Ashley Smith-Hammond

People spend a great deal of time using their smartphones to access apps and the fundraising world is changing to keep pace.

Over the next several weeks we’ll be bringing you a series of articles to help you explore the huge potential of digital fundraising. Along the way, we’ll look at the practical tools available to raise funds for your arts or cultural organisation.

the numbers

Let’s start with examining where digital stands in UK fundraising and how much it could grow.

Research by Deloitte in 2016 found that 81% (an estimated 37 million people) own or have access to a smartphone in the UK. At the same time, people are becoming increasingly comfortable spending money online. Online sales in the UK exceeded a staggering £130 billion last year, up 16% from 2015 – and a substantial percentage of this money was spent from smartphones.

The third sector is already taking advantage of this growing trend towards increased mobile spending. For many, this is most apparent with the mainstreaming of mobile giving apps.

Speaking at Third Sector’s annual Fundraising Week conference, Charlie Wells, JustGiving’s chief operating officer, claimed that online giving will represent almost half of all UK giving by 2020, due to the rise of mobile. According to Wells:

People in the UK spent an average of four hours a day on their mobile phones in 2015 – for people with smartphones this figure is even longer. 85% of this time was spent on apps.

In this context, it’s easy to see why not-for-profit organisations are turning their attention to digital fundraising. With the right tools and skills in place, there’s a great deal that can be achieved.

Stay with us for the rest of this series. We’ll be looking at the range of digital fundraising platforms available and how you can integrate donations into your existing digital marketing channels, such as Facebook and Twitter.

Main image credit: Money by Bohed (CC0 1.0)