Fund 535- Trends, Research and Advocacy

BY TA N I A H O S S A I N

MOBILE GIVING IN CANADA

Fund 535- Trends, Research and Advocacy

“Deconstructing Philanthropy: Why Canadian charities suck at mobile fundraising” by Holly Wagg, December 2012

Fund 535- Trends, Research and Advocacy

ARTICLE’S MAIN POINTS

• Statistics on Mobile Giving

• Telecommunication Restrictions

• Future for Mobile Giving

Fund 535- Trends, Research and Advocacy

STATISTICS ON MOBILE GIVING

• 114 charities out of 85,000 registered charities which makes it less than 0.15% were involved in mobile giving (2012)

• 26 million mobile subscribers

• 4% donated via sms

Fund 535- Trends, Research and Advocacy

TELECOMMUNICATION RESTRICTIONS

• Opt-in vs. Opt-out System

• Limit on characters texted to communicate with donor

Fund 535- Trends, Research and Advocacy

FUTURE FOR MOBILE GIVING?

• Holly Wagg notes removal of opt-in will make a difference

• Hopeful non-profits can send more messages = more communication

Fund 535- Trends, Research and Advocacy

FURTHER ANALYSIS

•Cap on donations-$5 or $10

Fund 535- Trends, Research and Advocacy

Fund 535- Trends, Research and Advocacy

FURTHER ANALYSIS

• Cap on donations-$5 or $10

• Expensive for non profits

Fund 535- Trends, Research and Advocacy

FURTHER ANALYSIS

• Cap on donations-$5 or $10

• Expensive for non profits

• Least acceptable method of fundraising

THE NEXT GENERATION OF CANADIAN GIVING

Research Findings | June 2013

12

1%

1%

5%

6%

12%

18%

25%

33%

34%

34%

35%

43%

3%

6%

9%

9%

12%

14%

25%

16%

21%

23%

25%

24%

34%

36%

36%

30%

34%

29%

22%

15%

17%

16%

12%

9%

47%

41%

23%

18%

15%

11%

4%

8%

3%

6%

2%

1%

Acceptable Solicitation Channel(from organizations with an established

relationship)Very AcceptableVery Unacceptable

NET GEN Y GEN XBOOMER

SMATURE

S

+77 +78 +87 +77 +63

+69 +70 +76 +68 +62

+46 +53 +40 +46 +47

+34 +51 +43 +30 +13

+25 +50 +41 +11 +5

+8 +45 +26 -2 -33

-24 -4 -21 -37 -24

-26 +24 -5 -46 -65

-35 -6 -29 -49 -46

-35 -26 -38 -41 -30

-46 -17 -38 -54 -67

-57 -29 -48 -76 -63

Friend

Friend's child/grandchild

Letter/message

Radio or TV program

Email

Opt-in for extra charge on ticket/recording

Phone call

Message via social media

Voice message

Door-to-door canvassing

Street canvassing

Text message

ACCEPTABLE SOLICITATION CHANNEL Net (Acceptable – Unacceptable)

Smwt Smwt

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

Fund 535- Trends, Research and Advocacy

RELEVANCY TO FUNDRAISING?

• Untapped growth market

• Attracting a different set of donors- Gen Y

• A new form of stewardship

Fund 535- Trends, Research and Advocacy

Fund 535- Trends, Research and Advocacy

DISCUSSION

• 1. What do you believe are the main reasons for mobile fundraising to be at the bottom of the list of acceptable fundraising?

• 2. Do you believe that mobile giving can be the main mode of fundraising in the future? Why or why not?

Fund 535- Trends, Research and Advocacy

SOURCES

• (2010, November 1)Texted Giving, No Silver Bullet. Nonprofit Quarterly. Retrieved from: http://www.nonprofitquarterly.org/updates/6891-texted-giving-no-silver-bullet.html

• (2012 October 10) 2012 Mobile Giving Study. Quorus Consulting Group. Retrieved from: http://cwta.ca/wordpress/wp-content/uploads/2012/10/ConsumerandTextStats-MobileGivingForum20120503-DavidFarnes.pdf

• (2013, October 10) Will mobile giving transform global philanthropy? Non-Profit Quarterly Retrieved from: http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=6401:nonprofit-newswire--will-mobile-giving-transform-global-philanthropy&catid=155:daily-digest&Itemid=137

Fund 535- Trends, Research and Advocacy

SOURCES CONT’D

• Mobile Giving Website http://mobilegiving.ca

• Research Findings. The Next Generation of Canadian Giving (2013 June). (Emma Cosgrove’s Week 2 Presentation)

• Wagg, H. (2012, December 3) Deconstructing Philanthropy: Why mobile giving sucks in Canada? Charity Village. Retrieved from https://charityvillage.com/Content.aspx?topic=Why_Canadian_charities_suck_at_mobile_fundraising&last=146