More Donors Learning About Text Donation Campaigns via Social Media, Survey Finds – Re-Posted

2013mGiveTextDonationStudy

Donors who give via text message increasingly are hearing about text donation campaigns through social media and are open to receiving a broad range of information via text, a report from the mGive Foundation finds.

Based on a survey of donors who have made a text donation via mGive, the 2013 mGive Text Donation Study (17 pages, PDF) found that 67 percent of respondents said they learned about a text donation campaign from a television or radio promotion; 28 percent via social media (up from 22 percent in 2012); 19 percent through a public event (up from 16 percent); and 11.5 percent through e-mail (down from more than 60 percent in 2011 and 14 percent in 2012). The report also found that donor appetite for additional information via text is increasing, with 33 percent of respondents saying they were open to receiving information about volunteer opportunities (a nine-point increase over 2012); 17.6 percent saying they’d be happy to receive information about a survey (a six-point increase over 2012); and 18.7 percent saying they’d be happy to receive program information (a four-point increase).

The survey also found that donation by text is one of the most preferred methods of giving, close behind giving through an organization’s Web site and at a special event, with donors saying they like to use their mobile device to give because it is easy, convenient, immediate, and allows them to retain control of their gift. In fact, nearly 65 percent of respondents said they would be happy to give $25 or more via text message, versus the current norm of $5 or $10. In addition, the survey found that 85 percent of donors who give to an organization via text are inclined to give larger amounts via other channels.

“The take-away from this year’s survey is that mobile isn’t just for text giving anymore,” said mGive Foundation executive director Jenifer Snyder. “Nonprofits should use text messages to engage their supporters in more robust ways than fundraising. The survey also tells us that donors increasingly respond to text giving campaigns tied into their social media outreach. In short, say more with text and make it social.”

“The mGive Foundation Releases Annual Text Donation Study.” mGive Foundation Press Release 7/17/13. Primary Subject: Philanthropy and Voluntarism
Secondary Subject(s): Science/Technology
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