JustGiving has launched a structure to encourage people donating through its website to give more to cover its fees.
JustGiving now offers donors the option to make what it is calling a “Donation Boost” of £1 for every £20 they give, which will cover the fees the platform normally charges for processing a donation.
JustGiving has reported that in trials with donors, 70 per cent used Donation Boost – creating a higher value donation for charities in almost every case it was used.
The charity has done development and usability testing over the past several weeks in partnership with 12 major charities, including the Make-a-Wish Foundation, WaterAid and Great Ormond Street Children’s Charity.
No change in JustGiving's fee
The move makes only a small functional difference to JustGiving’s fee structure, since in theory donors would always have been able to give an extra £1 to cover JustGiving’s fees.
The difference is only that the extra £1 no longer attracts fees of its own, meaning Donation Boost effectively only saves five pence on a £20 donation.
However notifying donors of the fact that fees have been charged appears to change their behaviour and make them give more.
'Renewed commitment to transparency'
Neil Bannister, managing director of JustGiving in the UK and Ireland, said: “Donation Boost shows we are determined not to rest on our laurels and are continuing to work hard to offer the best and most innovative solution to our charity partners and donors alike.
“Not only does this innovation demonstrate our continuing and unrivalled commitment to the charitable sector and good causes globally, but also a renewed commitment to transparency with our users in regards to how we operate in order to increase consumer trust even further.”