The charity sector’s digital skills crisis is well documented but this dearth of expertise is also losing them potential funds with a new study showing three-quarters (75%) of organisations do not offer apps capable of making donations, despite the public’s huge appetite for online payments.
According to the ‘Giving on the go’ report from Episerver, almost half (45%) of UK consumers have made donations via a mobile device in the last year and 65% have used their smartphone or tablet to pay for other goods or services.
The study explores the mobile strategies of 20 of the UK’s leading charities and finds they are largely found wanting when it comes to omnichannel.
The report also probes the mobile habits of 1,200 UK consumers and reveals that overall, more women than men make donations via a mobile phone or a tablet. However, of everyone who donates on the move, men are more likely to do so frequently and on a repeat basis.
Consumers aged 25 to 34 are the most likely to donate to a charity via a mobile device, with a quarter (25%) making a mobile donation at least once a week. By contrast, 74% of the over 55s have never made a donation this way.
Episerver director of product marketing Joey Moore said: “Now more than ever, mobile payment is playing a huge role in both marketing and the day-to-day activities of consumers. Already, many of us have grown accustomed to purchasing food, clothing and travel using mobile payment apps; charitable donations are simply the next step in this evolving trend.
“Charities and non-profits have a big opportunity to use mobile technologies for maximum impact. As a generation of mobile-first consumers emerge, those organisations that fail to develop mobile-friendly websites or quick-pay apps will increasingly lose out on potential donations and future long-term patrons.”
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