A Second Act for the QR Code

If you’ve been out to a restaurant at any point over the last 7 months, it’s likely you’ve seen QR (Quick Response) codes being used in place of physical menus as part of enhanced protocols designed to protect the safety of patrons.

Thanks to advancements in technology, including faster data speeds and the ability to use your phone’s camera for scanning instead of problematic apps, QR codes have made quite the comeback during the COVID-era. With an improved user experience, scanning menus, ordering food, getting product details and paying bills with QR codes have helped make them downright mainstream in 2020.

But the trend started even earlier than that. In fact, there was a 26% increase in QR code usage from 2018 to 2019 when nearly 40% of the US population scanned one.

That represents more than 120 million people.

Now, with the explosion of QR codes being utilized during the pandemic, it’s not unthinkable that we could see similar growth in 2020 as QR codes become a normal part of daily life. If this happens, we would be approaching 50% of the US population (if not more) interacting with QR codes.

If you’re thinking “Sure, but our donors don’t use them, they’re older, technology averse and set in their ways” consider this: more than 60% of QR code users are over the age of 34 and nearly 20% are over the age of 55. And that is based on a study from 2015, the last year for which data is available. It stands to reason that adoption and regular usage by those 55+ has increased dramatically as the presence of QR codes has become more prevalent as a means of touchless interaction in 2020.

Combine that with the fact that the majority of online transactions are now conducted on mobile devices, not to mention that more than 50% of all traffic to non-profit websites now occurs via mobile as well,  and the potential for  QR codes in fundraising really comes into focus.

At CDP, we’re taking advantage of this trend, reintroducing the QR code back into fundraising. Specifically, we’ll be utilizing QR codes in year-end direct mail efforts for our customers. We’re doing this for 3 reasons. First, we want to leverage the increase in familiarity of QR codes to improve response. Second, we want to offer donors the ease, immediacy and flexibility that QR codes offer. Lastly, we want to take advantage of the woefully underpromoted postage discount being offered by the US Postal Service through the end of the year.

Beyond print, we’re also recommending our public television station clients test QR codes on-air, incorporating them into interstitial spots for year-end fundraising, Sustainer payment information updates, vehicle donations, event promotion and a variety of other ways where stations are looking to move the conversation from the on-air world to the digital realm.

Are QR codes here to stay this time? Only time will tell. But for now, it may be well worth incorporating them into your fundraising in the months ahead.