Online giving is something fundraisers are increasingly asked about – do we need online giving? Does it work? Most important of all, what are the differences between platforms? At notdeadfish, we've looked at some of the biggest names, and complied some information below on what each site has to offer.
BT MyDonate is emphatically the cheapest being funded entirely by BT’s corporate social responsibility department, while the other two largest platforms are JustGiving and Virgin Money. All three have good brand equity, which can increase their usefulness, as many potential donors will already have accounts.
Appraising any of these funding platforms for your organisation will vary depending on the needs of your organisation. However, we have provided some basic data to help you weigh the costs, features, and profile of various different fundraising websites. There is no definite answer, because while some platforms may charge lower fees, a website with fewer features and a poorer user experience will cost more in lost donations; as will a site with less brand equity at a time when trust in charities is declining.
Though all these tools can be useful it is worth bearing in mind that only around 15% of people opt in to allowing their data to be transferred to the charity they donate to, and so these tools also have their limits in building a CRM database of donors, and in providing captured information to inform an ongoing strategy.
|Site||Fees||Commission||Money per £10 donation with Gift Aid|
|Virgin Money Giving||£120||2%||£12.15|
|The Big Give||4%||£12.00|
|Site||Automatic Gift Aid Reclaim||Supports SMS Giving||Mobile Site/App||Individual Profiles|
|BT MyDonate||Yes||No||iOS, Android||Yes|
|Virgin Money Giving||Yes||Yes||iOS, Android||Yes|
|The Big Give||No||No||No||No|
Finally, brand awareness:
|Site||Twitter Followers||Facebook Likes||UK Traffic Ranking|
|BT MyDonate||358||4300||55 [NB this is for the BT website, not its fundraising function]|
|Virgin Money Giving||48600||68000||2463|
|The Big Give||12000||3700||42933|