"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