Written by Digital wallets are now used to make nearly four in 10 one-off donations, according to the latest annual report from next-generation digital fundraising platform goDonate.
The Online Donations Insights Report – compiled from an analysis of anonymised donations data as part of £25m income handled by goDonate in the past 12 months, on behalf of some of the UK’s leading charities – reveals digital wallets were used to make 39% of single gifts.
The headline findings reflect data recently released by Barclays that confirmed the growing power of mobile wallets, which accounted for more than 4% of all contactless payments across sectors in 2022.
Charities are also noticing an increase in conversion from digital wallets through goDonate as part of online donation journeys on their website
Meanwhile, the goDonate data also shows donations via digital wallets and cards make up 40% of regular gifts.
Other interesting insights in this year’s report include:
- Giving to a charity in memory of a loved one has increased year on year. Of those charities that asked the donor to select their reason for giving, in-mem income accounted for 16% of all donations in 2022; an increase from 12% in 2021
- The average monthly gift has increased annually, to £9.79 in 2022 from £9.41 in the previous year
- The overall average gift for personal donations was similar for personal donations, with just a small decline from £51.95 to £50.99
The findings will encourage charities during a difficult period for fundraising, and also highlight the power of payment innovations in persuading donors to make a gift.
Vicky Reeves, Managing Director, goDonate, said: “Digital wallets have become a big portion of one-off and monthly giving, so it’s vital that charities invest in offering a choice of payment options within donor journeys.
“Innovation is clearly playing a key part of fundraising strategies. goDonate is at the forefront of payment technology innovation, offering all options to donors including the latest digital wallets.”