Interactive Fundraising: 2010 Ushers in Faster Reaction Time for Fundraising

The role of mobile
Mobile always has had great potential when it comes to fundraising, but it has been largely unrealized. The promise of mobile giving emerged in the wake of Haiti. The Red Cross TXT-to-Give program was well-promoted and generated a significant amount of mobile-based donations. There also were reports of non-text-based smart-phone giving programs that generated higher average donations than their text-based counterparts but resulted in far fewer donations and less money raised overall. Also, not all organizations had the apparent success that the Red Cross did with text-to-give donations. Much of the success of these programs depends upon the promotion. The full potential of mobile is still yet to be realized, but these success stories help to illuminate the path.