Photo courtesy of UNICEF/UNI180469/Romenzi

November 14, 2016; Mashable

Users of Apple’s iPhone and Mac platforms will soon be able to donate to nonprofit organizations with a touch. Apple has extended its Apple Pay online transaction system to include instant donations, which lets online donors give to select charities directly without needing to go to a separate web form in Safari or needing to reenter their billing or payment information. Apple had formerly prohibited iOS apps from collecting funds for charities and fundraisers via Apple Pay.

Studies show that a seamless donation process increases the frequency of online users completing their gift. Jennifer Bailey, Apple’s vice president of Apple Pay, explains, “Websites and apps tell us they see twice as many people actually completing a purchase with Apple Pay than with other payment methods. We think offering such a simple and secure way to support the incredible work nonprofits do will have a significant impact on the communities they serve.”

Along with the announcement this week, Apple Pay’s launch is tied to nineteen of the most prominent charities that users will be able to donate to through Apple Pay and Touch ID technology:

  • American Red Cross
  • American Heart Association
  • charity: water
  • Children’s Miracle Network Hospitals
  • COPD Foundation
  • Crohn’s & Colitis Foundation of America (CCFA)
  • Doctors Without Borders/Médecins Sans Frontières (MSF)
  • Feeding America
  • GlobalGiving
  • International Rescue Committee
  • (RED)
  • St. Jude Children’s Research Hospital
  • Save the Children
  • The Nature Conservancy
  • The Water Project
  • WNET
  • World Vision
  • WWF (World Wildlife Fund)

Apple is rolling out this new mobile giving convenience just before the holiday season so approved nonprofits can benefit from this new technology to enhance their ability to fundraise during this traditional period of increased charitable giving.

Apple is collaborating with Benevity, a B Corporation that provides support for managing workplace giving and corporate philanthropy, to help vet nonprofits for the new platform. If your organization has an interest in receiving donations through Apple Pay, nonprofits can fill out an online application on Benevity’s website to get verified.—Aine Creedon