Text-to-give fundraising: a complete guide for UK charities (2026)

Text-to-give is a powerful fundraising strategy that uses mobile phones to help charities engage supporters and collect donations through simple text messages.

The technique relies on the widespread use of mobile phones to reach more people. SMS remains among the most-opened channels available to fundraisers, and the personal, immediate nature of text messaging leads to strong engagement.

Donors can give with just a few taps on their phones. The simplicity of giving turns a moment of inspiration into tangible support, making text giving a strong fundraising tool.

This guide covers everything you need to run a successful text-to-give campaign, from the pros and cons to the setup process. Read on for best practices to maximise your text fundraising efforts.

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In this article:

• What is text-to-give fundraising?

• Text-to-give vs text-to-donate: what is the difference?

• Advantages of text-to-give fundraising

• Disadvantages of text-to-give fundraising

• Set up text-to-give in five steps

• Best practices to boost your text-to-give campaign

• Final thoughts on text-to-give fundraising

• Frequently asked questions

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What is text-to-give fundraising?

Text-to-give is a form of mobile fundraising that enables supporters to give to a charity through text messages.

Here is how it works: a donor texts a keyword and a donation amount to the charity's designated short code. Depending on the route chosen, that amount is either added to the donor's mobile bill (carrier-billed giving) or the donor receives a link to a mobile-optimised donation form where they complete the gift by card, Apple Pay, Google Pay, or Open Banking. The charity receives the funds once the payment has cleared.

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How text-to-give works in the UK

UK charities have two practical routes for text giving.

Carrier-billed SMS (short codes): the donor texts a keyword to a five-digit short code; the donation amount is added to the donor's mobile bill or deducted from their PAYG credit. A licensed aggregator remits the funds to the charity, net of fees, once the donor has settled their bill. Vodafone's JustTextGiving was the best-known UK example and is now closed to new charities. Today this route operates through specialist licensed aggregators registered with the mobile network operators (MNOs).

SMS-to-link giving: the donor texts a keyword to a short code or virtual number and receives a link to a mobile-optimised donation form. They pay by debit or credit card, Apple Pay, Google Pay, or Open Banking, and can complete a Gift Aid declaration on the same page. This route settles within standard payment-processing timeframes and captures the full donor data needed for Gift Aid.

The Fundraising Regulator's Code of Fundraising Practice (current version effective 1 November 2026) Section 9 covers online and SMS fundraising platforms and applies to both routes. If a donor is a UK taxpayer and completes a valid Gift Aid declaration, the charity can reclaim 25p for every £1 donated, turning a £10 gift into £12.50 at no extra cost to the donor.

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Text-to-give vs text-to-donate: what is the difference?

Often used interchangeably, text-to-give and text-to-donate can refer to different methods: donating via a mobile webpage or through a mobile bill charge.

In a text-to-give campaign, donors text a keyword and an amount, which is added to their mobile bill. In contrast, with text-to-donate, donors text a keyword to the charity's unique mobile giving number and receive a link to a mobile-responsive donation form. They fill out the form and submit their gift amount.

Text-to-donate campaigns, such as those used during telethons or disaster relief efforts, can be particularly effective for urgent donation needs. Many SMS-to-link platforms offer faster transaction times compared to traditional fundraising methods, and the inline Gift Aid declaration means every gift can be worth more to the charity.

Regardless of the method, both enable donors to give through a few text messages, requiring little effort.

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Advantages of text-to-give fundraising

1. Effective

Text-to-give has emerged as an effective fundraising solution, capitalising on people's frequent use of mobile phones for financial transactions. Nearly every UK adult owns a mobile phone, and SMS remains one of the most-read channels available to fundraisers, meaning your donation appeal has a strong chance of being seen and acted upon.

This high visibility, combined with the immediate nature of text messaging, translates into higher engagement. Text-to-give significantly enhances the likelihood of successful donations, making it a particularly effective tool for UK charities.

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2. Convenient

Text giving is one of the most convenient fundraising methods available because nearly everyone has their smartphone with them at all times. Raise money anytime, anywhere by simply sending a text message.

Your donors can give from anywhere: at home, in the office, at a fundraising event, or on the go. With minimal barriers to participation, all they have to do is text your number or fill out a short form with just a few taps.

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3. Simple and swift

Unlike online donations, which often involve more deliberation, text giving allows donors to act on their initial impulse to contribute.

The speed and simplicity of text donations reduce the chances of potential donors becoming distracted or reconsidering their decision. This quick, hassle-free process encourages spontaneous giving, converting a moment of generosity into a donation.

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4. Extended reach

Text giving taps into the massive reach of mobile phones, owned by nearly every UK adult. Many text-to-give platforms allow organisations to send up to 2,000 messages monthly, depending on the specific service provider and plan chosen. This makes it easy to connect with a broad audience and significantly expand the scope of your fundraising appeals.

These platforms also feature audience segmentation and targeted messaging capabilities, enabling you to tailor messages to specific donor groups.

Any bulk SMS marketing to prior donors is governed by the Privacy and Electronic Communications Regulations (PECR) and requires an appropriate lawful basis, either consent captured at the point of donation, or a valid charity soft opt-in under ICO guidance.

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5. Engaging

Text fundraising enables you to engage your audience in real time during fundraising events or campaigns. This allows you to encourage immediate action from supporters while enthusiasm and emotions are high.

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Disadvantages of text-to-give fundraising

1. Funds are not accessible immediately

If you use carrier-billed SMS giving, funds typically reach your charity 60 to 90 days after the donation, because the money clears only after the donor pays their mobile bill and the licensed aggregator remits the balance net of fees. Factors that influence this timeframe include:

• The MNO's individual processing times

• Administrative procedures specific to each licensed aggregator

• Potential delays in billing cycles or payment processing

• Any additional verification required

By contrast, SMS-to-link giving (card, Apple Pay, Google Pay, or Open Banking) settles within standard payment-processing timeframes, typically 2 to 7 business days via Stripe UK.

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2. Costs and restrictions

Working with licensed aggregators or investing in text-to-give software involves fees. Although some providers will be more affordable than others, these fees reduce the total amount you receive from each donation.

Carrier-billed SMS donations in the UK are constrained by per-text and daily aggregate caps set by MNO codes of practice. These limits mean very large single gifts are not possible via the carrier-billed route. SMS-to-link giving has no such cap because the donor pays by card or Open Banking on the landing page, allowing donors to give any amount they choose.

For small charities already paying for a donate page, event ticketing, and a CRM, adding another paid subscription for carrier-billed SMS aggregation is a real cost to weigh carefully.

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Gift Aid is harder to capture on carrier-billed SMS

This is the strongest single reason most modern UK charities favour SMS-to-link over pure carrier billing.

Carrier-billed short-code donations do not automatically transmit the donor's name, address, or UK taxpayer confirmation to the charity, so Gift Aid is lost unless the aggregator sends a follow-up SMS or link asking the donor to complete a declaration separately. That extra step reduces completion rates significantly.

With SMS-to-link giving, the donor completes a Gift Aid declaration inline on the donation form. A £10 gift becomes £12.50 for the charity. That 25p-per-£1 uplift is often larger than the platform-fee difference between routes. For a charity recognised by HMRC, Gift Aid is a survival lever worth protecting. (For more detail, the Charity Tax Group publishes technical guidance on Gift Aid eligibility edge cases.)

Gift Aid does not apply to raffle-entry texts, event-ticket texts, or any situation where the donor receives goods or services in return.

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3. Limited donor data

Text-to-give, while efficient, limits donor data collection. The simplified process, requiring only a code or minimal information, captures limited donor information. This scarcity of data hinders personalised follow-ups and long-term donor relationships.

Under UK GDPR and the Data Protection Act 2018, you can only re-contact SMS donors with marketing if you have a lawful basis: either consent captured at the point of donation, or a valid charity soft opt-in under PECR. Carrier-billed SMS captures minimal data, making legitimate re-contact harder. SMS-to-link routes are stronger here because they capture name, email, and consent on the same page. The Fundraising Regulator's Code of Fundraising Practice sets out the standards charities must meet.

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Set up text-to-give in five steps

1. Pick a text-to-give tool

Working with a text-to-give tool helps you launch mobile giving campaigns easily and at scale. These platforms typically have fewer restrictions on donation amounts and faster processing times compared to carrier-billed routes.

When searching for a text-to-give software provider, look for the following features:

• User-friendly interface

• Automated responses and unlimited text keywords

• PCI-compliant payment processing

• Segmentation and data reporting

• Software support

• Clear and transparent pricing

• Integration with other fundraising tools

• Registered with the Fundraising Regulator (or compliant with its Code)

• UK GDPR and PECR-ready consent capture

• Automatic Gift Aid declaration handling and HMRC Charities Online submission

• Integration with UK CRMs such as Beacon, Donorfy, or ChurchSuite

• Transparent fee disclosure per the Code of Fundraising Practice Section 9

One important note on Zeffy: Zeffy does not provide a premium-SMS short code in the UK. What Zeffy does provide is a free, Gift-Aid-enabled mobile donation form that your SMS-to-link campaign can point to. Donors receive your text, tap the link, and land on a mobile-optimised donation page with Gift Aid capture built in, at 0% platform fee.

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2. Decide on a keyword

After creating an account, you will receive a code for donors to use to start the donation process. Keywords are dedicated words that you create for supporters to begin giving. These should be brief and relevant to your fundraising campaign.

Donors are more likely to type a short, memorable keyword correctly on their first try. It saves time and keeps the donation process as convenient as possible.

For example, a village hall running a summer fete might choose 'FETE'; a school PTA running a Christmas raffle might choose 'RAFFLE'. Keep it clear, easy to remember, and directly related to your campaign.

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3. Prepare a simple donation form

Donors expect a quick and user-friendly experience when they contribute. Consider creating a mobile giving page that is short and easy to complete. Here is what to focus on:

• Start with the donation amount, providing a few suggested options (for example, £5, £10, or £25) to make it easier for supporters to decide on their gift

• Next, collect essential personal information including name and email, for sharing acknowledgements and thank-you messages

• Include a Gift Aid declaration checkbox with the HMRC-required wording, so donors can confirm their UK taxpayer status and authorise the charity to reclaim 25p per £1, the Gift Aid uplift alone often justifies the extra field

• Finally, collect the information needed to process online payments, such as debit or credit card details, Apple Pay, or Google Pay

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4. Automate your text response

When donors text your code, they instantly receive your organisation's automated response. This message should be concise yet impactful, thanking donors promptly and guiding them to your donation form with a clear call to action. Personalise the message with the donor's name to enhance engagement where possible.

By structuring your response thoughtfully, you encourage immediate action and reinforce the donor's decision to contribute.

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5. Promote your text-to-give campaign

Use a cohesive cross-channel approach to share your short code and keyword, accompanied by compelling calls to action. This will allow you to reach more people and extend your fundraising reach.

Here are some effective ways to do this:

• Post your short code and keyword on all social media channels

• Include it in your board members' email signatures

• Add a banner to the top of your website with a call to action to text to give

• Ask volunteers and supporters to share your text-to-give keywords and numbers in their networks

• Share it in your charity's newsletter, church service notices, PTA WhatsApp groups, community Facebook groups, and local paper

• Add QR codes to your order of service, raffle programme, or event signage so attendees can donate in the room

• Post in peer networks such as Charity Excellence (Ian McLintock's community for small UK charities)

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Best practices to boost your text-to-give campaign

1. Provide clear instructions on text giving

If you want your supporters to use text-to-give, make it easy for them. Write clear instructions on how to use text messaging to make a donation and share this information in your appeals, on your website, and on your social media accounts.

Consider adding screenshots of each step or creating a short video so supporters can visualise what they should do. They are more likely to donate when they see how convenient it is.

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2. Keep your message simple while highlighting the need

To encourage donors to text to give to your cause, your message needs to be engaging and highlight the value of donations. Share recent successes or beneficiary stories to create an emotional connection and explain why you need their support.

Leading UK charities such as Cancer Research UK, Macmillan, and the RSPCA all open with a single declarative outcome before the ask: 'You donate. We discover.' or 'With your help, we can be there for people living with cancer.' Follow this pattern: lead with the work, then ask.

Use compelling images related to your cause to reinforce your message. End with a clear, direct call to action such as 'Donate now' or 'Donate today' that encourages donors to tap the donation link as soon as they read your message.

Consider suggesting specific, achievable donation amounts, for example, £5, £10, or £25, to lower barriers to giving. You might add a Gift Aid line: 'A £10 gift becomes £12.50 with Gift Aid.'

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3. Choose the right keyword

Your keyword is how your mobile donations find their way to your organisation. Optimise it by making it simple, unique, and relevant.

If your keyword is too difficult, the phone autocorrect function will likely adjust it, or your donors may accidentally mistype it. These errors reduce your chances of receiving donations.

Keep the following in mind when deciding on your keyword:

• Use simple, easy-to-type keywords without special characters to minimise barriers to donation

• Avoid keywords that can be misinterpreted or have multiple meanings, clarity is key to preventing confusion during the donation process

• Stick to a reasonable character length, typically 5 to 7 characters, so that donors can text without errors

• Consider your target audience and use language that resonates with them

• Use a unique keyword for each text-to-give campaign to ensure donors contribute to their intended project and avoid confusion

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4. Pair text-to-give with other fundraising efforts

Pairing text-to-give with other fundraising efforts can create a multi-channel approach, boosting donations and engagement. Here is how you can integrate it:

• Promote text-to-give at live events: gala dinners, quiz nights, summer fetes, and virtual fundraisers. Display the keyword on screens and banners to encourage attendees to give in real time

• Anchor campaigns to UK fundraising moments: the Macmillan Coffee Morning (September), Comic Relief / Red Nose Day, Children in Need, Christmas appeals, Giving Tuesday, and mass-participation events such as the TCS London Marathon and Great North Run

• If your charity has runners with official London Marathon Events or Great Run places, note that those fundraisers must use Enthuse as the mandated P2P platform (contractually to 2034), text-to-give complements those pages, it does not replace them

• Create donation challenges or incentives where donors who give via text can enter a prize draw or receive recognition

• For match funding, look to UK channels such as The Big Give's Christmas Challenge and National Lottery Community Fund match rounds, UK employer gift-matching is less common than in the US, so these programme-backed match rounds are the more reliable route

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5. Offer recurring gift automation

With certain text-to-donate services, you can include a field on your donation form that allows donors to set up automated regular giving. This feature helps cultivate a reliable income stream while making it effortless for supporters to contribute on a regular basis.

Direct Debit is the dominant regular-giving mechanism for UK charities, typically set up via GoCardless. A recurring gift initiated from an SMS-to-link landing page can be a card standing charge or a Direct Debit mandate; Direct Debit tends to have lower attrition because it does not expire when a card is renewed. For guidance on UK regular-giving rates and trends, the NCVO publishes annual data in its UK Civil Society Almanac.

One-off text donations are excellent for events and campaigns; for sustainable income, Direct Debit regular giving is still the gold standard for UK charities.

You can set a variety of giving amounts to guide first-time donors who are new to text-to-give, while still allowing donors the option to enter a custom amount.

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Stay UK GDPR and PECR compliant

Before you send any outbound marketing SMS to your donors, make sure you have the right lawful basis in place.

Under the Privacy and Electronic Communications Regulations (PECR) and UK GDPR, charities must have either explicit consent or a valid charity soft opt-in before sending marketing messages by text. The ICO is the enforcing regulator. The Fundraising Regulator updated its soft-opt-in guidance in 2026, and the Code of Fundraising Practice sets out the standards you must meet.

In practice this means:

• Capture consent clearly at the point of donation or sign-up, using plain language

• Record when consent was given and what the donor agreed to receive

• Give donors an easy way to opt out of future texts at any time

• Do not assume that because a donor gave by text, they consented to receive marketing texts

SMS-to-link routes make this easier because the donation form captures name, email, and consent on the same page, giving you a complete record.

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6. Remember to follow up

Thanking donors is essential in all fundraising campaigns, including text-to-give. Most text-to-give services allow you to customise a thank-you email or redirect supporters to a confirmation page after their donation.

Here is your chance to make them feel valued and show your appreciation. Explain where their money is going, for instance: 'Your £50 donation will provide care for ten animals in our shelter this month.' You might also consider offering a small online incentive, such as an e-book or exclusive update.

Offer additional engagement opportunities such as subscribing to your newsletter, reading your latest update, or volunteering.

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Final thoughts on text-to-give fundraising

Text-to-give campaigns offer a convenient way for donors to contribute via their smartphones, potentially increasing supporter engagement. To maximise their effectiveness, select an appropriate platform, use clear keywords, and craft compelling messages. Integrating text-to-give with other fundraising strategies can further amplify your results.

Many small UK charities are already juggling several tools at once: a donate page for appeals, a ticketing platform for fetes and events, an SMS aggregator for text giving, and a separate CRM for supporter management. That means multiple subscriptions, multiple logins, and multiple fee structures to manage.

As you explore mobile fundraising options, it is worth considering how each tool fits into your overall fundraising strategy. Look for solutions that offer flexibility, minimise fees, and allow you to retain as much of each donation as possible.

Zeffy offers a 100% free fundraising platform that pairs cleanly with any SMS-to-link campaign. While Zeffy does not provide a premium-SMS short code, our free, Gift-Aid-enabled donation form is exactly what an SMS-to-link campaign points to: a mobile-optimised giving page, 0% platform fee, 0% transaction fee, with Gift Aid handling built in. Zeffy also covers event ticketing, memberships, raffles, auctions, and donor management, so you can consolidate your tool stack without adding cost.

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Frequently asked questions

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