In a time of belt-tightening, online giving still seems set to grow

The data shows 2022 was a tougher year for charities than 2021. The war in Ukraine, an ensuing cost-of-living crisis, and even the disruption of football’s World Cup during the key Christmas fundraising period combined to give fundraising organisations headaches.

Despite all of this, consumers remain keen to help good causes and, in growing numbers, they want to give online – the effects of the pandemic and a growing familiarity with online transactions are among the triggers for this – and that means making the donation journeys as frictionless as they are in other sectors such as e-commerce.

Online donations remain strong