Text Giving Increases in Popularity, Study Finds

Text Giving Increases in Popularity, Study Finds

Donors, particularly members of the millennial generation, are becoming more comfortable with giving via text message, the NonProfit Times reports.

Asked to rank their favorite method for making a charitable gift, respondents to the third annual Text Donation Study (27 pages, PDF) released by the mGive Foundation chose text giving as the most preferred method, giving it an average score of 3.46 out of 4 — up from 2.9 and 3.0 in the first two years of the study. Indeed, nearly 90 percent of respondents rated text giving a 3 or 4, followed by online giving (3.24) and special events (2.78). Face-to-face fundraising (2.15), email (2.14), direct mail (2.02), door-to-door solicitations (1.16), and telemarketing (1.14) have all dropped in popularity since the organization's initial survey in 2012.

At the same time, while 61 percent of the 5,555 respondents said they prefer text giving, fewer than 30 percent reported using their mobile phone as a donation vehicle. The study also found that mobile donors were more likely to give higher amounts, with 56 percent reporting they gave at least $350 in 2013, compared with 42 percent who reported giving that amount in 2012; and that text donors were most likely to learn about a charitable cause through television (60 percent), followed by social media (35 percent) and radio (23 percent).

Mark Hrywna. "Texting Up Despite 'Giving Preference Gap'." NonProfit Times 06/30/2014.