Why Mobile Giving Works

In my conversations with nonprofits about the importance of seeking smaller donations through mobile phones, I usually point out two pieces of data. One, studies (Wegant and Smith, 1987) have shown that asking for "just a penny" yields better results than asking for larger donations. The second point is one more centered on mobile, and that is Dell and Five Guys (think burgers and fries) see 25 percent higher receipts on mobile vs. their PC sites. Let's take a look at these a little bit deeper and see if we can find what's going on.