The recent earthquake in Haiti seems to have marked a turning point in the development of mobile giving. According to mGive, the company that worked with the American Red Cross to set up a text donation campaign in the wake of the disaster, more than 2.5 million people texted $10 pledges to Haiti relief in the week immediately following the earthquake. And that was just one of many mobile giving campaigns that were created to help fund relief efforts.
A December 2009 survey conducted by the Pew Internet & American Life Project found that 83% of adults own a cell phone or smartphone and 35% of those owning a mobile device had used it to access the Internet at some point. The use of texting or SMS (short message service) has been popular with teens and young adults for some time, but is now spreading to other demographics as well, as seen in the growth of services such as Twitter.
In light of these changing demographics and the highly-publicized success of the Haiti relief texting campaign, many nonprofits are taking note of the potential of mobile giving. But while creating a text donation program enables donors to give quickly and easily, there are some major considerations for any organization examining the possibility of a campaign. Listed below are a few resources that will be helpful for nonprofits exploring this issue.
- Texting for Charitable Dollars: The Definitive Guide to Mobile Fundraising
Explains how a mobile giving program works, including fees, contracts, and service providers, and outlines the steps a nonprofit should take to start a mobile campaign.
- Nonprofits: Time to Get Mobile
Provides considerations for nonprofit organizations exploring mobile giving and discusses steps for starting and marketing a mobile fundraising campaign.
- 5 Real Challenges For Non-Profit Texting Campaigns
Presents five primary considerations for nonrprofits considering a mobile giving campaign.
- A Balanced Look at Text-Message Giving
This podcast features Wendy Harman, social media manager at the American Red Cross, and Geoff Livingston, chief marketing officer at Zoetica Media, discussing the potential advantages and disadvantages of text donation campaigns.
- 2010 Nonprofit Text Messaging Benchmarks
This report, the first of its kind, provides benchmarks by which nonprofit organizations can measure their success with texting, and illustrates the various ways in which organizations are using text messaging.
- Mobile Giving Foundation
The Mobile Giving Foundation is a 501(c)(3) organization that works with nonprofits and wireless service providers to facilitate mobile giving and ensure that text donations are convenient, immediate, private and secure.
- mGive Foundation
The mGive Foundation is a 501(c)(3) public charity created to certify nonprofits wishing to participate in mobile giving, and to facilitate the flow of funds from carriers directly to participating nonprofits.
Thanks to Stephen Sherman, Reference Librarian at Foundation Center-Atlanta, for this informative post.