In 2019 there were 26% more one-off online donations than in 2018, according to analysis from a donation agency.
WPNC, a digital agency that provides fundraising platforms to charities, has compiled a report looking at the trends its clients have seen in online donations. It is based on £37m in donations made through its platforms to 30 charities last year and the previous year.
There has been a growth in the volume for both regular and one-off donations online, and the agency said digital wallets were becoming more popular with donors.
Trends in one-off donations
There was a 26% increase in volume of donations and a 19.85% increase in overall value of one-off donations online.
Around half of one-off donations are under £50 and 11% were £150 or more.
Most of the report is based on donations under £75.
In 2018 average donation value was £25.14 but this dropped to £23.92 in 2019.
Trends in regular donations
During 2019 there was a 12.31% increase in the volume of regular donations and a 19.85% increase in the value going through donation funnels that were also live in 2018.
Regular donations under £49 account for 99% of all regular donations and the largest regular donation bracket is between £5.00 and £10.00 (42%).
The report notes: “Small charities are receiving a higher average regular gift amount than medium and large charities, suggesting supporters have a more intimate relationship with this size of charity, which encourages a higher value regular donation.”
For a charity with an income between £1-5m charity the average amount of a regular gift is £9.50 whereas for larger ones it is just over £8.
Gift Aid was claimed on nearly three-quarters of regular online donations.
Rise of digital wallets
WNPC said that digital wallets, such as Apple Pay or PayPal are gaining popularity, but that take-up varied across charities.
The report says some charities are seeing over 40% of donations come through PayPal and one charity has seen 10% of one-off donations come through ApplePay.
It suggests that these channels are more popular with younger people.
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