Recent findings point to text messaging as a major source of charitable donations, second only to the Web. This comes from the latest Consumer Briefing by the Mobile Marketing Association and Luth Research. The monthly survey ask
s US adults about their mobile marketing behaviors and opinions.
Directly after the devastating earthquake in Haiti, this survey demonstrated that text messaging is widely accepted by consumers as a quick, convenient and secure way to make donations. 93 percent of respondents own a cell phone, and one third of cell phone owners donated to relief efforts by some means.
Of those who donated to Haiti crisis organizations, 34 percent used a Web site through a personal computer, and 22 percent used SMS. This subset of a subset ended up counting for seven percent of all respondents. The study referred to the Haiti earthquake as a "watershed moment in SMS donations." This event triggered double the number of people who had ever used text messaging previously to use the service to make a charitable contribution.
Text-based donations are predicted to become much more prevalent. According to Luth Research, though seven percent made SMS donations, 23 percent were likely to donate in the future using that channel. Additionally, the demographics are unique - the largest demographic groups for this practice were African-Americans and Hispanics, and the number of contributing males numbered nearly twice the rate of females.
“The latest survey reveals how the mobile channel is rapidly becoming the preferred means for many U.S. consumers when making charitable donations,” said MMA vice president of market intelligence Peter A. Johnson, also the author of the study. According to Johnson, mobile donations appeal as a secure and convenient way to donate, regardless of location. These qualities add value to mobile and benefit charities due to this unparalleled accessibility.