How UK charities can better prepare for the post-COVID reality
UK charities have traditionally relied on cash giving, with 53% of donations made in cash prior to the pandemic*. In April 2020, these figures dropped to just 14% due to COVID-related concerns and the temporary halt on public fundraising, with cash giving remaining at low levels today. There is no doubt that the pandemic has had a huge impact on the UK’s third sector, and many charities have had to adapt their strategies and seek out ways of accepting donations in a cash-free way. With many consumers turning to digital payments, are charities truly prepared for the ‘new normal’?
There were noticeable shifts in consumer attitudes towards cash long before 2020 - with the increasing use of contactless and other digital payment methods. COVID simply accelerated this trend, and we saw many businesses adopting contactless and mobile payment methods in order to remain relevant to consumers. For charities specifically, the number of people donating online or via a mobile app increased from 13% to 24% between March and April 2020, and shows no signs of decline**. And with mobile payments expected to rise to 25.5% by 2023***, according to the Emerging Payments Association, it has become clear that organisations like charities, that are used to relying on cash, need to adapt their strategies to continue their vital work.
One such way is ensuring they have a mobile payments strategy in place. Mobile payments are not only quick and convenient, they can also bring a multitude of additional benefits that will support and complement a charity’s fundraising strategy.
‒ They encourage cashless donations, which will help reduce the reliance on cash, and also the costs and risks associated with cash handling.
‒ They offer a contact-free way of accepting donations anytime, anywhere – this could be remotely, face-to-face, or even over the phone – making mobile payments ideal for charities looking to maximise their collections.
‒ Mobile payments solutions can be seamlessly combined with existing websites, social media activity and various forms of in-person and remote fundraising, which will expand the scope of donation acceptance.
‒ They can provide another way to increase contributions by offering the ability to add Gift Aid to donations – and therefore increase the value of each donation by 25%, something that simply is not possible with cash donations.
‒ Charities can gain access to new audiences by offering their supporters a more convenient way to give without contributors having to have cash to hand.
‒ They can help turn one-off givers into regular contributors – which is something many charities around the world strive for so that they can continue their vital work.
While many charities can see the benefits of establishing a mobile strategy for collecting donations, they often don’t have the resources or capability to design, build and manage their own apps. However, there is another option.
Here at MobiCash, we have created an innovative, universal mobile payments service that offers a fresh approach to collecting donations. The world has changed, and the way people give to charity is changing too. MobiCash can help you evolve your fundraising strategy and boost contributions so that you can focus on carrying out your vital work. If you want to learn more about our mobile technology, how it can enable your charity to collect donations and the additional advantages MobiCash can bring to your organisation, please get in touch with our team.
*CAF UK Giving 2019
**UK Giving and COVID-19 report
*** The European Payments Landscape in Perspective 2020 Report