Four in ten one off online donations to charities are now made through digital wallets on mobile phones, analysis has revealed.
The findings have been revealed by digital fundraising platform goDonate. It found that over the last 12 months 39% of single gifts are through digital wallets, such as Apple Pay and Google Pay.
This tallies with separate date published by Barclays that found digital wallets accounted for more than 4% of all contactless payments in 2022.
Donations via digital wallets and cards make up 40% of regular gifts, goDonate has also revealed.
goDonate’s analysis also reveals a growth in giving in memory of a loved one. This accounts for 16% of all donations in 2022, up from 12% the previous year.
The average monthly gift has increased, from £9.41 in 2021 to £9.79 last year. However the overall average gift fell over the same period from £51.95 to £50.99.
Last year goDonate revealed that donations via Apple Pay increased by 60% between 2020 and 2021 and donations via Google Pay rose by 45%.
The findings support calls for charities to invest in a range of online fundraising options for supporters, said goDonate managing director Vicky Reeves.
“Digital wallets have become a big portion of one-off and monthly giving, so it’s vital that charities invest in offering a choice of payment options within donor journeys.
“Innovation is clearly playing a key part in fundraising strategies. goDonate is at the forefront of payment technology innovation, offering all options to donors including the latest digital wallets.”
Charity debit card launch
Among charities looking to use innovative online payment techniques to boost giving is Dogs Trust. This week it launched a debit card, with Currensea, enabling its supporters to make donations each time they spend money.
The Dogs Trust by Currensea card links with existing bank accounts. Donations are made by rounding up spending to the nearest 50p or £1.
#wontlookwednesday— Dogs Trust Dundee (@DT_Dundee_) March 1, 2023
Barney🐶 is too busy sleeping the day away in his new home to pose at the camera 📷😆 oh Barney, we all want this kind of comfort in life😍💛#adopted @dogstrust pic.twitter.com/ww92Ou37HF
“We have always been incredibly grateful to our supporters enabling us to be there for dogs, and we understand that donating to charity in the current climate may be an additional financial stretch,” said Dogs Trust chief executive Owen Sharp.
“Through the new Dogs Trust by Currensea card, our supporters have the option to easily donate by rounding up their spending, without having the pressure of a regular contribution.
“This new way of giving from small change will make a big difference to dogs lives, ensuring that we are here to offer the advice, training and support dog owners need to care for their dogs, and to help dogs in need of new homes.”