Picture it. Someone is on the bus, reading your appeal on their phone. They want to give. Then they see a form asking for their card number, expiry date, billing address and postcode.
Their card is in a bag. The bus is nearly at their stop. The moment passes.
Digital wallets like Apple Pay and Google Pay fix that moment. Here's whether they're worth it for your charity.
What are they?
Apple Pay and Google Pay let people pay using card details already saved on their phone or browser. They confirm with a fingerprint, face scan or passcode. No typing card numbers.
Why they help
Faster checkout. Fewer fields means fewer chances to drop off. Two taps instead of a full card form.
Built for mobile. Most donations happen on phones. On Emma, that's 72%. Wallets are designed for exactly that.
Fewer typos. No mistyped card numbers or postcodes, so fewer failed payments.
Familiar and trusted. Lots of your supporters already use them in shops every day.
Secure. Wallet payments use tokenisation, so your charity never handles the real card number.
What to check first
Wallets aren't a magic switch. Ask a few questions:
• Does your platform support them on donation, ticket and peer to peer pages?
• What does it cost? Wallet payments are usually charged like card payments, but check your processor's rates.
• Do you still get what you need? Make sure you can still capture Gift Aid declarations, marketing consent and the details you need to say thank you.
• Does it work with regular giving? Check how recurring payments are handled.
Where wallets make the biggest difference
• Event pledge moments. Guests give from their table in seconds.
• Auctions. Quick payment for winning bids at the end of the night.
• Peer to peer sponsorship. Friends sponsoring from a link on social media.
• Urgent appeals. People acting on impulse, on the move.
How to test it
Don't take anyone's word for it, including ours. Turn wallets on, then compare:
• Conversion rate on your donation page
• Share of payments made by wallet vs card
• Average time to complete
• Failed payment rate
Run it for a full appeal or event season, then decide.
So, are they worth it?
If most of your supporters give on mobile, and they probably do, digital wallets are one of the simplest ways to remove friction. As long as your platform still captures Gift Aid and consent, there's very little downside.
Emma supports Apple Pay and Google Pay alongside card payments, with Gift Aid and consent captured in the same smooth checkout.
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