Good News About Mobile Donors
The mGive Foundation has released a survey indicating that mobile donors — whose giving experience normally involves texting $10 or $25 in response to an emergency appeal — can be cultivated through multiple channels. Just like most other donors (see yesterday’s Agitator post, What Is Integrated Marketing?).
Here are some key findings:
- Sixty-two percent (62%) of respondents give to two or more organizations via text, with a striking 12% of respondents giving to four or more organizations.
- Seventy-nine percent (79%) of respondents who give to an organization via text have also contributed via other channels of giving (email, website or direct mail).
- Eighty-six percent (86%) of respondents who give to an organization via text are willing to consider giving larger amounts via other channels.
You can register here to receive a copy of the full report, which includes analysis of:
- Demographic data for mobile donors.
- Impact of micro-donations on larger gifts.
- How mobile campaigns can attract unique donors.
- Desired frequency of advocacy messaging via text.
- Reasons donors are attracted to mobile campaigns.
After you’ve read the report, I suspect you’ll be even more motivated to attend Roger’s FREE webinar with diMobile on mobile fundraising, presented this Wednesday the 16th at 4pm eastern … you can register here for the webinar.
Tom
P.S. The mGive Foundation says it processed over $41 million in donations made by over 7.7 million unique donors in 2010, that’s nearly forty times more dollars than 2009! Thanks to Philanthropy Journal for the heads-up.
2 responses to “Good News About Mobile Donors”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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Reporters and consumers of reporting need to be careful about the cliams of purveyors of media, whether mail, ‘phone, online, text, or cnvass. lest fundraisers keep buying pigs in pokes.
In this case the percentages, while impressive, don’t disclose how many textors 62%esponders represent. The claim of huge expansion in 2010 doesn’t disclose the impact of the earthquake in Haiti on text giving. And $41 million is a pittance of the $210 billion individuals give away.
Interesting article as we search for new, digital ways to connect with potential donors (particularly, Millennials). I think this platform is successful because it makes the giving process so incredibly easy. An important take away is the fact that mobile platforms are not necessarily competitors to other platforms, because donors who give via text are also willing to consider giving larger amounts via other channels.