10 Top Trends in Affiliate Marketing 2017 by AWIN

Quick review with the lens of charities.

Introduction

AWIN UK has published an excellent new guide on the 10 Top Trends in Affiliate Marketing. You can download the original report directly from the AWIN website here.

We at AMCM Agency read the guide with great interest and believe it highlights valuable shifts that charities and non-profits should also pay attention to. In this article, we’ll revisit those trends through the lens of non-profit organisations and explore how they can be applied to strengthen digital fundraising strategies. Full credit for the original insights goes to the AWIN team.

1. Growth of Mobile Commerce

Mobile continues to dominate affiliate marketing, with shoppers increasingly making purchases on smartphones and tablets.

Key Points

Mobile now accounts for a growing share of affiliate transactions year-on-year.
Younger audiences in particular are “mobile-first” in their browsing and shopping habits.
Conversion rates improve when checkout processes are simplified for mobile.
Retailers offering app-exclusive deals or vouchers are seeing stronger performance.

Example

Awin data showed a steady rise in mobile-originated transactions, with app-based purchases converting at higher rates.

For Charities

Charities should ensure donation pages and affiliate-driven journeys are fully optimised for mobile, with fast load times, simple donation forms, and digital wallets (Apple Pay/Google Pay) enabled.

2. Cross-Device Tracking

Consumers rarely complete their journey on one device. Cross-device tracking ensures affiliates are fairly credited.

Key Points

Shoppers often browse on mobile but complete on desktop.
Without cross-device attribution, affiliates risk losing out on commissions.
Networks are investing in technology that “stitches” the customer journey together.
This increases trust and accuracy in affiliate relationships.

Example

Awin’s cross-device tracking allowed advertisers to correctly attribute desktop sales that started with a mobile click.

For Charities

This means affiliates promoting donation campaigns won’t lose commission if a supporter switches devices. This fairness encourages more affiliates to promote chrity offers.

3. Voucher Code Evolution

Voucher codes are no longer just about blanket discounts; they’re becoming smarter and more strategic.

Key Points

Brands are seeking unique voucher partnerships instead of generic codes.
Exclusive vouchers drive loyalty and higher engagement.
Codes tied to influencers or niche communities increase relevance.
Vouchers are evolving into “value-add” experiences, not just price cuts.

Example

Publishers offering exclusive content plus voucher codes saw higher conversion rates.

For Charities

Charities could explore “donation boost” vouchers e.g., “Shop with this code and an extra 5% goes to X appeal or cause.” This creates emotional buy-in for donors.

4. Data-Driven Insights

Affiliate marketing is increasingly powered by data analytics.

Key Points

Networks are rolling out advanced dashboards for advertisers and publishers.
KPIs such as conversion rate, average order value, and customer lifetime value can be benchmarked.
Data enables smarter decisions about which affiliates to prioritise.
Campaign optimisation becomes faster with real-time reporting.

Example

Tableau powered dashboards at Awin helped brands identify which affiliates were driving the most profitable customers.

For Charities

Charities can use similar insights to see which affiliates generate the most valuable donations, especially during peak giving periods (e.g., Ramadan, Eid, Christmas, Giving Tuesday).

5. Regulation & Compliance (GDPR Prep)

Data protection and compliance became front and centre in 2017 with GDPR approaching.

Key Points

Affiliates handle personal and transactional data that must be secured.
GDPR introduced stricter consent requirements.
Transparency in data use is critical to maintaining supporter trust.
Non-compliance carries financial and reputational risks.

Example

The ICO released a “12 steps to GDPR” guide that many affiliate partners used as a roadmap.

For Charities

Charities need to be transparent with how donor data is processed via affiliates, ensuring compliance and safeguarding supporter trust.

6. Rise of Influencer & Content Affiliates

Influencers and content creators are now integral to affiliate marketing.

Key Points

Social media creators bring authenticity and reach.
Audiences often trust influencer recommendations more than ads.
Content affiliates can blend storytelling with affiliate links.
Diversifying affiliate mix beyond cashback/voucher sites creates stronger ecosystems.

Example

Awin campaigns integrated YouTubers and Instagrammers for co-branded promotions.

For Charities

Faith-based influencers or cause-driven creators can champion charity campaigns, linking donations to relatable stories.

7. International Shopping Events

Retail promotions are increasingly shaped by global shopping festivals.

Key Points

Events like Black Friday and Singles’ Day deliver massive affiliate traffic spikes.
Seasonal deals encourage shoppers to spend more in compressed timeframes.
Affiliates plan months ahead to capitalise on these peaks.
Consumers are conditioned to wait for these “mega sales.”

Example

UK retailers began to embrace Singles’ Day, originally a Chinese event, with strong uptake.

For Charities

Charities can align fundraising drives with these events, encouraging supporters to shop through affiliate links and divert a portion of seasonal spend to good causes.

8. Focus on Customer Lifetime Value

Affiliate models are evolving from one-off conversions to long-term engagement.

Key Points

Brands recognise higher profitability from repeat customers.
Affiliates are rewarded not only for new sign-ups but for ongoing loyalty.
Attribution models are expanding beyond “last-click.”
Partnerships are deepening with “strategic affiliates” who deliver quality over volume.

Example

White papers showed existing customers delivered better margins than new customers in many cases.

For Charities

Charities could reward affiliates for bringing in recurring donors (monthly givers, Regular Fridays), not just one-off donations.

9. Integration of Performance & Brand Marketing

The distinction between performance and brand campaigns is narrowing.

Key Points

Affiliates now contribute to awareness, not just sales.
Content-driven campaigns enhance brand credibility.
Agencies and brands are blending budgets across channels.
“Value” is measured in reach, engagement, and sales together.

Example

MarketingWeek reported on new contract models that merged brand and performance objectives.

For Charities

Affiliate campaigns can double up — raising awareness of a charity’s cause while also driving measurable donations.

10. Advanced Reporting & Transparency

Transparency is now an industry expectation.

Key Points

Advertisers want to know where traffic originates.
Publishers expect clarity on payment terms and data.
Real-time dashboards improve trust and campaign optimisation.
Better reporting reduces disputes over attribution.

Example

Awin introduced improved publisher reporting to provide more visibility for all parties.

For Chariites

For charities, transparent reporting means stakeholders can see exactly how affiliate channels contribute to donations, building credibility and accountability.

Affiliate Marketing Trends Summary for Charities

Trend	What it Means for Brands	What it Means for Charities
Mobile Commerce	Optimise sites & apps for mobile-first shopping journeys	Ensure donation pages are mobile-optimised with digital wallets
Cross-Device Tracking	Track shoppers fairly across multiple devices	Reward affiliates fairly even if donors switch devices
Voucher Code Evolution	Shift from blanket discounts to exclusive, strategic vouchers	Offer donation-boost vouchers tied to specific causes
Data-Driven Insights	Use dashboards & KPIs to optimise affiliate mix	Identify which affiliates deliver highest-value donations
Regulation & Compliance	Adapt to GDPR and build trust with transparent data use	Be transparent with donor data & stay compliant
Influencer & Content Affiliates	Leverage influencers & content creators for authentic promotion	Partner with cause-driven influencers to amplify fundraising
International Shopping Events	Capitalise on peak sales days like Black Friday & Singles’ Day	Run fundraising pushes around seasonal shopping events
Customer Lifetime Value	Reward affiliates for delivering repeat, high-value customers	Reward affiliates for recruiting recurring donors
Integration of Performance & Brand Marketing	Blend performance & branding budgets for stronger outcomes	Affiliate campaigns can raise awareness + donations
Advanced Reporting & Transparency	Provide affiliates with transparency, real-time dashboards	Provide donors & partners with transparent reports on impact

Conclusion

Affiliate marketing in 2017 became more mobile, more data-driven, and more transparent. For charities, the opportunity is clear: by adopting these trends, they can not only raise incremental donations but also build sustainable, transparent, and trust-based partnerships.

At AMCM Agency, our 15 years of experience in the affiliate sector helps charities unlock an average of 20% more donations through carefully managed campaigns that apply these very insights.

👉 Download AMCM Agency media pack for more details, or contact us today. We would be delighted to launch, manage, and grow your charity’s affiliate marketing campaigns into a sustainable fundraising stream.

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AMCM Agency FAQ's

Affiliate marketing is a performance-based fundraising model where your charity offers a set commission to publishers, such as affiliates, influencers, and content websites for promoting your cause and directing potential donors to your website. When these visitors make a donation, the publisher earns a commission based on the donation amount.

Unlike traditional advertising, there are no upfront costs. Your charity only pays when a donation is successfully made, making it a low-risk, scalable way to raise additional funds.

Affiliate networks serve as the tech platform that connects your charity with publishers. They help us manage tracking, campaign reporting, and commission payments ensuring transparency, accuracy, and efficiency throughout the campaign.

AMCM Agency is a UK-based affiliate marketing company dedicated exclusively to helping charities and non-profits raise funds through performance-based affiliate campaigns.

Our team has over 20 years of experience managing affiliate programs for major brands and we now apply that expertise to support mission-driven organisations around the world.

We offer end-to-end affiliate campaign management tailored for the non-profit sector, helping charities launch, grow, and optimise affiliate programs that drive measurable fundraising results.

AMCM (Affiliate Marketing Campaign Management Ltd) is a UK-registered company.

AMCM Agency helps charities launch, manage, and grow successful affiliate marketing campaigns that drive donations and supporter engagement.

Our role includes auditing your existing fundraising efforts, launching new affiliate campaigns, recruiting mission-aligned publishers and influencers, and managing every aspect of the campaign from strategy and tracking to optimisation and reporting.

We work closely with your team to ensure your affiliate program supports your fundraising goals and delivers consistent, measurable results.

AMCM offers a clear and transparent pricing structure designed specifically for charities running affiliate fundraising campaigns. Our fee includes a fixed £999 monthly campaign management charge plus a 4% commission on the total donations raised.

For example, if your charity provides a 5% commission to affiliates and raises £100,000 in donations monthly through affiliate marketing, you would pay £5,000 directly to your affiliates via your affiliate network.

On top of that, AMCM charges the fixed £999 management fee plus a 4% commission on the £100,000 donations (£4,000). This means your total cost for AMCM's campaign management would be £4,999, which is under 5% of the total donations raised through this campaign.

The total cost of the affiliate marketing campaign will be less than 10% for your charity, typically lower than other digital channels making it one of the most cost-effective fundraising options available.

This straightforward pricing helps your charity maximise fundraising results while keeping management fees clear and affordable.

We specialise exclusively in supporting non-profits and charitable organisations.

- No upfront costs, our onboarding is completely risk-free.
- A dedicated affiliate manager is assigned to each charity for personalised support.
- Access to a trusted, vetted network of global fundraising partners and affiliates.
- Management fees up to 70% lower than other agencies.
- Proven impact: £3.3 million raised for a UK charity within 12 months.

Simply fill out our contact form with your charity's details and contact information. We'll reach out to schedule a one-on-one Zoom meeting to discuss your needs.

After this initial meeting, we'll prepare a detailed proposal for managing your affiliate fundraising campaign and review it with you during a second Zoom session.

Once you're happy with the proposal, we'll finalise the contract and coordinate the campaign launch or takeover with the AMCM campaign management team.