Rethinking the cost of kindness

Rethinking the cost of kindness

Why we believe generosity shouldn’t be monetised
By Craig Forsythe, Founder & CEO, GiftRound

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Kindness is being taxed

The digital world has made it easier than ever to give together. Whether it’s a colleague’s retirement, a teacher’s farewell, or a friend’s birthday, group gifting platforms have stepped in to help people mark meaningful moments without chasing envelopes around the office.

But quietly, something’s changed. What started as a simple act of kindness has become a product. And kindness, it turns out, now comes with a service charge.

Across the UK, platforms that promise “free” collections are chipping away at generosity, adding hidden fees, slicing commissions off the top, and turning community-led gifting into just another transaction. We believe that’s broken. And at GiftRound, we’re doing things differently.

The myth of “free” group gifting

Let’s be blunt: many platforms claiming to be free are anything but. Under the hood, you’ll often find:

Setup fees per collection 
Processing deductions of 1.9–2.4% 
Mandatory tips or admin charges
Commission fees skimmed off payouts or redemptions 

So a £100 collection? It might deliver just £93 to the recipient. And contributors? Often have no idea.

This isn’t just a group gifting problem, it’s a pattern across the digital giving space.

A recent article in Civil Society reported that MPs have raised concerns about fundraising platforms earning commission on Gift Aid while claiming to be “free”—essentially taking a cut of charitable generosity while positioning themselves as neutral facilitators.
MPs raise concerns on Gift Aid commission earned by fundraising platforms – Civil Society News

It’s the same dynamic: fees dressed up as convenience, trust quietly eroded, and the act of giving turned into a margin opportunity. At GiftRound, we decided to draw a line.

The GiftRound stance: No fees. No catches.

From day one, we’ve taken a different path.

We charge no fees to organisers.
We take nothing from the recipient’s gift.
We never sell or monetise user data.
We exist solely to make group gifting as joyful, simple, and human as it should be.

This isn’t a tactic. It’s a belief system. While others optimise for margin-per-collection, we optimise for emotional clarity, simplicity, and trust. We believe when someone gives, they deserve for that act to be honoured not trimmed, taxed, or upsold.

Built for giving, not grafted from payments

Many group gifting platforms started life as something else: fundraising tools, rewards systems, digital wallet experiments. Their core DNA isn’t about gifting; it’s about transactions.

We’re not that. GiftRound was built from scratch for collective giving. That’s why we focus on:

• Ease of use – No logins for contributors, no faff,  just a 2-minute setup
• Emotional connection – All messages saved in a free downloadable PDF, for keeps
• Gifting freedom – Our FlexCard works at 95+ UK retailers
• Full transparency – No deductions, no surprises, no dark patterns

Because when people give together, it should feel generous not gamified.

The FlexCard: freedom in a click

Digital gift cards have exploded but with them, so have frustrations. Short expiry terms. Clunky activation steps. Limited retailer lists. And in some cases, “redemption fees” just to spend your own gift. We saw all this, and thought: why?

So we created the GiftRound FlexCard:

• Spendable instantly
• Accepted at 95+ UK retailers
• No expiry pressure or activation hoops
• No fees, ever

This isn’t “nice to have” innovation. It’s a direct answer to the barriers we’ve seen in real life. Designed to put recipients first, not processes.

Trust is the currency now

People are getting smarter. They’re asking tougher questions:

Why is this platform asking for my data?
Why didn’t my full contribution go through?
Why can’t I just send a gift without all the add-ons?

In digital gifting, trust isn’t a branding exercise, it’s everything. We’ve staked our business on the belief that trust, transparency, and simplicity will win. Not just because they feel good but because they work better.

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So what should it cost to show you care?

Here’s our answer: Nothing. Not 5%. Not “just a small admin charge.” Not as close to free as possible.
Nothing. Because generosity is not a business model. It’s a human instinct. And we refuse to be the ones taxing it. There’s a better way to give together and we’re committed to leading it.

Thinking about collecting together for a group gift?
Ask these questions:

Will every penny go to the recipient?
Are there any platform, payout or redemption fees?
Is the process built for people, or for payments?
Will my contributors be asked for data they don’t need to give?
Is it joyful to use or functional and will overwhelm you and your contributors with too many complicated options?

If those questions matter to you, then you already know what we stand for. GiftRound. No fees. Just smiles. Always.

Craig Forsythe

Founder & CEO, GiftRound
#TransparentTech #KindnessEconomy #DigitalGifting #TechForGood #NoHiddenFees #GroupCollections #FairFinance #GiftRound

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