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Appleby College - Alumni Supprt text BLUEDOG to 45678 PDF Print E-mail
Written by Administrator   
Wednesday, 14 May 2014 00:00

ZipGive's Text to Give Program supports Appleby College's Alumni Fundraising Initiatives

Last Updated on Friday, 27 March 2015 08:54
Report - Haiti Text to Give PDF Print E-mail

"The message cut through the clutter and resonated more with younger generations who are avid mobile users and were more likely to see the text-to-donate option on social media sites like Twitter and Facebook."

... all tools available through ZipGive including penetration into 22 cma's of +100,000 population across Canada

The Haiti disaster appears to have been a tipping point for mobile giving penetration - the 1st industry wide report on giving demographics is now available. Key Findings include:

  • 77 percent of respondents (US donors) were aware of the Haiti text-todonate efforts
  • 17 percent of Gen Y respondents and 14 percent of Gen X said they made a donation to Haiti relief efforts via text message, and 3 percent of both Boomer and Mature respondents reported making a donation to Haiti relief efforts via text message
  • 28 percent of respondents with a mobile Facebook application texted a gift - Generally speaking
  • 36 percent of all respondents were willing to donate via text message after an emergency occurs and 31 percent were willing to donate via text message if a friend is raising money
  • Just three percent of donors say that they received a text/SMS message from their top charities this year.
  • However, those who have received information from a top charity through text/SMS, feel that it is an important way to stay in touch with the charities they care about (71% say important).

There are major differences by generation. Over half of Gen Y donors said they either gave this way or were considering it, while most Baby Boomers and Matures did not consider this form of philanthropy.

The effectiveness of peer-to-peer fundraising is most notably used in raising money for special events
such as walks, rides, or as a tribute or memorial.

For more information download the report here

Study - SMS second to Web in charitable donations PDF Print E-mail

Text messaging has become the second most common way that consumers donate to charities next to online giving, according to a study by Luth Research as reported by Mobile Commerce Daily.

According to a new study conducted by Luth Research for the Mobile Marketing Association, of the 33 percent of U.S. mobile phone owners who donated to Haitian relief efforts, one-third used a PC and Web site and 22 percent used SMS. In other words, one out of five mobile phone donors donated to Haiti relief efforts using SMS.

“As consumers continually develop use of the mobile channel, including the mobile Internet, we’ll see more of an uptake in mobile donations,” said Michael Becker, North America managing director for the MMA.

“We will also see increased use in stimulating conversations, volunteerism and enabling other activities that support charities as much, or if not more, than financial donations,” he said.

“Mobility can be the centerpiece that ties charities together with brands’ media strategies because mobile is effectively the glue that connects and combines interactivity.”

This research of mobile marketing behavior and opinions was highlighted in the latest Mobile Consumer Briefing, which is a monthly survey of adult consumers nationwide.

Luth surveyed a demographically representative sample of more than 1,000 adult consumers for this effort.

Per the findings, 23 percent of the respondents claimed they were very likely or somewhat likely to donate via SMS in the future.

Report - Non Profit Adoption of Mobile Giving PDF Print E-mail

A report from Kaptive entitled "Are We There Yet? Non-Profit Adoption of Mobile Giving" dated April 5, 2010, across 162 organizations rendered the following excerpted insights into mobile giving's penetrations:

  1. In Next 12 Months, 36% of Respondents Will Have Deployed Mobile Giving
  2. Mobile Champions Need More Education the Potential, the Pitfalls, and Best Practices.

That despite the perceived hurdles blocking a decision, many leaders still find that mobile presents a compelling case for driving donor engagement. “Instant contact,” remarked one respondent when identifying key advantages of a mobile channel. Another claimed its “necessary to connect with younger people.”

In line with these comments, a strong majority of respondents (83%) believed mobile would improve donor convenience as well as reinforce donor engagement (74%) and donor acquisition (69%) activities for their organizations.

Perceived Mobile Giving Advantages

Forty-four percent of active program managers believe that the initial approach had insufficient opportunity to brand their mobile giving option. New marketing
campaigns will use stronger branding to reinforce the connection between mobile and mission. Almost 40% of respondents will also push tighter integration with the rest of their marketing mix from social media to outdoor advertising. Respondents believe these two changes will help drive more donor take up and build on the base of promotional vehicles that have proven most effective at building awareness of the mobile option: events, word of mouth, email messaging, and social media.

These programs also have a post-transaction gameplan: one-third of these managers will look for mobile giving technology that delivers the donor data
necessary to cultivate long term support beyond the initial transaction. This more integrated and intelligent marketing may begin to sway donor behavior.

Mobile web applications provide the flexibility, control, affordability, and user experience that address the challenges faced by mobile Early Adopters as well as
the needs of non-profits aspiring to use mobile media. There is always some risk in declaring a technology opinion but we believe the case for the mobile web is strong. First, these applications do not depend on a wireless carrier intermediary—eliminating the restrictions on an organization’s size; expediting the receipt of funds; and removing restrictions on the value or frequency of donations. Next, good mobile web apps also avoid dependencies on a specific mobile devices (i.e., Apple’s iPhone) thereby preventing another intermediary from imposing its own set of rules. Finally, the web-based technology is familiar to users and allows for multimedia communications and interaction.

Perhaps, the most compelling argument for the mobile web relates to its ability to evolve at a pace equal to this dynamic medium. Unlike SMS Text, mobile web apps can adopt new, added value functionality through simple interfaces. This ability to seamlessly connect to other applications enables the possibility for the integration of user analytics, matching gifts, social media integration and other future tasks important to the non-profit mission.

See the complete report by clicking here

Report - Red Cross Experience with Text to Give PDF Print E-mail
Written by Administrator   
Thursday, 22 April 2010 13:33

The Red Cross report "Unleashing the Power of Mobile, How the Red Cross helped mobile giving go viral" is available for download at the Ad Council's seminar series (link here)


Red Cross report

Last Updated on Friday, 27 March 2015 08:54