CAF to focus on digital services, accounts say

The charity's accounts for the year to 30 April 2018 also show a 13 per cent increase in web traffic

The Charities Aid Foundation is focusing on developing digital services for donors as part of a drive to increase access to its services, the charity’s latest accounts show.

In its accounts for the year to 30 April 2018, CAF says that traffic to its website increased by 13 per cent in the past year and it wants to use mobile technology to make its services more accessible.

Last year the charity launched a mobile hub for its CAF American Donor Fund, which as a result grew by 13 per cent in the year covered by the accounts.
The accounts say that lessons from the launch of the CADF mobile hub will be used to develop further digital services for all of the charity’s donors.

The accounts say that improvements were made last year to the CAF individual donation journey and its home page, as well as to investment in product and service development.

The accounts show that overall charitable donations fell by £34m last year to just more than £505m, but the charity claims that this "still exceeded expectations".

The accounts say that the overall amount of giving by people and companies through CAF in 2017/18 was £607m, down from a record £611m in the previous year.

"We are learning more and more about the needs of future donors and are exploring exciting opportunities to develop our online and mobile services, while maintaining the quality, security and personal touch which our donors rightly expect of us," the accounts say.

Last year, CAF reported that it had launched the UK’s first secure digital investment platform designed for charities, which it said was "helping them find ways of getting a return on their money at a time when interest rates are among the lowest in history".

The most recent accounts say that the service took on its first charity investments this year and improvements will continue to be made to the service.

Dominic Casserley, chair of CAF, says in his introduction to the annual report: "We are investing in our own journey of digital transformation, upgrading our website to make it easier to give on the move, help people sponsor friends and family and test new channels to improve the experience of giving through CAF.

"We have seen huge improvements and will roll out significant development and partnerships to test new channels in the year ahead. Behind the scenes, we are embarking on major developments to our IT systems, improving security, making us more efficient and preparing us for the future."

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