01
65%
Website share of donations (2026)
56% (2024)→65%
Case study · humanitarian reliefAugust 2025
Edhi Foundation UK
A React/PHP rebuild on iCHARMS with SEO and paid media grew Edhi Foundation UK's donations 846% since 2024, lifted the website's share of giving to 65%, and cut Gift Aid from a month to 10 days — with Qurbani driving 68.2% of iCHARMS revenue.
React + PHP RebuildiCHARMSCharity SEOGoogle Ads & GrantsMeta AdsManaged HostingAnalytics
client
Edhi Foundation UK
delivered in · Partner since Aug 2024
Sector
Humanitarian relief
Partnership
Since Aug 2024
Platform
React + PHP + iCHARMS
Donation growth
+846% since 2024
Website share (2026)
65%
Qurbani share
68.2% of iCHARMS
Gift Aid
1 month → 10 days
Domain Rating
22 → 31
Outcomes
The numbers that moved.
02
+846%
Overall donation growth (2024 → 2026)
+846%
03
68.2%
Qurbani share of iCHARMS revenue
68.2%
0467% faster
67% faster
Gift Aid claim time
1 month→10 days
05+28 pts
+28 pts
Recurring donor retention
51%→79%
06
50.4K
Search Console clicks (2.11M impressions)
50.4K
Trends
Growth, visualised.
Website contribution to donations (%)
Source: Edhi UK case-study data collection sheet — website share of total giving, 2024 vs 2026.
Mobile Lighthouse scores (before → after)
BeforeAfter
Performance29/100→51/100
Accessibility40/100→93/100
Best Practices35/100→65/100
SEO20/100→100/100
Source: Lighthouse mobile audits, before vs after the React/PHP rebuild.
The full picture
Every number, in detail.
iCHARMS attribution by source (Apr–May 2026)
Where confirmed donations came from — the website is the largest single source.
| Source | Donations | Share |
|---|---|---|
| Website | 7,824 | 65% |
| On call | 2,525 | 29% |
| By post | 284 | 5% |
| Walk in | 65 | 1% |
Source: Edhi Foundation UK iCHARMS donation report, 1 April – 31 May 2026.
Marketing channel attribution
Digitally-attributed donations by marketing channel — 64.7% of revenue is digitally tracked.
| Channel | Donations | % attributed |
|---|---|---|
| Google Ads | 2,908 | 43.3% |
| Direct / Organic | 3,309 | 39.1% |
| Email marketing | 832 | 15.9% |
| Google Grants | 96 | 1.0% |
| Facebook / Meta | 28 | 0.4% |
Source: iCHARMS attribution system. Google Ads leads attributed channels, driven primarily by Qurbani.
Qurbani — the dominant programme
Qurbani generated 68.2% of all iCHARMS revenue in the April–May 2026 period.
68.2%
Share of iCHARMS revenue
4,954
Qurbani donations
2,311
Cow share donations
highest donation count
37.3%
Goat / sheep / lamb
top-performing category
Google Analytics (GA4)
Cumulative GA4 performance across the partnership.
103K
Active users
130K
New users
712K
Views
208K
Sessions
3.9M
Event count
69.2%
Engagement rate
Audience — desktop vs mobile
Mobile drives roughly 2.65× the new users of desktop, underlining the mobile-first rebuild.
| Metric | Desktop | Mobile |
|---|---|---|
| New users | 35,263 | 93,512 |
| Active users | 30,436 | 72,391 |
| Engagement rate | 64.32% | 70.58% |
| Avg engagement time | 3m 00s | 2m 36s |
| Engaged sessions | 35,622 | 106,019 |
Source: Google Analytics 4 (cumulative).
Search Console & authority
Organic visibility and off-page authority for edhiuk.org.
50.4K
Total clicks
2.11M
Total impressions
2.4%
Average CTR
9.7
Average position
22 → 31
Domain Rating
+40.9% (Ahrefs)
Brand + Pakistan flood relief
#1 rankings
Lighthouse — before vs after the rebuild
| Metric | Mobile · before | Mobile · after | Desktop · before | Desktop · after |
|---|---|---|---|---|
| Performance | 29 | 51 | 30 | 53 |
| Accessibility | 40 | 93 | 46 | 96 |
| Best Practices | 35 | 65 | 35 | 65 |
| SEO | 20 | 100 | 20 | 100 |
Source: Lighthouse audits. Mobile load time fell from 4.2s to 1.9s; desktop from 5.2s to 1.7s.
Brand keyword performance
Core brand terms moved from page two and three to position one across 2024–2025.
| Keyword | Jul 2024 | Aug 2024 | Current |
|---|---|---|---|
| edhi foundation uk | 20 | 11 | 1 |
| edhi foundation | 22 | 15 | 2 |
| edhi | 27 | 13 | 2 |
| edhi uk | 29 | 16 | 1 |
| edhi international foundation uk | 34 | 12 | 1 |
| edhi qurbani | 30 | 11 | 4 |
| edhi donation | 39 | 19 | 3 |
85+ Edhi UK keywords tracked across brand, service and city-level terms — the majority inside the top 5.
Paid advertising — Qurbani 2026
Google Ads and Meta together delivered roughly a 28× return on ad spend, per the iCHARMS attribution system.
£11.08K
Total ad investment
Google £9.28K · Meta £1.81K
455K+
Impressions delivered
£0.80
Best cost per donation
Performance Max
70.35×
Best ROAS
Goat & Sheep asset group
Before vs after Techno Serve
| Metric | Before | After |
|---|---|---|
| Organic sessions | ~900 | 68,373 |
| Mobile page load time | 4.2s | 1.9s |
| Bounce rate | 37.5% | 20% |
| Recurring donor retention | 51% | 79% |
| Gift Aid claim time | 1 month | 10 days |
| Appeal publishing time | 5–6 days | 1–2 days |
| Duplicate donor records | High | Near-zero |
| Lighthouse SEO (mobile) | 20 / 100 | 100 / 100 |
The brief
What we set out to solve.
Limited online visibility
Organic search presence was low ahead of the rebuild, with technical SEO foundations that needed strengthening.
Website performance
The legacy site had slow load times and a limited mobile experience — a problem given mobile drives the majority of donors.
Manual workflows
Donor records and appeal publishing relied on manual processes, with Gift Aid claims taking around a month.
Limited reporting
Analytics and conversion tracking were not fully in place, so income couldn't be attributed reliably to channels or appeals.
Our approach
How it came together.
A calm, four-step rhythm — we listen first, sketch in the open, build in tight loops, then tend the result long after launch.
Discover & plan
We ran discovery, a content audit and fundraising-journey mapping to shape a growth roadmap across website, SEO and paid media.
Design & build
A donor-first design system led into a modern React front end with a PHP backend, integrated with the iCHARMS charity management system.
Technical SEO & launch
We built site architecture, schema and Core Web Vitals groundwork, QA-tested donation and Gift Aid journeys, then launched the new edhiuk.org.
Optimise
Continuous SEO, CRO, Google Ads/Grants, Meta advertising and analytics refinement — with every figure tracked end-to-end through iCHARMS attribution.
What we shipped
8 deliverables- React front end with PHP backend, rebuilt mobile-first
- iCHARMS charity management system with end-to-end attribution
- Single-workflow Gift Aid, cut from a month to 10 days
- Technical SEO taking core brand terms to Position 1
- Google Ads, Google Grants and Meta advertising with donation tracking
- GA4, Tag Manager and Search Console instrumentation
- Managed hosting and security hardening
- Reconciled iCHARMS donation reporting by source and channel
Gallery
A look at the work.
"Techno Serve Ltd. has become a trusted digital partner for Edhi Foundation UK. Their expertise in website development, SEO, analytics and digital fundraising has significantly strengthened our online presence — while improving operational efficiency and supporting sustainable donation growth. We value their proactive support and long-term commitment to our mission."
F. Fahim
Country Head Officer, Edhi Foundation UK
The story
Background
Edhi Foundation UK extends one of the world’s largest humanitarian networks to UK-based donors, funding food and social programmes, orphan and children’s care, medical services and livelihood work. Techno Serve has partnered with the foundation since August 2024, delivering a website rebuild, technical SEO, the iCHARMS donation platform, and paid media.
Challenge
Ahead of the rebuild, organic visibility was low and the legacy site was slow with a limited mobile experience. Donor records and appeal publishing were manual, Gift Aid claims took around a month, and analytics and conversion tracking weren’t fully in place — so income couldn’t be attributed reliably.
Approach
A donor-first design system led into a React front end with a PHP backend, integrated with iCHARMS. We built the technical SEO foundation, QA-tested the donation and Gift Aid journeys, and launched the new platform — then ran continuous SEO, CRO, Google Ads, Grants and Meta advertising, all tracked end-to-end through iCHARMS attribution.
Outcome
Overall donations grew 846% from 2024 to 2026, with 65% attributed to the website. Qurbani drove 68.2% of iCHARMS revenue across 4,954 donations in April–May 2026. Search Console recorded 50.4K clicks and 2.11M impressions, Domain Rating rose from 22 to 31, and mobile Lighthouse SEO reached 100/100. Gift Aid claims fell from a month to 10 days, appeal publishing from 5–6 days to 1–2 days, and recurring retention rose from 51% to 79%.
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9
Managed digital services
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