More use mobile phones for Justgiving donations

Proportion has doubled since the end of last year, says the fundraising website

Mobile phone donations growing
Mobile phone donations growing

The proportion of people who use their mobile phones to donate to charities through the JustGiving website has doubled since the end of last year. 

Elizabeth Kessick, head of insight at JustGiving, told Third Sector that before Christmas about 7 per cent of people visiting the site used smartphones, but by April this year it had risen to 15 per cent.

Towards the end of January, she said, JustGiving had updated its site to make it more viewer-friendly for smartphones users; since then, the number of transactions from smartphones had more than doubled.

Kessick said charities should tap into this trend. "It's a growth area that charities can capitalise on with their fundraising campaigns because it gives people the opportunity of an instant response," she said.

Jo Warner, senior manager of digital at Cancer Research UK, said the proportion of visits to its JustGiving pages from mobile phones had increased from 4 per cent to 12 per cent in the past year.

Joe Saxton, co-founder of the consultancy nfpSynergy said that, despite this trend, charities should focus their energies on securing text message donations for the time being. He said SMS was a more spontaneous method because it did not involve registering on a site or inputting credit card details.

"If we can get everyone to pre-register for these things, that will be great, but we're a long way off that," he said.

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