Only 17 per cent of UK adults prefer to use their smartphone to make a charity donation according to new research released today by Fonix and One Poll, with pushy communication techniques impacting on how consumers engage with charities.
The study found that when it comes to donating to charity, concerns over trust and harassment clearly influence the channels that consumers use.
Overall, 33 per cent of consumers prefer to donate through a charity’s website. Direct debit is the preferred method of choice for 29 per cent while 17 per cent opt for mobile and just four per cent prefer to pick up the phone.
Unlocking the potential
Of those that do donate via mobile, 83 per cent said that they choose mobile because of its convenience and simplicity. However, despite the volume of text donations increasing eight per cent year-on-year, there’s still more work to be done by charities and service providers to drive more confidence to unlock its full potential.
The UK market for mobile donations has a market potential of £1.7bn according to the authors of the report.
The research found that 54 per cent of consumers don’t make text donations because they believe their mobile number will be passed on to a third party and lead to unsolicited calls and messaging, while 41 per cent said they just don’t trust mobile donations.
Less is more
With the charity sector currently under fire over some charities marketing strategies being seen as harassing and exploitive, it’s clear that consumers want the choice for less actual contact with the charity, even though they donate.
Only 1.4 per cent of donors said they wanted to receive update calls from their chosen charity while a third would prefer not to hear from the charity at all. Most donors said they would prefer to receive email newsletters over postal or text communications.
Rob Weisz, CEO of Fonix said: “It’s immediately evident from the size of the mobile carrier billing market for charity donations that mobile is a channel which has an increasing appeal with consumers – the majority of which is untapped.
“The kicker, however, is that charities need to approach mobile with skill and build trust. That starts with transparency in the donation process and planning the appropriate levels of post donation CRM.”
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