NSPCC supporters can now make regular donations through PayPal and will soon be able to pay through Apple Pay as well as credit and debit cards as part of a new "digital wallet" mechanism the charity has unveiled.
The wallet, which has been created with the digital agency WPNC, is designed to reflect the growth of digital donations and to offer a more flexible payment repeat method than direct debit.
In a statement the charity and the agency said trials with the new wallet over the past four or five weeks had shown "a significant uplift in conversion rates" of website visitors, as well as an increased average gift value.
Vicky Reeves, deputy group chief executive and digital managing director of WPNC, said it was hoped the popularity of digital payments among younger people – including, for instance, subscriptions to streaming services such as Netflix – would encourage a new, younger audience to donate regularly.
Payments through PayPal will be available on the wallet immediately, with Apple Pay and debit and credit cards coming in the next few months, the statement said.
Louise Corden, lead digital producer at the NSPCC, said: "We know that lots of people want to support good causes, but life can get in the way, so we wanted to make it as easy as possible to set up a regular gift by introducing recurring monthly PayPal and card payments.
"Charities can’t operate in a bubble. Our supporters already use recurring payments by card and PayPal in their daily lives, for example to pay for streaming services and to have control over their payments. They appreciate the ease, security and convenience it brings. I believe charities need to embrace this technology for donations, too."
Reeves said the wallet had come about from observing the trends in how people were paying for goods and services in their everyday lives.
She declined to say how much the wallet had cost, but said the charity should begin to see a return on investment in a matter of "months, not years".
Reeves said: "Not very many charities have started using this kind of technology yet, and it’s mostly been the smaller ones so far."
But she said she believed bigger charities needed to look at this trend if they wanted to engage younger generations.
"It’s vital that they think outside the sector norms and not be afraid to embrace this future thinking rather than just offering direct debits," she said.