JustGiving raises more than £1m via Whatsapp sharing

The digital fundraising platform expects the mobile app to replace Twitter as the second most important channel on mobile

Abdulshakour Juma (L) and Ashraf Salim Ali
Abdulshakour Juma (L) and Ashraf Salim Ali

JustGiving fundraisers who landed on the site via Whatsapp have donated more than £1m in less than a year since the donating site allowed fundraisers to share to the messaging app.

JustGiving said that £975,000 was raised between April – when the feature was enabled – and the end of 2015, with a further £200,000 raised in January.

The figures demonstrate the increasing popularity of mobile donations but JustGiving said the Whatsapp facility still had some way to go before it matched other digital platforms.

Writing on the company's Tech Blog, Jonathan Waddingham, social product manager at JustGiving, said that £4m had been raised via Twitter while Facebook is the dominant social media force, raising £100m in 2015, 80 per cent of which came from mobile traffic.

Some 46 per cent of the platform’s traffic came from Facebook – of that, 80 per cent came via mobile devices.

Waddingham added that almost 40 per cent more donors shared on mobile compared with desktop and, for the first time, those mobile shares generated more donations than desktop.

"Do we have a prediction for how these numbers will change in 2016?" Waddingham wrote.

"Well, one month in and we can already see that sharing is continuing to grow. We have a bunch of tests in the pipeline for encouraging even more sharing, and we’ll expect WhatsApp to continue in popularity and start to replace Twitter as the second most important channel on mobile."

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