Cancer charity boosts donations through online payments overhaul

The upgraded online donations system being used by Prostate Cancer UK has a greater focus on digital wallet options, which are being increasingly used by supporters.

Joe Lepper | 22nd Nov 19

Prostate Cancer UK has increased its online donation income by a third after overhauling its digital giving and payment system.

Upgrades include giving additional payment options to supporters through digital wallets such as Google Pay, Apple Pay and PayPal. This can be made through regular gifts and one-off donations.

Income from online donations increased by 32 per cent within eight weeks after the new digital fundraising system’s launch.

The move has been made after the charity found that a quarter of all its regular donations and around one in three of its one-off gifts are through digital wallets.

The system being used by Prostate Cancer UK is goDonate, the online fundraising platform from WPNC.

Creating online journeys

It is also integrated with other digital systems being used by the charity so that it can create customised “online journeys” for specific appeals, according to WPNC.

Sadie Crabtree, Head of Digital at Prostate Cancer UK, said: “When someone’s coming to us with a gift, we know their donation is meaningful to them. We wanted the user experience of donating to respect how important that moment is to the donor, and allow them to give how they want to in a frictionless and engaging way.

“Data from other fundraising tools showed that a lot of our supporters prefer secure digital payments rather than typing in their card details when the option is available. Our improved donation journey lets them do that, and they’re giving more, so it’s fantastic to see the response.

“We’ve also made it easier for people to tell us why they’re giving – and it’s easier for our systems to understand, too. The new platform codes each gift automatically so we can avoid costly manual processing of data.”

WPNC Managing Director Digital Vicky Reeves added: “It’s thrilling to see the platform begin to bear fruit and help Prostate Cancer UK raise vital funds.

“goDonate also greatly assists with behind-the-scenes administrative tasks – such as content management and CRM data management – which the donor doesn’t need to see, butprovides them with a seamless and inspiring journey.”