Second annual Digital Donor Review reveals growth in mobile giving

More than one in ten charity donors have named text giving as their preferred way to support UK charities, according to data from the second Give as you Live Digital Donor Review .

Text giving is the only donation method to have increased in the last twelve months – growing in preference from 9% to 11%. Those preferring to donate via phone and sponsorship has dropped by 1%; and direct debit has dropped more significantly, by 3%.

In compiling the first and second Digital Donor Reviews, online fundraising platform Give as you Live spoke to more than 10,000 charity supporters, making it the largest UK survey on digital giving.

Mobile may be a favourite for charity supporters, but it is not a priority for charities. Give as you Live has recently conducted a mobile survey* with the charities themselves; finding that the majority of charities (83%) do not have a mobile strategy and only a quarter (26%) use SMS to fundraise.

Polly Gowers OBE, Founder and CEO of Give as you Live, said “Mobile has long been a priority in many other sectors, namely retail and social media. These sectors have seen the opportunity to reach consumers who increasingly live their lives through portable, connected devices. However, our research suggests that charities are currently left behind. The third sector needs to work together to embrace mobile and use it to increase charitable support.”

With over 60% of the population are expected to be surfing the Internet on their smartphones by 2015, charities need to understand the intentions of those visiting their website and the devise that they are using. According to data from the second Digital Donor Review, ‘making a donation’ remains the top reason for visiting charity sites (21%), however, supporters are increasingly seeing charity websites as transactional, with one in ten (10%) visiting them to make a purchase.

Polly added, “This increase in transactional giving is re enforced by our own usage stats, Give as you Live experiences 47% growth in transactions 2012 vs 2013. In these tight economic times many donors need something in return for engaging with a charity. ”

The Digital Donor Review also uncovered that using digital communication channels doesn’t mean you automatically reach a younger audience. In fact, younger people are more influenced by traditional communication methods; emotive advertising was named the most likely to prompt donations with under 25s (11%). On the flip side, digital communications has more impact with the older generation; with over a fifth (22%) of people aged 75 and over naming email as the most likely to prompt donations.

Give as you Live – 2014’s winner of the Most Committed Company Award at the Partners in Fundraising Awards – is an online shopping platform which has raised over £4m for UK charities.

Give as you Live is both a valuable revenue stream for charities as well as a source of advice and support. Give as you Live designed the Digital Giving review to crowd source insight from the sector and provide analysis which can be used to support marketing resources.

Give as you Live will be hosting webinars which will run through the findings of the second Digital Donor Review – for more information, please visit: https://everyclick.webex.com

To download the 2013 Digital Donor review, please go to:

www.give.as/survey2013