The NSPCC is aiming to make regular giving easier with the launch of a digital wallet, which will allow supporters to donate via their preferred payment method through the charity’s website.
The scheme, which will be available on nspcc.org.uk, has been devised in partnership with agency WPNC. By harnessing PayPal technology, it offers NSPCC donors further options beyond direct debit, which is still the number one choice for most charities. Apple Pay and debit and credit card options will be added in the coming months.
The move reflects the growing importance of mobile donations for the charity sector and changing consumer behaviour. Initial A/B tests of the scheme have highlighted a significant uplift in conversion rates, as well as an increased average gift value.
By offering more user-friendly donation options, the NSPCC aims to benefit from an increased conversion rate for regular gifts through its website, and to increase the overall number of donors giving regularly.
It is also hoped the popularity of digital payments among younger people – including, for instance, subscriptions to streaming services such as Netflix – will encourage a new, younger demographic to donate regularly.
The recurring payment system is built on goDonate Enterprise, part of a suite of platforms built by Addition – the digital product studio of WPNC. The agency works strategically with NSPCC to use new technology to drive digital fundraising and innovation.
NSPCC lead digital producer Louise Corden said: “We couldn’t fund our vital services without the generosity of supporters. We know that lots of people want to support good causes but life can get in the way, so we wanted to make it as easy as possible to set up a regular gift by introducing recurring monthly PayPal and card payments.
“Charities can’t operate in a bubble. Our supporters already use recurring payments via card and PayPal in their daily lives. They appreciate the ease, security and convenience it brings. I believe charities need to embrace this technology for donations, too.”
WPNC deputy group CEO and digital managing director Vicky Reeves added: “Charities must keep pace with people’s preferred ways to donate. It’s vital that they think outside the sector norms and not be afraid to embrace this future thinking rather than only offering direct debits – especially when many banks have stopped printing account details from debit and credit cards, making it harder to recall these details despite wanting to donate.”
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