Contactless Giving for Conservation
How the Wildfowl & Wetlands Trust rolled out contactless giving across 70% of their UK reserves, capturing donations from visitors who no longer carry cash.
The Wildfowl & Wetlands Trust (WWT) operates ten reserves across the UK, maintains 3,000 hectares of wetland habitat, and provides experiences designed to help people appreciate wetlands and their wildlife.
The Challenge
In response to social-distancing priorities and a broader shift away from cash, card payments became the preferred transaction method at WWT sites. Fewer visitors were carrying cash, meaning traditional collection points were capturing a fraction of the goodwill that existed.
The Solution
Following an initial trial in 2020, WWT expanded contactless donations to 70% of their locations across England and Wales. DONATE™ static contactless devices were installed at centres to minimise touchpoints and enhance visitor safety.
Devices were positioned near:
- Registration and ticketing desks
- Site exits
Preset donation amounts of £3, £5, and £10 were configured, with a £20 option also being tested.
The Result
Amount raised: £2,000
"With visitor attractions opening up and a change in attitude to carrying cash, we see contactless giving as a growing channel for our visitors who wish to support our vital conservation work."
- Lynne Walker, Head of Commercial Operations, WWT