Foundation of Light partners with new digital fundraising platform Generosity to create more way for supporters to give

Sunderland AFC’s official charity, Foundation of Light, becomes one of the first organisations to launch Generosity, a new fundraising platform developed by North East company Tipit Global to turn more everyday moments into opportunities to support good causes.

The launch comes at a challenging time for the charity sector, with organisations facing increasing pressure to generate sustainable income while adapting to rapidly changing payment habits.

The 2026 Charity Digital Skills Report found that 63% of charities identify squeezed organisational finances as their biggest barrier to digital progress, while 51% say increasing online fundraising income is a priority.

At the same time, the way people pay has changed dramatically. According to UK Finance, cash accounted for just 8% of all UK payments in 2025, compared with 45% in 2015, as consumers increasingly use cards, mobile wallets and other digital payment methods.

Generosity was developed in response to that changing environment.

Rather than asking charities to replace the fundraising channels that already work for them, the platform is designed to help them maximise more of the opportunities they already have to engage with supporters and communities.

From events and physical locations to printed materials, campaigns, community activities and partner venues, a Generosity QR code can create a direct route between the moment someone feels inspired to support a cause and actually making their donation.

Each location or activity can also have its own QR code and campaign, helping charities understand where donations are being generated, which initiatives are gaining traction and where further fundraising opportunities may exist.

Foundation of Light becomes an early Generosity partner

Celebrating its 25th anniversary in 2026, Foundation of Light supports more than 23,000 people each year through programmes spanning sport and physical activity, education and employability, and health and wellbeing. Generosity will provide another simple way for supporters, partners and communities to help fund that work and create brighter tomorrows across the North East.

Kate Smith at Foundation of Light said:

“Finding new and simple ways for people to support our work is important to us.

“Generosity gives us the opportunity to make giving more accessible across the many different places and moments where people engage with the Foundation.

“It also gives our team the flexibility to quickly create and manage our own campaigns, helping us respond to new fundraising opportunities and see what is generating the most engagement.

“We’re excited to be one of the first organisations to launch the platform and to see the opportunities it can create.”

Generosity Co-Founders Josh Thompson and Brett Jacobson said:

“Foundation of Light immediately understood what we're trying to achieve with Generosity.

“We're not asking charities to replace the fundraising channels that already work for them. We want to help them maximise every opportunity they have to engage with their supporters and communities and make it incredibly easy for someone to act when they feel inspired to give.

“The way people pay has changed enormously. We carry less cash, use our phones more and increasingly expect payments to be quick and simple. We believe charitable giving should be able to work in the same way.

“A supporter might be at an event, visiting a venue, reading about a particular campaign, engaging with a partner organisation or simply see something that inspires them to help. Generosity can turn each of those moments into an opportunity to give.

“At the same time, the charity can create and manage multiple campaigns itself and see where engagement and donations are coming from. The aim is very simple: more opportunities to give, an easier journey for the supporter and greater visibility for the charity.

“Foundation of Light is a fantastic organisation to launch with and we're incredibly excited to see what we can learn and achieve together.”

One platform, more places to give

Generosity provides charities and foundations with dedicated QR codes and digital donation journeys that can be deployed across different locations, campaigns, events and activities.

Rather than being limited to a traditional donation page or fundraising event, charities can create giving opportunities wherever they interact with their communities — from venues, shops and hospitality locations to corporate partners, events, printed communications and public campaigns.

The platform also provides charities with visibility of where donations are being generated and which campaigns, locations and opportunities are creating the greatest engagement.

Following the launch with Foundation of Light, Generosity is beginning to work with charities, foundations and not-for-profit organisations in the UK and internationally.

Explore a Generosity partnership

Charities, foundations and organisations interested in exploring how Generosity could create additional giving opportunities across their locations, campaigns, events and wider networks should visit their website www.generosity-global.com or contact:

partnerships@generosity-global.com