the rise of the contactless charity box | digital trends seminar | 23 march 2017
TRANSCRIPT
Digital trends : how charities are adapting to shifts in the digital landscape
23rd March 2017
NSPCC Contactless Giving PilotMegan Johnston –Fundraising Product Manager
Jennifer Lyal –Fundraising Product Assistant
1. Overview
2. Results
3. Supporter experience and feedback
4. Lessons
5. Should your charity have a contactless offering?
Agenda
Overview
How does it work?Payment taken through an app on a pre-paired phone,through bluetooth
Why did we do it?Pilot was a chance to find out whether there was
a) a market for contactless and b) whether mass collections could work for NSPCC
Where did we use it?The Pilot was held November – December 2016, with the majority of collections focused in December, mainly at tube and train stations
How much was raised? Over £10,000 (cash and contactless)
Results
What worked?Canary Wharf was
unsurprisingly the best location, raising over £800 in two hours. This was due to having a choir as well as a
really good location in Canary Wharf shopping centre at a
peak time.
What didn’t work?Weekend at Oxford Street, although high footfall, the majority of people touriststherefore didn’t know our
cause.
Results
£10,680.62
£1,755.00
£8,925.62
£0.00
£2,000.00
£4,000.00
£6,000.00
£8,000.00
£10,000.00
£12,000.00
Total Raised Total Raised: Contactless Total Raised: Cash
Am
ou
nt
in t
ho
usan
ds
Income Stream
Christmas Collections - Total Income
Supporter experience and feedback
Members of the public who were most engaged with the units were often young professionals and gave donations at City locations such as St. Paul’s
“I’ll donate just because the box is cool”
“Good to see you embracing technology”
A supporter who donated twice so he could get a
photo!
Supporter experience andfeedback
The trial has so far given the NSPCC good media coverage on both digital and print platforms such as the Third Sector, Zurich Municipal News and Views, Charity Digital News, The Metro and The Telegraph
Lessons
Contactless worked best when:
• Volunteers were comfortable explaining the technology to supporters
• Collections took place in City locations with a younger audience
• Above ground, due to the paired phone needing signal
• Flow of people was slow, giving potential supporters time to work out what it was and how it worked
• Potential supporters saw others donating through contactless
Should your charity have a contactless offering?
Not necessarily.
• Technology can be prohibitive, especially for the ‘typical’ volunteer
• Supporter feelings of privacy and trust
• Big cities would be easiest to target as opposed to rural locations
• People of all different ages and demographics give cash, whereas contactless attracted a much younger city worker demographic
What could work?
• Standalone units such as CRUK’s contactless bench and donation window, much more suited to a “new” technology where people have a chance to investigate before they donate
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23 March 2017SeminarLondon
#charitydigital
Digital trends: how
charities are adapting to
shifts in the digital
landscape
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