A report has found that regular donors were already turning to a range of digital giving options, even before the Covid-19 pandemic escalated online fundraising.
Donors use of digital wallets was already rising before the Covid-19 pandemic and is likely to increase further when the lockdown ends, according to a report.
This found that where digital wallet options such as PayPal and Apple Pay are included, alongside direct debit as regular giving options, the average take-up is 29 per cent.
One charity looked at for the report saw 83 per cent of its regular donors using digital wallets.
WPNC says the public’s appetite for digital giving was already rising before the Covid-19 lockdown and is set to increase further in the future as more people embrace online payment options.
The report’s findings come as charities increasingly turn to online fundraising due to the cancellation or postponement of traditional face-to-face events.
Among the most high profile events to be postponed is this month’s London Marathon, which is being replaced by virtual fundraiser the #TwoPointSixChallenge. You can get involved for donating or fundraising for the challenge here.
“The trends we share in the report give a clear picture of the rise in online donations and profile today’s donor behavior,” added Vicky Reeves, Digital Managing Director, WPNC.
“When we first conceived of the report the world was a very different place. The global pandemic we find ourselves living through will doubtless change the giving landscape, but we will emerge from this as generous as before - perhaps more so - and with a refreshed view on how technology and everyday life come together.”
The report adds that increasing digital payment methods boosts the likelihood of that donors who are regularly giving will opt-in to Gift Aid. WPNC anticipates Gift Aid opt-in through one off donations will also increase.
“Online donation funnels offer the opportunity to enhance the Gift Aid journey,” states the report.
“We are seeing opt-in of Gift Aid for regular gifts nearly 10 per cent higher than on one-off donations, suggesting that the latter has opportunity still to come.”