At Virgin Money Giving we’ve seen Online charitable donations through the virginmoneygiving.com website increase by 26% in value during 2011/2012
|Virgin Money Giving has seen a 26% increase in the value of online donations in 2011/2012|
|The not-for-profit business has helped raise almost £150 million for charities since 2009|
|Sport, Culture & Animal charities see biggest increase in online donations this year|
Total donations were up from £53.5m to £67.4m. While the average donation was down slightly by 4%, the number of actual donations increased by 31%.1
This is in contrast to the recent Charities Aid Foundation report, which showed donations down by 20% with the public giving £1.7bn less to charity than the previous year.
“I am pleased to be able to announce an increase in online giving through Virgin Money Giving when other forms of giving are under strain. Whilst overall giving is down, according to the authoritative CAF study, I believe online giving has so much potential to help close the donations gap and help charities continue with essential front line services.” commented Joanna Barnett, executive director at Virgin Money Giving.
“We support CAF’s campaign to ‘Back Britain’s Charities’ and, alongside that, would implore people to go online to give. Gift Aid penetration at Virgin Money Giving is 85% which compares to 39% for all giving – a drop of 3% according to the CAF UK Giving Report – and gives a big boost to overall donations. Online giving is a highly effective and efficient way to give to good causes.”
Virgin Money’s survey showed that running, and in particular marathon running, still tops the charts when it comes to fundraising activity, but it is clear that many people have caught the cycling bug as a result of British success in the Olympics and Tour de France. Cycling activities have seen a 33% increase in donations over the past 12 months.
The Olympic theme and influence is also borne out when looking at donations by charity type. Sport and Culture have seen the biggest increases in donations followed by Animals, Religion and Social Welfare. The biggest overall charity recipients by type on virginmoneygiving.com were Health, Children, Social Welfare, Education, Disability, International, Elderly, Homeless, Human Rights and the Environment in 2012.
A nationwide study has shown 4.13 million people have used online or mobile services in the past year and that is set to grow by 20% in the next year – equivalent to 5.9 million.2
1 All figures from virginmoneygiving.com, January to November 11th comparison of 2011 vs. 2012. Donations include Gift Aid.
2 Research conducted between September 10th and 14th 2012 by Vision Critical among 2,008 adults aged 18+ who regularly give to charity. UK Giving 2011 estimates that 29.5 million people are regularly charity donors.