New features to Apple Pay will now allow nonprofits to accept donations via the digital wallet service. This includes both Apple Pay on the web, where it can be integrated into websites’ checkout flow, as well as within mobile applications. The changes are rolling out just ahead of the holidays and Giving Tuesday, the largest single day for nonprofit donations.
Apple previously had a rule that banned iOS apps from collecting funds for charities or fundraisers via Apple Pay. That means if they collected funds, it would have to take place outside the app, such as through Safari or SMS. Now, they’ll be able to integrate “donate” buttons right in their app and process the transactions through the payments service.
Already, online stores supporting Apple Pay on the web have seen an increase in checkout conversion rate of up to 2x on mobile, and customers are able to checkout up to 60 percent faster with Apple Pay, according to figures from Shopify.
The reason that the payments system works well is because it allows customers to use their contact and billing information they already have on file, which saves time over having to manually fill out forms at checkout.
A large number of nonprofits are launching with Apple Pay, including the following: American Red Cross, American Heart Association, charity: water, Children’s Miracle Network Hospitals, COPD Foundation, Crohn’s & Colitis Foundation of America (CCFA), Doctors Without Borders, Feeding America, GlobalGiving, International Rescue Committee, Red, St. Jude Children’s Research Hospital, The Nature Conservancy, Save the Children, The Water Project, UNICEF, United Way, WNET, World Vision and WWF (World Wildlife Federation).
One nonprofit that’s supporting the new technology, charity:water, explained to us how the increase in mobile traffic played into its interest in mobile giving.
“Currently, nearly 25% of our donations come from mobile. We’ve seen steady growth in mobile traffic to our site over the past few years, so it’s important we make giving through mobile as easy as possible,” explained Scott Harrison, charity: water founder and CEO.
“So many people want to give, but complicated and clunky donation systems discourage them. Integrating Apple Pay makes the giving experience incredibly simple and convenient, and we hope it will encourage more people to join our mission and enable us to transform lives within seconds,” he added.
Charity:water will be integrating Apple Pay across all its giving platforms on desktop and mobile, and will also allow donors to use it when joining the monthly giving program.
To help vet nonprofits ahead of their integrations with Apple Pay, Apple is working with Benevity, a platform that helps enable workplace and corporate charitable giving programs. The company will launch an online application form for any nonprofits that want to integrate Apple Pay in their apps.
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