£65 million missing in online donations

A web development agency has found that UK charities could be losing out on up to £65 million worth of donations due to poor website accessibility*.
· A recent OnePoll survey has found that almost half of adults with disabilities (49%) have been put off making online purchases due to unmet accessibility needs online. Over a third of the respondents (31%) were put off online product purchases, while 33% were put off making direct debits.**
· Research suggests that charities in the UK received approximately £6bn per year from solely online donations. With 22% of the population identifying as disabled, the UK charity sector could be missing millions of donations due to the digital gap.

A recent survey conducted into website experiences for disabled and neurodivergent adults in the UK has revealed that charities could be missing out on up to £65 million per year in online donations due to poor web accessibility.

The survey by OnePoll spoke to neurodivergent and physically disabled adults in the UK, asking them to rank whether websites currently cater to their needs. It found that almost a third of respondents (27%) felt that websites do not generally cater to them, while the same number (27%) reported feeling that website creators do not understand digital and online accessibility needs.

Commissioned by industry-leading Giant Digital, specialists in web development solutions that help charities and not-for-profit organisations grow their online audience engagement, the survey took a deep dive into the impact of poor website accessibility. The results unveiled huge room for improvement needed across the board, from web design to the ease of use of online donation platforms.

Almost half of survey respondents (49%) stated that they had been discouraged from making online donations in particular. This year’s UK Giving Report by the Charities Aid Foundation unveiled that annual charitable giving had reached £12 billion, up from £10.7 billion in 2021, resulting in big potential losses for charities.

Alex McGibbon, Director of Innovation at Giant Digital, commented:

“In an increasingly digital world where online presence is paramount, it is imperative that charities and not-for-profit organisations prioritise website accessibility. By embracing inclusive design principles, they can forge stronger connections with their audiences, unlock untapped potential, and create a profound impact on the causes they champion.

“The findings from our recent survey shed light on the challenges faced by people who have been disproportionately impacted by inaccessible websites, and this valuable insight enables us to better understand their needs and create solutions that ensure inclusivity.

Ultimately, charities are missing out on millions of pounds by not focusing on the fundamentals of their online presence.”

In response to the findings, Giant Digital has unveiled a free website accessibility health check for charities, in the hopes that it will be one step closer to ensuring equal access and inclusivity for all people, on all platforms.

The new website accessibility health check provides high-level insights into a URL’s accessibility status, generating a quick and concise report that has actionable recommendations for improvement. This service reviews key web elements such as alt text, colour contrast, keyboard accessibility, and video captions. For those seeking a more comprehensive audit, a detailed analysis will be available upon request.

Full survey findings and a full methodology, as well as a referral to the service, can be found here: www.giantdigital.co.uk/accessibility

Amy Tubb, Communications Lead at the Maternal Mental Health Alliance, understands the importance of improving website accessibility and comments:

“We have been working with Giant Digital on the design and development of our new website, which includes potentially lifesaving signposting for women impacted by perinatal mental health problems. Visitors to our website can be suffering from a variety of challenges and as such, accessibility is an extremely important consideration for us.

“The team at Giant Digital have proven how knowledgeable they are in this area and have taken an accessible-first approach to the design and build of our new website, ensuring that our new platform is inclusive and easy for all of our users to interact with, from busy clinicians looking for research through to mums seeking urgent support.”

Alex McGibbon added:

“With the launch of our website accessibility health check service, we hope to empower and enable charities to enhance their digital presence, break down barriers, and truly engage with their audiences.

By embracing accessibility, charities can maximise their impact and create a more inclusive online experience for all.”