Within the charity sector in general, offline donations still dominate across the board; 79% of donations are made this way with the highest number of charities accepting donations by cheque (95%) and cash (87%).
Yet, 17% of charities surveyed think there will not be a change in the number of online donations over the next three years, which may be a result of 48% of them seeing a lack of a ‘computer savvy’ donor base as a major barrier. One in ten (11%) charities which do not currently accept online donations say there are too few potential donors to justify introducing the facility, while another one in ten (9%) say it is just too expensive to implement.
David McHattie, Head of Charities at Barclays, commented: “The rise of online across all business areas, including the charity sector, is very hard to ignore. Over the past few years, online charitable campaigns like the ‘ice bucket challenge’ for ALS, or the no make-up selfie in aid of Cancer Research have seen resounding benefits from online engagement. So it’s surprising to still see that a fifth of UK charities appear resistant, particularly as most are in agreement that online fundraising is the way forward and that their supporters are more likely to donate online."
Over half of charities think that the next three years will see more people donating online and it looks as though ease and convenience may be one of the driving factors in this. A third, however, think there’ll either be no change or a decline in charities relying on third party websites, predominantly in order to cut out the middle man and to avoid paying fees.