Prostate Cancer UK has hailed a surge in donations following an overhaul of its online donor experience and payment options which has seen the organisation implement the goDonate digital donation platform from WPNC.
The leading men’s health charity has witnessed a rise in online donation income of 32% just eight weeks after launch of the new scheme, which also features additional payment options for supporters.
The platform includes support for digital wallets such as Google Pay, Apple Pay and PayPal, which the charity was not able to accept before, and supporters can now give using digital wallets for both cash donations and regular gifts.
Prostate Cancer UK has also discovered that a quarter of all regular donations to the charity are now made via digital wallets, and some 31% of one-off cash donations are made using digital wallets.
The goDonate platform has also been integrated with the charity’s other technology, including Raiser’s Edge, Rapidata and Adestra, enabling Prostate Cancer UK to create customised online journeys for specific appeals. It is claimed that this will enable more relevant and personalised experiences for supporters.
goDonate, which was developed by WPNC digital product studio Addition, is performance-tested to cope with donation spikes, such as TV campaigns and Christmas appeals. The platform has already been implemented by Battersea Dogs & Cats Home, NSPCC and SSAFA, the armed forces charity.
Prostate Cancer UK head of digital Sadie Crabtree said: “When someone’s coming to us with a gift, we know their donation is meaningful to them. We wanted the user experience of donating to respect how important that moment is to the donor, and allow them to give how they want to in a frictionless and engaging way.
“Data from other fundraising tools showed that a lot of our supporters prefer secure digital payments rather than typing in their card details when the option is available. Our improved donation journey lets them do that, and they’re giving more, so it’s fantastic to see the response.
“We’ve also made it easier for people to tell us why they’re giving – and it’s easier for our systems to understand, too. The new platform codes each gift automatically so we can avoid costly manual processing of data.”
WPNC managing director Vicky Reeves added: “It’s thrilling to see the platform begin to bear fruit and help Prostate Cancer UK raise vital funds. goDonate also greatly assists with behind-the-scenes administrative tasks – such as content management and CRM data management – which the donor doesn’t need to see, but provides them with a seamless and inspiring journey.”
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