+25% online donations for King's College Hospital Charity

Key Challenges Faced by King’s College Hospital Charity

Limitations of the previous platform
The charity’s former provider posed user experience issues: a multi-step donation process, lack of mobile optimisation, and redirection away from the charity’s website—undermining trust and data security.
Lack of personalisation
The previous platform lacked the flexibility to tailor the donor experience—thank-you messages were generic, and there was no option to customise fields or create segmented donation journeys.

Restricted campaign flexibility
Creating dedicated donation forms for specific appeals was difficult. The previous platform lacked tools for campaign-specific branding, messaging, and imagery.
An inadequate in-memory giving experience
The team aimed to offer a more thoughtful and personalised experience for in-memory donors. However, the previous platform didn’t support the level of sensitivity or customisation needed for these deeply personal gifts.
Complexity in managing donation types
The charity required a unified solution to manage various donation types—including one-off gifts, regular donations (via direct debit), and seamless website integration.

Enhancing the Donor Experience

In 2023, King’s College Hospital Charity began using iRaiser to enhance their online fundraising. The transition from their previous provider was smooth and well-managed, with thorough testing ensuring everything worked from day one—a welcome relief, given how challenging platform changes can be.

With iRaiser, the charity significantly improved the donor journey by offering a seamless, one-page donation form that is mobile-friendly. Unlike their previous platform, iRaiser’s solution keeps donors on the charity’s own website, enhancing both security and brand consistency. This streamlined experience has made it easier for supporters to give—boosting trust and reducing drop-offs during the donation process.

One of the biggest advantages of using iRaiser’s platform is the ability to fully personalise the donor experience. King’s College Hospital Charity was able to apply conditional logic to ask relevant follow-up questions based on donor responses and create tailored donor journeys—particularly meaningful for in-memory donations.

They’re also able to tailor thank you messages, which have received positive feedback from donors for their warmth and relevance. These thoughtful customisations have made a clear difference: the average donation for in-memory gifts rose from 41%, reaching £150.

iRaiser also has allowed the team to build multiple, and dedicated donation forms with distinct branding and imagery for specific appeals, such as the Christmas campaign. This flexibility enables more targeted and compelling engagement, helping to strengthen connections with supporters and improve fundraising outcomes.

25% surge in online donations thanks to an optimised donor experience

With iRaiser, King’s College Hospital Charity saw immediate improvements in the donor experience. The platform’s intuitive, mobile-friendly design led to higher completion rates and fewer abandoned donations. In fact, the charity saw a 25% increase in online donations—demonstrating the impact of a more user-friendly and trustworthy giving experience.

Donors could also choose from a wide range of secure, convenient payment options—including Apple Pay and Google Pay—making it easier to give on any device.

This enhanced experience not only boosted results but also built donor trust. The charity received a £17,500 online gift—their largest digital donation to date—highlighting the increased confidence supporters felt using the iRaiser donation platform.

The charity also saw a 30% rise in supporters using the online donation form to pay in funds raised through their own activities—such as bake sales, dances, and family events. This marks a significant shift from pre-COVID habits, where donors would send cheques or deliver cash in person.

iRaiser’s integrated features—such as the ability to pre-fill forms for returning donors—helped maximise giving from key supporter segments. For their 2023 Christmas Appeal, King’s College Hospital Charity used dedicated donation forms tailored to warm audiences, suggesting higher gift amounts based on previous donations. This data-driven approach resulted in a 33% increase in income from that segment, highlighting the power of targeted, smart fundraising.

This tailored approach has not only strengthened donor relationships but also led to higher-values, and more sustainable support. While the overall number of regular donations has remained relatively stable, the average monthly amount given has significantly increased. Where they previously received £12 or £15 gifts, they’re now seeing monthly donations of £50 to £100, reflecting the impact of more personalised and donor-friendly campaigns.

Administrative Relief and Responsive Support

King’s College Hospital Charity experienced a significant reduction in administrative workload after switching to iRaiser. By moving more donations online, the team spent less time manually processing cheques and cash, freeing up resources for other strategic activities. The platform also allowed them to process donations over the phone with ease, using the same secure form.

In addition, the charity highlighted the excellence of iRaiser’s customer support—describing the team as responsive, knowledgeable, and quick to resolve any queries. This ongoing support helped ensure smooth implementation and continued confidence in the platform.

Beyond technical support, King’s College Hospital Charity also benefits from strategic resources provided by iRaiser, including benchmark reports, webinars, and fundraising guides. These tools help the team stay ahead of trends and continually refine their fundraising strategy.