TheGivingMachine Golden Hearts Campaign

Press Release: 24th November 2014


TheGivingMachine launches Golden Hearts Campaign to hit £1m donation mark


Christmas campaign offers online shoppers exclusive deals and prizes when they give for free through free-giving online shopping website


TheGivingMachine has today launched its 'Golden Hearts' competition campaign as it aims to surpass a total of £1 million donations over the Christmas shopping period for causes chosen by its Givers. The Golden Hearts campaign gives online shoppers the chance to win prizes in return for doing their Christmas shopping online through the not-for-profit website, which raises free money for the charitable causes they care about.


From today, anyone who shops through TheGivingMachine or refers a friend during the Christmas shopping period will receive a 'golden heart' that will be added to a digital Christmas tree on their account page. Ribbon-wrapped golden hearts will be awarded at random throughout the competition, entitling the user to a 'Give and Win' prize from a participating retailer that includes both a prize and a free donation to the winner's chosen cause. At the end of the competition, a grand prize will be awarded to the person who receives the most hearts during the shopping period. Upcoming prizes include:


  • Thursday 27th November: £100 John Lewis gift voucher prize and £15 for a chosen cause when online shoppers click through TheGivingMachine to shop
  • Friday 28th November: £100 beauty bundle from The Body Shop and £15 for a chosen cause when online shoppers click through TheGivingMachine to shop



The competition will end at midnight on December 31st and the overall prize winner will be announced in the first week of January.


TheGivingMachine operates by partnering with retailers who pay a commission in return for a sales referral to a retailer's website, and this donation is then shared between up to four charities of the shopper's choice. Over 83,000 Givers are currently signed up to the site who support between one and four of 6,700 charities and schools. TheGivingMachine works with 1,500 retailers including Amazon, Apple, Sainsbury's, John Lewis, Argos, Toys R Us, Disney Store, Sports Direct and ASOS. This means that online shoppers can collect golden hearts while buying Christmas presents, outfits for Christmas parties, weekly supermarket shops or flights for January holiday getaways. Every purchase made generates a donation to a charity of the shopper's choice, giving financial support to causes shoppers care about at no extra cost to them. 


"We've been a member of TheGivingMachine since January 2014 and have raised over £500 so far," says Abigail Reuben, Trustee at Yorkshire Animal Shelter. "For a small shelter run solely by volunteers and relying completely on public donations, we're always looking at ways of raising extra funds that doesn't take up too much of our time. The personal service and friendly approach offered by TheGivingMachine staff has been instrumental in increasing our income and providing our supporters with an easy and free way to help us. We're very grateful to them!"


Thanks for Giving Weekend


Alongside the Golden Hearts campaign, TheGivingMachine will be running a 'Thanks for Giving' competition from 27th November to 1st December. Following last year's US' Thanksgiving holiday weekend, £450m was spent online in the UK on Cyber Monday and to encourage online shoppers to shop via TheGivingMachine on Cyber Monday this year, extra offers and discounts will be up for grabs through the site's Twitter and Facebook channels. All purchases and clicks made through TheGivingMachine will be eligible within the Golden Hearts campaign.


Secret Santa Campaign

Sponsored by, TheGivingMachine's Secret Santa campaign will enable families, friends and work colleagues to organise their Secret Santa teams. A team leader signs up a 'giving' group on TheGivingMachine's website or through the online application and invites are sent to all those nominated. Names are then scrambled and each participant is assigned a random Secret Santa recipient within their giving circle, and presents are then purchased through TheGivingMachine.  TheGivingMachine will be offering promotions and discounts from participating retailers for all participants to take advantage of, enabling shoppers to buy their gifts at reduced prices while supporting a local or national charity of their choice.


"The competitions we are offering over the next few weeks will give online shoppers the opportunity to win some fantastic prizes while they do their Christmas shopping," says Richard Morris, co-founder and managing director of TheGivingMachine. "With each Christmas present that is bought by clicking through from TheGivingMachine, we are one step closer to raising £1 million and beyond for UK charities and schools. Christmas is all about the good feeling of giving, and through TheGivingMachine, you can give for free."


For more information about TheGivingMachine please visit