Growing Trends in Consumers’ Online Giving: Mobile, Social and Video

Jun 26, 2013

According to an executive from the Denver-based mGive Foundation, which certifies nonprofits to accept mobile donations, the organization received about 20,000 calls from consumers wanting to make donations via SMS to the Red Cross following the 2010 Haiti earthquake. Donors were worried about the legitimacy and security of mobile giving.

Fast-forward to late 2012, when Hurricane Sandy wreaked havoc up and down the East Coast. The number of concerned donors calling the mGive Foundation for reassurance?  Zero.

This tells us that, just as mCommerce is
growing rapidly, so is mobile giving. The 2013 eNonprofit Benchmarks Study revealed that nonprofits’ lists of mobile donors grew twice as fast in 2012 as their email donor lists. So far, the mobile donation platform provider Mobile Accord has helped raise $65 million for several disaster relief efforts this year, including aid to the victims of May’s tornadoes in Oklahoma.

As mobile adoption continues its march toward total global saturation and consumers get more comfortable with mobile payments – for instance, both Domino’s Pizza and Papa John’s report that online and mobile sales now make up 30% of their revenue – mobile giving is likely to boom in the very near future.

Continue reading about online giving trends on Kula Causes’ blog The Currency of Giving.

By: Mark Dority, Director of Marketing of Kula Causes

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