Salvatore Salpietro (Chief Partnership Officer, Fundraise Up) explains how mobile and express payment options (e.g., PayPal, Apple Pay, Google Pay) affect online giving. Using Fundraise Up analytics on millions of donations, he reports that showing PayPal can increase donations by ~10%, about 20% of donors will choose PayPal when available (implying ~10% would be lost if it is absent), and only ~65% of donors use a credit card in their ecosystem. He also notes Apple Pay/Google Pay drive higher conversions on mobile—particularly for lower-value gifts and younger donors—and that adding these options can lower average gift size while increasing overall revenue.
Questions this video answers
About 10% more donations.
About 20%.
About 65%.
Chapters
So my name is Salvatore Salpietro. Sal works, the chief partnership officer here at Fundraise up had a number of different roles as I was with the company since employee one through now we have almost 80. So we're going to talk a bit here about mobile and express payment options and the impact on online giving. This ties into that UI UX conversation there because this is about UI and UX and companies that are for profit pour millions of dollars even per company in specifically that. So mobile and express wallets, right, we know what they are. They were already cool. The pandemic made them necessary. And for nonprofits, that means more customers pay with mobile and express payment options. Therefore, more donors can now give without needing a fiscal credit card. A couple logos you might recognize there just to set the scene here. Conversion rates, right? So conversion rates are what determine how much online digital revenue we're to be generating. And that means the number of people that go to do something and the number of people that finish, that's the conversion rate. So how we can make sure that a donation happens is deliver the emotion, don't distract, reduce keystrokes, make it simple, make it easy. And that's exactly what mobile and express payment methods do. Here's one impact of having PayPal. We looked at millions of donations. All of these are based on millions of donations that we look at through here in our data analytics analysis team. Just by seeing PayPal, PayPal on your checkout, you're going to have about 10% more donations. Okay, so that's, that's one of the metrics we see. This can swing depending on donor base. However, the rate increases and if you have PayPal, about 20% will choose it. This means the takeaway, about 10% of donors will leave if you don't have PayPal. Okay, so that math there. 10% conversion rate increase, 20% choose it. 10% are leaving. If you don't have PayPal, Apple Pay and Google Pay. If you have these gpay on your website, on your donation form, what does some research tell us here? It tells us that Apple Pay and Google Pay are primarily mobile based. We see much higher conversion rates there, that green bar on lower gift sizes through mobile devices. Mobile payment methods add relationships and dollars to the nonprofit that you own otherwise wouldn't have had. Okay, so that's some quick takeaways on the conversion rates on mobile and in the lower value gift sizes which are good because otherwise they may not have given more payment methods get used. So looking again at millions of donations, only 65% are using a credit card to give from our ecosystem that offers Apple Pay, etc. So offering the right method for the right gift catapults giving revenue. And some of these payment methods are more adapted for smaller size gifts. Right? Apple pay, Google pay, Millennials, people on the run, younger demographics. Apple pay. I see that. I know you're talking to my generation. I'm going to give but I got 25 bucks right. Whereas a plaid or ach or a pre authorized debit much higher gift values and those are used for those. So it's about having the right payment methods. There a common unexpected outcome. And some of the data heads here will get this. Your average gift size might drop when you have these payment methods. That's okay. It's a weird metric. But you have to have other data points to support average gift size. So it may go down. But if your revenue goes up, that means you're getting more mobile and or younger donors. Okay. If nonprofit technology receive the same obsessive focus on conversion and revenue as for profit, what would the world look like? And we can do better as nonprofits. Here's an example of something that we do with one of our nonprofits. You can see the different payment methods available there. Quick homework for the team, whoever's interested. Donation page friction.com.
