Third sector bodies have been urged to respond to the growing popularity of mobile payment platforms.
According to marketing firm Episerver, 45 per cent of Britons have donated to a charity via a mobile device in the last year.
Furthermore, 65 per cent used a mobile device such as a smartphone or tablet to pay for goods or services.
However, the study showed that three-quarters of charities are not offering mobile apps that are capable of managing or receiving payments.
As a result, they could be missing out on chances to achieve maximum conversions from their mobile marketing campaigns.
Joey Moore, Director of Product Marketing at Episerver, commented: “Now more than ever, mobile payment is playing a huge role in both marketing and the day-to-day activities of consumers.
“Already, many of us have grown accustomed to purchasing food, clothing and travel using mobile payment apps; charitable donations are simply the next step in this evolving trend.”
Mr Moore said charities have a big opportunity to gain maximum impact from mobile technologies, as a generation of “mobile-first consumers” is currently emerging.
This, he stated, means those organisations that do not develop mobile-friendly websites or quick-pay apps will “increasingly lose out on potential donations and future long-term patrons”.
Perhaps unsurprisingly, the research showed that 25 to 34-year-olds are the most likely to use a mobile device to make a charitable donation, with 25 per cent doing so at least once a week.
Over-55s were the least likely to take up this option, with figures showing nearly three-quarters of people in this age group have never donated via a mobile device before.
Another interesting finding was that men are more likely to donate via a mobile device on a regular basis.
Despite this, the actual number of females who give to charity through a smartphone or tablet is higher.
Charities failing to use mobile technology for donations Third Force News