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Mobile Giving Visualized

REAL TIME CHARITABLE GIVING DEMOGRAPHICS OF A MOBILE GIVER Estimated $43 million A CLOSER LOOK AT DONORS IN THE "Text for Haiti" CAMPAIGN. The Haiti text donors in this survey are similar to Americans to the assistance and as a whole when it comes to participation in social or civic Helping to more fully understand the world of mobile giving. groups and engagement with news, but differ when it reconstruction efforts using the text messaging feature on their cell phones. comes to technology ownership MOBILE ALL U.S. 1 in 10 u.S. adults have made charitable contributions using the TEXT GIVER ADULTS MESSAGING feature on their mobile phone. OWNERS OF: an e-reader 24% 9% 2 in 10 u.S. adults have made charitable contributions ONLINE. a laptop computer 82% 57% a tablet computer 23% 10% USE: Twitter 23% 12% The ability to send small donations using mobile phones facilitates "IMPULSE GIVING" in response to moving images or events. social networking sites 83% 64% USE PHONES TO: access the internet 74% 44% 50% 23% Three fouths of the Haiti text take pictures 96% 73% donors in this sample say that their text message contributions usually result from spur-of-the-moment 89% 67% 34% record video These mobile givers are willing to make heard about the check email 70% 38% donations in a number of ways Text to Haiti effort on television SAME DAY -but prefer not to do so by Donated IMMEDIATELY decisions that do not involve a lot Mobile givers also tend to be younger making a phone call. of learning about the campaign. of additional research. and more racially and ethnically diverse when compared with those who contribute through more traditional means. FIRST TIME MOBILE GIVER CONTINUE TO GIVE ENCOURAGED OTHERS TO GIVE 43% of the Haiti text donors surveyed, encouraged their friends or family ABOUT THE STUDY of Haiti text donors in this survey were first time mobile givers, meaning More than half of the donors surveyed have made text message contributions to other disaster relief efforts members to make a similar contribu- The Pew Internet Project, in partnership with the Berkman Center for Internet & Society at Harvard University and the mGive Foundation, and supported by the John S. and James L Knight Foundation, conducted the first in-depth study of mobile donors. This report on those who gave to the "Text for Haiti" campaign is based on telephone surveys with 863 individuals who contributed money to the Haiti earthquake efforts using the text messaging feature on their cell phones, and who consented to further communications at the telephone number they used to make their donation. The margin of sampling error is 13 percentage points based on Haiti text donors who consented to these additional communications. 54% tion using their mobile phones. 74% that their contribution to METHODS OF COMMUNICATION earthquake relief was the first time they had used the text messaging function on their phone since their Haiti donation. 75% 38% 21% 34% voice call text (406) texted a donation to groups helping people living in Japan 10% to make a charitable talking face-to-face social message networking sites e-mail following the March 2011 earthquake and tsunami, 27% texted a donation to groups helping people living in the US Gulf region following the 2010 BP oil spill, and 18% texted a donation to groups helping victims of the 2011 tornadoes in the United States contribution. VIEW FULL REPORT AT: 76% of those encouraged to donate made a donation.

Mobile Giving Visualized

shared by rmmojado on Jan 24
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Of particular note is the profile of the average mobile donor: these donors are young, diverse and digital. If your company seeks to reach millennials and other young, wired deomgraphics, adding mobi...


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