Build a brand customers love. Join the 1000s of retailers, causes, and shoppers using Virtue to make a difference!​


Working with change-makers just like you

indie Refils X Virtue, formally Pledger, App - Shopify fundriasing - get it in the Shopify App Store
Overtone Brewing Co and Virtue, formally Pledger Shopify App
Support One Foundation on Virtue, formally Pledger Giving App - find us in Shopify App Store
Flower Fix & Virtue, formally Pledger App - find it in the Shopify App Store
Jane Gun X Virtue, formally Pledger App - Shopify funraising, find Pledger in Shopify App Store

Start making an impact from sales, in minutes


your causes


Choose how you give


Start selling with impact

Choose from 20,000+ causes. Select causes that best align with your brand and shoppers' values 
Give as a store, empower shoppers to make a difference, upsell with impact
Go live and start making an impact for your causes in as little as 5 minutes

A simple way for shoppers and brands to build a meaningful connection and make a difference together


Flagship features
customisable in Shopify 2.0 theme editor

Upsell with donations, enable shoppers to give after purchase, donate from product sales. Showcase your impact with Virtue impact features.​ Your Virtue features are customisable to suit your brand and site design. Compatible with Shopify 2.0

Upsell with donations
Upsell with donations

Make even more impact for your causes. Use this feature as an alternative to or in addition to discounting

press to zoom
Give from sales
Give from sales

Give a fixed amount or a %ge from products/orders

press to zoom

Shoppers choose where giving from their order goes

press to zoom
Upsell with donations
Upsell with donations

Make even more impact for your causes. Use this feature as an alternative to or in addition to discounting

press to zoom

Integrations - Shopify App Store & Custom 

Integrate in minutes via Shopify App Store or get in-touch about custom integration if your store is built on a different platform. Virtue is the simplest way to kick start your Shopify to make a meaningful impact from sales and to kick off charity fundraising. 

Custom integration enables the same access to partner causes, Virtue features & analytics customised for your eCommerce platform. Plus a dedicated team to support your integration start to end.

Find Pledger charity fundraising app on Shopify App Store

Breast cancer awareness month this October

We are stoked to be partnered with so many incredible breast cancer awareness and support causes and can't wait to see all the great ways our merchants mark Breast Cancer Awareness month this October. More here. 

Sustainability for eCommerce - Pledger App
Partner with UK Charities via Virtue, formally Pledger App
Social Impact for eCommerce - find Virtue, formally Pledger, in Shopify App Store

Donate to UK Charities & Causes from sales

To play, press and hold the enter key. To stop, release the enter key.

A simple yet powerful platform

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Great app and works smoothly with our store. We had a few questions on the go and the team is soo helpful and responsive! And the whole idea about selecting different charity causes is just great our customers also love it!


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Such a great initiative to add to our online store. Very easy set up and help if you need it.


I like how customers get to interact with your chosen charities and decide who to donate to. Highly recommended. 


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So easy to set up and get donations collected instantly.


A really great collection of charities too.


Plus a great team - thank you...!


Establish a deeper emotional connection with your eCommerce customers

Consumers are 4-6 times more likely to purchase from and champion brands affiliated with positive causes.

Gen Z values and how they shop I Virtue, formally Pledger Giving App

Our values

Virtue, formally Pledger, Shopify fundraising - we believe in collaboration
Virtue, formally Pledger, Shopify fundraising - we believe in transparency
Transparency ​
Virtue, formally Pledger, Shopify fundraising - we believe in making animpact

We are excited about helping every store introduce giving into their business and be a part of making this Earth an awesome place with Virtue.  




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We can't wait to hear from you

Cotterell House

Bethnal Green

London E2 0SF

United Kingdom

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