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Reports, Guides & Free Resources

Expert insights: guides, tips, and best practices from the Emma Team

Your go-to resource for proven strategies and industry best practices.

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Gift Aid on online donations: what charities need to get right

What UK charities need to get right when collecting Gift Aid online: declarations, records, sponsorship and common mistakes.

How to run an online appeal: a practical guide

A practical guide to planning, launching and closing a charity online appeal, with a simple timeline and channel plan.

Event Technology

Apple Pay and Google Pay for charities: are they worth adding?

Should your charity add Apple Pay and Google Pay to donation and ticket pages? The pros, the questions to ask, and how to test it.

How to plan a pledge moment at your charity event

How to plan a pledge moment that lands: the story, the ask ladder, a live leaderboard and the script that gets hands, and phones, in the air.

How to start a regular giving programme at a small charity

One-off donations are lovely. Regular gifts are what keep the lights on. A monthly donor gives you something one-off gifts can't: income you can plan around. And you don't need a big team or a big budget to start.

How to run a peer to peer fundraising campaign: a step-by-step guide for charities

Peer to peer fundraising is simple at heart. Your supporters ask their friends, family and colleagues to give. You give them the tools, the story and the push.

How to plan a charity gala dinner: a step-by-step guide

A great gala feels effortless on the night. Behind it is months of planning, a lot of spreadsheets and at least one seating plan redone at midnight. It doesn't have to be that way. Here's how to plan a charity gala dinner that raises more and stresses you less.

The Emmas 2026

The Emmas are back on Thursday 2nd July 2026.

Event Technology

The psychology of tipping on fundraising platforms

Over the past decade, online fundraising platforms have quietly shifted how they collect revenue

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From invitation to impact: mastering the gala dinner experience

September 22, 2026

The Gala Dinner Checklist

September 22, 2026

The Gala Dinner Best Practice Guide

September 22, 2026

The 30-day Post Event Playbook

September 22, 2026

Individual Giving Report 2025/26

January 19, 2026

Emma in 2025

December 17, 2025

National Literacy Trust: Driving powerful fundraising events to change children’s lives through literacy

Battersea Dogs & Cats Home: Powering unforgettable fundraising experiences for animals in need

Action for Children: Creating standout fundraising events and powering life-changing impact

Stage, Story, Success: How the National Theatre Elevates Fundraising with Emma

Make-A-Wish – Helping to deliver dreams

The Doddie’5 Lions Challenge – Miles for MND

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