from The New York Times:
The earthquake in Haiti was an “aha!” moment for nonprofits, demonstrating within hours the vast potential to raise money by text messaging.
… “If you want to communicate with the generation under 30 … text messaging is the way to build a relationship, and nonprofit fund-raising is all about building relationships,” he said. “It’s not all about the money.”
But replicating that windfall is no easy task for most organizations, in particular because the costs of maintaining a mobile donating program can outweigh the proceeds.