The 2013 annual mGive Text Donation Study was recently released and yet again demonstrates that text donations remain an overwhelmingly positive experience for donors. Supporters are increasingly finding out about text donation campaigns through social media. In addition, donors want to get more information about you through text messaging.
More donors are hearing about text donation campaigns via social media. Social media is second only to TV or radio as the method by which respondents reported hearing about text campaigns. In fact, social media as a source for text campaign information rose six points to nearly 28 percent from 2012 to 2013. Email as a source of information about text campaigns continues to drop, falling from more than 60 percent in 2011 to 11.5 percent in 2013.
Donor appetite for additional information from nonprofits via text is increasing. After donation information, respondents were more receptive to receiving other information compared to the 2012 survey, with 17.6 saying they would like to receive information about surveys (a six point increase over 2012); 32.8 percent said information about volunteering (a nine point jump over 2012); and, 18.7 percent said program information (a four point increase over 2012).
Mobile is one of the top three preferred methods of giving. Donors reported they like to contribute online, with live events and mobile donations nearly tied as the second pick.
Donors have positive experiences with text campaigns. Eighty-five percent of respondents rated their experience with text giving as excellent or good.
Donors consistently want to give more money through text. Nearly 85 percent of donors would like to give $25 to $50 through text donations, a slight increase from 82 percent in 2012.
With all of that said, please keep in mind:
1. Use mobile communication for info-sharing, not just solicitation. Text donations are popular and increasingly important not just for donations, but for multiple types of information sharing. The increase in desire to receive information about volunteering, surveys and program information presents an opportunity for nonprofits to increase donor engagement through mobile communication. Survey says: Say it By Text!
2. Text donations will not undermine traditional giving. The survey also found that an overwhelming 85 percent are inclined to continue donating at larger amounts to a nonprofit via traditional methods after donating by text, clearing up a misconception that text donations can undermine other methods of giving. Donors also strongly favored, by 65 percent, the option to donate $25 via text. Currently, text donors are limited to gifts of $5 and $10.
Download the full report here.