Fundraising platforms have transformed charity fundraising by providing digital solutions that streamline donations, increase donor engagement, and expand reach beyond traditional methods. These platforms offer peer-to-peer fundraising, recurring donations, crowdfunding, and integrated marketing tools that help charities build stronger supporter connections efficiently.

In 2025, digital fundraising platforms will be essential for UK charities shifting to online giving. Declining cash donations and increasing digital transactions have fundamentally changed how people support causes, while the growth of mobile and contactless payment options has made giving more accessible. Improved transparency through secure, trackable transactions has promoted greater donor trust, and cost-effective solutions have allowed charities to expand their reach without significant overheads. Integration with social media and digital marketing has further amplified fundraising efforts and engagement.

Current online fundraising trends are reshaping the charitable sector. AI and data-driven personalisation enable targeted approaches and better prediction of giving patterns, while subscription-based giving models ensure stable income streams.

Social media campaigns across multiple platforms have become essential visibility channels, and the recognition of cryptocurrency and digital wallets has expanded donor bases. Gamification elements have made giving more interactive and engaging, while an increased focus on regulatory compliance addresses evolving data protection laws and maintains donor confidence.

Understanding the Basics of Fundraising Platforms

Fundraising platforms are digital tools developed to assist charities in raising funds online. Their primary purpose is to simplify and amplify the process of donations while offering a seamless and secure experience for organisations and donors.

These platforms empower charities to connect with a broader audience, manage campaigns efficiently, and track the progress of their fundraising efforts in real-time. By leveraging these platforms, charities can access diverse funding streams, streamline donation collection, and optimise donor engagement, ensuring sustainable financial support for their causes.

1. Types of Fundraising Platforms

Fundraising platforms vary in their functions, catering to different needs and types of campaigns. Common types include:

Peer-to-Peer Fundraising Platforms – These platforms allow individuals to fundraise on behalf of a charity by creating their pages and soliciting donations from their networks. Popular for events like marathons or charity runs, peer-to-peer platforms encourage personal connection and broader outreach.
Crowdfunding Platforms – Crowdfunding enables charities to raise funds for specific projects or needs by gathering small contributions from many donors. These platforms often feature a set funding goal and a deadline, motivating potential donors to act quickly.
Event Fundraising Platforms – These platforms are customised for charities organising fundraising events such as galas, auctions, or charity walks. They allow ticket sales, donations, and sponsorship management, providing a centralised space for event activities.
Subscription-Based Fundraising Platforms – These platforms focus on recurring donations, enabling donors to contribute regularly, whether monthly or annually. Subscription models ensure a steady income stream for charities, making it easier to plan long-term programmes.
E-commerce Fundraising Platforms – These platforms allow charities to sell products or services, with proceeds directed towards fundraising goals. Examples include charity shops, online auctions, or merchandise sales.

2. Key Features and Functionalities

Fundraising platforms have different features that improve usability and efficiency for charities. Key functionalities include:

Customisable Campaign Pages – Charities can create branded, personalised fundraising pages to show their cause, set fundraising goals, and provide detailed information about their project or event.
Donation Processing – Integrated payment gateways allow for the secure processing of online donations, whether through credit/debit cards, bank transfers, or alternative payment methods. Some platforms also support mobile and contactless payments.
Social Sharing Tools – Many platforms include features that allow donors to share their contributions on social media, helping to amplify the campaign’s reach and attract new supporters.
Donor Management – Fundraising platforms often have built-in donor management tools that allow charities to track contributions, segment donor data, and send personalised thank-you messages or receipts.
Analytics and Reporting – Real-time analytics help charities monitor campaign progress, track donations and evaluate the performance of fundraising efforts. Detailed reports allow charities to identify trends and optimise future campaigns.
Mobile Optimisation – Many platforms are optimised for mobile devices, allowing donors to give easily via smartphones and tablets, facilitating immediate giving and engagement.
Integration with Third-Party Tools – Fundraising platforms often integrate with other tools, such as CRM systems, email marketing services, and social media accounts, providing a seamless workflow for charities.

Understanding these features and functionalities helps charities select the most suitable platform. A well-chosen fundraising platform can increase donor engagement, improve financial sustainability, and streamline campaign management, ultimately contributing to greater fundraising success.

Top Fundraising Platforms for UK Charities

With numerous digital fundraising platforms available, UK charities must choose the ones that align best with their needs. Below is an overview of some of the leading platforms, highlighting their key features and benefits.

1. JustGiving

JustGiving is one of the most widely used fundraising platforms in the UK, offering a user-friendly interface for charities, individuals, and corporate partners. It supports peer-to-peer fundraising, event fundraising, and crowdfunding. With built-in social sharing tools and Gift Aid integration, JustGiving makes it easy for charities to maximise donations.

2. GoFundMe

Known for its global reach, GoFundMe allows individuals and organisations to raise funds for personal causes and charitable projects. While it does not charge a platform fee for charities, payment processing fees apply. GoFundMe is specifically effective for urgent appeals and community-driven campaigns due to its strong social media integration.

3. LaunchGood

LaunchGood is a crowdfunding platform developed for Muslim-led charitable initiatives and projects. It supports individual and organisation fundraising efforts, making it a valuable tool for charities focused on faith-based and humanitarian causes. With options for zakat-eligible donations and Ramadan-specific campaigns, LaunchGood helps charities engage with a global donor base.

4. Crowdfunder

Crowdfunder focuses on community-led and creative projects, making it ideal for charities running time-sensitive campaigns. It provides match-funding opportunities through corporate and government partnerships, allowing charities to access additional funding. The platform also enables reward-based crowdfunding, where donors receive incentives in exchange for their contributions.

5. Localgiving

Created to support small and local charities, Localgiving provides a simple fundraising solution with built-in Gift Aid automation. It also runs grant and match-funding initiatives to help grassroots organisations boost their fundraising potential. Localgiving is specifically beneficial for charities that rely on local community support.

Each platform gives distinct advantages, and the right choice depends on the specific goals and audience of the charity. Selecting a platform that aligns with their fundraising strategy ensures a seamless donation experience and maximises donor engagement.

Finding the Best Fundraising Platform for Your Needs

Selecting the most suitable fundraising platform is a critical decision for UK charities, as it directly impacts donor engagement, campaign success, and overall fundraising efficiency. With numerous options available, charities must evaluate platforms based on key criteria to ensure they align with their goals and operational needs.

1. Factors to Look Into

When assessing fundraising platforms, charities should take the following factors into account:

Target Audience – Understanding donor demographics helps determine which platforms are most effective for reaching and engaging supporters.
Fundraising Objectives – Whether running one-off campaigns, peer-to-peer fundraising, or recurring donation schemes, charities should choose a platform that supports their specific goals.
Regulatory Compliance – Platforms must follow UK charity laws and data protection regulations, such as GDPR and Fundraising Regulator guidelines, to ensure secure and ethical fundraising.

2. Fee Structures and Pricing Models

Different platforms operate with different cost structures, including:

Platform Fees – Some charge a percentage of funds raised, while others offer free fundraising with optional donor tips.
Payment Processing Fees – Transaction fees apply to each donation, typically ranging from 1.5% to 5%, depending on the payment method.
Subscription Plans – Certain platforms provide advanced features for charities on a monthly or annual subscription basis.

3. Integration Capabilities

For a seamless fundraising experience, charities should look at platforms that integrate with:

CRM Systems – Synchronising donor data with platforms like Salesforce or Donorfy improves supporter management.
Email Marketing Tools – Integration with services such as MailerLite allows automated donor communication and campaign updates.
Social Media and Websites – Direct sharing options and embedded donation widgets improve outreach and engagement.

4. User Experience and Interface

An intuitive and user-friendly interface benefits charities and donors. Key elements to evaluate include:

Ease of Campaign Setup – Quick and simple campaign creation saves time and effort.
Customisation Options – The ability to brand donation pages with logos, colours, and messages increases credibility and donor trust.
Reporting and Analytics – Full data insights help charities monitor performance and refine strategies.

5. Mobile Optimisation

With an increasing number of donations made via mobile devices, fundraising platforms must offer:

Mobile-Responsive Design – Ensuring donation pages are accessible and easy to navigate on smartphones and tablets.
Contactless and Digital Wallet Payments – Supporting Apple Pay, Google Pay, and other mobile payment solutions streamline the giving process.
Dedicated Mobile Apps – Some platforms provide apps for donors and fundraisers, improving engagement and campaign tracking.

Charities can select the right fundraising platform by evaluating these factors, ensuring it best supports their mission, maximises donor contributions, and provides a seamless giving experience.

How to Maximise Your Fundraising Success

To achieve successful fundraising outcomes, charities must go beyond simply selecting a platform, they need to strategically optimise their campaigns for maximum reach and donor engagement. This involves crafting compelling campaign pages, leveraging social media, using data-driven insights, and implementing effective peer-to-peer fundraising strategies.

1. Create Compelling Campaign Pages

An engaging and well-structured campaign page significantly increases the likelihood of attracting and retaining donors. Key elements include:

Defined and Impactful Storytelling – Sharing a compelling narrative that explains the cause, the impact of donations, and why immediate support is needed.
High-Quality Visuals – Using powerful images and videos to create an emotional connection with potential donors.
Transparent Goals and Progress Indicators – Displaying fundraising targets and progress builds trust and encourages more contributions.
Strong Call-to-Action (CTA) – Encouraging supporters to donate, share, or get involved with a direct and persuasive message.

2. Leverage Social Media Integration

Social media helps in modern fundraising by amplifying campaign reach and engagement. Charities can increase their efforts through:

Encouraging Supporter Sharing – Providing easy-to-use social media sharing buttons to expand campaign visibility.
Creating Engaging Content – Posting updates, testimonials, and live fundraising events to maintain donor interest.
Using Paid Promotions – Investing in targeted ads on Facebook, Instagram, LinkedIn and TikTok to reach potential donors.
Collaborating with Influencers – Partnering with advocates who have strong online followings can boost campaign credibility and exposure.

3. Use Data Analytics and Reporting Tools

Data-driven decision-making helps charities refine their fundraising strategies and improve donor engagement. Effective use of analytics includes:

Tracking Donor Behaviour – Understanding trends in donation amounts, timing and frequency to optimise outreach.
Segmenting Audiences – Customising communication strategies based on donor demographics, interests and giving history.
Measuring Campaign Performance – Using real-time reports to assess the success of different fundraising approaches.
A/B Testing Campaign Elements – Experimenting with different headlines, images, and messaging styles to determine the most effective appeals.

4. Implement Peer-to-Peer Fundraising Strategies

Peer-to-peer fundraising empowers supporters to raise funds on behalf of a charity, increasing donor reach and engagement. To maximise its impact, charities should:

Offer Personalised Fundraising Pages – Allowing supporters to create their own donation pages promotes ownership and commitment.
Provide Fundraiser Toolkits – Equipping supporters with templates, promotional materials and guidance ensures consistency in messaging.
Recognise and Reward Efforts – Showing top fundraisers and providing incentives, such as exclusive content or public recognition, boosts motivation.
Encourage Team-Based Fundraising – Group challenges and leaderboards create friendly competition and inspire greater participation.

A well-structured approach to digital fundraising strengthens donor relationships, expands outreach and ensures sustainable growth for UK charities.

Ensuring Compliance in Fundraising Campaigns

Fundraising in the UK is subject to various legal and regulatory requirements created to protect donors, maintain public trust and ensure financial transparency. Charities must follow these regulations to operate ethically and avoid legal complications.

1. UK Fundraising Regulations

UK charities must comply with established fundraising laws and guidelines to uphold ethical practices. Key regulatory bodies and principles include:

Fundraising Regulator’s Code of Fundraising Practice – Outlines standards for responsible fundraising, covering transparency, consent and handling donor data.
Charity Commission Regulations – Ensures charities meet legal requirements, including financial reporting and governance.
Permit for Public Collections – Street and house-to-house collections require local council permits. Online fundraising must also comply with platform-specific policies.
Financial Transparency Obligations – Charities must transparently report income, expenditure and fundraising costs in their annual statements.
Ethical Fundraising Practices – Fundraisers should avoid misleading claims, undue pressure on donors, or aggressive marketing tactics.

2. Data Protection and GDPR Compliance

Charities handling donor information must comply with the UK General Data Protection Regulation (GDPR) to protect personal data and ensure responsible processing. Key requirements include:

Lawful Data Collection and Consent – Explicit consent is required when collecting personal data, and donors must understand how their information will be used.
Secure Storage and Processing – Donor data must be stored securely, with measures in place to prevent unauthorised access or breaches.
Right to Access and Erasure – Supporters have the right to request access to their data or request its deletion.
Marketing Communications Compliance – Charities must obtain consent before sending marketing emails, newsletters or fundraising appeals.
Data Sharing Restrictions – Donor data should not be shared with third parties without proper authorisation.

3. Gift Aid Processing

Gift Aid is a tax relief scheme that allows charities to claim an additional 25% on eligible donations from UK taxpayers, significantly increasing fundraising revenue. To process Gift Aid correctly, charities must:

Obtain a Valid Gift Aid Declaration – Donors must complete a declaration confirming they are UK taxpayers and that their donation qualifies for Gift Aid.
Maintain Accurate Records – Charities must keep detailed records of Gift Aid claims, donor declarations, and financial transactions for at least six years.
Submit Claims to HMRC – Gift Aid claims must be submitted through HMRC’s Charities Online system, ensuring compliance with reporting requirements.
Avoid Common Pitfalls – Only voluntary donations qualify for Gift Aid; proceeds from raffles, ticket sales, or commercial sponsorships are excluded.

Understanding and following these legal and compliance requirements ensures that UK charities operate transparently, protect donor rights, and maximise financial benefits while maintaining trust with supporters.

Exploring New Trends in Fundraising Platforms

Digital fundraising continues to evolve, driven by tech innovations and shifting donor expectations. Emerging innovations are improving donor engagement, increasing transparency, and creating new opportunities for charities to raise funds effectively.

1. AI and Machine Learning Applications

Artificial intelligence (AI) and machine learning are transforming fundraising by providing deeper insights into donor behaviour and improving campaign efficiency. These technologies enable charities to:

Personalise Donor Engagement – AI analyses donor preferences and past contributions to customise fundraising appeals, increasing the likelihood of repeat donations.
Optimise Fundraising Strategies – Machine learning identifies patterns in donor behaviour, allowing charities to predict trends and adjust campaigns accordingly.
Automate Donor Communications – AI-powered chatbots and email automation help charities consistently engage with supporters while reducing administrative workload.
Improve Fraud Detection – AI algorithms detect suspicious transactions and reduce the risk of fraudulent activity, safeguarding charities and donors.

2. Blockchain and Cryptocurrency Donations

Blockchain technology is introducing new levels of transparency and security to charitable giving, while cryptocurrency donations are becoming more mainstream. These developments offer several benefits:

Increased Transparency – Blockchain records transactions on a public ledger, allowing donors to track their contributions and ensuring accountability.
Lower Transaction Fees – Cryptocurrency donations can reduce processing fees compared to traditional payment methods, maximising funds received by charities.
Expanded Donor Reach – Accepting cryptocurrencies enables charities to tap into a global network of tech-savvy donors and younger philanthropists.
Smart Contracts for Fund Allocation – Blockchain-powered smart contracts can automate fund distribution, ensuring donations are used for their intended purposes.

3. Virtual and Augmented Reality Experiences

Immersive technologies such as virtual reality (VR) and augmented reality (AR) are revolutionising donor engagement by creating interactive and emotionally compelling experiences. Charities are leveraging these technologies to:

Transport Donors to the Cause – VR allows supporters to experience real-world challenges beneficiaries face, promoting empathy and increasing donations.
Improve Fundraising Events – AR-powered campaigns enable donors to interact with digital elements, such as scanning QR codes to unlock stories or gamified donation experiences.
Create Virtual Charity Walks and Runs – Supporters can participate in fundraising challenges remotely using VR or AR-improved platforms, expanding the reach of campaigns.
Show Impact in Real Time – Charities can use AR to provide live updates on projects funded by donations, strengthening donor confidence and trust.

Embracing these emerging trends can help UK charities stay ahead in digital fundraising, attract new donors, and create significant engagement opportunities that drive long-term support.

Strategies for Overcoming Fundraising Challenges

While fundraising platforms provide powerful tools to support charities, organisations often face challenges that can hinder success. Addressing these obstacles effectively ensures sustained donor engagement, campaign efficiency and long-term growth.

1. Donor Retention Strategies

Attracting donors is only part of the equation, retaining them is essential for a charity’s financial stability. To promote long-term relationships with supporters, charities can:

Express Gratitude Regularly – Acknowledging donations through personalised thank-you messages, impact reports, and exclusive updates strengthens donor relationships.
Demonstrate Tangible Impact – Showing how contributions make a difference through stories, photos, and videos encourages constant support.
Offer Recurring Giving Options – Encouraging monthly or yearly contributions helps secure a steady income stream.
Engage Donors Beyond Fundraising – Involving supporters in volunteer opportunities, events or advocacy initiatives deepens their connection to the cause.
Leverage Data for Personalisation – Using analytics to customise communication-based on donor preferences and history increases engagement.

2. Managing Multiple Campaigns

Running several fundraising campaigns simultaneously can be overwhelming, specifically for smaller charities with limited resources. To maintain efficiency and consistency, charities should:

Establish Defined Objectives – Defining goals for each campaign ensures alignment with the charity’s overall strategy.
Prioritise and Schedule Campaigns – Spacing out programmes prevents donor fatigue and allows for effective resource allocation.
Use Automation and Integration Tools – Streamlining tasks such as email marketing, donation processing, and reporting improves campaign management.
Coordinate Messaging Across Platforms – Maintaining consistent branding and storytelling across social media, email, and websites increases donor engagement.
Monitor Performance in Real Time – Tracking key metrics allows charities to adjust strategies promptly for better outcomes.

3. Ensuring Transparency and Trust

Building and maintaining trust with donors is critical for long-term success. Charities can increase credibility and transparency by:

Providing Regular Financial Reports – Transparent, accessible financial statements reassure donors about how their contributions are used.
Demonstrating Accountability – Publishing case studies, testimonials, and progress updates encourage confidence in the charity’s impact.
Complying with Regulations – Following UK fundraising laws, GDPR, and ethical standards protect donors and the organisation.
Improving Security Measures – Implementing robust cybersecurity practices safeguards donor information and financial transactions.
Encouraging Open Communication – Responding to donor inquiries and feedback promptly reinforces trust and engagement.

By proactively addressing these challenges, UK charities can strengthen donor relationships, optimise campaign performance, and ensure sustainable fundraising growth.

What’s Next for Fundraising Platforms?

As technology and donor behaviours evolve, fundraising platforms is set to undergo significant changes. Charities that anticipate these shifts will be better positioned to engage supporters and sustain long-term growth.

1. Predictions for 2026 and Beyond

The next few years will see fundraising platforms becoming more intelligent, interactive and seamlessly integrated with everyday digital experiences. Key developments may include:

Hyper-Personalisation – AI-driven platforms will offer customised giving experiences based on donor preferences and past contributions.
Expanding Cashless Giving – Contactless donations, QR code payments, and mobile wallets will become standard, reducing reliance on traditional methods.
Greater Integration with Smart Devices – Voice-activated donations via virtual assistants and fundraising through wearable technology will improve accessibility.
Decentralised Fundraising Models – Blockchain-powered platforms may introduce new ways to ensure transparency and reduce transaction fees.

2. Evolving Donor Expectations

As digital fundraising becomes more sophisticated, donors will expect a seamless and engaging experience. To meet these expectations, charities must focus on:

Increasing Transparency – Real-time impact updates and financial breakdowns will reassure donors about how their contributions are used.
Offering Flexible Giving Options – Micro-donations, subscription-based giving, and alternative payment methods such as cryptocurrency will gain popularity.
Strengthening Community Engagement – Social media challenges, live streaming, and virtual events will create more interactive and participatory fundraising opportunities.
Prioritising Ethical and Sustainable Practices – A stronger emphasis on sustainability and ethical fundraising will align with donor values.

3. Tech Innovations

Innovations in technology will continue to reshape the fundraising space, providing charities with powerful tools to increase their efforts. Some key progresses include:

AI-Powered Donor Insights – Machine learning algorithms will help charities identify trends, predict donor behaviour, and personalise outreach strategies.
Immersive Fundraising Experiences – Virtual and augmented reality will allow supporters to see the direct impact of their contributions.
Automated Fundraising Assistants – AI-driven chatbots and virtual assistants will improve donor communication by answering queries and providing campaign updates.
Decentralised Giving Platforms – Blockchain technology will offer secure, transparent, and cost-effective donation processing.

The future of fundraising platforms will be shaped by innovation, donor expectations, and evolving financial technologies. Charities that stay ahead of these changes will strengthen donor relationships and ensure long-term sustainability.

My Final Thoughts

As fundraising platforms evolve, UK charities must embrace digital solutions to remain effective and financially sustainable. The insights covered in this guide highlight the growing importance of online fundraising and the opportunities it presents for charities of all sizes.

Recap of Key Points:

Throughout this guide, I have explored the fundamental role of fundraising platforms in modern charitable giving. Key takeaways include:

The increasing reliance on digital fundraising and emerging technologies.
The various range of platforms available and how to select the right one.
Strategies to maximise fundraising potential through social media, peer-to-peer initiatives and data-driven insights.
The importance of compliance with UK fundraising regulations and data protection laws.
Future trends shaping the sector, including AI-driven donor engagement and blockchain innovations.

The shift towards digital giving is more than a trend, it is the future of charitable fundraising. Charities that proactively integrate new technologies and optimise their online fundraising strategies will increase donations and strengthen donor relationships and long-term impact. Adapting to these changes is essential for staying competitive in an increasingly digital space.

Now is the time to future-proof your charity’s fundraising efforts. Whether you are looking to improve your current strategy or explore new opportunities, expert guidance can help you navigate the digital space with confidence. Book a free consultation today to discover how your organisation can maximise its fundraising potential and drive lasting impact.