Why use purpose built donation equipment?

As charitable organisations become more tech savvy we explore the benefits of purpose built donation equipment compared to standard card readers.

In the early stages of introducing contactless donation products to the market, we often had to demonstrate how card and digital payments compared to traditional cash donations. However, today, most forward-thinking charitable organisations recognise the numerous advantages of digital giving solutions.

A more common question we now encounter concerns the benefits of using a dedicated donation device as opposed to a standard card reader or even a ‘tap on phone’. The answer to this question revolves around three critical factors: Trust, Engagement, and Increased Donations.

For a potential donor to contribute, they must trust that their money is going to a cause they believe in and that the person or device receiving the funds is legitimate. This trust is cultivated through the use of professional, branded solutions. 

With the rise of affordable card readers and tap-on-phone technology, almost anyone can accept card payments. Unfortunately, this includes scammers and fraudulent actors. While staff t-shirts and ID cards can provide some level of reassurance, branded equipment carries a much higher degree of trustworthiness, making it far more likely that a potential donor will follow through with their donation. 

When it comes to standalone, unmanned donation solutions, a secure, professional device is almost always necessary to convert a potential donor into an actual donor. It’s unlikely anyone would choose to donate via a generic card reader without any clear messaging or branding to convey the legitimacy of the cause. 

Moreover, donor engagement is vital for successful fundraising. As experienced fundraisers know, telling your organisation’s story is one of the most powerful ways to build empathy and encourage donations. Purpose-built donation products enable you to effectively share your story, both on-screen and through printed materials on the device itself, helping to raise awareness as well as funds. Even if a potential donor does not donate immediately, exposure to your cause and message increases the likelihood of future donations, especially when remarketing efforts come into play.

Ease of use is another critical factor influencing donor behaviour. Clear, intuitive, self-service donation solutions consistently outperform generic machines in terms of donation frequency and amounts. A user-friendly experience makes it easier for donors to contribute, thus driving better results for your fundraising efforts.

In addition to facilitating donations, purpose-built devices can also help charities collect valuable data about their donors. With custom solutions like Payaz products, organisations can gather insights through marketing opt-ins and other channels, enhancing their ability to engage supporters long-term. 

To summarise, custom donation devices provide a clear advantage over standard card readers and cash donation methods. They enhance trust, improve donor engagement, and ultimately lead to higher donation amounts and more frequent contributions. For UK charities, the added benefit of Gift Aid can further increase donations, with an additional 25 pence for every pound donated. By leveraging professional, purpose-built donation solutions, charities can significantly boost their fundraising efforts and build stronger relationships with their supporters.