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| 10 Nov 2025 | |
| Blogs |
In 2023, King's College Hospital Charity - which supports King’s College Hospital NHS Trust and its associated sites - undertook a major digital fundraising transformation. The goal was clear: to deliver a smoother, more trustworthy, and more personal online giving experience for donors.
Several challenges drove this change for the charity, including an outdated and multi-step donation process, limited personalisation options, and difficulties launching targeted campaigns. King's College Hospital Charity wanted a platform that would streamline online giving, strengthen donor relationships, and ultimately raise more funds for patients and staff across its hospitals.
In this article, you’ll learn how King’s College Hospital Charity transformed its digital fundraising approach, the results that followed, and the key lessons other nonprofits can apply to enhance their own online giving strategies.
The charity launched a fully integrated, one-page online donation form hosted on its own website, eliminating redirections to third-party pages and boosting donor confidence.
The new system also allowed King's College Hospital Charity to:
This transformation empowered the charity’s fundraising team to respond quickly to campaign needs, test new ideas, and deliver a more engaging, donor-centred giving experience.
Before transforming its digital fundraising, King’s College Hospital Charity faced several obstacles that limited its growth: the online donation process was lengthy and redirected donors away from the charity’s site, lowering trust and completion rates. Limited personalisation and inflexible campaign tools made it hard to engage supporters or launch targeted appeals. These issues reduced efficiency and highlighted the need for a simpler, more adaptable digital solution.
Beyond simplifying the giving process, the charity focused on personalisation to make each interaction more meaningful.
Using advanced segmentation and data tools, they could tailor donation journeys for different audiences — including returning supporters and in-memory donors, resulting in stronger engagement and higher average gifts.
This personalised, data-led approach was particularly effective during key campaigns, most notably their Christmas Appeal.
The charity used pre-filled fields for returning donors to simplify the giving process, encourage donations while maximising giving from loyal supporters.
For their 2023 Christmas Appeal, the charity used dedicated donation forms tailored to warm audiences, suggesting higher gift amounts based on past donations. This data-driven approach resulted in a 33% increase in income from that segment, highlighting the power of targeted, smart fundraising.
Building on the success of this campaign, the charity continued to optimise its forms and donor journeys, driving impressive results across all online fundraising campaigns.
After adopting iRaiser’s donation forms, King’s College Hospital Charity achieved:
These results show the tangible benefits of investing in donor experience and digital innovation.
"We have seen a 25% increase in online donations in comparison to our previous fundraising platform. This is truly thrilling because, in the first year, we just allowed the platform to settle. Now that we understand more about our donors and their online giving habits we can start A/B testing different form layouts, messaging and donor journeys." Julie Taylor, Head of Fundraising Operations and Improvement - King’s College Hospital Charity
King’s College Hospital Charity’s partnership with iRaiser showcases how thoughtful digital transformation can turn donor engagement into measurable impact. By focusing on simplicity, personalisation, and trust, King’s College Hospital Charity has strengthened its online giving ecosystem and set a model for other charities to follow.
