A white-label tool for in-celebration giving
A fundraising channel built for celebrations — birthdays, weddings, milestones — under your brand, using a tool you operate.
How it works
A supporter has a birthday coming up. Instead of asking for gifts, they'd like friends and family to donate to you. They go to a page on your charity's website, fill in a short form, and in a few minutes have a personal celebration page under your brand, with their own message. They share the link with their network. Friends and family donate. The money reaches your charity. New donor details are passed to you, with consent, so you can steward the relationship from there.
That's the whole mechanism. No campaign, no event, no platform the donor visits outside your brand. The experience is designed to feel like a gift, not a donation form.
Where this sits in the fundraising landscape
It's worth being explicit about what this is — and isn't — compared to tools you already have.
A new acquisition channel
The main purpose is to reach people who don't currently give to you — the friends and family of your existing supporters — during moments traditional fundraising doesn't touch. First-time donors arriving through a trusted personal relationship, not through an appeal.
Designed for celebrations, not general fundraising
Your supporters can already run birthday fundraisers on JustGiving or thousands of fundraising tools. But they're built for general fundraising. A celebration is personal, social, and emotionally non-transactional.
Our platform is built for this context specifically: the feel of gifting, the warmth of celebration, the sense of a genuine gift rather than a charitable transaction. The difference isn't that we're branded — it's that we're fit for a moment the existing tools were never designed for.
The behaviour is already happening — just not within your ecosystem.
Donations-as-gifts isn't a hypothesis. It's measurable, it's rising, and it's been demonstrated at scale by tools that weren't even designed for it.
11%
of UK donors said their last donation was because someone asked them to give instead of buying a gift.
YouGov UK, 2020
28%
of European donors make tribute gifts, with birthdays and weddings the leading occasions.
Nonprofit Tech for Good, Global Trends in Giving
>$1bn
raised globally through Facebook birthday fundraisers — a side feature, not a dedicated product.
Meta
+21%
year-on-year growth in average UK & Ireland birthday fundraiser donation size.
GivePanel Facebook Fundraising Benchmark
£1.8–2.4bn
annual UK in-memory giving market — a sibling behaviour showing what tribute-style giving achieves when properly served.
Legacy Foresight, In-Memory Insight
The behaviour is established. The infrastructure to capture it inside your brand is what's been missing.
What Impactful Gift is, and what it isn't
What we are: a software tool.
Your charity uses our platform to offer celebration fundraising under your own brand. We provide the infrastructure — pages, payments, receipts, reporting.
What we are not: a third-party fundraiser
We don't contact your donors. We don't sit between you and your supporters. We don't hold the donor relationship. Your supporters raise money for you, using a tool you control.
We are not a replacement for JustGiving or your existing fundraising platforms either.
We don't replace JustGiving, peer-to-peer platforms, or your event fundraising tools.
We sit alongside them, covering a moment they weren't built for.Like a payment processor or a CRM, we're infrastructure. The fundraiser is always your charity.
Questions charities ask us first
Who asks for the money?
Your supporter does, in their own words, under your brand. We never approach donors.
Who owns the donor relationship?
You do. New donor data is shared with you, with donor consent, from the first donation onwards.
Where does the money go?
Directly to your charity. Through your own Stripe account, or via our reconciled payout if you don't use Stripe.
Is anyone taking a share?
Yes, and we want to be plain about it. We charge 3–7% on funds raised, depending on volume, plus standard Stripe fees. For early adopters, we waive the platform fee entirely for the first three months.
An honest view of the work involved
We can't remove every piece of work, and won't pretend to. Here's an honest split:
What stays with your charity
- Internal approvals and governance
- Review of branding and tone
- Choosing which supporters to offer this to
- Stewardship of new donor relationships
- Any comms checks your organisation requires
What we handle end-to-end
- Platform setup and branding
- Hosting, security, maintenance
- Payments and Gift Aid workflows
- Donation receipts and confirmations
- Reporting and reconciliation
- Technical support for your supporters
In practice, the time commitment on your side to get started is measured in hours, not weeks — most of it your own internal review, which we can't speed up but will support with any materials or answers you need.
You don't have to launch anything
Trying something new usually suggests a launch — a page on your website, an email to your list, a social post. None of that is required here.
Set up the platform in the background, under your brand
Identify a few engaged supporters with a milestone coming up
Offer them the option directly, without public marketing
See what happens
No announcement, no campaign, no timeframe, no minimum commitment. Setup is free. The platform fee is zero for the first three months. If you decide it's not working, there's nothing to wind down — you simply stop offering it. No strings attached.
Two reasons to consider this, alongside what you're already doing
It reaches people who don't usually give to you. For free.
When someone you trust asks you to give to their cause on their birthday, the decision is social, not charitable — and it converts at rates traditional acquisition can't match. Most donors are first-time. Some become supporters in their own right.
It shows you how giving behaviour is changing
Younger supporters increasingly prefer donations over material gifts, and tribute-style giving is growing. A low-footprint tool like this is a low-cost way to observe that shift inside your own supporter base.
How the money reaches you
Donations go through your own Stripe account. Funds are yours immediately, with full visibility of every transaction. We never hold the money.
Donations go through our Stripe infrastructure and are paid out to your designated account on a regular schedule, with full reconciliation. We can also help you set up your own Stripe account if you'd prefer.
Clear, auditable reporting
Gift Aid–ready workflows
Charity-branded receipts
Fees disclosed per Fundraising Regulator guidance
What we'd ask of you, concretely
From your side
- One or two calls to align on how the experience should feel under your brand (about 2 hours total)
- Your own internal approvals
- A handful of engaged supporters who might like to try it
- One named contact to coordinate with us
From our side
- Full platform setup under your brand
- All technical, payment, and reporting infrastructure
- Written materials aligned with UK fundraising norms
- Regular reports on activity and results
- Ongoing support at every step
Happy to answer any questions
This is a new way of giving, and it takes conversation to figure out whether and how it fits your charity. If anything above is unclear, or if your answer is "probably not, but here's why," that's genuinely useful.