Capitalizing on Mobile Donations

The mGive Foundation has released a study on mobile donors and text giving.

The study, Text Giving: Donor Survey Report, was designed to examine who mobile donors are; whether donation via text impacts the likelihood of donations, or the amount given, through other channels; and what dollar amount donors are comfortable giving via text.

The survey highlights include:

  1. Perceptions of Mobile Giving Respondents indicated a positive experience with text giving. Charitable donors appreciate the convenience and immediacy of giving by text. Survey participants commented on their uncertainty regarding the way donations are billed through the wireless provider and questions regarding security. Respondents expressed positive feedback regarding the immediate nature of the text platform.
  2. Text Giving Contributes to a Balanced Fundraising Program. Survey respondents indicated that they give to multiple organizations and through multiple channels. This data suggests that text giving can serve as an important source within a diversified fundraising program. A balanced  fundraising model secures 10% to 30% of giving through renewable gifts such as direct mail, online giving, special events, and cause-­related marketing. According to survey data, participating organizations are benefiting by including text giving as a complimentary tool to these others. Direct mail has been a significant and growing source of support in the last four years.
  3. Mobile Giving Can Enhance Revenue From Other Giving Sources. The data suggests that mobile giving is complimentary to other giving channels. Mobile giving should be used as part of a larger multi-­channel donor acquisition strategy. Text donors indicated a willingness to give higher amounts via other channels after an initial text gift. Therefore, organizations have an opportunity to position text giving and develop cultivation strategies to migrate text supporters beyond their initial spontaneous donation.
  4. Consider Your Audience. It remains early in the adoption of mobile communication across the philanthropic sector and it is clear that younger people are more active. It is not surprising that respondents were led by the Millenials (ages 16-33) followed by Generation X (ages  34-­44) and Boomers (ages 45-55). These early adopting groups represent the more connected mobile communication and smart phone users. Data would suggest that user rates will undoubtedly broaden with technology adoption.
  5. Mobile Donor Communication. Respondents indicated openness to regular active text communication from causes they care about. Organizations have an opportunity to further integrate marketing and to tie mobile communication to the balance of promotion strategies such as social networking, events and traditional print and media. Employing the text-­to-­donate vehicle can help organizations build upon donor acquisition beyond the broadly accepted models of direct mail and email. Truly capitalizing on the mobile strategy will require organizations to have in place a post-­transaction donor interaction plan.

The complete study is available here (free registration required).