The Giving on the Go report has revealed that only a quarter of organisations offer mobile apps which can accept donations

The majority of charities do not utilise mobile technology to accept donations, a report has revealed.

The Giving on the Go report has shown that 75% of charities do not offer mobile applications which are capable of taking or managing payments.

The research by marketing firm Episerver revealed that almost half (45%) of UK consumers made donations via a mobile device in the last year and 65% used their smartphone or tablet to pay for goods or services.

The report explores the mobile strategies of 20 of the UK’s leading charities and finds they are largely lagging when it comes to digital marketing.

Joey Moore, director of product marketing at Episerver, said: “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.

“Charities and non-profits have a big opportunity to use mobile technologies for maximum impact. As a generation of mobile-first consumers emerge, those organisations that fail to develop mobile-friendly websites or quick-pay apps will increasingly lose out on potential donations and future long-term patrons.”

The report also presents research into the mobile habits of 1,200 UK consumers and reveals that more women than men make donations via a mobile phone or a tablet. However, men are more likely to do so frequently and on a repeat basis.

Consumers aged 25-34 years are the most likely to donate to a charity via a mobile device, with a quarter (25%) making a mobile donation at least once a week. By contrast, 74% of the over 55s have never made a donation this way.