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Shop with heart

Every fundraising page on Virgin Money Giving can be hooked up with Kindred, so your supporters can turn everyday online shopping into a way to generate free donations for charity. Through our partnership with Kindred, everyday online shopping can help your fundraisers raise more.

Shop with heart - Kindred

Why use Kindred?

Kindred is a clever shopping companion your supporters can download and link to your Virgin Money Giving charity account. When they shop online we turn the cash back they earn into donations for you.

With access to over 25,000 brands your supporters will easily find what they are looking for. On average Kindred shoppers earn 9.72% cash back which they can share with your charity.

How it works


You promote Kindred to your supporters

We give you a co-branded Kindred page to send your supporters to, explaining what Kindred is and how they can support your cause, simply through doing their everyday shopping online.


Your supporters download the Shopping Companion

The next stop is your supporters visit Kindred to download the browser extension, our clever tech knows this and links their Kindred account to you.


Your supporters earn you cash back when they shop

Once downloaded, the Shopping Companion alerts you when offers and cashback are available. When your supporters buy something, we turn the cashback into donations for you.

Example marketing assets

Download our free marketing kit

Check out the fun tool kit that our friends at Kindred have created for you to use to promote your own extension to your supporters. You’ll have people earning you cash back in no time.

Download now (25MB)

All your favourite retailers

From large department stores to small independent businesses, we'll be looking out for savings continuously so you never miss a deal.

Llyods Pharmacy
Forever Unique
Fragrance Shop
Lulu Lemon
Nasty Gal
Pretty Little Thing

Perfect for your fundraisers too

Every fundraising page also has the 'Shop with heart' link, which a fundraiser or anyone wanting to support them, simply clicks on to hook up that fundraising page with Kindred. Along with our partner Kindred, we’ll then do the rest, all you and your fundraisers need to do is encourage as many people as you can to shop through the Kindred Extension.

Need some help?

Here are some of the most frequently asked questions about Kindred:

No, any cashback your supporters give to you is automatically sent to us by Kindred, we’ll then process this for you and send you the money weekly along with your other donations.

It all depends on the value of the purchase and the rate of commission from the retailer. If the purchase is £100 and the retailer offers commission of 2%, you’ll receive a donation of £2.

100% of the donation (value of the cashback) goes to the charity, so Donor Covers Fee doesn’t apply.

Gift Aid is not available when shopping online.

Yes, the source of the payments will be shown as Kindred. There will be no information about the donor, this will show as Kindred.

It depends on the retailers but it can take a couple of months before the donations are paid to your charity. This is because the retailers need to leave enough time to see if goods are returned before paying out commission.

Yes, all of our fundraising pages have a 'shop with heart' link on. Both the page owner and their donors can shop on Kindred using that link and the donations will go onto that fundraising page.

We will split the donation between the charities listed based on the percentage splits selected at the time.

We'll still add donations even if the page is closed so your charity doesn't miss out.

The donations will appear on the fundraising page as Anonymous.

Please contact Kindred at

Please contact Kindred at

The browser extension only works on desktop and laptop browsers. There is an App they can use but your supporter will need to manually select your charity for this to work. We don't recommend encouraging this.

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