A new digital platform is aiming to help smaller charities increase the number of donations they receive online with a more simplified system.
Created by Addition, the digital arm of WPN Chameleon, the new system, called goDonate, has been designed to improve the online experience for donors and increase the chances of supporters completing the donation process. The number of fields donors have to fill has been reduced by including payment technologies such as Apple Pay, Google Pay and PayPal, with the information pulled from their digital wallets used elsewhere.
Vicky Reeves, managing director of Addition, said there was a "misconception" within the sector that supporters would complete a donation when they visited a charity’s website with the intention of donating.
"Statistics show that a significant number of potential donors do not go on to donate," Reeves said. "They can be put off by a poor user experience, having to complete lengthy forms or having security concerns about submitting their details." She said that by creating a user-friendly platform these issues had been addressed.
"If donors are using payment technologies such as Apple Pay, they will need to complete only the donation amount – if that is not already pre-populated – a consent statement and the Gift Aid declaration," Reeves said. "So there will be no need for name, address, bank details and so on because those are already known. This reduces the donation process to within three seconds."
Addition created the system after the success of its Enterprise platform, designed for larger charities such as the NSPCC, the Stroke Association and the Alzheimer’s Society. Smaller and medium-sized organisations had expressed interest in a similar system that wouldn’t be as expensive to install. Enterprise requires considerable back-end integration in order to provide a customised platform, drawing on resources that smaller charities might not have access to.
"goDonate is more streamlined, more templated," Reeves said. "It can be customised, but there are limitations."
The Fire Fighters Charity began using goDonate at the beginning of March, since when the number of monthly donations has increased by 49 per cent. Pride in London will launch the system at the end of May. It currently has no online donation provision.