Donors who give via text message increasingly are hearing about text donation campaigns through social media and are open to receiving a broad range of information via text, a report from the mGive Foundation finds.
Based on a survey of donors who have made a text donation via mGive, the 2013 mGive Text Donation Study (17 pages, PDF) found that 67 percent of respondents said they learned about a text donation campaign from a television or radio promotion; 28 percent via social media (up from 22 percent in 2012); 19 percent through a public event (up from 16 percent); and 11.5 percent through e-mail (down from more than 60 percent in 2011 and 14 percent in 2012). The report also found that donor appetite for additional information via text is increasing, with 33 percent of respondents saying they were open to receiving information about volunteer opportunities (a nine-point increase…
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