M-Retailing

Only 25% of charity apps accept donations, yet two-thirds of consumers already send payments on the move 

Three quarters (75%) of charities don’t offer apps capable of making or managing payments, despite almost half (45%) of UK consumers making donations via a mobile device in the last year and 65% using their smartphone or tablet to pay for goods or services.

That’s according to the new ‘Giving on the go’ report from marketing and commerce platform provider, Episerver, which explores the mobile strategies of 20 of the UK’s leading charities and finds they are largely lagging when it comes to omnichannel marketing.

The report also presents research into the mobile habits of 1,200 UK consumers and reveals that overall, more women than men make donations via a mobile phone or a tablet. However, of everyone who donates on the move, men are more likely to do so frequently and on a repeat basis.

Consumers aged 25-34 years are the most likely to donate to a charity via a mobile device, with a quarter (25%) making a mobile donation at least once a week. By contrast, 74% of the over 55s have never made a donation this way.

Commenting on the Giving on the Go research project, Joey Moore, Director of Product Marketing at Episerver, said: “Now more than ever, mobile payment is playing a huge role in both marketing and the day-to-day activities of consumers. Already, many of us have grown accustomed to purchasing food, clothing and travel using mobile payment apps; charitable donations are simply the next step in this evolving trend.

“Charities and non-profits have a big opportunity to use mobile technologies for maximum impact. As a generation of mobile-first consumers emerge, those organisations that fail to develop mobile-friendly websites or quick-pay apps will increasingly lose out on potential donations and future long-term patrons.”

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