CommittedGiving, Mosaic FS & Telebank are now Elovate!

New name, same company values. Learn more

The 5 online giving trends of Christmas Peak 2021

The 5 online giving trends of Christmas Peak 2021

Date tag 25 Jan 2022
Author tagScott
Category tagNews

The festive period is traditionally the season of goodwill, when charity is particularly front of mind. It’s the time of giving something back, of Christmas fundraising appeals and events

As a result, every year we see a peak in online giving that begins as early as October and builds to its Christmas crescendo throughout November and December. These months can see at least a double intake of new regular givers and phenomenal results in one-off donations and raffle plays.

2020 saw greater than ever online support for charities as people rallied in response to the Covid pandemic.

2021 was our second Christmas under its shadow, so how did it compare?
Here’s what we observed as the main trends throughout the peak of 2021:

#1 Online giving remained strong

In 2020, the increase in public giving to charities that began at the start of the pandemic continued throughout the year and with truly explosive results for some charities during the Christmas peak. We thought that this heightened generosity might significantly dip in 2021 as the nation suffered pandemic fatigue and a second Covid-tainted Christmas, but far from it! In fact, we saw giving continue at the same elevated level and support remained strong during Christmas peak 2021. The widespread uptake of digital channels, greatly accelerated by the pandemic, and multichannel fundraising approaches are providing great results for charities.

#2 Average one-off gift value rose

Across both November and December, we saw an increase in one-off donation amounts compared to the previous year, with average gift levels increasing by 5.3% – more than the Consumer Price Index of 4.6%*. This was encouraging news, especially for those charities who suffered losses during the first year of Covid and those that are facing increased operating costs across their operations. We will be delving into these figures more later in the year to see how online giving is trending for all our UK charities, so look out for our update.

*inflation and price indices - Office for National Statistic (ons.gov.uk)

#3 Mobile payments led the way

With mobile payments increasingly popular with the public, we continued to see a rise in mobile donations as a proportion of all donated income volume during this period. Mobile donations, through Apple Pay, Google Pay and PayPal, saw a 7.2% increase on the previous year. Facilitating mobile donations is now imperative for all charities, and with more adopting these payment mechanisms on their donation pages as a result, we expect to see this trend increase further.

#4 Campaigns with online donation mechanisms saw increased success

Charities that led with a special appeal or campaign during this period, offering a different online payment journey and dedicated webpage to their standard website donation page, saw a significant increase in both engagement and subsequent donations, more so than the usual uplift expected during the festive season.

At the same time, and partly because of the usual seasonal uplift, we tended to see more donations via standard donation pages too. But it’s worth noting that often if a charity launches a special appeal page, the main donation page will also see an increase in volumes from the spill-over effect (someone committing to a donation but not clicking a specific link).

Successes likely reflect a greater ability now to create a dedicated supporter journey via email and social channels, along with improved reporting and insights for shaping and driving such campaigns.

#5 Raffles on the rise

We saw amazing online sign-up rates for charities using our raffle donation pages – way up from peak of last year with some charities experiencing triple figure percentage increases (one charity saw +260% in their online transactions!). The focus on keeping the raffle sign-up journey fast and easy, while offering seamless charity branded pages with no visible third-party involvement, has been proven in the results. We will be drawing on our recent experiences to help more charities improve their raffle pages this year, and we’ll be chatting to those that recorded great results so we can share case studies.

In summary then, 2021 saw another great Christmas peak period for online giving, with no end in sight for its continuing growth. There are many areas that can be improved and tweaked to further encourage this growth for your charity if you have a donation, raffle or membership online ask, so don’t hesitate to get in touch if you have questions or need advice. We are committed to the ongoing development and success of the online giving environment for our charities, both during the demands of peak and across the entire year.

Want to be the first to know when we have news to share? Follow us on Twitter or LinkedIn

Scott
Written by:

Scott

Request help & support

We're here to help

General Enquiries

Drop us a message today

Hannah Trott

Developer

A star developer working mainly on the Hub. Completed her MSc Information Technology Management for Business following her BSc at Greenwich University in 2012 and joined us in January 2013. “I really enjoy being part of the team as we all help and support one another but can still enjoy each other’s sense of humour (well those who have got one).”

Interested in loads of things, including reading, dancing, swimming and tri-athalons.

Contact us

Mathew Harris

Director

Mathew Joined CommittedGiving way back in 2002 at the same time as the launch of our then brand new online fundraising service – which at that time consisted of just the one Client!

He has played a major role in developing and enhancing the core applications and services since that time and now, as a Director of the company, manages some of our major Client, Supplier and Partner relationships as well as getting heavily involved in new business generation and product development.

Contact us

Richard Kujawski

IT Manager

All round technical whizz. Amongst other things looks after our servers, provides database administration support, manages third party software and licences. And on top of all this finds time to deal with Clients and develop and implement many of the public facing fundraising web pages. Currently our longest serving team member and long may he continue to be so.

Not surprisingly in his spare time loves tinkering with computers and other high tech pieces of kit. Keeps fit running around the countryside geo caching with his family.

Contact us

Jonathan Peters

Software Technician

“Honest, adaptable and loyal with extensive IT experience. Possesses wide ranging software and technology knowledge. A good team member.” That’s what he tells us. And, to be fair, it’s all true.

Currently using his all-round skills to support key systems and Clients and finding time to get involved in project and system developments. A real asset to the team.

In his spare time a dedicated family man with a keen interest in all things aviation. A real high flyer!

Contact us

Holly Bratton-Smith

Systems Developer

Very pleased to be part of the team and learning something new every day. Graduated with a BSc Computer Science from University of Greenwich and have previous experience in the payment industry.

Love to travel, particularly to places to see animals. Enjoy going out to the cinema, music gigs, football matches and spending time with family.

Contact us

Jerry Traves

IT Application & Production Support Operator

A certified software tester with degrees from Oxford & Open universities, Jerry joins us after a long stint in the IT department of a major travel & financial services company. Working in production data management and UAT he really enjoys the flexible, positive ‘can do’ ethos of the team.

Outside working hours he spends most of his time in the garden or on DIY projects, but would rather be cycling or walking with his family.

Contact us

Monika Wyszomirska

Operations Manager

Monika joins us from a city based legal company and is now responsible for all our production data management needs.

She brings a Master’s Degree in Human Resources Management, a Bachelor’s Degree in Accountancy and a passion for data and detail. So facts, figures and colleagues are in safe hands!

Contact us

Carol Sarreti

Head of Marketing

Previously worked in a marketing role in the Insurance Sector and worked for Lloyd’s of London as an attorney in the City too, so no stranger when it comes to attention-to-detail and accuracy in the financial sector. Graduated in law from the University of Warwick and is level 4 qualified with the Chartered Institute of Marketing.

A wordsmith who loves anything arty. Has been known to paint abstract expressionist paintings and is fond of long-distance walking. Happiest when travelling, and spending time with the family.

Contact us

Adam Griggs

Group Chief Financial Officer

A highly experienced fellow of the Institute of Chartered Accountants in England and Wales and graduated in law at the University of Birmingham. Prior to working at CommittedGiving, Adam held several Chief Financial Officer roles in a variety of sectors, including travel and leisure, manufacturing, and retail.

An amateur musician, Adam plays keyboards and guitar and, once upon a time, did the backing vocals in a cover band. Adam also loves classic cars, restoring old cars, and riding motorcycles. He once spent three years restoring a classic mini with his son and rides a BMW R1250GS motorbike which has taken him to many places, including all the way around the NC500 in Scotland and down to the Black Forest in Germany.

Contact us

Terri Keadin

Head of Human Resources

I am a Chartered Member of the Chartered Institute of Personnel and Development and have worked in HR for a number of years in various business sectors including retail, logistics, professional services and the motor industry. When not in work I enjoy running, baking and walking my dogs.

Contact us