UK banks, building societies and cash machine operators have
unanimously agreed to enable charity giving via UK ATMs by
2012.
All ATM network LINK-enabled payment cards and almost every
debit and ATM card issued by a major UK bank will be able to donate
through ATMs. It is not specified what rules a card out from
donating.
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The choice and number of charities involved will be down to
individual ATM operators, allowing a diverse range of charities to
be supported.
Donations will be offered in a separate menu item on the ATM
screen, or as a post-transaction option, in a bid to create the
minimal amount of interference for those who just want to withdraw
cash.
It is expected customers will be able to choose a donation value
from a range of pre-set value from 10p to £10, or enter a specific
amount of their own choice.
“I am delighted by the support of LINK’s member banks, building
societies and ATM operators for enabling charity donations at cash
machines,” said Francis Maude, Cabinet Office Minister.
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By GlobalData“This will make charity giving quicker and easier for so many
people as they can incorporate giving into their regular
routine.”
A YouGov study showed great support for the ATM charity donation
option. 29% of 18-24 year-olds who use an ATM at least once a month
said they would always made a 10p donation upon visiting a cash
machine and 47% said they would often donate between 10p and
£1.
A further 22% of people who use an ATM a number of times a week
said they would always donate 10p.
A green paper on ‘giving’ released by British Prime Minister
David Cameron and his Tory/Lib-Dem government in December 2010
delivered a call to action to banks and ATM providers to help
facilitate the option of automatic charitable donations upon
withdrawing money from ATMs.
LINK will continue to work with the UK government and has voiced
its “delight” that it is continuing to support banks and ATM
operators as they work together to develop the ATM donation channel
design and implementation through a round-table with the Cabinet
Office Behavioural Insights team and voluntary research
organisations.
