Charitable
Charitable is a self-hosted WordPress donation plugin by WP Charitable LLC that enables nonprofits, churches, schools, and grassroots campaigns to create fundraising pages, accept one-time and recurring donations, and manage donors directly on their own websites.
- Company typePrivate
- Founded-
- HeadquartersDarwin, Australia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Charitable does
Charitable is a self-hosted WordPress donation plugin developed by WP Charitable LLC, a privately-held company founded and operated from Darwin, Australia with its legal entity domiciled in the USA. The product enables nonprofit organizations, churches, schools, medical fundraisers, sports teams, and grassroots campaigns to create fundraising pages, accept one-time and recurring donations, manage donor relationships, and run peer-to-peer campaigns directly on their own WordPress websites. Charitable serves a stated base of 10,000+ nonprofit organizations and has accumulated 1+ million downloads through the WordPress.org plugin repository, positioning it as one of the more widely deployed WordPress-native fundraising tools alongside GiveWP.
The product architecture is a freemium WordPress plugin with a free Lite version and four paid Pro tiers (Basic, Plus, Pro, Elite). Charitable Pro integrates with nine payment gateways (Stripe, PayPal, Square, Authorize.Net, Razorpay, GoCardless, Mollie, Paystack, Payrexx) and 5,000+ third-party email, CRM, and automation tools via native connectors and Zapier. Core features include a visual drag-and-drop campaign builder, recurring donations (including fixed-term subscriptions introduced in 2026), peer-to-peer fundraising through the Ambassadors add-on, donor management with CSV import, PDF and annual receipts, fee relief, donation recovery, and DonationGuard bot protection. The platform is fully integrated with the WordPress Gutenberg block editor and exposes 300+ filters and 40+ actions for developer customization.
The business model is a subscription-based SaaS sold directly through the company website with annual license terms and automatic renewal. Revenue is generated from Pro plan subscriptions, add-on extensions (Charitable Recurring, Ambassadors, Charitable Razorpay), and a White Glove migration service targeting switchers from GiveWP. Go-to-market is product-led: users discover the free plugin on WordPress.org, self-onboard, and upgrade to paid tiers. The company has no disclosed external funding and operates with 1-10 employees, indicating a bootstrapped operating model. A 60,000+ subscriber email newsletter, active social presence, and an affiliate program support customer acquisition, while geographic expansion is signaled through the 2026 Razorpay integration targeting India.
Charitable firmographics
Firmographics- Name
- Charitable
- Legal name
- WP Charitable LLC
- Website
- https://wpcharitable.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Charitable is a self-hosted WordPress donation plugin by WP Charitable LLC that enables nonprofits, churches, schools, and grassroots campaigns to create fundraising pages, accept one-time and recurring donations, and manage donors directly on their own websites.
- Ownership category
- akta.pro rank
Charitable industry classification
Industry- Product category
- Nonprofit Fundraising Software
- NAICS
- Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Capacity Building & Nonprofit Infrastructure Funders (BPAGAKAO)
- akta.pro secondary industry
- Public Charities & Grantmaking Intermediaries (BPAGAKAE)
Keywords
Where Charitable is headquartered
LocationHeadquarters
- HQ city
- Darwin
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Charitable business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Pro Plugin Subscriptions: Annual subscription licensing for Charitable Pro with tiered plans (Basic, Plus, Pro, Elite). Includes access to add-ons, support, and product updates. License renewal is automatic but cancellable.
- Add-ons and Extensions: Premium add-ons for extended functionality including Ambassadors (peer-to-peer), Recurring Donations, and additional payment gateways.
- Migration Services: White Glove migration service for switching from competing platforms like GiveWP.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Lite (Free) |
| Subscription | Annual | Basic Plan |
| Subscription | Annual | Plus Plan |
| Subscription | Annual | Pro Plan |
| Subscription | Annual | Elite Plan |
| Subscription | Annual | Razorpay Add-on |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Charitable product offering
Product offeringCore offering
Charitable is a self-hosted WordPress donation and fundraising plugin that enables nonprofits, churches, schools, and other organizations to accept one-time and recurring donations, build fundraising campaigns, and run peer-to-peer fundraising directly on their own WordPress websites. The product is offered as a free Lite core plugin and as paid Charitable Pro plans (Basic, Plus, Pro, Elite) with annual subscription licensing that unlocks add-ons, payment gateways, donor management, and automation features.
Product overview
Charitable is a WordPress-based nonprofit fundraising platform consisting of a free core plugin (Charitable Lite) and premium Charitable Pro plans (Basic, Plus, Pro, Elite). The platform's core product is the WordPress donation plugin enabling campaign creation, donation processing, and donor management. Charitable Pro adds payment gateway integrations (Stripe, PayPal, Square, Authorize.Net, Razorpay), advanced features (recurring donations via Charitable Recurring addon, peer-to-peer fundraising via Ambassadors addon), detailed reporting, visual campaign builder, donor dashboards, and automation capabilities. The product portfolio includes standalone features like Donor Management, PDF Receipts, Annual Receipts, Fee Relief, Donor Leaderboards, Donation Recovery, Smart Workflows, and DonationGuard (bot protection), as well as the Charitable Ambassadors peer-to-peer addon and Charitable Razorpay payment gateway. Additional services include migration assistance from competing platforms.
Differentiator
Problem solved
Functional benefit
Brands
- Ambassadors: Peer-to-peer fundraising add-on for Charitable Pro that allows supporters to create personal fundraising campaigns.
- Charitable Pro
- Charitable Lite
Products and services
- Charitable (Core WordPress Donation Plugin)
Quantifiable outcome
- 20x cheaper than Classy platform (per user testimonial)
- +2 more outcomes
Companies that use Charitable
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles3 records
Charitable technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration25 records
Feature11 records
Charitable partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and platform.
- PushEngagecoreWeb push notification integration for donor engagement. Includes four automated triggers: donation thank you, goal milestone, campaign launch, and ending soon notifications. Released June 2026.
- StripecorePrimary payment gateway integration for credit card processing, Apple Pay, Google Pay, and ACH. Included as standard in all Charitable Pro plans. Supports nonprofit discounted rates.
- PayPalcorePayment gateway integration for PayPal donations including nonprofit rate support. Included as standard across all plans including Lite.
- SquarecorePayment gateway integration for Square card processing.
- Authorize.NetcorePayment gateway integration for Authorize.Net card processing.
- RazorpaycoreNative integration for India-based donations with UPI, QR codes, multi-currency support (INR, USD, EUR, GBP, SGD, AED, CAD, AUD). Beta 1.0.0 released May 2026 with webhook verification and two-way refund sync.
- MailchimpcoreEmail marketing integration for donor list sync and automated campaigns.
- ActiveCampaigncoreEmail marketing and CRM integration for advanced donor automation and segmentation.
- ZapiercoreAutomation integration connecting Charitable to 7,000+ apps for workflow automation without coding.
- Google AnalyticscoreAnalytics integration for tracking donation events, campaign performance, donor behavior, and revenue attribution with automatic custom event parameters.
- WordPressplatformPlatform foundation. Charitable is a self-hosted WordPress plugin built on WordPress core with full block editor integration.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Charitable competitors and assessment
Company assessmentDirect peers
- GiveWP: The leading WordPress donation plugin and Charitable's most direct head-to-head competitor inside the WordPress.org ecosystem. Charitable's own White Glove GiveWP Migration Service underscores the comparable nature of their offerings.
- Donorbox: Cloud-hosted recurring donation platform widely used by small to mid-sized nonprofits. Competes with Charitable on recurring donations, peer-to-peer, and donor management capabilities, with overlapping nonprofit customer base.
- Givebutter: Modern, well-funded donation and peer-to-peer fundraising SaaS targeting small and mid-sized nonprofits. Competes with Charitable on campaigns, recurring giving, and zero/low-fee positioning.
- QGiv: Online donation and event fundraising platform for nonprofits with donation forms, recurring giving, and event registration. Comparable SMB/mid-market nonprofit customer profile.
- Funraise: Online fundraising platform purpose-built for nonprofits with donation forms, peer-to-peer, recurring giving, and donor CRM. Direct competitor to Charitable across most core use cases.
Emerging players
- DonorPerfect: Established donor management and fundraising software for small/mid-sized nonprofits. Listed as a compatible nonprofit CRM for Charitable integration workflows, with overlapping donor management scope.
- Bloomerang: Donor management CRM and fundraising platform for small and mid-sized nonprofits. Overlaps with Charitable's donor management and engagement features, with a stronger CRM focus.
Broad incumbents
- Salesforce Nonprofit Cloud: Enterprise nonprofit CRM and fundraising platform from Salesforce.org with deep customisation but heavier implementation footprint. Competes at the upper end of the same customer base Charitable addresses.
- Bonterra (Network for Good / EveryAction): Larger nonprofit software suite combining donation forms, CRM, and email. Competes at the broader platform level for nonprofit fundraising and donor engagement workloads.
- Classy: Established online fundraising platform serving mid-market and enterprise nonprofits; the reference competitor in Charitable's own customer testimonials ('20x cheaper than Classy'). Overlapping product scope at larger organizational scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Charitable social profiles
Digital presenceCharitable compliance and trust
Trust signalCompliance3 records
Charitable financial estimates
Financial estimateRevenue estimate
Valuation estimate
Charitable leadership team
Management profileNumber of profiles
Profiles2 records
Charitable funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Charitable 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 Charitable
What does Charitable do?
Charitable is a self-hosted WordPress donation and fundraising plugin that enables nonprofits, churches, schools, and other organizations to accept one-time and recurring donations, build fundraising campaigns, and run peer-to-peer fundraising directly on their own WordPress websites. The product is offered as a free Lite core plugin and as paid Charitable Pro plans (Basic, Plus, Pro, Elite) with annual subscription licensing that unlocks add-ons, payment gateways, donor management, and automation features.
Is Charitable a public or private company?
Charitable is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Charitable founded?
Charitable was founded in -1. It employs 1 to 10 people.
Where is Charitable based?
Charitable is headquartered in Darwin, Australia, in the Oceania region.
How does Charitable make money?
Three revenue lines are on record. Pro Plugin Subscriptions are the primary driver. The others are add-ons and Extensions and migration Services.
Who are Charitable's main competitors?
Direct peers on record are GiveWP, Donorbox, Givebutter, QGiv and Funraise. Emerging players are DonorPerfect and Bloomerang. Broad incumbents are Salesforce Nonprofit Cloud, Bonterra (Network for Good / EveryAction) and Classy.
Does Charitable have an API?
Yes. Charitable exposes a REST endpoint for the Embed Widget at /wp-json/charitable-ambassadors/v1/embed-widget/ with CORS control. The Razorpay addon registers several internal AJAX endpoints (not public API): charitable_razorpay_create_order, charitable_razorpay_verify_payment, charitable_razorpay_process_upi, charitable_razorpay_generate_qr, charitable_razorpay_download_qr. Hooks and filters are available for customization (300+ filters and 40+ actions in Ambassadors addon). Developer documentation is at www.wpcharitable.com/documentation.
What industry is Charitable in?
Charitable's product category is Nonprofit Fundraising Software. Its primary akta.pro industry code is BPAGAKAO, Capacity Building & Nonprofit Infrastructure Funders, with a secondary code of BPAGAKAE, Public Charities & Grantmaking Intermediaries. Its NAICS code is 813 and its SIC code is 7372.