2022: The year of Hybrid Fundraising

illustration advertising donation station

What does the year ahead look like for your charity?

2022 is ahead of us, despite uncertainties, there’s plenty of opportunity to plan fundraising for the forthcoming year.

Charities and social organisations have faced the biggest of challenges in recent times. The Covid19 pandemic has reduced opportunities for fundraising. It’s curtailed events and put limits on the time or donations supporters could give to their chosen causes.

However, it’s good to see how both fundraisers and their supporters have adapted, as we now find our own way of living with the changes we’ve all experienced.

Activities down, Donations up

Looking forward, it’s positive to see the emerging trends become established for the Third Sector. Average donations have gone up, even while visitor numbers have been restricted. Cash donations have significantly collapsed, but online and contactless giving has grown.

According to the CAF, there has been a sustained increase in cashless giving since March 2020:

  • Between January and June 2020, the public donated a total of £5.4 billion to charity – an increase of £800 million compared to the same period in 2019.
  • The number of donors making cash donations saw a substantial drop off and remains at very low levels compared to previous years.
  • At the same time, the number of donors giving via a contacless methods increased significantly and this remains at much higher levels.
  • 55% of donors used Gift Aid – boosting the revenue income of charities through this UK Government tax relief fund

Data: CAF UK Giving and Covid-19 Report

Fundraising flourishes when a charity can use every chance to build relationships with its supporters.

Traditionally this might have been a face-to-face interaction.
We’ve noticed how innovative hybrid approaches are being used to address the change we’ve all had to adapt to.

Find out more

Hybrid fundraising for the many

It’s not always easy to fix or stick to a social plan right now. Here’s where the idea of hybrid fundraising comes in.

Imagine a typical physical fundraising event, a campaign launch: a fundraising or networking seminar – where supporters attend in-person, as well as virtually, through a live-stream or a multi-channel interactive experience

It’s an approach that’s been established for a while, but its benefits are clearer than ever.

A hybrid event is more inclusive and widens your participant pool: it takes significant effort to block time out and attend an event in-person, whereas online, it’s much easier for interested donors to participate.

Also, it gives you the chance to design your events more sustainably and holistically.

Transferring a portion of the audience to online saves on physical event-hire costs, but also the chance to connect emotionally with your supporters, aligning your fundraising closely with your cause and services.

Hybrid fundraising suits all sizes of organisations, which is why we think it’s such a good trend to observe. Learn more about charity fundraising trends and strategies.

It can take the form of a large-scale event – an annual auction or regular sponsored community fair for instance. An interactive approach will reach more people and allow for last-minute changes of plan. The weather can always scupper a well-planned event with a moment’s notice!

Or, on an individual smaller level supporters will use online fundraising to gather donations, however integrating this with video messaging from charity service recipients, or your CEO, can make a better connection, and encourage support. And, when participants turn up to an organised event, the connection is already established.

When you know you want to talk to people face-to-face, contactless payment device technology will engage and collect donations, while your charity team works hard to create an engaging experience to tell its story.

Hybrid events in action

Seeing hybrid fundraising in action recently, Sheffield Children’s Hospital Charity, finished their 2021 Bears of Sheffield interactive city-wide trail, with a hybrid auction, which we were proud to support with our Donation Station.

Supporters could attend physically, bid online, or give through contactless donation devices, set up for the event especially. The event was exciting and captivating.

The multiple engagement and donation touchpoints worked incredibly well, beating previous targets and helping raise £525k for the charity.

Discover more about digital fundraising barriers and how to overcome them.

Find out more about how contactless fundraising could help your charity this year: get in touch for a demonstration of our Donation Station.

Who are GWD?

We help socially-minded organisations transition to digital systems, building stronger relationships through impactful products and services.

Our experience goes back two decades, with a foundation building and providing critical digital services and products for the financial services and retail industries.

With a long-proven ability to handle challenging projects and a team of trusted experts, we work hard to solve problems and deliver change that helps others.

Attract Loop

Part of the Donation Station’s key visual design features, the Attract Loop are screensavers purposefully designed to run on a loop. Created by GWD with your input, they use visuals or photography, plus an emotive call to action, to catch the donors interest and lead them towards donation through interactive storytelling.


The entire Donation Station is open to branding, from external display to on-screen logos, photography and your brand look and feel.

Our design support service can adapt visuals and graphics to suit your brand.

Wifi or 4G/5G Data SIM

Where you need it, the Donation Station can be supplied with Data or Wifi connectivity.

If using the device in a remote location or at an event, it’s worth considering the signal strength available – GWD can support you to ensure there’s a smooth running operation on the day.

Safe & Secure

All data is transmitted with full encryption, so you can be sure that all individual donor data is safely used, in accordance with GDPR regulations.

Choice of Donations

Giving choice on where the donor wants their money to be spent empowers them further. The Donation Station asks this question and gives charities freedom to present their causes and activities as separate campaigns.

Gift Aid Up Sell

An integrated Gift Aid function on all Donation Stations helps boost fundraising a further 25%. This tax relief can be claimed from HRMC from any donor that supplies their contact details and makes a declaration, as a UK tax payer. The Donation Station is designed to encourage and secure this additional fundraising income easily, through simple reports that can be downloaded and submitted to HMRC as part of a Gift Aid claim.