EDITORIAL: Using contactless to beat cancer

WCD_contactlessThis editorial was first released on Monday 8th February. Contactless Intelligence Weekly News Review Editorial – Week 06, 2016:

Last week saw the arrival of World Cancer Day (4th February) and was marked by Cancer Research UK (CRUK)holding face-to-face fundraising collections using contactless donation terminals in 16 locations across the UK. Supporters of the worthy cause were encouraged to donate £2 by tapping their contactless bank cards on specially designed readers held by the fundraisers. Most of the selected locations were at train stations and shopping centres in London, Glasgow, York, Liverpool and Leeds.

Ed Aspel, executive director of fundraising and marketing at Cancer Research UK pointed out that, with the increasing use of contactless payments, “this seems a natural next step”. He added, “We’ve been at the forefront of contactless giving in the third sector, having launched a small scale pilot in four of our shop windows last year.  But this activity takes it to a new level, will ensure we stay relevant, and make it as easy as possible for people to donate in a way that suits them.  It really is as simple as popping some spare change in a collection tin and all money raised will go towards our life-saving research to beat cancer sooner.”

Creditcall, the omnichannel payment gateway and EMV Kernel provider, together with Elavon and Payter, provided their contactless payment technologies in support of Cancer Research UK’s World Cancer Day  fundraising campaign,  “It is crucial to offer consumers a secure and hassle free method to make donations” said Lars Pedersen, CEO of Creditcall. “Having used our payment gateway and EMV software in a previous contactless payments pilot with Save The Children, we were able to apply our learnings to help Cancer Research UK pioneer the to date biggest contactless donations service. Donors can now support Cancer Research UK with a simple tap of their card. We are very proud to be a part of this initiative.”

This year, as part of World Cancer Day, CRUK is working with Breast Cancer Care, Anthony Nolan and the Movember Foundation to unite the nation and transform the lives of millions who are affected by cancer.

CRUK said it was the first charity to test contactless technology on this scale, but other charities have experimented with it for their fundraising. In March 2015, Comic Relief encouraged shoppers to donate £1 each by tapping with their contactless payment cards on statues of comedians and comedy characters such as Dawn French and Rowan Atkinson’s Mr Bean.

Contactless payment technology has huge potential to transform fundraising in an age where the use of cash is likely to decline, according to the Charities Aid Foundation and Save the Children. Last June, they completed a groundbreaking 100-day proof of concept, with Visa Europe Collab, to explore consumer readiness for this new way of giving. An innovation team from Visa Europe Collab worked with CAF and Save the Children to design and create mobile contactless collection tins and countertop donation terminals to test whether the technology has the potential to grow giving in the UK. Chris Allwood, Senior Product Development Manager from CAF said, “We are always looking to the future and we are convinced there is a massive future for donations using contactless technology as people switch from using cash to using cards. Contactless cards are still being rolled out but they are clearly seen as they way people will make small payments in the future. It’s vital we are at the forefront of this technology so that charities do not lose out.”

Cancer Research UK has promised to share the results of its nationwide contactless collections trial for World Cancer Day with the wider charity sector. CRUK has experimented with contactless collections in the past. CRUK previously used contactless technology on the windows of four of its shops – in Brighton, Guildford in Surrey, and Kensington and Marylebone in London – during two weeks in January 2015 to mark last year’s World Cancer Day. This is the first time that CRUK or any charity has trialled contactless donations on a national scale. During the campaign period over 70,000 people “engaged” with the contactless windows. CRUK would not disclose how much money was actually donated via the contactless windows as this is “commercially sensitive information”.

Cancer Research UK will be speaking on this topic and sharing feedback and results with the audience at this year’s Contactless Intelligence Conference, taking place in London on April 26th. If this topic is of interest to you or your company I wholeheartedly encourage you to attend  and educate yourself on what will no doubt be the future of street charity collection.

Steve Atkins
Contactless Intelligence

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Categories: Contactless Payments, Editorial

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