Jonathan Waddingham, JustGiving's social and labs product manager, says charities should make spontaneous giving 'as frictionless as possible'
The amount of money given by Facebook users through the online donation website JustGiving increased by more than 40 per cent in 2012, new figures show.
Data from JustGiving shows that 1.8 million UK donors made charitable donations totalling £34m in 2012 when arriving through Facebook, a rise of 44 per cent on 2011.
Donors using Facebook on their mobiles gave £5.3m through JustGiving in 2012, which was five times as much as in 2011.
In April, JustGiving and Facebook launched an app that allows supporters to share their charitable giving with their friends on the social network, which generated £680,000 in donations in 2012.JustGiving said social networks were the main driver for donations through the site.
Jonathan Waddingham, social and labs product manager at JustGiving, who will present the figures at the company’s Impact through innovation conference in London tomorrow, said: "More than ever, donors expect to be able to give wherever and whenever they feel a spark of generosity – whether that means responding to an advert on public transport, seeing a campaign on Facebook or hearing about a cause directly from a friend in the pub.
"It’s now possible for charities to capture those spontaneous moments whenever they strike – but that means making the process of giving as frictionless as possible, to ensure donors can quickly complete the donation while they’re on the move."