Katya Andresen
Jan 12, 2012 Average: 5 Your rating: Select ratingGive it 1/5Give it 2/5Give it 3/5Give it 4/5Give it 5/5 A new study on mobile giving in response to the 2010 Haiti earthquake has loads of interesting insights for nonprofits seeking to understand mobile donors.The research, from the Pew Research Center’s Internet & American Life Project and Harvard’s Berkman Center for the Internet & Society, in partnership with the John S. and James L. Knight Foundation and the mGive Foundation, shows 9% of people have texted a charitable donation from their phone. While that may seem like a low number, it actually represents a significant percentage when you consider mobile giving only started in 2008 - and in that first year, it yielded more donations that the first year of online giving.
So who are these donors?
Impulsive: Surveyed donors who gave in response to Haiti said it was a spur-of the-moment decision - and for most, it was their first time giving with their phone. Three quarters of these mobile donors (73%) contributed using their phones on the same day they heard about the campaign, and a similar number (76%) say that they typically make text message donations without conducting much in-depth research beforehand. Six in ten have not followed the ongoing reconstruction efforts closely after making their donation, and just 3% say they have followed these efforts
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