• Thinking of You

Leading UK charities help launch Thinking of You, the world’s most thoughtful donation app

Leading UK charities help launch Thinking of You, the social donation network™.

New research shows that 77% of us aren’t aware or don’t know of any mobile giving apps.  Yet we’d donate an additional £27 a year if we could use a mobile app* – as opposed to traditional methods of charity giving, such as on a PC or rattling a tin.  This would mean an extra £73M** in donations to charities, every year in the UK.

Launching today, Thinking of You is a quick and simple way to give via mobile, combining strength of thought with ease of donation.  And as it’s with mobile contacts only, it’s the ultimate in thinking of others and giving at the same time.

Backed by a range of the UK’s leading charities including Shelter, Stroke Association, Rethink Mental Illness, Children with Cancer UK and Make-A-Wish, and supported by The Charities Aid Foundation (CAF), one of Europe’s largest charitable foundations, Thinking of You lets people donate easily from their mobile, with four key options;

Send a thought and optionally donate in the momentto someone, to their charity of choice – whether a happy/sad occasion, anniversary, birthday, prompted or impromptuCreate fundraising events (like a marathon or bake sale), benefitting from a brilliant, live fundraising feed that keeps mobile contacts in the loop about heroic effortsSet up In Memory and Legacy Fundraising campaignsDirect donate, straight to charities.

The app is available free from the iOS and Google Play app stores and receives only 2.5% from any donation to operate the app (that’s half the amount of the market leader).

And in a world where the pressure of social media feels increasingly self-indulgent and often based on amassing likes, Thinking of You is also unusually ‘one way’; sender sends a thought and / or donation, receiver receives, and a simple thoughtful automatic acknowledgement is sent.  This is designed to help with social overload and means people can instead focus on selfless thinking and fundraising.

Founder and charity comms entrepreneur, Johnny Pitt said, “I’ve always been struck by the strength of the words ‘Thinking of You’, but also the lack of a quick and simple way to give on your mobile.  Thinking of You combines both and fills a big fundraising, emotional and societal need.”

Comments Jo Loughran, Director of the mental health charity campaign Time to Change (featured on the app); “We all want to be there for our friends and family, especially if we suspect they’re struggling with their mental health. Yet our research shows that people are still wary about reaching out. We worry about saying the wrong thing or somehow making the situation worse. But showing support doesn’t have to be difficult or awkward. A message via text or an app can be enough to show you’re there and it can mean the world to the person on the receiving end. Thinking of You is an exciting breakthrough, a simple way for people to reach out while supporting some fantastic charities.”

Comments John Low, Chief Executive of CAF: “CAF’s mission is to support giving so we are always looking for ways to innovate and make it easy for people to give to causes close to their hearts. People give when they feel a close connection with a cause, so we are delighted to be working with Thinking of You to help them ensure that donations get to the charities that need them so much.”


*Source: Thinking of You / CAF / YouGov research amongst 2000 UK adults, July 2018

**Source: UK population based on ONS 2017 Population Report

For interviews, visuals or a demo, please contact:

Yasmin Khostovan or Erin Dodds at Thinking of You

Tel – 0207 758 3933

Email –

For further information, please visit our How-it-works page

Follow us on:

Facebook:  @ThinkingofYouHQ

Twitter: @ThinkingofYouHQ

Instagram: @ThinkingofYouHQ



Launch Charity Partners Charity partners include Action on Hearing Loss, Borne, Brain Tumour Research, Children with Cancer UK, Chickenshed, FareShare, FARA, Greenhouse Sports, The HALO Trust, Hope and Homes for Children, Macular Society, Make-A-Wish, Rethink Mental Illness, Time to Change, Shelter, Serve On, Stroke Association, Trees for Cities, Walking with the Wounded, Yes to Life.

About CAF CAF exists to make giving go further, so that more lives and communities around the world can be transformed.  CAF is a charity and a champion for better giving, and for over 90 years has helped donors, companies, charities and social organisations make a bigger impact. Through CAF Bank, it offers simple and straightforward day-to-day banking, designed exclusively for charities.