How partnerships can boost fundraising for everyone

The world is a noisy place – it can be difficult for charities to cut through that noise to get their message heard. And with so many charities out there doing excellent work, it can often feel as though we’re in competition with each other for donations, particularly in an uncertain economic climate where individual donations are on the decline. 

But people don’t connect with just one charity, they connect with many. Whether it’s charities that align with the same cause or charities that resonate with different areas of their lives, research has shown that many people give to more than one organisation when they donate. Donations are often driven by personal connection to a charity’s mission – it makes sense then that there would be multiple charities at our heart.  

Given the decline in individual giving, collaborating on fundraising appeals is an excellent opportunity for charities to drive more donations, while giving donors more flexibility and control over how they contribute. Fundraising platform Give as you Live Donate’s fundraising pages allow fundraisers to raise money for up to six different charities during one campaign event or appeal, making it easier for the sector to share success. 

A high-profile example of this in action is rugby star Kevin Sinfield’s recent Ultra 7-in-7 challenge, in which he ran seven ultra marathons in seven days to raise money for the Motor Neurone Disease Association (MNDA), in memory of his friend and teammate Rob Burrow. As well as raising money for MNDA, Kevin also raised money for local hospitals and other MND charities, splitting the millions of pounds raised between six charities in total. He has completed many fundraising challenges before and since, and as a result of his efforts, many charities have been able to continue their vital work supporting people with Motor Neurone Disease.  

The Give as you Live Donate platform has developed considerably from its beginnings as a shopping  platform. It now offers fundraising pages for individuals, groups, and teams; campaign pages for charities and businesses; Tap to Donate contactless fundraising for on-the-go fundraising; and much more.

By also giving fundraisers the chance to raise money for multiple charities, charities are able to work together, driving more donations for everyone. 

Below, we explore three core benefits of collaborating in such a way on fundraising appeals and how charities can empower their fundraisers by giving them more flexibility over how they give.  

How charity partnerships boost fundraising 

Tackles fundraising fatigue 

Charities are constantly trying to balance sensitively asking their donors for funds and the rising costs of their services amid higher demand. Times of uncertainty put them under considerable pressure to raise more money to serve their communities, while trying not to alienate those who support them.  

Fundraising fatigue happens when donors feel pressure to support charities more often than they would like. And with more and more charity events and appeals, it is easy for donors to feel wrung out. Alongside individual giving, research has shown that the number of people sponsoring others has also fallen, with only a fifth of people sponsoring someone for charity in 2024, down from 37% in 2016.  

Through collaboration, charities can reduce fundraising fatigue, allowing fundraisers to raise money for all the charities they care about and reducing the number of events they have to participate in to do so. Donors can give to one appeal, not six, while money still goes to multiple good causes.  
 

Gives donors control 

Fundraising is about creating a mix of momentum and convenience, motivating donors to give and making it easier for them to do so. Whether it’s the channel they are communicated with, the frequency, or simply being able to change the donation amount, donors want agency over how they contribute to charity. The act of donating to a charity is an investment in a cause they care about. It’s trusting an organisation to spend the money responsibly to achieve a meaningful purpose. Donors should feel as though they have a share in the charity’s success. 

Donors want the same flexibility in the charities they support. By giving them the ability to raise for not one charity they care about, but up to five, charities are empowering their fundraisers to create appeals that matter to them, sharing their success with other organisations rather than competing for it. Sharing is very much caring, as they say, and fundraisers are not made to choose unnecessarily between the charities they feel connected to. 

Raises more charities more money 

By joining together in fundraising events and appeals, charities are also better able to tap into shared fundraising moments. Take Kevin Sinfield’s ultra marathon challenge, for example. Kevin has raised more than £7 million as a result of his fundraising challenges and is committed to supporting charities that are tackling Motor Neurone Disease – it is the cause, not a singular charity that drives his efforts.  

Give as you Live’s fundraising pages gave Kevin and MNDA the ability to collect donations for six charities with ease and set a custom split of donations, allowing many organisations to share in the momentum he is building for his cause, with the aim of finding a cure and supporting people in need.  

“Creating fundraisers like the Extra Mile and the Ultra 7-in-7 Challenge is no small feat,” explains MNDA.  “Kevin Sinfield’s plans - inspired by his friend Rob Burrow - were very ambitious. Every element, from agreeing on the challenges, and event set-up, to generating national press coverage and finding the right fundraising provider, was crucial to creating a winning formula. 

“The Give as you Live Donate platform and team were great, helping to process thousands of donations every minute and providing us with timely reports; they were there for us every step of the way.” 

To find out more about how you can empower your fundraisers with more flexible fundraising, check out Give as you Live’s varied fundraising options below. 

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