UK charities could generate £35.5m more if they provided better online engagement with the public, according to research from YouGov.

The research revealed that 17 per cent of 2,000 consumers questioned would donate up to £15 more per month if a charity provided a more personal approach via their website or email.

This could include remembering which content has been seen on the website, viewing preferences and charity campaigns of interest.

“Consumers increasingly expect good online interaction with websites because the likes of Amazon have done it so well,” said Haylie Oriot, charity sector manager at Eduserv, the non-profit public and third sector IT provider, which commissioned the research.

“Genuinely good web engagement, which understands a donor’s previous interactions and uses this information to provide a more bespoke experience, has yet to take off in the charity sector," said Oriot.

The research still found however that three quarters (72 per cent) of respondents were undecided about whether online engagement would encourage them to give long term support to a charity. "That’s because nobody has got it right yet,” claimed Oriot.

Another 21 per cent of the sample stated that convenience is a strong factor in donating online over physically, with 11 per cent liking the reassurance of online security - giving out bank details on the street to charity staff is frequently being seen as an insecure experience which could lead to fraud or theft, said Eduserv.

Eduserv aims to develop and deliver technology systems that demonstrate savings within the public sector. Any surplus profit is ploughed back into research and development.