The ChangePath Blog

Thinking about Australian charity

Category: Giving

Where charity money goes

Most of us haven’t worked in charities, which makes their inner workings seem somewhat mysterious. So it’s natural to ask where donations actually go.
The implied question is ‘does the money I donate actually go towards the cause’? The problem is that this question is neither easy nor straightforward to answer, and before we answer it we need to dive into what a charity actually is.


What charities aren’t

It’s easy to picture charities as a kind of money funnel – collecting money from the general public and directing it to where it’s needed most, be that cancer researchers or African orphans. You put cash in, and good results pop out the other side. The charity then takes a cut of the money in the process for providing this service. The seductive simplicity of this model means that, when you start thinking about finding the “best charity”, it seems that the charity that takes the smallest cut of your money must be the best one. Surely that means that the most of your hard-earned dollar is going to the people who really need it, right?
Well, no, not really. Let’s take a step back and think about what charities actually do and how.


What charities are

Charities are, fundamentally, very similar to businesses. They employ people to do tasks, and spend money to achieve their goals. The only real difference is that charities, instead of aiming for a profit, aim to change the world for the better.

In every other aspect they’re the same – they need accountants, and receptionists, and IT staff, and everything else. None of these things are frivolous or unnecessary – running a large charity without an accountant is not being frugal, it’s a recipe for disaster. In a very real sense, the accountant is just as essential to the charity achieving its aims as the scientist in the lab doing research.

The exact distribution of how their money is spent depends, obviously, on the charity. Some charities will give out grants to other organisations to achieve specific goals . Others will spend money on advocacy, or in-house researchers, or field work, or providing services. This depends on what the charity wants to achieve, of course, but also how it has decided to reach those aims. Two charities with the same goals might have very different means to reach them .

Let’s take an example – heart disease. It’s a serious problem, the number one killer of people in developed countries. A number of charities have been set up to tackle it. But how? Charity A aims to reduce deaths from heart disease, and gives grants for medical research to create better treatments. Charity B has the same aim, but believes that prevention is also important. So perhaps they set up an education program, teaching children about the risk factors for heart problems and encouraging them to exercise. Charity C also wants to reduce deaths from heart disease through prevention, and evidence shows that adults aren’t exercising enough and that better bike paths help. So they work to convince the government to install them.

Which of these charities is ‘right’? They will all probably reduce deaths from heart disease in different ways. Medical research takes a long time, so Charity A might not see results for a decade or more, but could help people around the world rather than locally. Educating children has even longer term results – those children wouldn’t get heart disease for another 20 or 30 years. So which one is best? That’s a question for the academics and strategists.

So the answer to the question ‘Where charity money goes’ is a simple and rather unsatisfying one. It goes where the leaders of that charity think will have the most impact. The good thing is that you can find out what they believe by reading their annual report. It should tell you in some detail what the charity is spending money on and, more holistically, what it considers important.


But what about charity waste?

Of course, charities don’t always make the right decision with where to spend money. Most charities are very good at spending money effectively, and it’s a very rare bad egg that spends it deliberately poorly. A charity might spend money on an unsuccessful advertising campaign, or on an ill-fated fundraiser, or on an inefficient intervention. Sometimes this is done in bad faith, but more often it is simply because charity workers are not omniscient and make poor decisions sometimes. Unfortunately, aside from in exceptional circumstances, it’s almost impossible to tell how many good or bad decisions are made in a charity. All you have is the outcomes, and sometimes (like our heart disease example earlier) you might not even have those for a decade or more after the fact. Telling which of our heart disease charities is ‘most efficient’ is about as difficult as telling which one is ‘best’.

Of course, there are a number of things incorrectly regarded as ‘waste’, such as paying CEOs. This is a common refrain against charities, but remember that large charities are very similar to businesses. You want that charity to be run well, and to do that you need a CEO who isn’t terrible. And finding CEOs that are both capable of doing a good job and will work for low pay is rather difficult. This is a small part of a larger discussion about how and how much charity workers should be paid, and there are no simple answers as to how much is the right amount. But it seems like the right amount is definitely more than nothing.


Deciding where your money should go

Behind the question is an anxiety – a desire to have your donations make a difference. You want to look inside the black box of charity to see what your donation actually does. Of course, the simplest answer to this is to read what the charity itself says. If there’s a charity you’re interested in, have a read of their annual and financial report to get a sense of where they’re putting their money and what they consider priorities. If that’s not enough, contact them and ask what they’re doing. It is very unlikely that they’re putting it in some kind of Scrooge McDuck-style vault for their CEO to swim in.

This blog post won’t tell you who you should donate your money to. Donations are a personal choice, and made in line with personal beliefs as much as with raw data. If, after reading through a charity’s annual reports, you don’t like the way they distribute their funds, then don’t donate to them. If you do, then do.
There is obviously more to it than that – some charity approaches are genuinely more cost-effective than others, and depending on the field you’re interested in there may be a substantial amount of literature on exactly what works best to solve that particular problem. The more you read, the better informed your choices will be, and the more likely that your donation will have a substantial impact.

Australian charity donation platforms compared (Updated)

ChangePath isn’t just a charity assessment website. We’re a not-for-profit ourselves. In order to continue to exist in any kind of sustainable form, we need to be able to accept donations. You might assume this is a relatively easy task (every charity needs some way of raising money) but there’s a blizzard of potential web platforms out there competing to do so. To help small charities cut through this thicket of marketing, we’ve put together a short guide to the major Australian platforms, what they’re good at, and how to decide between them.

As you would imagine, these platforms aren’t directly comparable – some offer services that others do not, or have a different focus. The solutions that a large charity would be looking for are very different to what a newly established charity is interested in. For this article we’re looking at the sector from the perspective of a small Australian not-for-profit looking to raise money because, well, that’s what we are.

(Note: This article will only be good for a few months. Web payment platforms change their prices and offerings so often that anything published on the topic will quickly be out of date. Also, I’m not getting paid by any of these guys.)

Update Feb 2018: Added one new platform, other minor updates. If you would like your platform to be listed in this article, just let me know in the comments.


What donation platforms do

Let’s take a step back. What do payment platforms actually do, and how are they helpful to your non-profit? Obviously, not all platforms offer all services, but these are some of the basic facilities that many provide.

Hosting donation pages

The bread-and-butter of many online payment platforms, they will host a donations page on your behalf, collect donations, and send the proceeds to you. This means you don’t need to worry about receipts or credit card compliance. They do, however, generally take a cut of the donations you receive.

Allowing others to fundraise on your behalf

Larger platforms will often allow members of the public to create personal fundraising pages that collect money for your cause. This allows your supporters to get more actively involved and can be an entirely new donation stream. It’s especially good for social media, as it allows supporters to reach out to their friends and family easily.

Hosting events

A newer addition is that some platforms will actually host entire events, occasionally handling registration and ticketing as well as donations and a web presence.


Sidenote: State-by-state registration

Charities hoping to fundraise across Australia need to register for permission to fundraise in every state and territory they hope to do so.

This is generally free, but does require a bit of paperwork and means you must have an auditor. Some more stringent states (such as WA) require all office-holders to provide current police checks.

A comprehensive guide to fundraising legislation can be found at the Funding Centre.

In general, it pays to ask whether you will need to apply in any particular state – online fundraising especially is a bit of a grey area, and many states have unwritten rules about what they consider to be in-state fundraising and what they don’t. In general, it seems like you should have fundraising permission in at least one state (preferably your home state) and then check with all the other states whether you actually need to get their license. We found that WA and QLD are both happy to waive the requirement for a license as long as you don’t do any direct marketing to their residents, but it’s a fine line. Just send an email to confirm within your particular circumstances – better to have it in writing from the source.

Comparing charity payment platforms

This is not an exhaustive list of payment platforms, but it covers the major ones that accept Australian dollars as standard 1.

The way these platforms generally make their money is by taking a cut of all donations that pass through their doors. As you’ll see, the amounts they charge vary but they’re often around 5%. They can also charge fees to join or annually.

Also, because I don’t want anyone to think that I’m implicitly endorsing anyone, they’re in alphabetical order.  (I’ll explicitly endorse some platforms at the end, don’t worry).



Fees: None

Cut: Credit card charges only: 1.4% + 30c

Who can register: Any ACNC registered charity.

Pricing information:


Benojo offer a quite slick online fundraising service, especially considering it’s very low cost. There are donation, fundraising, ticketing, payroll giving and volunteering tools.



Fees: Annual fee of $95

Cut:  5.5% fee, plus 2.2% credit card fees

Who can register: You don’t need to be ACNC registered, or even an organisation – you can raise funds directly through an appeal linked to the Donate Planet Foundation Limited.

Pricing information:


DonatePlanet are a Sydney-based not-for-profit that hosts donation pages for charities as well as fundraiser pages. Fundraiser pages are relatively slick but minimalist – you get a single photo and some text. They don’t pass on details of donors (aside from name and amount donated), which is good from a donor perspective but might be less valuable to charities.



Fees: None

Cut:  0% for small-to-medium sized charities, 2.5% for large charities (plus 0.65%+10c credit card fee for all transactions regardless of charity size)

Who can register: “Charities and not-for-profits”, though there appears to be a company registration as well.

Pricing information:


A new service as of late 2017, enablr is a slick, highly functional fundraising platform with an almost unbeatable cost structure.  Offers individual donations, peer-to-peer donations, campaigns, events, and a suite of products. Worth a look.



Fees: Annual $600+GST fee

Cut:  6.5% plus merchant transaction fees (1% to 2.45%)

Who can register: Charities, sporting clubs, schools and other organisations.

Pricing information:


One of the larger services, everydayhero offers extremely slick fundraising pages mainly based around events and allowing the public to fundraise on your behalf. This doesn’t come cheap though – they’re one of the most expensive platforms both in terms of annual cost and per donation. Aimed mainly at larger, established charities.



Fees: None

Cut:  6% fee plus credit card charges (1.4%-3%)

Who can register:  Charities

Pricing information:


Givebot is slightly different to the rest of the platforms on this list – donors pay via a chatbot in Facebook Messenger, rather than through a webpage. Charities can add a single image as well as some conversational text about their cause. Note that you will need to provide information on where the money has gone to every donor.



Fees: Varies by plan (None to $199 per month)

Cut:  5.5% for free, down to 3.5% for biggest plan

Who can register: Unknown

Pricing information:


Interestingly, GiveEasy offers not just a fundraising platform, but also app building and a number of other more bespoke services. They also have a tiered funding model, where you get different services depending on how much you pay monthly. The fundraising pages are quite slick, with some nice editing ability.


GiveMatcher (possibly defunct)

Fees: None

Cut:  If they’re your only fundraising platform and you raise less than $5m, 0% (not including a 1.5% credit card fee). Large charities are charged 3.4% if they’re your preferred fundraising platform, 4.5% if they’re listed as an option on your fundraising page, and 6% otherwise.

Who can register: Must be a charity (registered with ACNC) as well as have an ABN

Pricing information:


GiveMatcher has two ways it tries to differentiate itself from the pack – a 0% charge for small charities (assuming you fundraise exclusively with them) and the fact that philanthropists can match donations. It hosts events, campaigns and fundraisers, with slick and well-produced fundraising pages where you can have updates and messages from donors. The only caveat is their strict criteria – you must be registered with the ACNC to take part. Their site has been down for some time now, and they aren’t answering questions, so they may be no longer in operation.



Fees: None

Cut:  Credit card fees only (0.30-0.90% for Visa and Mastercard, depending on DGR status, and 1.43% for Amex.) Direct debit has no fee

Who can register: All not-for-profit and community organisations which are incorporated. No political parties or individuals.

Pricing information:


GiveNow has the honour of being the cheapest platform for charities, with no annual fees, no service fee and less than 1% credit card fees no matter what size the organisation. They’ve had a recent update that’s expanded their feature set to include goal-based funding and different fundraising campaigns under each charity, which is a welcome addition. The features on offer are kept to the essentials – members of the public can’t set up fundraisers, for instance, and there’s no events functionality. Charities can set up a fundraising page and that’s more or less it. Then again, it is free. Great for small charities and not-for-profits.



Fees: Plans – from free to $230 to ‘Price on application’.

Cut:  6% fee (4.95% if you pay for the premium plan) plus 1.1% – 2.1% credit card fees

Who can register: Need to be registered Australian charity.

Pricing information:


GoFundraise is heavily focused on individual fundraisers and events. Despite a very nice homepage, the actual fundraising pages on GoFundraise aren’t actually that sharp. The events pages, which also have the option to coordinate ticket sales, are by contrast rather nice. They’ve also introduced reduced-rate fundraising pages (0.49% fee).



Fees: None

Cut:  5% fee on online donations, plus 1.65% processing fee

Who can register: Must be registered Australian charity or non-profit

Pricing information:


The only international entrant, JustGiving is based in the UK but has a few Australian charities that utilise it. The charity pages are, just from personal opinion, some of the nicest I’ve seen design-wise though without donor input would look rather sparse.



Fees: None

Cut:  Varies by charity. Fees average 5% of gross donations, plus credit card fees

Who can register: Must be registered with the ACNC

Pricing information:


mycause allows crowdfunding as well as donations, but has a heavy focus on donor-led campaigns rather than direct fundraising. Charity pages are decent, and obviously allow charities to change the colour of the page as well as the images, but the real focus in on people-to-people fundraising. The non-transparent funding model is a turn-off, as fees “average” 5% of donations, varying depending on the agreement with mycause.  You can get a 50% off discount if you put the mycause logo on your website.



Fees: None

Cut:  6.5% fee plus credit card charges (usually around 1.5%)

Who can register:  Charities and not-for-profits.

Pricing information:


An interesting twist on the donation page where the charities ‘compete’ to get additional funding – the more donors or donations they get, the more likely they are to win. It’s an interesting concept, see if it fits in with your fundraising strategy. The donation pages are relatively clean with a few design quirks.


Sidenote: collecting online donations directly

Of course, these platforms aren’t the only way to raise money. If you’re just looking to fundraise directly, you can put a donation button on your website and avoid registering with these platforms altogether. This has some benefits, such as meaning you are more in control of the design of your fundraising page and you have more flexibility in how you fundraise. It also comes with different risks. Handling your own donations may mean more development time on your website, and depending on the platform you use may mean you need to be worried about compliance issues.

This should go without saying, but don’t put a form on your website to collect credit card information unless you’re ultra-sure that your security and compliance are 100%. If your finance team and IT team aren’t best buddies, don’t do it. PCI DSS is no joke, and if you’re found to be non-compliant you’re in a world of pain (and by pain I mean fines and sanctions, including no longer being allowed to have a bank account). If you don’t know what PCI DSS is, step away, do not pass go.

In terms of pure payment platforms the giant in the space is PayPal, which allows charities to put a simple ‘donate here’ button on their website which directly links to their bank accounts. Starting at 2.6% (+ 30c) per donation and reducing to 1.1% at the top, it’s better than many of the platforms we’ve talked about above, and if you’re an ACNC registered charity they will reduce that down to 1.1%. Obviously you don’t get any of the fancier features of the platforms above (such as person-to-person fundraising) but it can be a good option.

Another potential option is Stripe, and though this is slightly more technical to install it has a substantial amount more customisability. It’s also cheaper than PayPal, at 1.75% + 30c per transaction.



From a certain perspective, it looks like we’re quibbling over small change – so what if they charge 6.5% rather than 5.5%? And yet because it’s over every transaction, those tiny discrepancies really add up. If a platform has services that you can’t do without, then by all means use them. But track it, and make sure that you’re getting more benefit than cost.

Personally, here’s some takeaways:

  • Enablr is a leading contender, with excellent rates and a strong offering. They are (at this stage) new, so we will have to see how it works over the longer term, but for the moment it’s a good option. The same can be said for Benojo.
  • GiveNow is free and has all the essentials, especially following their recent update. This is what ChangePath has chosen.
  • Beyond that, each of the platforms have positives and negatives. There’s nothing stopping you registering on multiple platforms (well, aside from GiveMatcher’s funding scheme).

Face to face fundraisers and why charities hire them

We all see the charity fundraisers in the streets, trying to attract your attention as you desperately stare at your phone in a vain attempt not to be noticed.

Opinion polls suggest high levels of public hostility towards street fundraisers, also known as “chuggers” (a portmanteau of “charity mugger”), with as many as 80 per cent of those interviewed being against them. Even I’ll confess to not liking them, and I’ve worked in charities for years.

Recent articles, like this one, have come out swinging against these fundraising tactics. Not only that, but these services are famously costly for the charities. This is a reputational risk for the charity as well as a monetary loss.

So if they annoy donors, are hugely expensive, and give the charity a bad name, why on earth do they keep being hired?

The chugger balancing act

For charities, street fundraisers represent a tradeoff. They know that face-to-face fundraising isn’t well liked, and it does put a bit of a dent in their reputation. But it’s very effective, especially at finding people willing to give a recurring donation.

It’s long-term sustainable revenue like that (people giving a few dollars a month) that allows charities to plan for the future slightly better. Most charity revenue is one-time – an event, a fundraiser, a day, or a bequest. This means that one rained out event, or one cancelled fundraiser, has the potential to seriously dent the numbers. Recurring donors, by contrast, give charities a fairly stable stream of money which they can then allocate to research, advocacy, or whatever they choose.

People with recurrent donations also give more – one study found average recurring donor will give 42% more in one year than those who give one-time gifts. Cynics would argue that donors forget about the recurrent funding and thus spend more on the charity than they would if you asked them for a lump sum, but it’s also intimately tied in with the psychology of how humans value money now vs money in the future.

Donors with recurrent funding are rarely donors for life, but they last much longer than ‘one-time-only’ donors. The average length of time they maintain their donation is 4 years. “Over 70% of people that we recruit into organizations never come back and make another gift,” says Dr. Adrian Sargeant, Professor of Fundraising at the Lilly Family School of Philanthropy at Indiana University. Whereas 80% of monthly giving donors are still there a year later.

And donations aren’t the only factor. Street fundraisers also help to raise awareness of a charity, though this is somewhat counterbalanced by the slightly negative associations with chuggers.

Effectively, the simple fact is that charities wouldn’t employ these fundraisers if they didn’t believe the tradeoff was worth it. Indeed, I know a number of charities held off on doing face-to-face because they were worried about the reputation damage. But then they, like a lot of other charities, realised that they were simply ceding donors to other charities who were willing to do it.


The numbers don’t lie

To look at just how influential face to face and recurrent donors are, you need to look deep in the bowels of charity financial reports. Most charities won’t pull out their face-to-face numbers but thanks to the Charitable Fundraising Act (1991), NSW charities have to provide some details on where their fundraising comes from. After a quick trawl through some annual reports I’ve found two that actually give broken down numbers: Cancer Council NSW and Amnesty International. They tell different but related stories.

Amnesty International is, thanks to its ‘sponsor a child’ program, one of the most heavily weighted towards recurring donations. Looking at the Amnesty International financial breakdown (Note 19, page 31), you can see just how heavily they rely on regular giving. Of their $25m in fundraising revenue, a full $21m is regular giving.

Looking at the Cancer Council figures (note 22, page 39), you can see that face to face revenue is not as significant ($15m in revenue out of $83m) but it’s still the second-largest source of funds after bequests. By comparison, Daffodil Day raises less than $3m.

Of course, we’re confusing two very different issues here – recurrent donations are not only raised from face-to-face fundraising. Most charity websites now offer a ‘regular donor’ option, and often irregular donors will be contacted to try and get them to upgrade to being more recurrent. Yet face-to-face remains a key part of the fundraising mix and the one of the most successful at getting regular donors.

I do feel for the poor fundraisers. I’ve worked with several face-to-face fundraising organisations during my time at charities, and they’re generally full of young, friendly people. It’s a thankless, soul-sucking job, and they’re actually doing a better job for charities than most people realise. Of course, you’d be far better to donate directly to a charity on a regular basis, thus cutting out the middleman, but in the absence of everyone doing that they will continue to walk the streets.

How to give money over the holiday season

Christmas, the saying goes, is the season for giving. While the giving of gifts is a relatively recent invention (post-1880), the spirit of generosity is now inseparable from the holidays. A third of people say that they are more likely to give a donation to charity over the festive season. This willingness to share and connection with our fellow human beings is indisputably a wonderful thing. But with so many ways to give, it’s not always easy to know what the best ways are. Here’s some things to keep in mind.


Where you donate matters

Charities have come up with a huge variety of different ways to raise funds in connection with the holidays. Some of them are better than others, however.


From a charity perspective the best way is almost certainly a direct donation. Most charities will have some kind of online or phone donation option, and these are almost certainly the fundraising option that costs charities least. It’s worth noting as well that recurring donations are far more valuable to charities, if only because they’re a stable and reliable source of income in an industry sorely lacking in them.

Street donations

Chuggers are everyone’s favourite punching bag in the charity space. Nobody likes being approached by them when they’re just looking to go quietly about their business. Yet because they are a sustainable source of long-term income, charities use them. Chuggers are a vital part of many charity’s revenue streams. But for you, the discerning donor, they’re not a great way to donate. Having people on the streets is labour intensive, so it’s costly for the charity. A good proportion of your donation will go straight to the company running the

Charity balls

The holidays also seem to coincide with party season. Events can be an excellent way to raise money for charity, but be careful. The more glitzy the event, the more expensive it is to run. Charities wouldn’t do it if it wasn’t helpful, of course, but be aware that a significant proportion of the money raised on the night goes to pay for all the fancy food and wine and entertainment. Small events, especially community-organised ones, are often much more efficient at passing money on (but earn less individually).

Holiday cards/gifts

Charity holiday cards are also a significant donation strategy. These are actually a relatively good way to give money, as the charity can generally make a fair margin on the cards and they also act as promotional material. Be wary if you’re not buying cards directly from the charity themselves, though – the proportion of the purchase price that goes to the charity can vary wildly. 25% is a good minimum benchmark.

Volunteering is donating too

Your time can be more valuable to a charity than any amount of money you give them. There are a range of ways you can help, from running fundraisers at your workplace, to traditional soup-kitchen style volunteering, to donating your specialist skills and expertise. Ask the charity of your choice and they will have a range of ways for you to get involved.

Volunteering isn’t just for Christmas, though. Unlike donations, charities can’t “store up” volunteering until they need it. Often, they will get a big uptick in volunteering during the holidays that then disappears for the rest of the year. This feast or famine situation can give charities a serious headache. So when you volunteer, commit to doing so for at least a few months after the holiday period – it will be a lot more valuable to the charity, and you’ll get a lot more out of it as well.


How you donate matters

It’s not just the method you use to give money, there’s a few other things to keep in mind to make your donation most effective.

Don’t be specific

In general, it’s far better to let charities decide where your donation should be spent rather than being prescriptive. The more specific donors are, the more hamstrung the charity will be and the less strategically they can plan. For example, if a charity wants to run an exciting new program but all the donations are tied to specific issue, they may not be able to. Charities can also find it difficult to fund necessary day-to-day expenses (from auditors to phone operators) if their funds are constrained. In general, if you trust a charity enough to give them money, you should trust them enough that they know the best way to spend it.

Don’t spread yourself thin

Donating relatively large amounts to a few charities is, in general, better than a lot of small donations to many charities. This is mostly due to transaction costs – the smaller the donation, the more gets eaten up by credit card fees or handling fees or other things like that.


What you donate to matters

This shouldn’t come as a surprise – what you donate to (both in terms of cause and specific charity) makes a huge difference in terms of the change that your donation can create.

The best places to donate

If you want to make sure that your donation goes where it will do the most good, there are a few organisations that do rigorous assessments of charities to really pick the cream of the crop.

Of course, there are a lot of assumptions that underpin these sites (they mainly assume that saving human lives is the best thing a charity can do, which is an uncontroversial but not universally held belief), but in general they will recommend charities that will do enormous amounts of good with your donation.

The best of the rest

Not all of us are quite selfless enough to donate to where the need is absolutely greatest. And that’s not the only factor to consider – if you’re more likely to donate to a particular cause because it’s close to your heart, and thus likely to donate more and more often, then it can actually be better for the charity sector if you focus on what you care about most.

That’s where ChangePath comes in, to help you select the best charities in the Australian not-for-profit sector. Use our guide to find the charities that most resonate with you, then select organisations that spend your money wisely and tell you how it is spent.


Don’t forget – charity isn’t just for Christmas

Charities work all year round. A donation during the holiday season is excellent, but charities that have huge peaks and troughs in their fundraising may find it difficult to think strategically. Plan out how much you want to donate this year now (both money and volunteering), and strive to meet that goal. You’ll feel better about it, and the charitable sector will thank you.

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