Charities are being urged to offer digital wallet donations to their supporters on the back of new figures which show mobile giving is now almost as popular as making a gift using direct debit or bank card.
The goDonate Online Donations Report 2022, produced using anonymised data gathered from gifts made through goDonate, reveals donors’ use of digital wallets – including PayPal, Apple Pay and Google Pay – has significantly increased year-on-year.
Digital wallets now account for a fifth of monthly online donation payments, and nearly half (43%) of all one-off donations made online.
Meanwhile, the goDonate study of donor activity, based on analysis of online donations totalling more than £30m, has also found the average one-off donation value increased by 7% in the past year to £51.97.
Segmenting analysed donations by payment type reveals the number of one-off ApplePay donations increased by 60% compared to 2020. GooglePay, although a smaller share of the transactions, also jumped by 45% compared to 2020.
In total, UK charities received 58% of donations by bank or credit card, 33% via PayPal, 8% ApplePay and 1.5% GooglePay, although this is across all devices including desktop. The usage of digital wallets is much higher when looking at mobile donations.
In addition, the use of digital wallets (where offered) for regular giving is also rising, while monthly donations via direct debit are declining. The latter accounted for 65% of online donation transactions in 2020, while use of digital wallets shows year-on-year growth.
The 2021 figures show 58% pay by direct debit, 21% by card, 15% by PayPal and 5% by ApplePay; once again this is across all devices including desktop, with usage of digital wallets much higher when looking at mobile donations.
goDonate is used to power donor experiences on a number of high-profile charities’ websites, including Prostate Cancer UK, Alzheimer’s Society, NSPCC, YMCA, and Battersea Dogs & Cats Home, and was originally launched by integrated digital and marketing agency WPNC.
goDonate managing director Vicky Reeves said: “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.
“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.”
To receive a copy of the full report, goDonate Online Donation Report 2022, please click here>
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