Only about 10 per cent of donors opted to give to charity by text or through online giving sites in the past year, new research shows.
The annual Halifax Giving Monitor, published by the Halifax bank, shows that 9 per cent of donors opted to give by text in the past 12 months, and 13 per cent gave through online donation platforms such as JustGiving.
The findings are based on online responses from a representative sample of 2,000 British people, carried out by the market research company Marketing Sciences Unlimited in March. Eighty-eight per cent of those surveyed said they had donated to charity before.
Two-thirds of donors said they had donated cash in the past year, with 83 per cent saying they had given more or the same amount of money compared with a year ago. Three-quarters of donors – 76 per cent – said they were giving more or the same than they did before the economic downturn began in 2008.
Nick Young, head of Halifax current accounts, said that although more of its customers were using online and mobile banking, it was surprising that many were not embracing digital forms of giving.
In addition to the survey, this year’s Giving Monitor includes data gathered from more than 20 million Lloyds Banking Group current account customers. This data shows that only 37 per cent of customers donated to charity by direct debit, standing order, credit card or through the Faster Payments service in the past year.
It also shows that of the 2.8 million Lloyds customers who made regular donations by direct debit, the average amount given was £82 over the course of the year.
According to the data, the most popular charity to give to was Cancer Research UK, which received more than £25m from 545,000 Lloyds customers in the year. Next most popular were the British Heart Foundation and the British Red Cross, which attracted 372,000 and 336,000 donors respectively.