04 Jul 2012

Digital is delivering more for charities

Digital pictureNine out of ten UK charities are now investing in digital media according to a new report published by the Institute of Fundraising (IoF) and MyDonate.

The report, Understanding donor behaviour in a digital age, discovered 89 per cent of UK charities are deploying technology – including the use of social media, email marketing or mobile apps.

However the report also found that investment levels remain low - averaging out at below £10,000 per charity in the last year.

Said Janet McGarraghy, programme director, MyDonate: “The findings of this study are extremely illuminating.

“On the one hand we can see that there is a growing appetite among charities and fundraisers for technology – and many are happy to report a positive return on investment.

“But there still seems to be a reluctance amongst many charities to invest the money and resources needed to unlock the huge potential that digital giving brings,” she said.

Key findings of Understanding donor behaviour in a digital age include:

  • 89% of IoF members are investing in digital but the level of investment is still very small – 81% investment levels under £10,000 in the last year.
  • Charities not investing in digital have a strong view that the set-up costs are prohibitive.
  • Those investing in digital are seeing a considerable increase in giving – only 4% have seen a fall.
  • There was a recognition that the potential of digital techniques to increase supporter engagement, raise awareness of causes and raise money.
  • When it comes to donating online, the over 55s are the most concerned with security issues while under 35s are interested in the ease of giving through new apps and technology. 

Launched in April 2011, MyDonate is BT’s online fundraising service for UK charities.

The service is free to use for charities, fundraisers and donors because BT doesn’t charge a subscription fee or commission, and makes no charge for collecting Gift Aid.

You can download the Understanding donor behaviour in a digital age report.


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