Fundraising news, ideas and inspiration for professional charity fundraisers

Quarter of largest non-profits lack mobile-responsive site, says report

Quarter of largest non-profits lack mobile-responsive site, says report

Almost half (45%) of UK consumers have made a donation via their phones but many charities do not yet have a -responsive site, according to a report by Episerver.

Episerver questioned 20 leading UK charities and 1,200 UK consumers for its Giving on the Go report. The research looks at the mobile strategies of the non-profit sector, examining the extent to which charities are meeting growing demand for mobile-enabled payments and how non-profits could benefit from a giving-on-the-go approach.

It found that while three out of five of the UK’s top charities offer an iPhone app, the majority of them are promotional rather than used as a way to accept payments or encourage donations with only 25% capable of managing donations.  The survey also found that few of the charities benchmarked provided Android apps, while a quarter lack a responsive mobile website altogether, with some relying on mobile redirects and others having no mobile-friendly site at all.

However, mobile is increasingly important for consumers: according to the report 45% of consumers say they will leave a mobile site immediately if they have difficulty accessing it while mobile payments are rising with 45% of consumers having made a donation via their mobiles in the past year. Around one in five (22%) people donate to a charity in this way at least once a month, while 37% have used their mobiles to make an annual donation.

The report also found that women make more donations via a mobile phone or tablet than men, but that men are more likely to do so frequently and on a repeat basis. Age-wise, people aged 25-34 are the most likely to donate via a mobile device, with a quarter (25%) making a mobile donation at least once a week, while 74% of the over 55s have never made a donation this way.

Joey Moore, Director of Product Marketing at Episerver, said:

“Now more than ever, mobile payment is playing a huge role in both marketing and the day-to-day activities of consumers. Already, many of us have grown accustomed to purchasing food, clothing and travel using mobile payment apps; charitable donations are simply the next step in this evolving trend.

“Charities and non-profits have a big opportunity to use mobile technologies for maximum impact. As a generation of mobile-first consumers emerge, those organisations that fail to develop mobile-friendly websites or quick-pay apps will increasingly lose out on potential donations and future long-term patrons.”

Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via

Get free email updates

Keep up to date with fundraising news, ideas and inspiration with a weekly or daily email. [Privacy]

* We do not share your email or personal details.
" />