Proportion of giving done online nearly doubles in three years

Research suggests younger people who would not otherwise donate to charity are doing so because of new technology

Online giving has grown
Online giving has grown
The proportion of voluntary income that charities receive online has increased from 2 per cent to 3.7 per cent over the past three years, according to new research by the consultancy nfpSynergy.

The research is contained in the second edition of the report Passion, Persistence and Partnership: the secrets of earning more online, which was commissioned by MissionFish UK and eBay for Charity, the two charitable arms of the auction website eBay, and the Institute of Fundraising. It will be launched on Monday.

NfpSynergy surveyed 114 charities and found that, on average, 3.7 per cent on their voluntary income came from online charitable giving. In a corresponding survey conducted in 2007 this figure was 2 per cent. 

Further research also carried out by nfpSynergy showed that 71 per cent of charities said they used Facebook, 62 per cent Twitter and 50 per cent YouTube.

Tom Lodziak, the IoF’s digital media manager, said it had seen an increasing number of younger donors embracing digital giving options. "Social networks like Facebook and Twitter seem to be driving charitable behaviour among certain groups," he said. "This research shows that online giving has risen massively despite a tough economic climate."

Separate research released yesterday and commissioned by the technology and consultancy company Accenture also showed that technology had an impact on young people’s giving.

The research company Redshift Research surveyed more than 1,000 nationally representative UK adults and found that 20 per cent of respondents aged between 18 and 24 said they donated more money as a result of being able to use new technology, while 54 per cent of them said the introduction of services such as text message donation and online giving had encouraged them to donate spontaneously.

Thirty per cent said that if there were no option to donate to a charity digitally, they would forget about the cause and not donate at all.


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