easyfundraising
easyfundraising is a UK-based cause-related marketing platform that converts online shopping at 8,000+ partner retailers into free donations for 190,000+ charitable causes, serving 2.5 million supporters via web, mobile apps, and a browser extension, and monetizing through retailer commission share.
- Company typePrivate
- Founded2005
- HeadquartersLichfield, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What easyfundraising does
easyfundraising is a UK-based, for-profit e-commerce cause-related marketing platform founded in 2005 and headquartered in Lichfield, England. The company enables individual online shoppers to generate free donations for charitable causes of their choice by routing purchases through 8,000+ partner retailers, including Amazon, eBay, Argos, John Lewis, Tesco, Currys, Asda, and Booking.com. The service is free for both supporters and causes and is delivered through a website, native iOS and Android mobile applications, and a "Donation Reminder" browser extension that auto-detects partner retailer sessions and prompts users to activate a donation. As of the latest available data, the platform serves 2.5 million+ supporters, 190,000+ registered causes (including national charities, PTAs, sports teams, and community groups), and has facilitated over £50M (and in a more recent figure, over £65M) in donations to charitable causes since inception.
The underlying technology is a standard affiliate-commerce stack: tracking links and cookies attribute user sessions to partner retailers, commissions are aggregated at the platform level, and at least 50% of net commission is passed to the user's chosen cause via quarterly bank transfer or cheque (with a £15 minimum payout). Easyfundraising monetizes the residual commission share, plus an advertising and promotional fee stream from retailers that pay to feature special offers in the platform's email and on-site placements. The platform also offers a Business Registration Portal enabling UK corporates to route supplier purchasing toward chosen causes, and a companion search tool (easysearch.org.uk) for discovering participating retailers and causes.
The operating entity, Easyfundraising Limited (company number 04764164), is a wholly owned subsidiary of The Support Group (UK) Limited and operates exclusively in the United Kingdom — user terms restrict eligibility to UK residents. The company is privately held with no disclosed external funding rounds, employs 51–100 people, and is led by CEO James Moir alongside co-founder Andrea DeBartolis, founder/director Ian Woodroffe, and chairman Steve Brown. In 2026 easyfundraising was named "Publisher of the Year" at the Performance Marketing Awards. The company faces a pending UK High Court trademark infringement action brought by easyGroup Ltd and easyGroup IP over the "easyfundraising" mark and the easyFundraising.ie domain, which represents a material legal risk to the brand.
easyfundraising firmographics
Firmographics- Name
- easyfundraising
- Legal name
- Easyfundraising Limited
- Website
- https://easyfundraising.org.uk
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- easyfundraising is a UK-based cause-related marketing platform that converts online shopping at 8,000+ partner retailers into free donations for 190,000+ charitable causes, serving 2.5 million supporters via web, mobile apps, and a browser extension, and monetizing through retailer commission share.
- Ownership category
- akta.pro rank
easyfundraising industry classification
Industry- Product category
- Charitable Giving Platform
- SIC
- Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Independent Sponsor / Fundless Sponsor ETA (FSANALAB)
- akta.pro secondary industry
- Omnichannel Acquirers (Unified In-store + Online) (FSAMABAH)
Keywords
Where easyfundraising is headquartered
LocationHeadquarters
- HQ city
- Lichfield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
easyfundraising business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Retailer Commission Sharing: easyfundraising earns a commission from partner retailers when users make purchases via their platform. At least 50% of this commission is passed on to the user's chosen cause. The platform retains the remainder as revenue. Some retailers pay a percentage of purchase value, while others pay flat fees.
- Advertising and Promotional Fees: Revenue is generated from retailers promoting their special offers and deals through emails and on the easyfundraising website.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free platform for all users |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
easyfundraising product offering
Product offeringCore offering
easyfundraising operates an online platform that enables UK shoppers to raise free donations for charitable causes by shopping at over 8,000 partner retailers. When users shop through the easyfundraising website, mobile app, or Donation Reminder browser extension, partner retailers pay a commission on the purchase and at least 50% is passed to the user's chosen cause. The service is entirely free for both supporters and causes, with no registration fees or transaction charges.
Product overview
easyfundraising is a single unified charity fundraising platform that enables everyday online shopping to generate free donations for charitable causes. The core platform operates through three main access channels: the main website, mobile apps (iOS and Android), and the Donation Reminder browser extension. Users shop with over 8,000 participating retailers (including Amazon, eBay, John Lewis, Argos, Currys), and retailers donate a portion of each purchase to the user's chosen cause at no extra cost. The platform supports both individual supporters (2.5 million+) and causes (190,000+) and also offers a business portal for corporate purchasing. easysearch serves as a companion search tool. The company has facilitated over £50 million in donations to charities since 2005.
Differentiator
Problem solved
Functional benefit
Brands
- Donation Reminder: A browser extension that automatically detects when users visit a retailer's site offering donations
Products and services
- easyfundraising Website Platform The main online platform that enables UK users to shop with over 8,000 participating retailers (including Amazon, eBay, Tesco, John Lewis, Argos, Currys), who donate a portion of purchases to the user's chosen charitable cause at no extra cost to the shopper. The platform serves 2.5 million+ supporters and 190,000+ registered causes.
- Mobile App (iOS and Android)
Quantifiable outcome
- £50 million+ in donations facilitated to charitable causes since 2005
- +3 more outcomes
Companies that use easyfundraising
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
easyfundraising technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
easyfundraising partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- 8,000+ Retail PartnerscoreThe platform partners with over 8,000 UK retailers who agree to donate a portion of sales to causes when users shop through easyfundraising. Major partners include Amazon, eBay, Argos, John Lewis & Partners, Tesco, Currys, Asda, Booking.com, and many more covering categories including groceries, electronics, fashion, travel, insurance, and utilities. Retailers pay commission on sales, with at least 50% passed to causes.
- The Support Group (UK) LimitedcoreEasyfundraising Limited is a wholly owned subsidiary of The Support Group (UK) Limited. The Support Group holds the EASYFUNDRAISING trademark and licenses it to the operating company.
- Institute of Fundraisingminoreasyfundraising is a member of the Institute of Fundraising, a professional body for UK fundraisers, providing credibility and adherence to industry standards.
- Living WagesminorAccredited as paying the Living Wage to employees, demonstrating commitment to fair compensation practices.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
easyfundraising competitors and assessment
Company assessmentDirect peers
- GoodShop: US-rooted cause-based shopping platform (paired with GoodSearch) that donates a portion of affiliate purchases to users' chosen nonprofits. Closely analogous business model with international retailer coverage.
- Give as You Live: UK-based cause-marketing affiliate platform where shoppers raise free donations for chosen causes when buying through partner retailers. Directly competes with easyfundraising on the same three-sided marketplace model in the UK.
- The Giving Machine: UK non-profit charity shopping platform that converts online retailer commissions into donations for schools, charities and community causes. Operates the same cause-affiliate model as easyfundraising with a UK-only focus.
- iGive: Online shopping mall that turns retailer commissions into donations for user-selected causes. Shares the same cause-affiliate value proposition and free-shopper monetization model as easyfundraising.
Emerging players
- Work for Good: UK platform connecting businesses with charities for payroll giving, volunteering and donation matching. Shares the UK cause-marketing/CSR space and corporate customer base but focuses on employee-led giving rather than shopping affiliate revenue.
- Pennies: UK charity enabling micro-donations at online checkout (digital 'round-up' giving). Adjacent cause-marketing space with overlap in retailer partnerships and charity beneficiary base, but different activation model.
Broad incumbents
- easyfundraising competitors (UK affiliate marketing networks): Awin, one of the UK's largest affiliate networks, hosts the retailer-side infrastructure that easyfundraising depends on for commissions. Comparable in underlying affiliate technology and retailer relationships, though Awin serves commercial publishers rather than cause-marketing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
easyfundraising social profiles
Digital presenceeasyfundraising financial estimates
Financial estimateRevenue estimate
Valuation estimate
easyfundraising leadership team
Management profileNumber of profiles
Profiles4 records
easyfundraising funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
easyfundraising M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about easyfundraising
What does easyfundraising do?
easyfundraising operates an online platform that enables UK shoppers to raise free donations for charitable causes by shopping at over 8,000 partner retailers. When users shop through the easyfundraising website, mobile app, or Donation Reminder browser extension, partner retailers pay a commission on the purchase and at least 50% is passed to the user's chosen cause. The service is entirely free for both supporters and causes, with no registration fees or transaction charges.
Is easyfundraising a public or private company?
easyfundraising is a private company. It is classified as corporate owned and is currently operating.
When was easyfundraising founded?
easyfundraising was founded in 2005. It employs 51 to 100 people.
Where is easyfundraising based?
easyfundraising is headquartered in Lichfield, United Kingdom, in the Europe region.
How does easyfundraising make money?
Two revenue lines are on record. Retailer Commission Sharing is the primary driver. The others are advertising and Promotional Fees.
Who are easyfundraising's main competitors?
Direct peers on record are GoodShop, Give as You Live, The Giving Machine and iGive. Emerging players are Work for Good and Pennies. easyfundraising competitors (UK affiliate marketing networks) is listed as a broad incumbent.
Does easyfundraising have an API?
No public API is recorded for easyfundraising.
What industry is easyfundraising in?
easyfundraising's product category is Charitable Giving Platform. Its primary akta.pro industry code is FSANALAB, Independent Sponsor / Fundless Sponsor ETA, with a secondary code of FSAMABAH, Omnichannel Acquirers (Unified In-store + Online). Its SIC code is 5960.