Twitter enhancing charitable donations, JustGiving reveals

According to data from JustGiving, Twitter users are increasingly using the platform to give to charity. Over 100,000 donors made charitable donations driven from Twitter last year, totalling £2.5m. This is a rise of 70% from the year previous and 448% since 2011.

The increase in donations last year is a result of JustGiving’s increased integration with social media, and charts the influence that Twitter is having on the third sector.

Getting supporters to share information about their donations has also had a significant impact on whether their other contacts in their network donate. Every time someone shares their donation on Twitter it generates another £3 for a charity on average.

Twitter users are also more generous than users on Facebook, with the average donation from Twitter amounting to £22 compared to the average donation on Facebook of £19.

Traffic from Twitter to the JustGiving platform also increased by 80% last year from the previous years, with donations predominantly made on the move. The majority of traffic from to JustGiving from Twitter comes from mobile devices (57%) followed by desktop visits (31%) and tablets (12%).

JustGiving Product Manager Jonathan Waddingham said: “Social media has changed the way we communicate, but this data shows that the way givers connect with the causes they care about continues to evolve. Over the past year we’ve worked hard to make sharing completely integral to JustGiving, and this is paying off as we see more and more donations coming through Twitter. What’s striking in this data is that Twitter is driving such a huge volume of mobile donations – which is why it’s so important that we offer supporters a totally seamless mobile experience.”