With 100 days to go until Christmas, online fundraising service Give As You Live is urging charities to earn income from their supporters' online Christmas shopping.
The company points out that, according to IMRG in January this year, in December 2010 £6.8 billion was spent shopping online. This year, according to YouGov figures in August 2011, an estimated 25% of people in the UK will do the majority of their shopping online.
Although Christmas is often a period for increased giving, with a fifth of Britons giving more at this time compared to the rest of the year, the YouGov figures report that just 5% say they will be giving more to charity this Christmas.
Give As You Live enables people to shop online at nearly 1,500 retailers and generate a small commission on each purchase for a charity of their choice. According to the YouGov figures, 59% of people will spend the same or more on Christmas presents this year compared to last. Give As You Live estimate that, even if online giving stays static from last year's festive period, online Christmas shopping could generate up to £170 million, if all UK online shoppers utilised it.
To encourage them to do so, Give As You Live will launch its Christmas campaign in November, providing promotional tools to charities to help them encourage their supporters to shop and raise funds for them.
Polly Gowers, CEO of Everyclick, which has developed Give As You Live, said: "In the face of funding cuts and a lull in donations, charities need all the support they can get. There are now 100 days until Christmas and charity supporters can provide a simple solution to the funding problem through their online Christmas shopping."
To demonstrate the potential income for the sector, Everyclick have published an infographic: