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Are contactless charity boxes the future of donations?

It seemsthat charity no longer starts at home, but instead starts with a card.

The pennyhas finally dropped, and charity is revolutionising. In a bid to broaden theways that people can become involved in charity, many charitable organisationsare opting to take donations through a new contactless payment system. Sincethe modern world is steering well away from using cash, it seems that manycharities are losing out on valuable money by not accepting card payments. Infact, in 2015, cash only accounted for less than one in every four pounds ofspending in the UK, clearly showing that other means are more favoured.

So, it maybe time to say goodbye to endless bucket shaking, and hello to the familiarbeep of a card machine.

Reinventing the fundraising process

In May 2016,the Blue Cross began using dogs equipped with contactless card readers toentice the public into donating. The dogs, known as ‘contactless dogs’, arejust one way that charities are trying to reinvigorate the fundraising processto get more people giving.

Anotherscheme is Penny for London, which gives regular travellers the option to add adonation (from 1p-10p) each time they travel in London. This total can becapped, so you could limit the donation to only 99p a month if wanted, but isanother simple way that charities are tapping into new technology. 

They alsohave partners involved in the scheme, like healthy fast food chain Leon, andCafé Nero, who also take the 1p each time you buy with them. Travel and fastfood lunches are the centre of most London workers lives, so this is a surefire way to get them involved without much effort. If 1 in 10 Londoners signedup to the scheme, over £15 million could be raised each year, proving thatmaking charity convenient is sure to make it succeed.

The rise of digital donations

Given thetriumph of text charity programmes (for instance, that used during Children inNeed and Cancer Research UK), and of online donation forums likeJustGiving.com, the success of charities keeping technologically up to date isclear. A Digital Giving Review has revealed that 30% of donations are madethrough digital networks.

Digitalcharity, Pennies, revealed that one third of the population now leaves theirhouse without any cash on them. Charities still relying on cash donations byway of raising funds have therefore lost one third of possible donations. 

Theyneed to adapt to changing consumer behaviour to keep the donations coming. As of November 2015, there were over 78.3mcontactless cards being used in the UK[1],so imagine this only further increasing, and the possibility of using thisresource for charity.

There are arange of benefits to donating digitally, including the maximum amount acontactless card can submit is £30, and each payment being secure in that itcan be tracked on your bank statement. Also, another benefit of using card overcash to donate is that it allows the charity to keep a record of who hasdonated, and gives the opportunity for you to follow up and see exactly whatcause your money has helped.

Contactlessis effortless. In a world where everything can be found at our finger tips (foodcan be ordered online, and you don’t even have to leave your house to buy a newdress), it is remarkably clear that tapping your card is much easier for theaverage person than rummaging around to find a spare 50p. We have become an ageof immediacy and ease, and now our dependency on technology is bleeding intoour offline lives, too.

So, the ageold excuse of not having any change to give can now be declared redundant – thenew age of fundraising is sure to be coming to a high street near you soon.

[1] http://www.theukcardsassociation.org.uk/contactless_contactless_statistics/

Disclaimer

The content of this blog is of generalinterest and is not intended to apply to specific circumstances. It does notpurport to be a comprehensive analysis of all matters relevant to its subjectmatter. The content should not, therefore, be regarded as constituting adviceand not be relied upon as such. In relation to any particular problem whichthey may have, readers are advised to seek specific advice. Further, the lawmay have changed since first publication and the reader is cautionedaccordingly.

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