JustGiving to launch direct debit facility 1

Fundraising | Celina Ribeiro | 1 Apr 2011

JustGiving will be launching a direct debit function to its website in the next one to two weeks following a significant rise on regular giving on the site.

The sponsorship website currently allows regular gifts to be made via credit card, but will be introducing a new tool to enable donors to set up regular direct debit gifts, which JustGiving expects will attract a different kind of donor.

The development, due within the next few weeks, was announced at a Media Trust event in London on Wednesday, and follows a 30 per cent year-on-year rise in the current regular giving programme on JustGiving.

Existing JustGiving charity clients will not pay any extra for the facility, and will be able to customise their direct debit giving page, including with bespoke giving prompts.

Asked by an audience member if the new developments were in response to increased competition brought by Virgin Money Giving, Sally Chambers, charity marketing manager at JustGiving, said it was not the case.

“We’re in this for the long haul. This is what we do. It’s not a CSR programme,” she said.

JustGiving is also in the beta phase of enabling charities to include a donation facility on their Facebook pages and will be launching its mobile giving platform in May.

Directory: JustGiving | Media Trust | Virgin Money Giving

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Dawn Varley
Purple Vision
1 Apr 2011

An excellent development, especially in a week when other players in the sector are calling for the retention of charity vouchers! Whilst some donors will always want a more 'traditional' means of giving (cheque/voucher/Standing Order) the reality is the most cost effective methods of those based on technology - Direct Debits, online giving, text donations etc. Work out how much it costs you to process each method and the resuls soon speak for themselves.

That said a key challenge for channels such as Just Giving are the high Data Protection 'opt out' levels - fundraising relies on forming a relationship with the donor and this can't be done when the first interaction involves a 'no contact' block.

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