easyfundraising

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.

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

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

• Cause-related marketing
• Affiliate fundraising
• Charity donation platform
• Online shopping donations
• Retail commission sharing

Headquarters

HQ city

Lichfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Others

Revenue model

1. 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.
2. Advertising and Promotional Fees: Revenue is generated from retailers promoting their special offers and deals through emails and on the easyfundraising website.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• 8,000+ Retail PartnerscoreChannel Partner/ Reseller/ DistributorThe 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) LimitedcoreOthersEasyfundraising 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 FundraisingminorStrategic or Co-development Partnereasyfundraising is a member of the Institute of Fundraising, a professional body for UK fundraisers, providing credibility and adherence to industry standards.
• Living WagesminorStrategic or Co-development PartnerAccredited as paying the Living Wage to employees, demonstrating commitment to fair compensation practices.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• Xx.com/easyuk
• LinkedInlinkedin.com/company/easyfundraising

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about easyfundraising