Charities fail to utilise websites to attract regular donations
Charities are failing to fully utilise their websites to encourage regular giving, according to the results of an Online Giving Survey1 released today by Rapidata Services Plc. Although charities report regular giving as the most important source of voluntary income, far fewer charities are making direct debit donations available to online supporters than Gift Aid and credit card donations.
Key results include:
- 91% of charities offer online giving through their own website
- The large majority of charities facilitate Gift Aid (86%) and credit card donations (83%) via their websites, but less than two thirds (63%) enable online donors to support the charity regularly through direct debit
- 75% of large charities (with a voluntary income of over £1 million) facilitate direct debit giving online, compared to just 43% of small to medium-sized charities (voluntary income of less than £1 million)
- Charities report that regular giving is their most important income source, with Gift Aid and Direct Debit ranked 2nd and 3rd respectively
- Charities report that the visibility of their branding at the point of online payment is very important, particularly for direct debit donations, attracting an average rating of 4.29 out of 5
Charities have been quick to adapt to new media fundraising, with 89% of respondents using email to fundraise and 79% of charities using social media to raise income. The following graph demonstrates charities’ use of new media fundraising techniques.
Scott Gray, Managing Director of Rapidata Services Plc comments on the results,
“ With almost 8 in 10 charities now using social media to fundraise, charities have been quick to adapt to new fundraising techniques, but they are missing a trick when it comes to facilitating regular giving online. Over a third of charities and more than 50% of smaller charities still don’t enable donors to give regularly via their website, which is at odds with the importance charities attribute to regular giving.” He continues, “it is just as straight forward for charities to offer direct debit to donors through their website, as it is a one-off credit card donation.”
1The Online Giving Survey was conducted by Rapidata Services Plc in association with UK Fundraising using SurveyMonkey. 90 participants took part in the survey during June 2010.