For over a decade, digital fundraising has prioritised the fundraiser experience. Platforms evolved to give fundraisers more creative tools, more freedom, and more customisation – all with the goal of driving donations. But with donation rates stagnating and donor engagement declining, it’s time to rethink where innovation should focus. DonorLed flips the script. Instead of the fundraiser choosing where the money goes, the donor decides. It’s a fundamental shift - one that empowers donors, builds stronger communities, and makes giving more personal. 🔍 What is DonorLed? DonorLed is a new fundraising model that puts donors in control of where their money goes. Rather than being tied to a charity selected by the fundraiser, donors can choose the charity they want to support when they give via a DonorLed page. This breaks from the traditional model - where the fundraiser selects a single charity - and instead introduces a more flexible, community-led approach. There are three ways DonorLed can be used: 🟢 Unlimited DonorLed: Donors can give to any charity of their choice when donating via the page. Perfect for community-focused fundraising events, broad community or influencer-led campaigns, or fundraisers who want to centre the act of giving over a specific destination. 🟡 Selective DonorLed: The fundraiser chooses a shortlist of charities, and donors pick from those options. Ideal for thematic campaigns (e.g. health, climate, youth), corporate or team fundraising with shared values, and guiding donors without limiting choice. 🔵 Split DonorLed: The donation is split between the fundraiser’s chosen charity and the donor’s choice. Great for personal campaigns that still want to offer flexibility, shared-impact campaigns, or appealing to a wider donor base without losing focus. ✨ Unlocking New Fundraising Opportunities DonorLed doesn’t just improve existing campaigns - it opens the door for entirely new types of fundraising events and audiences. By removing the pressure to select a single charity, DonorLed makes it easier for groups, organisers, and communities who’ve never fundraised before to get involved. That includes: Smaller community events like school fairs or sports tournaments Social clubs or local groups looking to support good causes without picking just one Workplace initiatives where employees have a diverse range of causes they care about Mass participation participants who aren't sure who to fundraise for Informal celebrations where the goal is simply to do something positive 🔁 Why It Matters: From Fundraiser Experience to Donor Communities Over the years, digital fundraising has focused on building tools for fundraisers. But while the fundraiser experience has improved, according to recent data from CAF, donation levels have plateaued. DonorLed changes the focus. Instead of asking donors to support one person’s chosen cause, we let them choose the impact their donation makes. It’s a shift away from individual-centric giving, and towards something more inclusive - where fundraising pages bring people together, and each person’s choice is respected. 💡 Designed for Real People and Real Moments There are countless fundraising moments where picking a single charity isn’t the right fit. Think: Wedding or memorial pages, where multiple causes may be meaningful Corporate campaigns, where participants want to support causes that align with their values Influencer-led fundraisers, where audiences are broad and diverse Thematic campaigns (e.g. for youth, health, or climate), where impact isn’t tied to one organisation DonorLed brings simplicity to these situations - and flexibility to donors. 📈 Reversing the Decline in Giving We believe DonorLed is one answer to the question the entire sector is facing: how do we engage donors? When people can give to the cause they care about most - within a campaign they believe in - they’re: More likely to give More likely to give more More likely to return It’s about turning fundraising into a shared act, not a single narrative. 🚀 Not a Replacement – An Expansion We don’t see DonorLed as a replacement for traditional fundraising pages. It’s an additional tool - designed to make fundraising more inclusive, flexible, and responsive to the way people want to give today. Fundraisers still tell their story. But now, donors share in shaping the outcome, and that’s something worth building on. Create your DonorLed page →