Impulse donations have to be quick. A pound in the bucket is easier than a lengthy chat with a clipboard-wielding rep on the street – and the same principle applies to giving via charities' digital channels.
This is why the cumbersome and confusing process of claiming Gift Aid hinders the often spontaneous nature of text donations and online giving. Any attempts to simplify the path to donation must be welcomed.
So it's promising that the Treasury's new consultation, Gift Aid and Digital Giving, recognizes that advancements in technology, which are boosting charity fundraising campaigns, are being maimed by antiquated Gift Aid processes.