Text Giving: A Tool, Not a Miracle
Use it wrong, and your organization can take it in the shorts.
What text-to-give does well
That's not to say text giving is a bad tool. It does one thing better than any other fundraising medium: It quickly reaches and gives outlet to an army of young people when it's stirred to action. The key point is young people.
These folks overwhelmingly aren't (yet) donors. That will come, if it comes at all, some time after they turn 50. For now, each $5 or $10 you get from them via cell phone is money you would not have collected other- wise. As long as those gifts come from an audience of nondonors, you're getting 10 bucks instead of zero every time someone uses it.
- Companies:
- American Red Cross
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