How to take donations online

Taking one-off and regular card payments through your website

First thing’s first. If you want to take online donations, you need to accept credit and debit card donations on your website. The quickest fix is to link your donate button to a third party supplier - but try and avoid this if you can (read on, we explain why in a bit). Ideally, you want to embed your donation process into your website and for that, you’re going to need a PCI compliant Payment Gateway. Sound terrifying? It isn’t. There are loads of providers to choose from (WorldPay, Stripe and SAGE are some of the sector’s more popular players) and if they’re PCI compliant, so are you.

 

Direct debits work a little differently. Why? Because instruction is mandated by the user. That doesn’t mean you should go it alone. Your Payment Gateway provider should be able to support with this process. You will also find a host of service-specific platforms, such as Access group company , whose job is to help organisations like yours master the world of direct debits.

 

Taking advantage of ‘digital wallets’

When you’re choosing your provider, we think it’s a good idea to check and see if they support digital wallet payments. No idea what this means? It’s simple really. In the olden times (okay, a few years ago) people stored their cash and cards in a bulky leather wallet. E-wallets make this process digital - replacing strips and chips with ‘Near Field Communications’ so that you can use your mobile phone to pay in store, in-app, and online.

 

You have probably heard of PayPal. It’s a digital wallet. Google and Apple Pay? They are too. Gone are the days of hunting for your wallet, fishing out the right card and running back to a timed out transaction. With a digital wallet, you’ve got everything you need at your fingertips. In 2019, almost one third (29%) of consumers used digital wallets to pay for their online goods - with WPNC showing more than 30% of tracked charity donations coming in through E-wallet technology (PayPal is the most popular, but Apple Pay is picking up speed). It’s a trend to watch. Digital wallets halve the number of fields a donor needs to complete, making it a faster, more convenient and secure way to donate. Who doesn’t want that?

 

It sounds a bit complicated. Why can’t I just direct people to a third-party site?

We know there’s a lot to take in, and we understand if all you want to do is link to JustGiving or Virgin Money and let them do everything work for you. It might feel like the easiest fix, but taking a donor off your page and sending them to another website puts an immediate barrier in the process. Yes, they’re great tools for peer and community fundraising. But for general donations? You will have less control over the data you receive, how your page is set-up and branded. You also need to consider cost. Is this really the most viable option?

 

A system such as Access Charity Website Suite allows you to take donation directly from your own website, as well as allowing you to integrate the payment process with your charity CRM, to help with donor re-engagement. In April 2020 Access Charity Website Suite clients saw 5 times the amount of donations taken online as at the same point the year previous, showing just how important having the ability to take donations online is becoming.

 

Things to look out for before making your choice

Before you sign on the dotted line, it is important that you know what you’re looking for, and what you need your donation portal to do. Create a checklist of core and bonus functionalities and rank potential solutions against them, taking care to consider… 

• Compliance and security: Get the legalities right. Ensure your payment providers are PCI and GDPR compliant, and don’t be afraid to ask questions. Payment processing can be a technical minefield, and you need to be comfortable with the service your supporters will engage with.
• Data insights and integration: Does their solution integrate with your website and CRM, and what data and insights do they offer? Make sure you can access and see the lessons your data is showing you.
• Future-proofing: With technology changing fast, you need to be sure that your providers are set-up to deal with emerging payment types, including digital wallets.
• Cost: Whether you want to pay as you go, pay monthly, or negotiate a bespoke pricing package, there are lots of options out there. Take the time to find the one that works for you.
• Functionality: How much control do you need? Think about your technical capacity and user experience and make sure your provider has the tools and support to help you deliver.
• Ease of use: Not just for you, but for YOUR donors! Look at the templates, forms and widgets provided. Test the process. Is it Simple, Savvy and Secure?

 

Finally, we would always recommend asking peer charities for an authentic, unbiased review. Most take donations, and more and more of them are happening online. If you have questions, chances are someone else has already asked it. Learn from their experience and take their advice. Online donations are a foundation for future growth. It is important to get it right.