Rapidata launch gives charity supporters control over their regular giving
Melanie May | 2 July 2018 | News
Rapidata is aiming to help charities give supporters more control over their regular giving payments with the launch of a new product, Control my Payment.
Launched today at the IoF Fundraising Convention, Control my Payment enables charities to provide supporters with greater flexibility over their Direct Debit payments, helping charities to increase engagement, improve the donor experience and reduce attrition.
Control my Payment is available at no extra cost to Rapidata clients and is incorporated into its Direct Debit Managed Service, which enables charities to provide supporters with a secure and fully branded experience.
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Its launch follows Friday’s (29 June) publication of research by Rapidata into the changing payments industry and consumer behaviour, which found that nearly three-quarters of the 2,000 people questioned (74%) strongly agreed with the statement: “It’s important that people should be able to fully control their Direct Debit outgoings each month.”
Of those that said that they donated money regularly to a charity or not-for-profit cause via Direct Debit, nearly half (44%) said that they would like to have the option to skip a payment for a month, 43% said they would like the option to adjust their monthly amount, and 32% would like the option to take a payment holiday.
In addition, as well as offering these options, Rapidata says that Control my Payment also provides charities with a platform through which to highlight the positive impact of supporters’ donations, and promote new campaign messages in the same space to help further engage them.
Scott Gray, CEO at Rapidata, said:
“In our fast-moving digital lives it’s clear that many people want to be able to fit their Direct Debit payments around their lifestyle and financial commitments. By offering this option to supporters, charities can attract new and younger audiences, such as the UK’s 5 million strong and growing gig economy, as well as further connect with existing supporters in reinforcing and reaffirming the reasons for giving in the first place and building relationships that are based on transparency and honesty.
“We do not expect every Direct Debit supporter to take up this new self-management option but for those that are juggling their finances and looking at their Direct Debits on a regular basis, it will give them the flexibility to continue to give, yet to be able to proactively manage their regular giving donations in line with their own financial circumstances. By providing additional engagement and alternative options to cancelling and simply parting company, charities can improve their on-going donor experience, build loyalty and reduce supporter attrition – it presents mutual benefit for both charity and supporter.”
- The Access Group acquires payment platform provider Rapidata services (23 November 2018)
- IoF and Rapidata partner to advance payment innovation in the sector (11 March 2019)
- 2016 annual direct debit cancellation rate at lowest ever, reveals Rapidata report (3 Juy 2017)
About Melanie May
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 thepurplepim.com.