Has digital giving come of age, as DEC Syria Crisis Appeal sees record donations through new channels?
News (International, UK) 18 April 2013
Over 55% of more than £4m so far given directly to the Disasters Emergency Committee (DEC) by the public for the Syria Crisis Appeal has come via digital sources, the charity said on 11th April. This is the first DEC appeal to pass this milestone.
Of this 12% was donated via phones or tablet, 12% via PayPal either using a new mobile donations platform produced by Home Made Digital with funding support from PayPal, or via the main DEC website.
Thirty seven per cent of digital giving was via credit or debit card using the My Donate platform provided by BT on a pro bono basis, with card providers waiving all transaction charges.
DEC Interim Head of Fundraising Helen Calder said: “The varied ways donors can now choose to support the appeal has really helped us to reach a wider audience and bolster our fundraising figures. This will allow our members to reach many more people affected by the crisis in Syria.”
Traditional methods of giving remain important, with 28% of donations coming via post using a free service provided on a pro bono basis by Royal Mail and 16% coming from telephone donations using the automated platform provided by Spoke, with all transaction charges waived by card providers.
But the swing towards new fundraising channels comes as a number of innovative and ambitious digital giving projects gather pace. Together these developments suggest digital giving may have reached a tipping point that could place new technologies at the heart of changing giving habits.