First Year of Mobile Giving Outperforms First Year of Online Giving

The recent conclusion of President-Elect Barack Obama's campaign is evidence that small donations from thousands of donors leads to significant, even unparalleled, dollars. Obama raised a record-setting $605 million for his campaign -- mostly from small, $10 and $25 donations from 3.1 million donors. Moreover, Obama's embrace of text messaging reflects the medium's growing popularity as a branding and marketing tool. In June 2008, 116.6 million people, or 52% of U.S. mobile subscribers, sent a text message, according to M:Metrics Inc., a mobile technology research firm.