After the Haiti earthquakes, people around the nation rallied behind a unified cause. The goal to raise enough funds for medical and relief efforts continues—one cell phone at a time.

Have you ever had a moment of realization where suddenly it hits you: “I’m living in the future!” This moment happened to me after I watched an episode of the Colbert Report where he had US Secretary of Health and Human Services, Kathleen Sebelius, on to discuss what viewers can do to help. Her answer— text ‘Haiti’ to 90999 to donate $10 to the American Red Cross. I found myself reaching for my cell phone thinking (a) I can afford $10 (b) this donation process seems relatively quick and painless and (c) I’m doing my part to help.

Thought (d) only occurred to me after I had received my confirmation text back a few seconds later.

(d) THIS IS BRILLIANT!

Marketing at its finest. I became very aware that I was living in the future where technology, philanthropy and laziness all met in a comfortable, easily attainable place—the palm of my hand. This method of fundraising seemed like a perfect solution for non-profits trying to reach the seemingly impossible-to-reach youth demographic.

So why would people text-to-donate?

It’s quick: Since texting has become something people do on a daily basis (for the young and less young alike), sending a message is not only easy and second nature—it’s fast. This is essential when trying to capture the attention of an ADD-diagnosed generation.
It’s undemanding: Most people carry their cells phones on them at all times (come on, admit it—you’re one of them). So taking out your cell phone to donate isn’t a hassle. It’s not something you go out of your way to do. It doesn’t require logging on or writing a checking or even speaking to a live person. You can do it from your couch, in front of the television while flipping between the game and the news. (The ADD-diagnosed generation is also the self-proclaimed lazy generation.)
It’s inexpensive: Most text-to-donate causes are either for $5 or $10. This is an amount that seems doable even for people on a tight budget, but yet enough to give the donor a sense of “Yeah, I did something. I helped.” And as most people in charge of non-profit fundraising know, it’s the small individual donations, not the large donor gifts, that help reach that goal marker.

So, why should you use text-to-donate marketing in your fundraising?

It works: MSNBC has reported that mobile giving to help Haiti exceeded $30 million. Of course we bare in mind that this is a national campaign with news coverage on a daily basis. Unless live underneath a rock, you have heard of it. Not all nonprofits have the same advertising resources and coverage. But text donation also lends itself to some pretty inexpensive marketing—social networking. Get on Facebook and let the word spread. There are even widgets that let you donate on Facebook by typing in your phone number and hitting the submit button.
It’s targeted: You reach a younger target base as well as those technophiles who just generally prefer the company of their Blackberry to human interaction. And really, in this day and age—who doesn’t have a cell phone?
But its not for everyone. Collecting donations via texts isn’t to a point where it’s can be used by all nonprofits (yet!). There’s usually a gross revenue minimum, as well as other mandatory and preferred standards. There are application, processing and monthly fees involved. And of course, the money only gets to your nonprofit if the bill gets paid to the cell phone provider.

Is it worth some research?
You decide. Here are a few online mobile donation companies that offer that service: Give By Cell, Mobile Commons and mGive.

Tags: Fundraising, Non Profits, text

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