Put Digital Wallets at the Center of Giving
tessera Perspective
Digital wallets are no longer a convenience, they are becoming the dominant way people transact online, and expectations are changing for charitable giving. Juniper Research projects that by 2025, digital wallets will account for more than half of all global e-commerce transactions (Juniper Research, 2023). In the nonprofit sector, organisations that enable wallets such as Apple Pay, Google Pay, and PayPal see higher conversion rates and stronger retention (M+R Benchmarks, 2024).
Recognize Wallets as the New Default
Wallet adoption has accelerated because they remove friction. Instead of typing card details on a mobile device, a donor can complete a transaction with biometric authentication. That simplicity reduces abandonment. Blackbaud reports that nonprofits offering wallets achieved mobile conversion rates up to 14% higher than peers (Blackbaud Institute, 2024). What was once positioned as an enhancement is now expected.
Anticipate the Impact on Retention
Wallets also mitigate recurring churn. Credentials stored in a wallet remain valid across card reissues, which reduces one of the most common causes of failed payments. Data from Classy shows that recurring gifts processed through wallets lapse less often than those tied directly to card numbers (Classy, 2024). The result is a more stable revenue stream with fewer interruptions, achieved not through additional acquisition but through infrastructure that reduces involuntary churn.
Treat Mobile as the Primary Channel
Half of nonprofit website traffic now comes from mobile devices, yet mobile still lags desktop in conversion (M+R Benchmarks, 2024). Wallets close part of that gap. When donors encounter a mobile-optimised form with Apple Pay or Google Pay as an option, completion rates rise materially. Ignoring mobile wallet adoption means accepting lower realisation on a channel that already dominates traffic. Leaders should recognise that mobile is not a secondary pathway but the primary environment in which supporters first encounter appeals.
What Leaders Should Do Next
Review donation flows and confirm whether digital wallets are integrated across both desktop and mobile. Measure the share of transactions already occurring through wallets and track comparative conversion and retention. Ask payments partners to ensure support for new wallet standards as they emerge, and present wallets as preferred payment options rather than burying them beneath card entry fields.
Wallets are the infrastructure of digital commerce. Organisations that treat them as central will reduce friction, stabilise recurring revenue, and meet donor expectations head-on.