BuytoGive: The Online Marketplace Turning Everyday Shopping into Charity Cash

With the cost of living crisis tightening budgets, donors are more cautious than ever. And while charitable giving is still strong, supporters are looking for ways to give that don’t feel like a financial stretch. That’s where BuytoGive comes in—a new online marketplace where everyday purchases automatically generate donations for charity.

Launched in April by eCommerce entrepreneur Kevin Turner, BuytoGive aims to connect independent UK retailers with socially conscious shoppers, ensuring a portion of every sale goes to good causes. Unlike big marketplaces like Amazon or eBay, this one is built with philanthropy at its core—meaning charities can benefit without asking donors to give more than they’re already spending.

How Does BuytoGive Work?

At its heart, BuytoGive is simple. Charities register (for free) and receive a unique fundraising page. Supporters then shop through that page, and every purchase generates a donation—without costing them extra.

It’s not a small token donation, either. Thirty-five percent of the commission from each sale goes to charity. The only fee donors will ever see is a 1% + 20p transaction charge if they make a direct donation. But otherwise, there are no hidden costs—charities don’t pay a penny to be part of it.

The marketplace is already home to 200 charities, including Medic to Medic, Fountain of Life, Disability Sport Yorkshire, and The WILDE Foundation. With more joining all the time, it’s clear charities are recognising the potential of fundraising that happens effortlessly.

Why It Matters

For charities, digital fundraising has always been a balancing act. While online giving is growing, many organisations struggle to find new income streams that don’t feel like another hard sell. BuytoGive is different because it taps into spending habits that already exist.

People are shopping online anyway—why not channel that activity into fundraising? Rather than persuading supporters to dig deeper into their wallets, this model makes giving a by-product of daily life.

Turner himself puts it best:

*"BuytoGive is a haven for conscious consumers. We've not only simplified the act of giving but have also enshrined it within everyday life.

Our platform stands as a testament to innovation with integrity, ensuring that every purchase carries a ripple effect of good.

We invite you to join us in this journey, where each click, each purchase, and each act of kindness holds the potential to craft a narrative of hope and humanity.”*

Getting Started

Joining BuytoGive is quick and completely free. Charities simply sign up, set up a Stripe Connect account (to receive donations), and start sharing their BuytoGive fundraising page with supporters.

Direct donations hit the account immediately, while funds from purchases are held for 30 days to allow for any refunds. And with BuytoGive registered with the Fundraising Regulator, charities can be assured that everything is done in line with the Code of Fundraising Practice.

It’s low effort, zero risk, and a smart way to bring in extra income—without adding pressure on already generous supporters.

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Tech Support for Charities: The Free Resource You Can’t Afford to Ignore

In the digital age, being tech-savvy isn’t a nice-to-have—it’s a survival requirement. Martin Francis Campbell, chair of the Digital Collective, put it bluntly in a recent Civil Society article:

"Digital is essential for charities to be relevant and to fulfil their purpose in the digital age. Those organisations which don’t embrace digital, and soon, will quickly go the way of Woolworths and Borders."

It’s a stark warning. But here’s the reality: almost half of UK charities simply can’t afford the technology they need.

According to the 2023 Charity Digital Skills Report, 49% of UK charities lack the financial resources to keep pace with digital transformation. And while big brands and well-funded organisations race ahead, smaller charities risk being left behind—unable to modernise, streamline operations, or engage effectively with supporters.

But there’s some good news. A global initiative is tackling this issue head-on, connecting charities with free digital support—and it’s something every nonprofit should know about.

Tech to the Rescue: Free Digital Support for Charities

Enter Tech to the Rescue (TTTR), a nonprofit organisation dedicated to bridging the digital divide in the third sector.

Launched in 2020 by Jacek Siadkowski and Daniel Di Giusto, TTTR matches socially minded tech companies with charities, providing pro bono digital solutions. Their mission is simple: help charities access the tech support they need without breaking the bank.

As Siadkowski put it in an interview with CEO Magazine:

*"Technology is changing the world, but the attention goes where the money is. Not-for-profits struggle to keep up because digital transformation moves fast, and they don’t have the financial resources to match.

We direct talent to the problems that don’t have a lot of commercial potential but could positively impact millions of people."*

The initiative has already connected hundreds of charities with 1,500+ tech partners worldwide—delivering free digital solutions that would otherwise be out of reach.

What Support Is Available?

Charities matched with TTTR partners can access expert digital support across a wide range of areas. Whether you need a new website, help with data security, or want to explore AI-powered tools, there’s a tech partner ready to help—for free.

Here’s just a glimpse of what’s on offer:

• Website and app development

• AI automation and machine learning

• Data science and business intelligence

• Cybersecurity support

• Blockchain solutions

• Infrastructure development

• Social media apps and digital marketing strategy

If your charity has a tech challenge, chances are TTTR can help find a solution.

Real-World Impact: Charities Benefiting from TTTR

Since launching, TTTR has facilitated over 600 projects—helping charities across the globe boost their digital capacity and increase their impact.

For example:

✅ The Hungarian Helsinki Committee worked with Lean Convert to develop an interactive map highlighting human rights violations at the Hungarian-Serbian border.

✅ BERDSCO, a Cameroon-based NGO, partnered with creative agency Craft & Slate to build a new website that better communicates its mission of tackling poverty.

✅ Animal Ethics, an American nonprofit, collaborated with Freeport Metrics to create a chatbot that enhances its educational outreach.

These aren’t just tech upgrades—they’re game-changing innovations that improve efficiency, engagement, and service delivery.

How to Apply for Free Tech Support

If your charity is struggling with digital challenges, TTTR makes it easy to get help.

Simply register on their platform, outline your project needs, and they’ll connect you with a tech partner who can provide a pro bono solution.

They accept applications from:

• Registered charities of any size, anywhere in the world

• NGOs and nonprofit organisations

• Nonprofit government entities (e.g., embassies, ministries, governmental agencies)

If you’re battling outdated systems, digital security concerns, or just need a more functional website, this is an opportunity you can’t afford to ignore.

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Wealth Shared: A Radical Act of Giving

David Clarke’s inspiration stemmed from his struggle to reconcile his privilege with the inequalities he saw around him. As he explains in a document titled Wealth Shared:

"Like a lot of people in my generation, I’ve struggled to reconcile the privilege I have with an awareness of the need that exists around me. I’m in a particularly fortunate position financially because of the money I have inherited. I therefore resolved to give most of it away.”

But Clarke wanted to do more than simply donate. Influenced by participatory grant-making principles, where communities decide how funds are allocated, he asked: “What if those who benefit from the funds also determine their purpose?”

This question sparked the creation of Wealth Shared, an experiment in democratic philanthropy.

A Community-Driven Approach

In his hometown of Liverpool, Clarke sent letters to 600 randomly selected households in the L8 postcode, an area with significant social challenges. Of the 38 people who responded, he chose 12 to take part in the project.

Over four facilitated sessions, the group was given the task of deciding how to allocate the £100,000. Clarke set two rules: the money couldn’t benefit the participants directly, and they couldn’t have any involvement with it after the project concluded.

The Deliberation and Decision

The discussions, described by Clarke as “lively at times” and “gripping to watch,” produced a long list of potential recipients. Ultimately, the group decided to focus on causes within their own community.

After careful deliberation, the money was divided equally among four local organisations addressing poverty and inequality:

• The Florrie community centre

• The Dingle, Granby and Toxteth Collaborative, a network of schools

• Team Oasis, a children’s charity

• Granby and Toxteth Development Trust

Clarke praised the participants’ commitment, saying: “The twelve participants tackled the question of how to use funds to make the world better with depth and sophistication. I was surprised by how much they committed to it. I can think of very few things I might have done with the money that would have given me the same level of satisfaction.”

A Growing Movement Towards Democratic Philanthropy

Clarke hopes that Wealth Shared will inspire others to embrace participatory approaches to giving. As he puts it, “This is an attempt to create a practical example of wealth redistribution in action and to allocate money in a way that is truly democratic.”

It seems the idea is already catching on.

Earlier this year, Austrian heiress Marlene Engelhorn launched her own version of participatory grant-making. With a €25 million inheritance, she formed a “Good Council for Redistribution” by inviting 10,000 Austrians to take part. From this pool, she selected 50 participants who reflected Austria’s demographics.

After six weeks of deliberation, the group distributed the funds to 77 causes, including The Austrian Society for Nature Conservation and Neunerhaus, an organisation supporting the homeless.

Engelhorn expressed her satisfaction with the process, saying: “A large part of my inherited wealth, which elevated me to a position of power simply by virtue of my birth, has now been redistributed in accordance with democratic values.”

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Why Donor Fatigue Might Be a Myth

What Is Donor Fatigue?

Oxford Reference defines it as “a reluctance to commit to voluntary donations of resources or altruistic behaviour in light of repeated demands.”

It sounds logical enough, but is it backed by evidence?

The science suggests otherwise.

When we give to charity or help someone in need, our mid-brain lights up, releasing endorphins and serotonin—the chemicals that make us feel happy. It’s the same biological process that explains why we crave sugar, exercise, and other serotonin-boosting activities. Giving feels good, and our brains know it.

This idea is reinforced by data. In 2017, during a year of unprecedented natural disasters and tragedies in the US, fundraisers feared donor fatigue. With events like Hurricane Harvey, Hurricane Maria, and multiple school shootings, they worried people would stop giving.

But research from #GivingTuesday showed otherwise. Donations spiked after each disaster and returned to normal levels afterward. There was no evidence of “fatigue,” only responsiveness to immediate need.

So, if donors aren’t “tired of giving,” what’s really going on when organisations lose support?

The Real Issue: Donor Apathy

According to Simone Joyaux in Nonprofit Quarterly, “Donor fatigue is an excuse fundraisers use to compensate for poor fundraising. Lousy fundraising and poorly informed fundraisers make donors frustrated, angry, and fatigued by that particular organisation.”

Similarly, fundraising consultants Alexander Haas argue that “donor fatigue is a myth, but donor apathy is a reality.” When donors lose interest in an organisation, it’s often because they haven’t been properly engaged. The issue isn’t that they’re tired of giving—it’s that they don’t feel connected to the cause.

How to Keep Donors Engaged

If your organisation is losing donors, it’s a sign that something needs to change. Here are some tried-and-tested ways to build stronger connections with your supporters:

1. Show Genuine Gratitude
   A generic “thank you” isn’t enough. Personalise your acknowledgements to show donors that their contributions matter. A heartfelt email a few days after their donation can go a long way in making them feel valued.

2. Make Donations Tangible
   Giving can feel abstract without context. Help donors understand the impact of their contributions. For example, explain that £30 provides a hostel room for a night or £50 funds a literacy programme for a week. Concrete examples make giving more meaningful.

3. Involve Donors in Your Mission
   When people feel invested, they’re more likely to stay engaged. Invite donors to participate in decision-making, like choosing new fundraising initiatives or providing feedback on ongoing projects. They’ll appreciate being part of the journey.

4. Save “Urgent” for Genuine Emergencies
   Overusing urgency in appeals can desensitise donors. Instead, balance your messaging by sharing good news—success stories, project updates, and the tangible outcomes of their support. Evidence of impact is one of the most effective ways to maintain engagement.

Final Thoughts

Whether or not “donor fatigue” exists, the real key to donor retention is meaningful engagement. By making supporters feel appreciated, connected, and involved, you can strengthen their loyalty to your cause and ensure long-term success.

Got a fundraising vacancy? Let us help you find the right talent. Call us on 020 3880 6655 or email contactus@ferntalent.com to get started.

Unlocking the Potential of Payroll Giving

Payroll Giving, also known as Give As You Earn (GAYE), has been quietly powering charitable causes across the UK since 1987, raising over £2 billion. This scheme allows employees to make tax-efficient donations directly from their salaries, providing charities with a steady flow of unrestricted income. Yet despite its long history, Payroll Giving remains an underutilised opportunity for many organisations—one that could be pivotal in navigating today’s challenging fundraising landscape.

How to Boost Your Payroll Giving Income

Raise awareness among your supporters
Integrate Payroll Giving into your supporter communications. Promote it on your website, through email campaigns, and on social media. Signpost schemes like CAF Give As You Earn and encourage your supporters to speak to their employers about setting one up if one doesn’t already exist.

Work with corporate partners
Engage your corporate partners and encourage them to implement Payroll Giving schemes. Highlight the benefits for employees and the company’s CSR strategy. When pitching new partnerships, include Payroll Giving as part of your proposal—it’s an accessible, impactful way to kickstart a relationship.

Payroll Giving may not be a perfect system, but it offers significant potential for consistent income. In a competitive fundraising landscape, it’s a tool no charity should overlook.

If you’d like support finding fundraising talent to strengthen your team, contact Fern at contactus@ferntalent.com or call 0203 880 6655.