Nonprofit Groups Reap Big Rewards from Donations by Phone

A recent study by the Pew Research Center has confirmed the growing impact of real-time charitable giving via text messaging. The study of the 2010 "Text to Haiti" campaign showed some interesting patterns among those who used text messaging to send donations to Haitian earthquake relief:

• • 9% of American Adults have made a charitable contribution by cell phone.
• • 73% of those who contributed to "Text to Haiti" did so the same day they heard about the campaign.
• • 43% of these donors encouraged their friends and family to donate as well.
• • 80% of those who contributed by phone have never been contacted again by the "Text to Haiti" campaign.

It would seem that although donors find this to be an easy, hassle-free way to make a contribution, charitable organizations need to think about the best way to utilize this tool. There is tremendous "up side" to fundraising this way, especially for causes that are time-sensitive. These groups would benefit from doing more to help prospective donors who have never contributed this way and may not understand exactly how it works. Likewise, they should do better at ensuring that these donors are retained and integrated with their mailing lists and donor recognition systems.

By the way, our friends at Project Helping Hands just landed a medical team in Haiti for two weeks. They'll be providing basic medical care for a country that's still dealing with the challenges of the earthquake that hit just over two years ago. Follow their progress on Facebook.

A Project Helping Hands volunteer shares sandwiches with children orphaned by the 2010 Haiti Earthquake.