Research by YouGov commissioned by a company launching a new mobile giving app has revealed that just over one in ten Britons say that they have felt under pressure to donate when asked to give to a charity.
The research, undertaken online over two days at the end of September 2015 for technology platform company Activistic, found that:
- 6% of the public say that they have never donated money to charity
- of these 43% said that “a lack of transparency on where the money goes” put them off; and 31% said street fundraisers put them off
- 60% said that they donate to a charity because it is “close to their hearts”
Activistic will this Spring launch a free micro-donation app Ralli to the UK. Their survey suggests that 28% of British adults would be more likely to give to charity via an app if it meant a reduction in the number of contacts made by charities.
In control of regular giving
Ralli will enable people to donate from as little as 50p up to £3 a month via their mobile phone bill. Users will be able to set how much they would like to donate to their chosen charity or charities each month.
They will also be able to choose to opt-in to receive notifications and updates from their chosen charity about how and where their money has been spent. They can choose at any time to stop their donations.
Individuals will be able to make their donations using Gift Aid to boost their value at no cost to themselves.
Fiona Grindlay-Kuzian, head of marketing at Ralli, said:
“There has been much focus on the traditional fundraising practices of UK charities over the past year. As our research reveals, donors have felt pressurised in to donating money and practices such as street fundraisers are potentially costing charities vital donations.
“We believe Ralli will transform the way people give. It’s 100 per cent transparent for both givers and charities and neither Ralli nor the charities will contact any donor without their opt-in permission.”
First charity users
Charities that have already signed up to feature on the Ralli app include Children’s Heart Surgery Fund, Scotty’s Little Soldiers, Arc Youth Counselling, Grass Roots Suicide Prevention, Emmaus, Temwa, Spark Inside, Tearfund and The Nehemiah Project.
Peter Yates, digital communications manager at Tearfund, said:
“Ralli is an exciting app that offers a great deal for charities and will make it even easier for our givers to contribute to the work we’re doing. We’re looking forward to working with them and seeing how the app will help us engage with a wider audience and further extend Tearfund’s reach globally.”
YouGov surveyed 2,175 adults. The figures have been weighted and are representative of all GB adults (aged 18+).
Ralli has been developed by Activistic Ltd, whose charity arm, The Ralli Trust, will run the app. Activistic Ltd receives 15% from each donation “to run at a sustainable level”.
Activistic Ltd says that it does not receive any money until a donation is made to a charity. Therefore “there are no upfront costs, administration or transaction fees or card charges for charities”.
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