As more and more people become comfortable with transacting business over their mobile device, mobile giving is becoming a critical factor that fundraisers ignore at their peril.
Though the size of a mobile gift is limited ($5 and $10), the audience is generally younger, the size of the market is potentially millions of smartphone users, and the speed with which nonprofits and their supporters can react to a crisis is dazzling.
This is clearly reflected with the current earthquake disaster in Haiti. Through mGive, one of the providers that facilitates mobile giving, the Red Cross has already raised $3 million dollars (as of Jan. 14th 9 a.m.) via ‘text-to-give’ and is reportedly collecting $200,000 per hour. By comparison, during Hurricane Katrina the Red Cross raised only $400,000 in total via this channel.
A mobile giving strategy, as part of a nonprofit’s Online Fundraising Plan, is the first step. Whether an organization provides emergency aid or ongoing support, it is important to establish a plan at the outset that clearly establishes how the organization can take advantage of mobile giving to support the mission. Then, it’s building the structure, communications, processes and assigning resources that will make it all work.
To donate $10 to Haiti relief, text “Haiti” to 90999.
