Global online fundraising on the rise – but UK lags behind
Research from Nonprofit Tech for Good shows that charities are gaining a growing awareness of online and mobile fundraising – but the UK may lag behind
72% of non-profit organisations globally accept online donations, up from just 67% in 2017, according to the latest annual Global NGO Technology Report from digital resource centre Nonprofit Tech for Good.
It’s the third annual international report providing a glimpse into how more than 5,000 non-profit organisations from 164 countries use online technology to engage their supporters and donors and further their missions.
The latest round of research by Nonprofit Tech for Good shows that charities are gaining a growing awareness of mobile technologies and online fundraising.
Encouragingly, the 2018 Global NGO Technology Report shows that 86% of non-profit organisations in Europe now have a mobile compatible website, compared to just 76% in 2017.
Designing a website for mobile users is increasingly important as it has become a prime way for people to interact with charities and donate – charity digital agency Reason Digital estimates, from its study of 8 billion charity websites, that 68% of visits come from mobile users, and that charities in could be missing out on £1.5 billion in donations a year due to not building their websites with the mobile audience in mind.
Room for improvement
Despite a positive uptick in online fundraising globally, other research indicates that charities in the UK lag behind their European and global counterparts in digital fundraising- according to this year’s UK-wide Charity Digital Survey by Charity Digital, released in January, only 53% of UK charities fundraise online at all.
The Charity Digital study shows that UK charities could be missing out on funding opportunities by not embracing all the online engagement channels available to them – all of those charities that raise over 20% of their funds online 100% are active on social media.
Richard Craig, CEO of Charity Digital advises: “It’s almost a default now that if you’re a charity the first place people are going to go is their mobile phone, email and social media. If you haven’t worked out how to talk to people on those channels you will lose all means to talk to people, and ultimately, lose funds.”
The Global NGO Technology Report shows that global charities’ social media usage on all platforms is growing incrementally each year – charities using Facebook have gone up to 93% compared to 92% in 2017, YouTube from 55% to 57%, and Twitter is gaining popularity from 72% to 77%.
In 2018, 18% of non-profits use messaging apps such as WhatsApp and Facebook Messenger to communicate with donors and supporters, compared to 16% in 2017.