3 December 2019
Why It's Vital to Think Digital for Fundraising This #GivingTuesday
Key statistics and insights from a National Funding Scheme and Giving Tuesday webinar on why charities must prioritise digital fundraising channels as cash usage continues to decline.
The National Funding Scheme partnered with Giving Tuesday to present a webinar addressing how charities can leverage digital channels for fundraising, particularly as cash usage continues to decline across the UK.
The Cash Decline
Research commissioned by the organisation found that 70% of us hold less than £30 in cash. Total charitable giving in the UK reaches £9.7 billion annually, with a median donation of £18.
Future payment trends show significant shifts toward digital methods. By 2028:
- Contactless cards will account for 37% of payments
- Cash will represent only 9% of payments
For charities still reliant on cash collections, this represents an existential challenge - one that digital fundraising tools are perfectly positioned to address.
Three Primary Giving Channels
Contactless (Card, Apple Pay, Android Pay)
Best suited for passing traffic in train stations, festivals, and hospitals. Contactless giving enables spontaneous donations from people who have no cash but are moved to give in the moment.
SMS (Text Donations and Raffles)
Ideal for large crowds at festivals, conferences, and sports stadiums with donation levels of £1, £3, £5, £10, and £20. Text giving works wherever there is mobile signal and a motivated audience.
Mobile and Web
Perfect for private fundraising events and auctions, where donors have more time to engage with the cause and complete a more detailed giving journey.
Current Impact
The National Funding Scheme handles 63% of donations via SMS, demonstrating text giving's effectiveness as a primary channel.
Case Study: My Name'5 Doddie Foundation
The My Name'5 Doddie Foundation raised over £25,000 using DONATE™ methods, demonstrating how digital channels can deliver significant results for a cause with a passionate following.
Gift Aid in the Digital Age
Gift Aid works best through mobile and web giving, allowing donors more time to connect emotionally with causes and read charity information. Charities should ensure their digital giving channels are configured to collect Gift Aid declarations as standard - this can add 25% to the value of every eligible donation.
Getting Started
Charities can establish campaigns through DONATE™ platforms using memorable, unique keywords for their individual campaigns. Contact our team to find out how to get set up in time for your next fundraising moment.