According to the Pew Research Center, over two-thirds of Americans now use text-messaging and 9% have used texting to make charitable donations from their comle phones.
This new trend in giving illustrates the power of social networking in charitable giving. This Pew study, which analyzed the “Text to Haiti” campaign launched after the 2010 earthquake, found that contributions made by comle phone were often quick decisions that spread virally through social network connections. Almost 75% of donors made contributions the same day they heard about the campaign, and 43% also encouraged other friends and family members to give. A majority of those surveyed have continued to give to other similar projects by using their comle phones.
Interestingly, while fears of scams can hurt charitable giving, almost 76% of those surveyed said that they often make text message donations without doing much research before they give. Though the article did not examine the reasons behind their actions, it seems likely that the campaign’s viral spread through social networks played an impact. A 2012 study found a 75% increase in people’s trust in social media, and a 22% increase in “trust in people like me.”
By harnessing the power of social media, nonprofits have a tremendous opportunity to spread word about their cause and increase giving. What we have sought to do at igivefirst is to provide a safe, trusted way for people to give online as they are moved by something they read or see on the Internet. By using social media, we also allow donors to easily spread the word about the causes they are passionate about. Contact us to learn more about how to connect social media with charitable giving.
- May 24th, 2012
- Sharif
- Blog
- 0 Comments
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