Online donations platform records ‘rapid rise’ in giving via digital wallets

Donors are increasingly giving to good causes via one off payments through digital wallets, including Apple Pay and Google Pay.

Donations via Apple Pay increased by 60% between 2020 and 2021. Over the same period Google Pay donations rose by 45%, according to latest figures.

Digital wallets now account for one in five monthly online donation payments and 43% of all one off online donations.

The figures have been revealed by online donations platform goDonate, based on analysis of more than £30m worth of donations to charities including NSPCC, YMCA and Alzheimer’s Society.

“The headline finding is a rapid rise in donor use of digital wallets to make payments to charities, showing they are embracing digital options in greater proportions at the expense of more traditional direct debit and credit card options, said goDonate.

Its analysis also found that the average one off donation value increased by 7% between 2020 and 2021 to £51.97.

In terms of share of one off transactions online in 2021, more than half (58%) are through credit cards, a third (33%) through Paypal, with 8% through Apple Pay and 1.5% via Google Pay.

Direct Debit still leads the way in terms of regular giving but is in decline, from 65% in 2020 to 58% of monthly donations through this method in 2021. Meanwhile, card payments account for a fifth (21%), PayPal 15% and ApplyPay 5%.

The figures include all devices, including desktop PCs and macs, but the use of digital wallets is “much higher when looking at mobile donations”, said the online donations platform.

“The use of digital wallets for donations continues to significantly rise, showing users are increasingly turning to their phones and are more comfortable using digital wallets for payments,” added goDonate managing director Vicky Reeves.

“It is now more vital than ever that charities offer these choices of payment within their
donation journeys for both one-off donations and for monthly gifts.

“Another key observation is that the average gift amount a supporter donates has
increased since 2020 - a promising sign of the UK population’s generosity, despite ongoing
hardships.”

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