, it would've rightly been largely seen as tasteless (at the least).
I figure crowdfunding after-death has become acceptable mostly because of the industrial funerary complex; stemming from the common knowledge that funerals (and death taxes) are rackets, this making previously tactless begging fine. Now it has plausible deniability, and any raised eyebrows can then be directed at the .gov & funeral homes.
And rightly so; people really should be able to dispose of their loved ones like Vikings, and not have to crowdfund their way into the afterlife.