Appco UK Reflects On 25 Years in The Fundraising Industry

Appco UK, a leading provider of face-to-face fundraising services, proudly marks 25 years of delivering services to the charity sector. What started as a business in the 1990s promoting and selling home and lifestyle goods along with vouchers for discounts at restaurants, gyms, and cinemas has now transformed into a market-leading face-to-face fundraising provider. Appco UK has become a company connecting charities with long-term supporters, helping secure an estimated £1 billion over 25 years for life-changing causes nationwide.

Appco UK, a leading provider of face-to-face fundraising services, proudly marks 25 years of delivering services to the charity sector. What started as a direct marketing service for restaurant vouchers has become a market-leading face-to-face fundraising provider. Appco UK has become a company connecting charities with long-term supporters, helping secure over £1.25 billion for life-changing causes nationwide.

Not many people will know that it was a ‘sliding doors’ moment that led to Appco UK exploring the world of face-to-face fundraising 25 years ago. During one of these encounters, a representative spoke to an individual working in the charity sector, who immediately saw the potential of applying this model to fundraising. The idea was simple yet transformative for the company—why not use direct engagement to connect supporters with the causes they care about? This pivotal moment marked the birth of Appco UK's charity fundraising partnerships, continuing the organisation’s commitment to delivering quality services and collaboration efforts as part of their long-lasting success.

Transforming Fundraising Through Face-to-Face Engagement

Appco UK continually strives to ensure that every interaction with members of the public meets the highest standards. By combining this approach to quality with powerful, face-to-face conversations, the organisation has helped facilitate millions of long-term commitments to charities, boosting the financial sustainability of its charity partners so that they can better meet the needs of their beneficiaries. 

One of Appco UK’s most significant achievements has been redefining the regular gift amount for monthly charitable contributions. “For years, charities would rely on supporters giving £3 a month. But we knew that wasn’t enough. Over time, we worked to increase that to £15 a month— something that helped Appco UK stand out from other charity partners at the time. This has given charities more control to plan and execute critical projects with confidence.” - Mike Blane, Appco UK CEO.

Nationwide Reach and Unmatched Engagement

With an extensive reach spanning the UK, Appco UK facilitates over 12 million face-to-face conversations annually through a network of sub-contracted marketing companies and the Brand Ambassadors they engage. On an average day, the Brand Ambassadors speak to approximately 50,000 individuals nationwide, resulting in over a million meaningful interactions every month. These conversations not only help secure funding but also educate the public about the missions of various charities.

The effectiveness of this approach is evident in the high retention rates of supporters recruited through face-to-face engagement. Appco UK’s ability to secure long-term commitments means that charities can rely on a steady stream of funding, enabling long-term planning, especially for large-scale projects/initiatives that require multi-year funding.

Bridging the Awareness Gap

A critical finding from years of face-to-face fundraising is that while many people recognise the names of prominent charities, the power of a conversation to understand their specific work properly and the funding needs is incomparable to other marketing methods. Appco UK has positioned itself as not only a fundraising partner but also an educator, recognising that every conversation is an opportunity to connect with the public on the charity’s mission, beneficiaries, and impact.

Commitment to Responsible Fundraising

At the core of Appco UK’s operations is a commitment to responsible fundraising. Rather than focusing on the volume of donors, Appco UK prioritises quality supporters, ensuring that anyone who signs up genuinely understands and commits to the cause they support.

Appco UK has built a robust infrastructure to support the network of marketing companies and Brand Ambassadors representing its charity partners. This includes dedicated teams ensuring that responsible fundraising is at the core of the network, facilitating collaboration and shared learning, as well as experienced team members to assist with compliance training and campaign messaging, particularly in areas where charities may not have in-house expertise. In addition, Appco UK’s advanced reporting systems allow for identifying trends and insights, enabling real-time feedback to teams on the ground. This ensures continuous improvement, consistent quality, and campaigns that truly resonate with supporters.

The Impact of Long-Term Partnerships

A key strength of Appco UK is its unwavering commitment to collaboration. By working closely with charity partners, the organisation continuously evolves campaigns to meet changing needs, ensuring strategies remain relevant, effective, and supporter-focused. This dedication to delivering quality and building trust has resulted in multiple charity partners working with Appco UK for decades — a reflection of the value placed on long-term, meaningful partnerships. Every new collaboration is approached with the same mindset: to grow something lasting, adaptable, and impactful together.

Weathering Challenges and Emerging Stronger

Over its 25-year history, Appco UK has shown incredible resilience to changing market conditions through constant adaptation. One of the most defining moments was the COVID-19 pandemic, which temporarily halted face-to-face fundraising efforts. During this period, many charities shifted their focus to digital fundraising but soon realised the unmatched value of direct engagement. 

In close collaboration with charity partners, Appco UK worked on thoughtful and thorough risk assessments, helping to shape a safe and supportive return to face-to-face fundraising. As one of the first agencies to resume activity, Appco UK played a key role in bringing partners and supporters back together to re-establish vital funding streams while also offering guidance that supported broader sector recovery.

Looking Ahead: The Future of Charity Fundraising

As Appco UK enters its next chapter, the company remains dedicated to evolving with the fundraising landscape. By leveraging new technologies and meeting people where they are, Appco UK continues their work to enhance supporter engagement and retention further. The company’s commitment to sustainable, responsible, and impactful fundraising ensures that its charity partners can continue making a difference in communities across the UK and overseas. 

A Milestone Worth Celebrating

“For 25 years, Appco UK has been a driving force in face-to-face fundraising, ensuring charities receive the support they need to make a lasting impact,” said Appco CEO Mike Blane. “We are incredibly proud of the relationships we have built with charities and supporters alike, and we look forward to continuing this important work for many more years to come.”