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Charities urged to boost online donor routes

Richard Bell

Charitable organisations are being advised to embrace online technologies and mobile access to increase the volume of their donations.

The warning has been issued by Claranet, a managed services provider.

The firm has said that with cashless payments now the number one transactional close in the UK, it is clear that  the public is carrying money less. This means, the firm claims, that on-the-street cash donations are going to be reduced.

With the number of handheld devices such as smartphones and tablets increasing, mobile connectivity could be exploited by charities.

Presently, cash remains the most popular way for people to donate to charitable groups in the UK. According to official findings from the Charities Aid Foundation (CAF), physical money is used by just over half (52%) of UK donors. However, this represents a fall of 14% in just five years.

Cash also only accounts for around 15% of the overall donation value. Digital donations are likely to be higher.

The boss of Claranet, Michel Robert, explained that people will now start to presume that they can donate digitally, so it is important that charities provide this facility. It is also important that the access routes are as accessible as possible, be well designed, and have created content that works.

Mr Robert went on to add:

“With not-for-profit organisations already facing a funding shortfall of around £1.7 billion a year, a failure to address the move away from cash could have grave consequences for the sector, creating a new imperative for charities to take a digital-first approach.”

As well as calling for a “digital-first” strategy. Mr Robert continued:

“Apps, SMS and micropayments, and personal charity fundraising sites have made it easier than ever for charities to engage with their donors, campaigners and fundraisers in ways not previously possible.”

He said that if these channels are used, communications with charity donors and activists could be transformed.

Richard has a First in English Literature and Creative Writing, and has experience writing fiction and short stories (which he has published both online and in magazines).

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