3 Key Reasons to Implement an Online Donation Solution Right Now

It is no secret that these days, in order for businesses to survive, they must go online, and the charity sector is not an exception. With the rise of online platforms and mobile devices, charitable giving trends are shifting too. Moreover, online giving grew by 12.1% over the past year. There are 3 main things that keep changing: payment methods, the causes, and donors (generations). We at BTB don't miss a trend, that is why we've created a simple yet valuable digital solution so that your consumers can fully satisfy their impact while shopping within your platform. But firstly, let's have a look at the main reasons why you might need that right now:

Around the USA

Based on the report from Blackbaud Institute, for today, online giving still represents less than 10% of total fundraising. As a point of comparison, the U.S. Department of Commerce estimates that e-commerce sales in the third quarter of 2018 accounted for 9.8% of total sales. Consumer behavior continues to align with donor behavior when it comes to digital fundraising and engagement. 2018 represented the largest share of fundraising from online giving ever measured by the Charitable Giving Report. 8.5% of total fundraising came from online giving in 2018, which was an increase from 7.6% in 2017. Online donors in the United States give an average donation of $128. More than half of donors prefer online contributions via a credit or a debit card, so it's no wonder that 67% of nonprofits worldwide accept online charitable giving.

Around the UK

Online one-off donations grew in volume by 26% year on year in 2019, while overall value increased by almost 20%, according to data from digital agency WPNC.
Also, online regular donations are also increasing, with WPNC seeing a 12.31% increase in volume and a 19.85% increase in value going through donation funnels that were also live in 2018.
Donations under £49 account for 99% of all online regular donations with the largest regular donation bracket between £5.00 and £10.00. The average online regular donation increased during 2019, from £7.90 in 2018 to £8.10. The most common donation amount is £5, which makes up 35% of all regular donations.

In the US, almost half of Millennials (47%) donate money through websites, highlighting the gradual shift towards online donating. So in order to increase your customer's loyalty and provide the best shopping experience possible, you simply have to firstly, stop losing your audience and make sure you have more options available for their purchase to be the way they expect it to be. There is no need to provide fewer options and tools to satisfy their purchase process. As well as there is no point to make your user search for some 3-rd party online donation tool, in case they want to make the online shopping valuable right here and right now.
We at BTB created the Charity Browser Button with SMART Coupons Assistant, which is able to gently remind users of the opportunity to donate to his/her favorite charities. Did you know that the Last Chance Donation Notification on the checkout page is the most effective - click rate hits up to 87%? Now you have the ability to track if your affiliate program link has been rewritten or blocked by a third-party service. This digital solution will increase consumer loyalty and affiliate commission approval rate up to 13%. Learn more here.

To stay afloat you should not only follow the latest eCommerce trends but understand your customers better. The conscious consumer and the rise of sustainable eCommerce is a huge thing now. COVID-19 forced many retailers and consumers to rethink the way they sell and shop. And conscious consumerism is here to stay and will be one of the key preferences now. You can find more details on how exactly to retool your eCommerce based on trends for 2021 and beyond in our previous blog post.

The pandemic has definitely brought up more values in society in general, as well as set priorities among online shoppers and made them more conscious. Several reports have proven that the pandemic made many of us more focused on creating a healthier world. A global survey carried out by Accenture in 2020 reports how consumers have evolved and how about 60% of more people were making more eco-friendly and ethical decisions in purchasing products.