A new survey has revealed that the vast majority of charity donors, who would happily make contributions directly through a charity’s own website, shun the idea of giving cash via a third party fundraiser.
According to a recent study: The Future of Online Giving, commissioned by Charity Checkout, 89 per cent of donors questioned said they would be more likely to give again through a charity’s website, with just 19 per cent saying they would make a repeat donation via a third-party fundraising platform.
Charity Checkout founder Chester Mojay Sinclare said: “Issues like the ease of giving, trust and transparency have for some time been considered key barriers to giving. Providing a seamless donor journey through a dedicated website can not only attract more donations but actually increase the level of giving – nearly half of donors said they would give more generously via a charity’s own website.”
The report also revealed that a charity’s brand, identity and consent to keep in touch, all have a direct impact on the level of giving that a donor makes to their chosen charity.
Chester added: “Charities cannot afford to ignore or underplay this shift towards online activities. They need to understand and act upon the opportunities these present – from how people prefer to be contacted to the information donors want to receive about the impact of their gifts.”
Ensuring that every possible funding opportunity is maximised, is just one way that charities can reduce financial stress.
Moore Thompson supports charities with a wide range of tax and accountancy services. We are able to offer advice on how organisations can maximise their funding potential. For more information about our services for charities, please contact us.