Vauxhall City Farm: Contactless Giving
How Vauxhall City Farm transformed their donation income with contactless giving - raising £2,974 through 2,961 transactions - and maintained giving levels post-lockdown despite reduced visitor numbers.
Vauxhall City Farm, an urban community farm in London, noticed declining cash donations as fewer visitors carried physical money. They initially tested contactless giving at the 2019 Lambeth Country Show, where it exceeded expectations - and then expanded the system across the farm itself.
The Rollout
Following the success of the Country Show trial, contactless donation units were installed at the farm permanently. QR codes were also deployed at key points across the site, capturing donations from visitors who preferred to give via their phone.
Post-Lockdown Performance
After reopening from Covid-19 lockdowns, the farm maintained similar donation levels despite significantly reduced visitor capacity. This indicates that the average donation per visitor increased - contactless giving was converting more visitors and capturing larger gifts.
The Numbers
| Metric | Value |
|---|---|
| Total raised | £2,974 |
| Total transactions | 2,961 |
| Web transactions | 533 (18%) |
| Average web donation | £13.21 |
| QR code share of web | 53% |
| Contactless donations | 2,022 |
| Average contactless donation | £6.10 |
The Result
Total amount raised: £2,974
"The true difference has been using the contactless unit back at the farm...We have been astonished by the difference it has made in visitors donating to Vauxhall City Farm."
- Michelle Frank, Marketing Coordinator, Vauxhall City Farm