Oxfam app offers supporters greater control in bid to build trust
App offers a new level of transparency about the charity’s work
Oxfam has launched a new app designed to bring supporters closer than ever to the causes they support and put control of their relationship with the charity at their fingertips.
The My Oxfam app is the first of its kind for a charity and offers a new level of transparency about Oxfam’s work. Users of the app will be able to dial up or down the amount they wish to donate and easily manage how Oxfam gets in contact by phone, email or post.
Real-life stories, live updates on emergencies and video messages from Oxfam staff on the ground will allow donors to experience the impact of their support like never before.
Paul Vanags, Oxfam’s head of public fundraising, said: “Charities are striving to meet the public’s demand for a closer, more modern and responsive relationship with the charities they support. Oxfam’s personalised app is another step towards that.
“My Oxfam provides a window onto the lives changed by our supporters’ generosity and allows users to control their giving from the palm of their hand. The app gives them complete control of their support anytime anywhere and allows them to experience the impact of their generosity.
“Our supporters are the lifeblood of our organisation and their donations make a massive difference to millions of people around the world. We want to make giving easy and rewarding.”
The My Oxfam app is available for iOS and Android. It goes behind the scenes at Oxfam with ‘selfie’ style videos from staff on the ground and stories about the people Oxfam is supporting. It aims to give a new level of intimacy and transparency to everyday philanthropy – via videos, quick-view galleries and bite-size news.
When there is a humanitarian emergency, supporters will be able to follow the situation in real time starting with an alert and moving through to video diaries from Oxfam staff on the ground and updates long after the initial response has finished.
By using the ‘Support Now’ dial, supporters can dial-up or dial-down, giving an entirely new approach to charitable giving. Supporters can control the amount of their monthly gift, or choose to make a one-off donation to Oxfam’s work or to a particular humanitarian appeal via card, PayPal, SMS or direct debit.
My Oxfam, which also includes access to Oxfam’s online shop,keeps a running tab of how much a supporter has given and by what method, including any sponsorships or fundraising and any online shop purchases. It even shows when a shop has sold an item that the individual had donated.
Vanags said: “We’ve strived to make everything easy, transparent and interesting for supporters. We want to say thank you and show people the impact of their ongoing support.
“Never before has Oxfam offered so much control and convenience; from the changeable monthly gift, to the contact preference toggles, to the gift history of when someone supported and how their donation has made a difference. We hope this engages people and brings them closer to the work they make possible.”