The NFS scheme, which launches today at London’s Southbank, allows people to donate money using a mobile phone via text, credit or debit card, and PayPal.
Backed by Ipsos Mori research, which suggests supporters are much more likely to donate when they are participating in cultural events and visiting attractions, the consumer-facing campaign aims to encourage use of the new digital service.
The mobile platform was created by digital development agency Panlogic, but is being made freely available to arts and cultural institutions. The scheme has charity status and is backed by a number of charitable foundations.
Digital giving also allows greater understanding of donors through data and makes it easier to claim gift aid on donations.
NFS founder William Makower said: ‘We are delighted to have the support of Fleishman-Hillard to help with the launch of the NFS consumer brand. It's an exciting time for the arts as technology takes a lead role in supporting our culture and heritage.’
Fleishman-Hillard consumer MD Holly Ward said: ‘The NFS is such an innovative scheme and one that will make a huge difference to the arts and culture we love. It's a great project to be involved in and we are happy to be supporting it.’
Funding for the arts has suffered widely under austerity. DCMS plans to cut funding for Arts Council England by a further £11.6m before 2015, and a number of local authorities have cut arts and culture spending by 100% to support wider budget cuts imposed by the Government.