A survey published today shows that the potential to get young people giving to charity by text message is much greater than previously thought. Nearly two fifths (38%) of 25-34 year olds and nearly a third (31%) of 16-24 year olds said they would be likely to give to charity via text message, but only 5% of all people surveyed said they had given by SMS in the last month with 25-34 year olds most likely to have done so (11%). 58% of people said they were “put off” by current charges. The 16-24 age group send on average 13 texts a day and 28% of them said that they would like to receive free info from charities if they had given permission. The survey, undertaken by nfpSynergy, was commissioned by a coalition working to break down barriers to fundraising and donating by text. The coalition is led by Joe Saxton of nfpSynergy, on behalf of the Institute of Fundraising (IOF), and Hannah Terrey of the Charities Aid Foundation (CAF). They are inviting charities to get involved in further research into the potential SMS has for charities. Saxton said: “This latest research shows that, whilst the fundraising potential of SMS texting may be substantial - not least amongst the young, many donors find current costs, just for collecting donations in this way, prohibitive. By striking the right balance, mobile phone operators, charities and donors can all benefit. This is a very real issue, not least as charities seek to more effectively engage with modern technologically mobile lifestyles, and with younger donors. We look forward to opening up a whole new way of giving to brand new audiences.” Terrey said: “Charities are missing out because the potential of text donations isn’t realised. We need to encourage the next generation to start giving small amounts now and in a way that suits their lifestyle. We would really like to hear from more charities who have run text campaigns or are interested in using SMS for fundraising in the future.” For further information contact joe.saxton@nfpsynrgy.net or hterrey@cafonline.org

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5 November 2008
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