JustGiving Data – Concluded

This project is seeking to establish two distinct hypotheses

1.  A user is comfortable having JustGiving data used in the process of verification with GOV.UK Verify

58% of the UK population give to charities each year. Where the charity can provide HMRC with a verified name, address and post code for the donor and the donor is a UK taxpayer then HMRC will pay the charity 25% of the donation as Gift Aid – or more if the donor is a higher rate taxpayer.

Charities have developed databases of verified identity attributes for their customers. JustGiving, for example, has a database with asserted identity details for 80% of the UK’s adult population. They also hold activity data where regular donations are made or a sponsored event takes place. This data would be of value to Identity Providers if users were able to assert it when registering for a digital identity.

2.  Using a verified digital identity can promote trust for online fundraisers for both their intermediary and their doners.

Charities face the same issue as commercial entities in the digital space – that a convoluted journey can disrupt or cause drop out for the the transaction goal – in this case donations or fund-raising efforts.   In particular where individuals create crowd funding pages, where donations are paid directly to an individual there is a need to establish trust between all parties – the intermediary e.g. JustGiving and the members of the public who are making donations to the person holding the crowd funding page.  JustGiving knows that the person who is creating the page is real and importantly traceable if necessary.  Potential donors also know for certain that the person who is asking for money has a real identity behind the digital screen asking for money.

This project will test the two user journeys described above.

Project Participants:
Just Giving, GDS


Learn about the results in the White Paper.