Three Things To Consider For Digital Donations

Digital Donations Apply Pay

Pledge recently had it’s very first fundraising event where supporters take part in an activity of their choice and at the same time raise vital money, the event was Tough Mudder in Heaton Park, Manchester.

The event, which worldwide happens every month in different cities lets participants run, or walk a ‘5k’, with added obstacles for the brave and fit. Four members of Dreamr took part, and at the same time raised donations for Pledge, as it was Pledge’s first event, there were many things to learn from for next time.

Embracing Digital Donations

How we used technology to facilitate a smooth donation process was something we wanted to share, to help other charities in the future.

Online Donations
To process donations on the Pledge website, we used Stripe. Stripe is a payment processor, that works behinds the scenes on your website and app, it works with all credit/debit cards,

The donor’s experience was our No.1 priority, which helps ensure as little friction as possible when accepting online card payments. Gift Aid declaration is built in and it’s also easy to download declarations. Something to consider on your website.

Individual Supporter Pages
We also set up individual pages for all four supporters, these were branded and designed on the existing Pledge website. This meant we were able to control the donor’s experience, and also not pay Just Giving fees. They also look great too.

Sean Jones Dreamr Tough Mudder 2018
Individual Donation Page

Apple Pay / G Pay
We allowed donors to donate to Pledge, using Apple Pay, which meant there were no long card numbers to enter or to check an address matches the cardholder’s details.

This ‘one step’ donation process which uses the card details stored in your digital wallet meant that donors could make a donation on their phone or desktop and authenticate by using their Apple or Android phone.

Connecting with Donors

The digital donation experience is becoming more and more important, charities have a long way to go to be ahead of the curve and use these modern tools, which ultimately connect with a new type of donor.

These donors, who use their mobiles more than desktops, and pay using digital wallets are uber-savvy, and charities need to be able to talk their language to keep up with the changing face of donating, digitally.

Digital donations key to long-term charity fundraising success


A recent survey by the Institue of Fundraising found that 70% of charities surveyed reported a significant decrease in the percentage of donations given in cash since 2015.

The survey, which was a response to the government’s call for evidence on the future of cash and digital payments found “quite noticeable differences” in donation habits when looking at the age of donors. Some 75% of charities report that over the last three years they have noticed that 16-24-year-olds are less likely to give cash, which is unsurprising, compared to 39% of those aged 45–65+.

Stephanie Siddall of the Institue of Fundraising said:

“We’ve emphasised throughout that, with over 160,000 registered charities, there will always be a wide variety and range of experiences and priorities across the charity sector. Some charities are early adopters of new technology and have been integrating and embedding new digital and contactless payments as part of their fundraising activity. Others are more traditional – or have less ability to take on newer changes – and rely on cash collections and donations.”*

Whats interesting from the survey is that 16% of charities view digital donations as a threat, which means there is still room for improvement to educate and help charities embrace digital technologies.Contactless payment with smartwatch

With the HM Treasury’s publication in the Spring Statement, the media gave a lot of attention to the possibility of 1p and 2p coins being removed from circulation. While I’m all for eliminating all things archaic, the recent ‘Global Cash Report’ by G4S reported an increase of 40% of cash in circulation in Europe last year.

Chief Executive of G4S’ Global Cash Division, Jesus Rosano, said:

“Cash remains fundamental in our day to day global economy. The evidence shows that contrary to popular opinion, demand for cash is growing in absolute terms and relative to GDP.

People trust cash; it’s free to use and readily available for consumers, it’s confidential, it can’t be hacked, and it doesn’t run out of battery power– these unique qualities continue to hold significant value to people living on all continents.”

While I don’t believe there to be an immediate threat to charities; actually, it shouldn’t be a threat at all, more of an opportunity. Charities should always be looking at ways to innovate, and in this case not waiting for cash donation usage to go to single digits, but look at what ways they can start tackling the issue head-on, today.

* Cash giving still adds up – Institute of Fundraising.

* G4S – World Cash Report.