Zeffy content localisation

The brief:

Zeffy is a free fundraising platform for charities. Its main aims are to help good causes raise funds through events, ticketing and app donations, without costly admin fees. To date, Zeffy has worked with more than 100,000 charities, helping them to raise in excess of $2 billion (£1.46 billion).

The brand already had a presence in France, Canada and the United States. Looking to move into the UK market, they approached Katie Lingo for a content localisation project. They needed us to ‘translate’ existing evergreen content pages for a UK audience.

The method:

Zeffy had a content bank of 30 articles that would need localising for a UK audience. The main themes were evergreen topics, serving as helpful how-to guides for small charities and good causes to raise more funds.

Each topic was categorised by task. For example, we had ‘platform swaps’ for listicles comparing US fundraising platforms, or full rewrites for in-depth articles detailing fundraising legislation. We would take an AI-generated brief and rework the content for a UK audience.

The project required extensive research into both US and UK legislation. The briefs covered topics such as gambling laws and tax implications. We would need to remove all references to US/Canada organisations and update them for a UK audience. For instance, we would reference schemes such as Gift Aid.

Other research involved finding the most up-to-date vendors for listicles. We discovered that AI Overviews was sometimes displaying inaccurate information on US/UK fundraising platforms. For example, many inactive brands were still being cited as operational. We would fact-check everything to provide the latest information for 2026.

The results:

Zeffy’s goals were to rank for informational and transactional terms related to UK fundraising. By combining information-led long-form pieces (such as ‘animal home fundraiser ideas’) with transactional listicles, we captured UK customers at every stage of the buying journey.

The brand’s UK website now ranks in the top 3 on Google for transactional terms including:

• ‘Best fundraising platforms for UK schools’
• ‘Best fundraising apps for UK charities’
• ‘Eventbrite alternatives for charities’.

Likewise, Zeffy is cited on AI Overviews for several informational queries. These include long-form guides on how much it costs to start a charity in the UK, and animal home fundraiser ideas. This has helped to capture traffic from Zeffy’s target audiences: schools, small charities, event planners and individual fundraisers.

Zeffy now ranks organically above much larger brands such as JustGiving and Eventbrite. Despite their long-established presence, Zeffy appears above these for top UK fundraising apps. We checked each piece against UK law, dealing with sensitive topics such as gambling legislation and small business costs.

Camille Duboz, Growth Specialist at Zeffy, said: “Nice work on the research, Katie. The Companies House fees, NCVO stats, insurance ranges and Fundraising Regulator levy breakdown are all solid. Structure works well and the comparison table is genuinely useful.”

This is part of our content marketing for charities. To find out more about how we could help your cause, get in touch.