In a high-profile legal dispute, our client easyfundraising, the UK’s leading charitable cashback platform, successfully defended its right to use the ‘easy’ name against a challenge from easyGroup. Over the course of two years and beyond, easyGroup, led by its founder Stelios Haji-Ioannou, has been making repeated attempts to discredit easyfundraising’s brand and question its business model.
Over this period, the High-Rise team managed the media and public relations strategy, working with easyfundraising to steer media in the run up to what proved a significant victory in the UK High Court in September 2024. This win not only protected easyfundraising’s name but critically also bolstered its support for thousands of good causes and charities.
The challenge – defending the ‘easy’ name
After a two-year legal battle, easyfundraising faced a trademark dispute with easyGroup. This was led by Stelios Haji-Ioannou, over the use of the ‘easy’ brand. easyGroup sought to undermine easyfundraising’s reputation, making extensive claims of copyright infringement and attempting to tarnish their brand.
Our approach – strategic media support
We provided ongoing media and communications support in the lead up to and following the court case, offering tailored PR services to strengthen and protect easyfundraising. Our work included:
- Media relations: Engaging with high-profile media outlets to secure positive coverage, including BBC News, Sky News and Third Sector.
- Reputation management: Actively countering negative and false claims made by easyGroup to protect easyfundraising’s image and credibility.
- Crisis communications: Developing and executing strategies to manage the legal dispute and public narrative, ensuring clear, consistent messaging throughout the case.
- Content creation: Producing press releases and other media content to highlight easyfundraising’s positive impact and progress in the legal case.
- Thought leadership: Positioning easyfundraising’s leadership team as experts in charitable fundraising and ethical business practices.
- Media monitoring and analysis: Tracking and analysing coverage to assess media impact, adjust strategies, and report on success to the client.
These efforts culminated in wide-reaching media exposure and reinforced easyfundraising’s reputation and mission.
Results & impact – expanding awareness and trust
Following the court victory in September, High-Rise Communications secured 191 media pieces. This includes high-profile features in Times Radio, BBC News, and Charity Times. This resulted in over 7 million views, significantly increasing easyfundraising’s reach and enhancing support for over 190,000 good causes and charities.
Since launching in 2005 easyfundraising has raised over £55 million. The charitable cashback platform continues to thrive after the court case and provides a vital stream of income to the causes and charities it supports.
For more information about the services we provide to our other clients, including charity and not-for-profit businesses, please see here.