Donors gave on impulse
89% heard
about the Text for Haiti campaign on the TV.
50% made
their donation as soon as they heard about the campaign.
75% of those
sampled said their SMS donations were usually made on impulse.
SMS response is an attractive way of giving
74% of
donors said they had never used their phone to give to charity before their
Haiti gift.
33% gave to
the appeal more than once.
Giving is addictive
50% of those
who gave to Haiti have subsequently given to other SMS appeals.
Mobile giving is social
I was
particularly struck by the data that suggested 43% of those who donated
encouraged others to do the same thing. With extra donations from friends and
family being made in 76% of occasions!
Most of this
donor get donor activity (75%) was encouraged via direct conversation with
their friends and family, but, 34% encouraged others to contribute by sending a
text message, 21% did so by posting on a social networking site and 10% did so
via email.
In the UK, we’re
finding that ‘share’ is a significant element of any mobile campaign.
By providing
the functionality to share via the bounceback ‘thank you’ message we can drive
additional donations.
In a recent
campaign, 5% of all SMS donors shared the fact that they had given, with over
75% of those shares being made in Facebook. With large volume campaigns this is
not an insignificant number.
What next?
Once a donor
has made their first SMS gift we should be defining strategies that secure the
second gift. This should include thank you messages and videos, updates on the
campaign and of course future appeals. All delivered by SMS.
And given that
most smartphone users use their phones for social networking we should be
encouraging these SMS donors to join our existing online communities and making
sure that once they’ve joined our Facebook group or follow us on Twitter that
we are set up to deliver them a warm and engaging experience that supports
future giving.
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