easyfundraising: Turning Everyday Shopping Into Meaningful Impact
Do brands have to choose between commercial performance and creating positive social impact? Performance marketing is expected to deliver measurable business results, while purpose-led initiatives are often viewed as something separate - valuable, but difficult to connect directly to commercial outcomes. But what if the two could go hand in hand?
That's exactly what easyfundraising has been proving. Since 2022, brands in the Tradedoubler network have helped generate almost £1 million in donations for charities, schools and community groups across the UK - all through everyday online shopping.
Here's how the partnership works, and why more brands are embracing performance with purpose.
Meet easyfundraising
easyfundraising takes the affiliate model one step further by giving shoppers another reason to click "buy". When supporters shop online with one of its participating retailers, the retailer pays a commission through the affiliate channel, just as they would with any other publisher. Part of that commission is then turned into a donation for the shopper's chosen charity, school, sports club or community group - at no extra cost to either the shopper or the retailer.
Today, easyfundraising partners with more than 8,000 retailers - including eBay, Morrisons, Tesco and TUI - and has helped more than 219,000 good causes across the UK raise vital funds. It's a simple but powerful model that creates value for everyone involved: brands reach an engaged, purpose-driven audience, while charities, schools and community groups receive much-needed funding.
The industry's recognition reflects that success. Earlier this year, easyfundraising was named Publisher of the Year at the 2026 Performance Marketing Awards, celebrating both its commercial excellence and its positive impact within the affiliate marketing industry.
A Partnership Creating Impact
Since 2022, brands in the Tradedoubler network have helped generate almost £1 million in donations for charities, schools and community groups across the UK through easyfundraising. In 2025 alone, the partnership generated more than £269,000 in donations, demonstrating the continued growth and momentum of this purpose-led model.
The impact reaches organisations of all sizes, from local schools and grassroots sports clubs to national charities. Supporters shopping through easyfundraising have helped organisations such as RSPCA raise more than £24,000, while Save the Children has received more than £14,000 to support children through education, healthcare and emergency relief. Alongside these national charities, thousands of local good causes continue to benefit from everyday online purchases.
Chris Campbell, Head of Retail Partnerships at easyfundraising, shares: “easyfundraising helps retailers turn shopper intent into both sales and social impact. Our partnership with Tradedoubler means more brands can give supporters a meaningful reason to choose them at the point of purchase, while generating vital donations for schools, charities, sports clubs and community groups across the UK.”
Why Purpose Pays Off
Creating a positive social impact is valuable in its own right. But performance with purpose can also become a competitive advantage for brands. Today's consumers increasingly expect brands to stand for more than just products and prices.
According to research by IBM and the National Retail Federation, 44% of consumers now describe themselves as purpose-driven shoppers, choosing brands based on how well they align with their values. This expectation is particularly strong among younger generations, with 61% of Millennials and 59% of Gen Z saying they want brands to clearly communicate the purpose and values they stand for.
easyfundraising's model reflects this shift. It enables brands to connect with an engaged, purpose-driven audience while helping supporters raise funds for the causes they care about.
Dan O’Kane, Global Head of Partnerships at Tradedoubler, shares: “easyfundraising is a fantastic example of the kind of publisher partnership that creates value for everyone involved. They help our advertisers reach highly engaged consumers while generating meaningful funding for charities, schools and community groups across the UK. As more consumers choose to support brands that reflect their values, purpose-led performance marketing is becoming an increasingly important part of a successful affiliate strategy.”
Conclusion
The partnership between easyfundraising and Tradedoubler shows that commercial performance and positive social impact don't have to compete. Affiliate marketing can deliver measurable results for brands while making a meaningful difference for charities, schools and communities.
Interested in partnering with easyfundraising? If you're a retailer or brand and would like to explore how purpose-led performance marketing could complement your affiliate strategy, speak to your Tradedoubler account manager, connect with easyfundraising directly through the Tradedoubler Advertiser Interface, or reach out through our contact form.