New data analysis released by integrated agency WPNC shows how the profile of giving is changing and offers insights charities can use to adapt their activity during and beyond the Coronavirus pandemic.
The report - Online Donations Report 2020 - has been produced using anonymised data gathered through WPNC’s online donation platforms including goDonate, which generated more than £37m income for charities in 2019 alone. goDonate is used to power donor experiences on a number of high-profile charities’ websites, including Prostate Cancer UK, Alzheimer’s Society, NSPCC and Battersea Dogs & Cats Home.
The reportfeatures key information showing trends in both one-off and regular giving comparing 2019 to 2018, plus donor behaviour across the board in 2019 covering geography, seasonality, day of the week and time of day. It is available free of charge to charities on request here: https://go-donate.uk/2020report
The executive summary is included in ‘notes for editors’ below, and there is much more in the report itself, but here are three important findings from the data analysis:
- Giving is up, but the profile of donations is changing
The analysis found that in 2019, there was a 26% increase in the volume of one-off donations and a 19.85% rise in overall value through the charity donation funnels that were directly comparable to those used in 2018. The average one-off gift amount, however, is lower year-on-year, indicating that while there are more donations, supporters are leaning towards a lower price point.
- New ways to pay are taking off
The data shows alternative payment methods such as digital wallets have enjoyed increased share for both one-off donations and regular gifts. For instance, where credit cards and digital wallets like PayPal and Apple Pay are offered alongside Direct Debit as an option for regular donations, the average take-up is 29% - with one charity seeing 83% of regular donors using digital wallets.