One-off donations increase by more than 500% during lockdown
- by Ian McCawley
Despite many UK households facing financial insecurity as a result of Covid-19, one-off online donations swelled by 561% in the three months to 30th June 2020, compared to the same period of 2019.
Pledges made via integrated agency ’s - encompassing small to large organisations such as 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 - which enables charities 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 , which was released in Spring. Gifts made via ApplePay grew from 2% to 9% of total donations for clients that have this option in place.
Vicky Reeves, Managing Director Digital, WPNC, 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.”