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NSPCC overhauls digital giving operation

The children’s charity has enlisted agency WPNC to carry out the revamp to offer donors greater flexibility.

The NSPCC has strengthened its online fundraising operation to appeal to younger donors with the creation of a new digital giving platform.

The system allows donors to make recurring donations using their preferred payment method. The move has been made by the childern’s charity to reflect the growing importance of flexible payment options through the use of mobile phone technology.

It is hoped the move will boost the number of donors, particularly among young people.

Tests involving this ‘digital wallet’ style set up have shown an increase in conversion rates and the value of the average gift.

The system has been created by the charity with digital agency partner WPNC using PayPal technology that offers further payment options beyond direct debits. The agency says that Apple Pay as well as debit and credit card options are soon to be added.

Recurring payment methods

Louise Corden, Lead Digital Producer, NSPCC, said: “We couldn’t fund our vital services without the generosity of supporters. We know that lots of people want to support good causes but life can get in the way, so we wanted to make it as easy as possible to set up a regular gift by introducing recurring monthly PayPal and card payments.

“Charities can’t operate in a bubble. Our supporters already use recurring payments via card and PayPal in their daily lives, for example to pay for streaming services and have control over their payments. They appreciate the ease, security and convenience it brings. I believe charities need to embrace this technology for donations, too.”

Nicola Longfield, Senior Director & Head of Charity for PayPal, added: “The way people manage their money has changed dramatically in the last few years: they are used to doing so on their smartphones and want to be able to donate to charity using the same device.

“Powered by PayPal’s Recurring Payments button, setting up quick, convenient and secure recurring donations is now as simple as clicking a button. Donors can set up regular payments at any time of day, wherever they are, simply by using their PayPal log-in details. We are very happy to see the NSPCC embracing our technology to support its incredible work.”

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