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Cone Survey: 18% More Likely to Text Donation to Favorite Nonprofit if Available
We all know that the American Red Cross has raised more than $32 million via text-to-give, and that mobile has proven very useful for emergency situations. What we didn’t quite know was how it would apply to the rest of the nonprofit world. Cone has helped shed a little bit of light into the results of their two-question online survey. What Causecast noticed right off of the bat is the following:
- Text2Give is maturing – 13% of respondents donated via tet message following the Haiti earthquake, compared to only 6% from Cone’s 2009 Consumer New Media Study.
- 19% would rather text a donation to a cause or nonprofit organization than through other means (e.g. – write a check or donate online)
- 18% are now more likely to text a donation to their favorite nonprofit organization if it is an available option
You can read the full post here.
Haiti: Text Donations Reach Maturity
Sometimes it takes the worst to bring out the best. The charitable response to Haiti relief efforts has shown the best of our generosity and our ability to come together for those in need. The effort has been at all levels. To those that gave $5 or $10 via your mobile phones, or via 800 numbers, or on websites, or even through the mail… thank you. Not to be forgotten, kudos to the telecommunications companies that have expedited text donations passing through to the organizations on the ground, and even eliminated charges to subscribers and the nonprofits.
According to the article written by Alan Pascoe at Mobile Marketer:
The American Red Cross alone had collected more than $25 million through $10 text donations.
During National Football League games on Jan. 16-17, the Red Cross said text-message donations reached $500,000 an hour.
Also, the Mobile Giving Foundation processed up to 10,000 text messages per second at peak giving times in the earthquake’s aftermath.
So far, more than $35 million have been collected through SMS donations.
This is extraordinary, and we certainly agree with Alan when he says “Text donations here to stay.”
Mobile giving is here to stay for many reasons, including:
- Routine. Mobile giving has reached a level of maturity, and will become mainstream as more organizations begin to integrate the technology into their existing strategy.
- Speed. It takes only 30 seconds for a donor to give; impulse giving is less likely to fade out.
- Availability. Not everyone has access to the internet at any given time, whereas the cell phone has become a part of everyday life. In fact, MTV has even seen that 88% of their watchers have a cell phone nearby vs only 40% having a laptop. http://www.mobilemarketer.com/cms/news/media/4805.html
- Simple. Most people are comfortable with text messaging. Our country sends over 1 trillion text messages a year.
- Affordable. With Causecast’s pricing, organizations can break even with just over 1 donation a day.
- Sharable. Individuals can easily share a text-to-give keyword and shortcode. In fact, many donors received text messages from friends asking them to text HAITI to 90999.