21st Feb 18 Austin Clark
Charities should connect with donors through the use of mobile
Charities are drawing upon the fact that as a nation, we are obsessed by our mobile phones. In a recent article for the guardian, Paul de Gregorio, head of mobile at Open Fundraising discusses how important it is for charities to make the most of mobile giving, particularly SMS.
Fundraisers have seen an opportunity in mobile giving and have developed text donations which make the process of pledging to charity quick and easy. Charity adverts are often seen in tubes and trains with details of how to text a donation. Christian Aid has created a successful campaign of this sort, with an advert which says a child dies every 45 seconds from malaria. A text donation of GBP1.00 could buy a net and save a life. Commuters are likely to take action and donate to the charity as they are probably on their mobile phone at the time.
Charities are still discovering the possibilities of mobile as part of their campaign. The sector is likely to see developments in the use of SMS as a tool for communication and retention. That is, charities will text message their supporters, whether that be to thank them, ask for feedback or share recent successes.