Xperedon Fundraising Tools

TEXT DONATIONS: Rising popularity

26/01/2012 by Alan Cole in the UK

Charity text donations becoming increasingly popular choice for donors

A new study of real-time charitable giving has confirmed the rising popularity of text donations.

The report produced by the Pew Research Center's Internet & American Life Project offers a detailed look at mobile giving and suggests charities that do not offer text donations to potential supporters are missing out...

The report shows charitable donations from mobile phones have grown more common in recent years and also reveals a number of new trends related to text giving. A majority of American adults - 64 per cent - now use text messaging and nine per cent, almost one in ten people, have texted a charitable donation from their mobile phone.

The report, Real Time Charitable Giving, reveals mobile phone users texted millions of dollars to support Haiti earthquake relief and also got their friends to do the same. Contributors to the Red Cross Text to Haiti earthquake relief campaign were spontaneous donors who often called on friends and family to give to the campaign too, the research reveals.

The detailed study analysed the Text to Haiti campaign and found three quarters of these donors - 73 per cent - used their phones to donate on the same day they heard about the appeal, suggesting the immediacy of texting a donation is an attractive proposition to donors.

Also 76 per cent of those interviewed say they typically make text message donations without conducting much research - again suggesting spontaneous giving takes place with the phone. But even more interestingly that 43 per cent of these donors encouraged their friends or family members to give to the campaign as well. These charity text donations spread virally almost like wildfire through groups of friends' mobile networks...suggesting a major new trend in charity giving is taking shape.

In addition, a majority of those surveyed - 56 per cent - have continued to give to more recent disaster relief appeals using their mobile phones, such as the Japan tsunami appeal.

The report's findings add to a growing amount of evidence over the last year that indicates text donations are an increasing phenomena especially for young people.

Pew's research offers substantial information to back up the trend with a focus on a major charity campaign case study. The report provides a mass of insights into why certain people appear to like to text their donations and in particularly identifies a younger generation which has grown up with the Internet and digital mobile technology and so is very comfortable with the idea of charity giving by text...

Texting is a very personal medium and when you consider so many phones are combined with Internet access, it suggests during campaigns text giving options should be provided along with other digital marketing platforms like social media, in order to maximise fundraising revenues...

The study suggests more charities should take advantage of the technology available to integrate text giving into their fundraising campaigns. And that there appears to be new markets out there for charity marketeers who want to integrate text donations into their campaigns...

Charity News every weekday
Written and edited in London and Geneva All Xperedon news articles are original and are written by the Xperedon news team. The team is headed in the UK by Alan Cole, an experienced award-winning journalist and copywriter. Alan has previously worked in-house for UK publishers, Pearson Media (Financial Times) and Northcliffe Newspapers, among others, and is an accredited member of the National Union of Journalists, UK.

Send us your Charity News Got Something to Share? Send us your charity news articles

If you have some Charity / Philanthropy / Fundraising news you'd like to share with us, or an RSS feed that you would like us to include on www.giving-news.com, please email us your news articles here and we'll take care of the rest.

Follow us on Twitter
We tweet all Xperedon Charity News and retweet the "best of the rest" all day, every weekday

Join the conversation

Hundreds of thousands of young people across the USA have joined the world's largest youth-led science experiment.


Executive Director Anthony Lake has drawn attention to the plight of many of the world’s most vulnerable children, in a statement marking the 50th anniversary of UNICEF being awarded the Nobel Peace Prize.



The American Red Cross has opened dozens of shelters across the Carolinas in response to unprecedented flooding in the south-eastern United States.

Red Cross supplies


A tougher version of an EU ban of seal products is set to come into force this month, to the delight of a leading animal welfare charity.

Seal pup


Great British Oceans Coalition amongst sustainability champions recognised at UK green awards.



Campaign raises over £9 million to help keep one billion trees standing in the Amazon.


Naturalists and broadcasters including Bill Oddie, Steve Backshall and Chris Packham are backing the Badger Trust’s National Badger Day with messages of support.

Steve Backshall


Charity support for new plastic bag charge in England, that has been launched to reduce waste, pollution and threats to wildlife.

Killer pags


Cambridge University, Natural Resources Defense Council, and American Civil Liberties Union Foundation amongst organisations receiving a share of $40 million USD Carnegie grants.


Al Murray and Bill Bailey are amongst this year's supporters of the charity-backed Stoptober annual give-up smoking campaign.


Actor Orlando Bloom has met refugee and migrant children in Macedonia and Serbia, in his role as UNICEF Goodwill Ambassador.

Orlando Bloom


The decision to make it illegal to smoke in vehicles with children present, has been applauded by UK health charities.



Scientists funded by a leading breast cancer charity have announced laboratory success.


Cobra snake in rest room alarms agricultural researchers, before being rescued by Wildlife SOS.



Mexico latest country to achieve elimination of River Blindness, with the aid of international partnership efforts.



The grandson of acting legend Arthur Lowe is documenting every RNLI lifeboat station in the UK and Ireland, as part of a project celebrating the charity's work.

Jack Lowe


Subscribe to the Weekly Newsletter

Receive a weekly round up of News from Xperedon, delivered to your inbox.


European humanitarian response to Syrian crisis includes education and nutrition programme in Turkey.



Village Hopecore International receives international backing for its Kenyan maternal and under 5 health programmes, with the aid of open source online community platform.



A national education campaign has been launched in South Sudan, helping child soldiers and other child victims of the conflict.

Back to school


International teacher learning network set to expand programs with the aid of funding from the Bill & Melinda Gates Foundation.

Foundation news.


Non-profits are supporting innovations in space exploration via CubeSat technology.


The credit-card sized Raspberry Pi has scooped the Judges Special Tech4Good Award for 2015.



The Big Lottery Fund is matching cash from the European Social Fund for projects across England that combat poverty and promote social inclusion.



The Institute of International Education (IIE) has announced the launch of a program to save the lives and work of artists who face persecution in their home countries.



Great British Oceans Coalition amongst sustainability champions recognised at UK green awards.



Charity support for new plastic bag charge in England, that has been launched to reduce waste, pollution and threats to wildlife.

Killer pags


Congratulations to New Zealand for the creation of one of the largest marine sanctuaries in the world.



Environmental campaigners and non-profits celebrate as Shell abandons Arctic drilling programme.



Environmental organisations and charities back Pope Francis White House appeal to tackle climate change.

Pope Francis


Move to total renewable energy possible within decades: providing jobs boost, energy, climate and environmental benefits, reveals sustainability report.

Wind farm


Volunteers are being invited to take part in the Great British Beach Clean 2015, taking place around UK coastlines.

Rock pool


The finals of the Cleantech Open competition, the world's largest clean technology business accelerator, are getting set to take place in California.


Village Hopecore International receives international backing for its Kenyan maternal and under 5 health programmes, with the aid of open source online community platform.



An online campaign demanding a Zimbabwe ban on permits for trophy hunters has reached one million signatures.

Cecil the lion


Carers emotional resilience improved “significantly” after taking part in a volunteer mentoring project run by TimeBank, the national volunteering charity, and Carers UK.



Craig Newmark has marked the 4th anniversary of his craigconnects initiative that has helped raise more than $7.5 million for charity.

Online giving


A charity-backed online petition calling on Prince William to support a campaign to end dolphin drives at Taiji in Japan, has reached 100,000 signatures.

Dolphin campaigners


US research into the annual Giving Tuesday fundraising event shows the charity initiative has taken off online.



Following data showing a surge in online giving in the latter part of 2014, tech specialists are urging charities to make use of smart fundraising technology.



Charities could take advantage of increased donations online this Christmas by focusing on user-friendly websites and secure online donation processing, suggests a festive fundraising report.