This post is a prompt by the Nonprofit Millennial Bloggers Alliance to further increase awareness of the Haiti earthquake and its victims, and highlight take-aways for nonprofit organizations and their supporters.
Since the 7.0 magnitude earthquake in Haiti last week, American’s have been publicizing ways to give to those affected by the crisis– and we’ve raised well over 150 million dollars for the cause. 11 million dollars have come from a single donation method: texting. (and this is already outdated! Mashable was encouraging readers to donate in order to raise 20 million dollars by midnight last night through the Red Cross Text Message Campaign alone.)
Folks can donate $10 from their cell phone bill to Red Cross relief efforts by SMS texting “HAITI” to 90999, or donate $5 to Yele Haiti’s Earthquake relief efforts by SMS texting “YELE” to 501501. It’s the cool, new way to give. It’s easy and it adds up. Though this method of giving is not ideal for the Haiti crisis (as funds need to be delivered immediately and may be held up), the widespread popularity of this method of giving offers a new strategy for nonprofits’ to incorporate in their fundraising plans. There’s reason to believe that nonprofits who can work with organizations like the Mobile Giving Foundation to incorporate mobile giving will see, as evidenced through text-based giving to the Haiti crisis, an increase in donations and a new kind of donor. Here’s why:
It’s easy to give through text. The average American sends 14 text messages every day, and as a country, we send 4.1 billion text messages each day. Mobile phone use has continued to increase for years. In order to give, the donor doesn’t even need to get his or her credit card ready. He or she simply sends a text message and the donation is taken from the donor’s cell phone bill. The easier it is to do something, the more likely people are to do it. We all know how to text, so we all know how to give.
Mobile makes it cool to give. Cell phones are providing us with the newest and easiest ways to do everything. You can manage your bank account with your iphone or use it as a GPS. The ability to give via text message is another cool, new way for Americans to use a convenient tool that they already love. It combines technology and giving. There’s instant appeal.
Small donations add up. Donating $10 to Haiti via text message does not sound like a big donation– but American’s have collectively donated over 11 million via text (at the very least); that’s more than 1,100,000 people using their cell phones to donate to Haiti. Nonprofits could, over time, raise a lot of money for their cause. What if nonprofits add the call to action in their e-mail signature or on business cards? It’s an open door to easy giving that can lead to major funding.
Small donations build relationships. A downside to text-based donations is that it is one-way giving. Though it is up to the donor to follow-up and continue to build a relationship with the organization/make themselves known, the first step of the fundraising pyramid has taken place because the donor felt connected to the cause and contributed. Nonprofits should utilize text-based giving to strengthen their fundraising efforts– especially if they are active on Twitter, Facebook, or other types of social media where they have many fans, but are having troubles transforming them into donors.