Instagram launches new donation tool as online giving trend continues to rise

Online giving is set to receive a further boost, following the news that Instagram is planning to launch a new tool that will allow people to make donations through its featured stories.

Parent company Facebook, has said that the online tool will be rolled out in the coming months and will allow users to support a charity through the addition of ‘donation stickers’ which will click through to the chosen worthy cause from the relevant Instagram story.

The news comes as it was revealed that online giving to UK non-profit organisations increased by 5.5 per cent last year.

According to the Charitable Giving Report 2018, while overall charitable giving fell by 4.2 per cent compared to the previous year, online donations bucked this trend.

The report found that, worldwide, 24 per cent of all online donations were made using mobile devices.

The survey also revealed that the two top months for charitable giving appear to be December and June.

The report’s authors concluded that if charities fail to embrace online donation options, using multiple platforms to support mobile connectivity, funding will be significantly affected.

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