With mobile giving on the incline, New Directions released a report depicting the growing trend toward nonprofits' adoption of mobile giving. We know Millennials are the most apt to donate via their mobile phone, but what about the inclination of nonprofits to integrate a mobile giving program? This report found that among active mobile giving programs, a whopping 77% sees mobile fundraising as just another way to engage donors. Despite this huge trend, 47% of nonprofits that have active mobile programs do not use them for fundraising at all. One respondent explained, "We've been promoting our mobile giving options in print, digital media, on billboards and even movie theaters. And only generated $90 in 6 months. [We] feel it's not the best fit for the Midwest donor market." This is not a total surprise since the Donor Survey Report by mGive Foundation last week explained that mobile text-to-give donors appear to have the highest representation in the South and the West, with the lowest presence in the Midwest. A few other factors come into play as well. Organizations who have been very successful with mobile fundraising tend to seize major fundraising opportunities around major current events and mobile is integrated into their fundraising campaigns. Organizations who have largers lists tend to raise more money.
New Directions respondents also detailed several causes that reduce the effectiveness of text message donation appeals:
Though, on the upside, the report gives three significant factors that they believe will impact increased conversions to mobile media and mobile giving:
So, after weighing the pros and cons, what do you think? Do you plan to test a text-to-give campaign? Just keep in mind that simplicity is key.
Speaking of simplicity, and with the holidays upon us, the nonprofits who responded to the survey also shared what was on their mobile wish list this year:
What are you hoping for this season of giving?