Pride in London adds online donations with GoDonate platform

Community volunteering group launches digital giving to help fund increase in number of supported causes, bigger events, and increasingly digitally-native donor demographic.

Chloe Green | 13th Jun 18
Image shows Pride in London festival.

Not-for-profit Pride in London has chosen donation platform GoDonate by digital specialists Addition (the digital studio within creative agency WPN Chameleon) to launch its new one-off online donations.

Integrated into the re-launched Pride in London website and Pride app, GoDonate offers a ‘frictionless’ donation experience that the organisation hopes will boost conversion rates.

“Having successfully introduced bucket collections at Pride in 2015, the fundraising team wanted to give the Pride community the opportunity to donate easily online throughout the year,” said Alex Talcer, Director of Fundraising at Pride in London.

“Using digital payment technologies, that include ApplePay and PayPal, reduces the number of fields each donor must complete [by filling them] with information pulled from their existing digital wallets – thus making it simple and convenient to give. GoDonate gives us a one-stop solution along with the digital payment technologies we know that our supporters want. And it is easy to integrate the product with our existing digital platforms – especially with the Addition team on hand to provide advice.”

“We’re proud to support Pride in London by providing a mobile-first donation experience,” said Vicky Reeves, Managing Director at Addition. “It’s important that we meet the increasingly-high expectations of Pride’s supporters, many of who are digital natives*.”

Pride in London is organised by London LGBT+** Community Pride, a Community Interest Company run by volunteers. The Board of Pride in London is advised by its Community Advisory Board.

In recent years Pride in London has recruited almost 5,000 volunteers from a range of different backgrounds to further its programme of activities. Earlier this month Pride in London received The Queen’s Award for Voluntary Service 2018 which recognises excellence in voluntary activities carried out by community groups.

CDN Jargonbusts:
* ‘Digital native’ describes a person that grows-up in the digital age, rather than acquiring familiarity with digital systems as an adult.
** LGBT+ denotes Lesbian, Gay, Bisexual, Transgender/Transsexual plus. The ‘plus’ is inclusive of other groups.