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Interactive Fundraising: 2010 Ushers in Faster Reaction Time for Fundraising

February 23, 2010 By Mark Sutton
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The role of mobile
Mobile always has had great potential when it comes to fundraising, but it has been largely unrealized. The promise of mobile giving emerged in the wake of Haiti. The Red Cross TXT-to-Give program was well-promoted and generated a significant amount of mobile-based donations.  There also were reports of non-text-based smart-phone giving programs that generated higher average donations than their text-based counterparts but resulted in far fewer donations and less money raised overall. Also, not all organizations had the apparent success that the Red Cross did with text-to-give donations. Much of the success of these programs depends upon the promotion. The full potential of mobile is still yet to be realized, but these success stories help to illuminate the path.

Apply these lessons to your organization
The lessons here are particularly apparent after a disaster like the one in Haiti, but they will also apply to normal, day-to-day online fundraising for just about any organization.  The time from information to action will continue to decrease, and friction will be removed from the fundraising process. New ways will emerge for you to reach and enable individual and corporate supporters to help, and mobile will play an expanding role in fundraising. No doubt there will be still other valuable lessons learned about online fundraising in the aftermath of Haiti that will shape the future of fundraising.

Mark Sutton is president of Artez Interactive, U.S. Follow him on Twitter at @marksutton


 
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COMMENTS

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Most Recent Comments:
Mark Sutton - Posted on March 01, 2010
Hi Mark, Thanks for the comment and Hitwise info, interesting to see the source of traffic. The comment at the beginning of the post about social media was more a commentary on how social media helped to spread the word of the disaster rather than as a source of traffic to charity websites. Clearly looks like the mass media had a bigger hand in that arena from the link you posted.

As for the citizen fundraisers, the comment referred to the number of people who once at the charity website are willing to create their own fundraising page on behalf of that organization where they involve their friends, families & colleagues in the fundraising efforts.

Thanks again for the comments, hope this helps to clarify.

Mark Sutton
msutton@artez.com
Mark Phillips - Posted on February 23, 2010
I question the comments regarding citizen fundraisers. It would be great if we could get more data on this.

Figures released by Hitwise shortly after the earthquake show a massive spike in visits to charity websites, but their figures also show the biggest increase in traffic was driven by news sites. Traffic from social networks such as twitter and facebook remained relatively static.

Full details can be seen at http://weblogs.hitwise.com/bill-tancer/2010/01/haiti_earthquake_relief_news_s.html
Click here to view archived comments...
Archived Comments:
Mark Sutton - Posted on March 01, 2010
Hi Mark, Thanks for the comment and Hitwise info, interesting to see the source of traffic. The comment at the beginning of the post about social media was more a commentary on how social media helped to spread the word of the disaster rather than as a source of traffic to charity websites. Clearly looks like the mass media had a bigger hand in that arena from the link you posted.

As for the citizen fundraisers, the comment referred to the number of people who once at the charity website are willing to create their own fundraising page on behalf of that organization where they involve their friends, families & colleagues in the fundraising efforts.

Thanks again for the comments, hope this helps to clarify.

Mark Sutton
msutton@artez.com
Mark Phillips - Posted on February 23, 2010
I question the comments regarding citizen fundraisers. It would be great if we could get more data on this.

Figures released by Hitwise shortly after the earthquake show a massive spike in visits to charity websites, but their figures also show the biggest increase in traffic was driven by news sites. Traffic from social networks such as twitter and facebook remained relatively static.

Full details can be seen at http://weblogs.hitwise.com/bill-tancer/2010/01/haiti_earthquake_relief_news_s.html