Micro-lending websites, providing direct links between individual donors and beneficiaries, have oft been hailed as a threat to traditional fundraising and charities. But Celina Ribeiro speaks to one charity that is using micro-finance to boost its own brand and fundraising income.

For decades helping those in need was fairly straightforward. Fundraisers provided a bridge between donors and those they sought to help – relaying messages, communicating need and reassuring those parting with money that they made a difference – and donors subsequently gave to the charities those fundraisers represented.