Expanding into a new country is never just about logistics – it’s about understanding the people, the culture, and the way giving speaks to the heart. In September 2024, Gather Campaigns launched operations in India, marking an exciting new chapter in our mission to connect supporters with the causes they care about through F2F fundraising. 

With a rapidly growing middle class, a deep-rooted culture of generosity, and a vast, youthful population, India offers incredible potential for growth within F2F fundraising. But, as with any market, success depends on how well we adapt to the nuances of the people we seek to engage.

India – a new frontier for F2F?

India’s economic growth over the last decade has been staggering, leading to a significant rise in disposable income among the middle class. Alongside this financial growth, there’s an increasing curiosity about charitable giving and a desire to support organisations driving positive social impact. The appetite for philanthropy is growing, and F2F fundraising presents a unique opportunity to introduce the concept of regular giving to a new audience.

From a workforce perspective, India offers something equally valuable: an enthusiastic, motivated, and ambitious generation of young professionals. Unlike in Western markets, where F2F fundraising competes with a saturated job market and sometimes faces scepticism, in India, there is a vibrant energy and eagerness among young fundraisers. Many see it as an opportunity to develop communication skills, build confidence, and progress into leadership roles.

Adapting to a new culture of giving

While F2F fundraising has existed in India for more than a decade, it has traditionally been centred on one-off donations rather than regular giving. This presents both a challenge and an opportunity. Indian donors are generous, but the concept of committing to long-term support is still emerging. Our approach has been to offer choice – supporters should feel empowered to give in the way that suits them best, whether that’s a one-off gift or an ongoing commitment.

Payment methods have also evolved significantly in India over the past decade. The country has leapfrogged traditional banking systems and embraced digital payments at an astonishing rate. It’s an app-driven culture, where mobile payments are often the norm.

Unlike in the UK, where door-to-door fundraising is a well-established model, India’s urban layout presents challenges. Gated communities and restricted access to residential areas mean that F2F fundraising activity needs to focus on private sites, shopping centres, and event-based fundraising.

The power of human connection

Despite the differences between markets, the core principles of F2F fundraising remain unchanged. At its heart, F2F is about conversation – building rapport, understanding motivations, and inspiring people to take action. A great fundraiser, whether in London or Bangalore, thrives on connection.

What’s been particularly inspiring in India is the level of enthusiasm we’ve encountered –

both from fundraisers and from the public. There’s a positivity and openness to conversation that is incredibly refreshing. Even in interactions that don’t result in a donation, the sheer volume of meaningful conversations taking place every day is a reminder of why F2F fundraising is so powerful, whatever country or culture you’re in.

Insight from India

While much of our approach in India has been about adapting to a new market, we’ve also found areas where the Indian experience can inform our work elsewhere. India’s advanced digital infrastructure, for instance, presents opportunities to refine donor communication and payment processing in other regions. 

We’re even exploring an exchange programme, allowing fundraisers from the UK and India to learn from each other’s experiences. That’s going to be incredibly valuable when it comes to ideas sharing and injecting creativity and originality into fundraisers’ ‘everyday’. It also promises to help forge lifetime connections and be a lot of fun for fundraising teams too!

The road ahead

Every new venture comes with challenges, and India is no exception. The concept of regular giving is still developing, meaning charities themselves are on a learning curve when it comes to retention and long-term supporter engagement. However, as the market matures, we expect to see a shift towards sustained giving models, making F2F an increasingly valuable tool for charities working in India.

The sheer scale of India’s population, combined with its economic trajectory, makes it one of the most exciting markets for F2F fundraising. But ultimately, success in India — just as anywhere else – comes down to the human touch. Engaging people, telling powerful stories, and building relationships will always be at the core of what we do, no matter where in the world we are.

India is a country on the move, full of energy, ambition, and generosity. We’re proud to be part of this evolving landscape of giving, and we can’t wait to see where the journey takes us next.

IMAGES: © All images courtesy of Gather Campaigns

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Editor’s note: For more information on how Gather Campaigns is working with charities and nonprofit organisations throughout India, to help them garner support and raise much-needed funds through face-to-face fundraising, please visit their website.