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UK donors are now more likely to make both one-off and regular gifts on their mobile as opposed to desktop devices, according to a new report.
The donation platform goDonate, which is used by charities including the British Heart Foundation, World Food Programme and YMCA, analysed £30m (around €34.74m) of anonymised transaction data from 2025.
It found that 58% of one-off donations were made on mobile (versus 42% on desktop), which is up from 40% in 2024. For regular donations, the mobile giving figure grew from 61% to 67%.
Desktop gifts remain more valuable, averaging £78.59 (€91) for one-off donations and £15.47 (€18) for regular giving, compared with £43.79 and £8.96 on mobile. Gift values were broadly stable year on year, though one-off mobile donations dipped slightly.
This suggests that goDonate’s clients are faring better than many other UK charities — last month, Fundraising Europe reported that average donations in the country were dropping, with the sector having lost approximately £12.4bn in donor income in the last decade.
Digital wallets ‘reshaping donor behaviour’
The report also highlights the impact of digital wallets, saying that 49% of one-off donations in 2025 used a digital wallet, up from 45% in 2024. PayPal and Apple Pay are used far more often than Google Pay, it notes.
Average one-off card donations were £59.65. Donations via digital wallets were smaller: £38.26 with PayPal, £38.76 with Apple Pay, and £32.71 with Google Pay.
The report says that the findings show that mobile giving is now the ‘default’ option for users. Despite this, it notes, many charities “treat mobile as a simplified version of desktop”, rather than having a website optimised for mobile devices.
GoDonate’s founder and CEO Vicky Reeves comments:
“Charities must design for mobile-first giving and reduce friction during the donor journey. It also means offering digital wallets as part of the wide range of donation options supporters expect.”
The report includes a five-point checklist for charities to improve their mobile fundraising, covering areas such as mobile-first design, payment method choice and reducing friction in donation journeys.
