Giving on the Go…
In last week’s round-up of news, we told you about one blogger’s prediction that mobile auctions would really take off in 2012. In several stories we came across this week, it seems that it’s not just mobile auctions, but also mobile giving in general that is really gaining steam. A report hot off the presses from the Pew Research Center found that charitable donations from mobile phones have grown more common in recent years and that these contributions are often spur-of-the-moment decisions that spread virally through social networks.
The report studied the “Text to Haiti” campaign, which took shape after the devastating 2010 earthquake. It found that 64 percent of American adults now use text messaging, and 9 percent have texted a charitable donation from their mobile phone. Three quarters of the “Text Haiti” donors (73 percent) contributed using their phones on the same day they heard about the campaign, and a similar number (76 percent) say that they typically make text message donations without conducting much in-depth research. We think the mobile giving space is certainly growing and making it easier and more convenient to contribute to worthy causes.
But sometimes, it's not just about making it easier to donate to charities, it’s remembering to do it! The next article we wanted to share is from The Next Web and it details a new app called “Instead” that will give you that reminder. Once the application is downloaded and you configure your desired settings, it will remind you to make a donation when you are making a purchase. If you were at Starbucks for instance, you would get a reminder that instead of spending $4 on a coffee you can make a donation of the same amount to an organization you care about. We thought this was a really interesting concept that makes giving-on-the-go a reality.
The last story we want to share is from MediaPost and it was written by our own Perry Allison. It talks about ways brands can work with non-profits to grow their affluent base. Perry thinks the most important first step is finding the right non-profit to work with. She says it is critical to find an organization that has a social media presence and has run an online auction. She says that the brands that partner with these non-profits will attract increased visibility because their auction items are open up for bids from a wider audience, not just people confined to one room at a gala or live event.
We agree with Perry, and think that by partnering with the right non-profit you will not only benefit from the sponsorship attribution and media exposure for your contribution but you’ll also be doing well by doing good. And that is putting goodness in action.