Online charity donations rise despite Covid-19 squeeze

prostateThe coronavirus pandemic may have triggered the biggest financial squeeze for UK consumers in a generation, but one-off online donations to WPNC’s goDonate platform swelled by over 560% in the three months to June 30, compared to the same period last year.

Pledges made via the platform, which is being used by organisations big and small including NSPCC, Prostate Cancer UK, Stroke Association, The Firefighters Charity and Battersea, also saw a 112% rise in regular donation income (for gifts under £49) during lockdown in comparison the same three-month period last year.

The volume of online regular donations rose by 72%. This is a positive development as charities seek sustained income at a time when some are struggling to maintain service delivery.

Each of the charities using goDonate – which enables organisations to take donations on their website in a frictionless way – saw a significant increase in the volume of single donations, ranging from 31% to 845%.

Meanwhile, the range of payment methods being adopted by donors continues to increase, as previously stated in WPNC’s Online Donations Report 2020, which was released in the spring. Gifts made through ApplePay grew from 2% to 9% of total donations for clients that have this option in place.

WPNC managing director digital Vicky Reeves said: “Our analysis shows that rather than tightening their belts when it comes to supporting good causes – as might have been assumed – the UK public is being more generous and also committing to long-term regular giving since lockdown began. We would have naturally expected to see some growth in digital donations but these results are exceptional.

“Many of our charity clients responded quickly to the crisis with successful emergency TV and digital campaigns, finding innovative ways to reach potential supporters with relevant information about their cause at this time.

“Having engaging, intuitive and robust online donation experiences leaves them well placed to raise much-needed funds, particularly when other channels such as face-to-face giving and events have not been possible.”

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