2014 mgive Text Donation Study. Donor Survey Report with mgive Metrics and Benchmarks

Transcription

1 2014 mgive Text Donation Study Donor Survey Report with mgive Metrics and Benchmarks

2 Table of Contents About This Survey...3 Purpose and Objectives...4 Timeline and Methodology...4 Survey Result Highlights...5 Assessment Findings and Evaluation...7 Donor Behavior...9 Communication and Content mgive Appendix Text Donation Study 2

3 About This Survey About the mgive The mgive ( is a 501(c)(3) established to make it easy for nonprofits to quickly execute effective text donation campaigns and for mobile operators to support them. The mgive has partnered with more than 60 of the nation s leading mobile carriers (covering 99 percent of U.S. mobile customers) to enable qualified nonprofits to increase overall donations and reach new audiences using affordable, reliable and regulation-compliant mobile donation campaigns. The mgive has supported more than 10,000 text donation campaigns for more than 500 nonprofit partners and processes around 85 percent of all text donations made today. We have worked with our charity partners to raise almost $70 million through text message donations. All media inquiries should be directed to Andrea Schafer at (303) Acknowledgements This report was written by Jenifer Snyder of The mgive. Special thanks to mgive, a Mobile Accord service, and all of our study partners for making this study possible Text Donation Study 3

4 Purpose and Objectives The focus of this study was to examine: who mobile donors are by obtaining basic demographics; whether donation via text impacts the likelihood of donation through other channels or the amount given through other channels; use of mobile phones to access and use social media by mobile donors; preferred subscriber communication content; source of donor awareness of text donation campaigns; and dollar amount donors are comfortable with donating via text. Timeline and Methodology and text messages were sent to 205, text donors between April 4 and 9. The survey remained open for 17 days and closed on April 21. A total of 5,555 responses were received, amounting to a 3 percent yield Text Donation Study 4

5 Survey Result Highlights Top Takeaways 1. For the first time since we began the Text Donation Study, text donors chose text giving as their most preferred method of making a donation. They made this choice from a list that included options ranging from direct mail, telemarketing and online donations, among others. Respondents were asked to rate various methods of giving on a scale of 1 (poor) to 4 (excellent). Text giving received the highest score for the first time, at an average of Overall, 89 percent of respondents rated text giving three or four. Online donations were second, followed by giving at special events. 2. Baby Boomers 2 ( ) constituted the largest group of respondents at 29 percent, overtaking Millennials (24 percent), who were the largest age group of last year s survey respondents. Altogether, both Boomer groups ( ) comprised 46 percent of text donors in We found a Giving Preference Gap. Text donors want to donate by text, have a near 100 percent excellent or good experience doing so, yet only 30 percent report text giving as a usual method of giving illustrating a gap between giving preference and practice and an opportunity for nonprofit organizations (NPOs) to use text more. For the first time since we began the Text Donation Study, text donors chose text giving as their most preferred method of making a donation Text Donation Study 5

6 4. When it comes to social media, 74 percent of text donors like to watch videos on YouTube and other video social media on their mobile phones, followed by updating their Facebook statuses at 68 percent. Twitter is not as popular among text donors (29 percent). 5. A plurality of 45 percent of text donor respondents report using their mobile phones to make a donation through a charity s web site. This suggests an opportunity to use text to drive donations online, and the need for a mobile optimized web site especially the donation page. 6. Text donors gave more money. Looking at overall donations (not just text) made by text donors in 2013, the percent of donors who gave more than $250 rose to 46 percent from 42 percent. 7. Text donors continue to report that making a text donation does not make them less inclined to give larger amounts in other ways. Text donors who say they will continue giving using traditional methods rose to nearly 90 percent, from 85 percent in 2013 s survey. 8. We asked respondents what might make them more likely to make a text donation and cause marketing was the most preferred choice at 65 percent. This was also the top choice for Millennials, at nearly 58 percent. 9. Text donors increasingly want news and updates by text, continuing a trend we ve seen since Those wanting more info by SMS rose to 58 percent this year from 38 percent of respondents in 2012 s survey Text Donation Study 6

7 Assessment Findings & Evaluation Text Donor Demographics Text donors are likely to be 49 to 59 years old, female, married and a college graduate. Boomers 2, those born between 1955 and 1965, constitute the largest age demographic in this year s survey, replacing Millennials who had the edge in 2013 s study. All Baby Boomers constitute 46 percent of text donor respondents in this year s survey. The percentage of men who made a text donation in 2013 declined by 5 percentage points. What is your age group? GenThumb (Gen Z): (Ages 2-19) 1% Millenials (Gen Y): (Ages 20-37) Generation X: (Ages 38-48) 24% 26% Boomers 2: (Ages 49-59) 29% Baby Boomers: (Ages 60-69) 18% The Greatest Generation: Pre-1945 (Ages 70+) 3% 2014 Text Donation Study 7

8 Gender 75% 25% a. Male b. Female What is your current marital status? What is your current marital status? 3% 13% 56% 29% Single Married/partnered Divorced Widowed What is the highest level of education you have completed? 27% 24% 48% High school Undergraduate Graduate school 2014 Text Donation Study 8

9 Donor Behavior Experience with Text Giving Respondents satisfaction with their experience making text donations soared in 2013, to a record high of 98 percent who said that their mobile donation experience was excellent or good, compared to 85 percent in 2013 s survey. Please rate your experience with text giving 78% 20% 2% 0.3% 0.2% Excellent Good Fair Poor Unsure 2014 Text Donation Study 9

10 Excellent and Good Experience with Text Giving 93% 86% 98% 60% 31% 65% 57% 78% Excellent Good 29% 28% 29% 20% Text Donor Giving Preferences For the first time since we began surveying text donors, text donations scored as the most preferred method for making a text donation, edging out online web donations and special events for second and third place, respectively. This represents a big change in the acceptance of text donations, even among those who have made a text donation. In our first survey, text donations as a preferred method of giving ranked behind direct mail as a way to give. , direct mail, telemarketing, face-to-face (or peer-to-peer) and door-todoor solicitations all continue to decline in popularity Text Donation Study 10

11 What is your preferred method of charitable giving? Please rank from 1 (poor) to 4 (excellent) Average score shown Special Events Direct Mail Online Telemarketing Text Social Networking Face to Face Door to Door 2014 Text Donation Survey Text Donation Survey 2012 Text Donation Survey A Giving Preference Gap When we compared the giving methods preferred by survey respondents, with the giving methods they use most often, we found their giving experience didn t match their giving preference creating a Giving Preference Gap. While 61 percent of respondents would prefer text giving as an excellent way to give, just under 30 percent report using their mobile phones as a usual way to make a donation. The Giving Preference Gap was most pronounced for those who strongly prefer giving by text. Given the high favorability rating these respondents have with text donations, and their rating it as an excellent way to give, it is likely that these donors are not being given ample opportunity to make text donations Text Donation Study 11

12 Use vs. Preferred Methods of Giving 61% 50% 30% 32% 26% 22% 8% 5% 12% 2% 11% 5% 11% 10% 2% 0.3% 2% 0.2% Text Online Special Events Social Networking (directions on how to donate shared on Facebook or Twitter Face-to-face (peer-to-peer) Direct Mail Use Telemarketing Preferred Door-to-door Why do you Prefer to Give by Text? Easy, uncomplicated, efficient. It s fast and easy and timely and trusted. Convenient, in the moment, my choice, no hassles. Would like to be able to donate larger amounts this way. It s quick, no check writing, it s automatically on my cell phone bill. An easy donation with no complications or hassle. No excuses not to donate. Immediate Cause Text Secure Convenient Effective Fast and Easy Disaster Phone Bill Donation Efficient Receipt Quick & Easy Easy Way Painless Simple Red Cross Money 2014 Text Donation Study 12

13 Spur of the moment philanthropy. Step-up from telemarketing at least I can check them out. I love the idea that I can give donations via text and AT&T just adds it to my phone bill. It makes my heart happy. Text Donors and Mobile Social Media When it comes to social media, mobile donors love to watch videos on their mobile phones. Video watching was the most engaged-in social media activity at nearly 74 percent, with Facebook updates the second most favorite. Twitter was the least used activity, with just less than 30 percent saying they used their mobile phones to send Tweets. Mobile Donors Using Mobile Phones to: 74% 68% 54% 45% 28% 27% 30% 17% 22% 16% 9% 10% Watch Video Update Facebook Make Online Donation Send Tweets Sometimes/Frequently Rarely Never 2014 Text Donation Study 13

14 Nonprofit Verticals Supported Through Text Donations Types of organizations supported through text donations were consistent across all age groups, with the exception of Gen Thumb, the youngest text donors. Gen Thumb were the most likely to give to animal welfare and environmental causes, and also the most likely to support cause-marketing backed charities. What types of organizations do you like to give to through text giving? Disaster relief organizations (i.e., Red Cross) Human service organizations (i.e., food banks, United Way) Animal welfare organizations (i.e., Humane Societies) Health organizations (i.e., cancer prevention and research, hospitals, etc.) Environmental organizations (i.e., Oceana) Religious organizations Entertainment and the arts organizations (i.e., museums) University/Education Other Organizations supported by a favorite brand or corporation 22% 17% 10% 8% 7% 4% 40% 39% 56% 89% 2014 Text Donation Study 14

15 Types of Organizations Supported 11% 14% 18% 18% 19% 13% 17% 33% 37% 40% 40% 40% 13% 21% 19% 22%25% 39% 11% 8% 9%11% 22% 9% 10% 13% 27% 30%33% 35% 39% 4% 2% 4%5% 6% 4% 13% 10% 6% 6%8% 11% 8% 5% 8%9% 17% 6% 5% 0% 7% 52% 52% 49% 50% 55% 57% 48% 56% 44% 49% 60% 90% 89% 90% 88% 89% 87% 89% Religious Orgs Animal Welfare Environmental Entertainment and the Arts Human Services Organizations Health Disaster Organizations Relief Organizations Organizations supported by a favorite brand or corporation University/ Education Other Greatest Generation Baby Boomers Boomers 2 Gen X Millenials GenThumb Total A Plurality of mgive Text Donors Give More than $250 and are Loyal to the Organizations they Support Mobile donors were more likely to give at higher amounts this year: 46 percent reported they gave $250 or more in 2014 s study, compared to 42 percent in Text donors saying they gave more than $1,000 annually jumped the most, by three percentage points Text Donation Study 15

16 How much do you donate to organizations each year? How much do you donate to organizations each year? more than $1000 $501 to $1000 $251 to $500 $101 to $250 $51 to $100 $26 to $50 $25 or less 11% 11% 11% 11% 9% 10% 14% 17% 18% 17% 15% 16% 19% 20% 2014 Donor Study 2013 Donor Study Text donors said they were more inclined to continue giving by text donation this year compared with last year, with 85 percent saying they would give again, a 13 point jump from 2013 s study. Are you inclined to continue giving via text to the organizations you support? 72% 85% 2013 Text Donation Survey 2014 Text Donation Survey 23% 5% 2% 13% Yes No Unsure 2014 Text Donation Study 16

17 Text Giving Does Not Cannibalize Philanthropic Giving Through Other Channels Support for making donations via more traditional methods jumped up four percentage points from last year s survey, from 85 percent to 89 percent. Giving via text does not detract from other methods of donating. If you are a regular online/direct mail donor, does giving a small gift via text make you less inclined to give a larger donation via another standard methods? 85% 85% 89% Yes No 15% 15% 11% 2012 Text Donation Study 2013 Text Donation Study 2014 Text Donation Study 2014 Text Donation Study 17

18 Donors Want to Give More by Text Text donors continue to support giving larger donations by text, with 70 percent saying they would like to give $25 via mobile (current limits are $5 and $10). This is an increase from 65 percent in 2013 s study. Currently mobile donors are only able to make text gifts in the amount of $5 and $10. Trials are underway by select organizations to test $25 gifts. Would you like to have the added option to support your chosen organization with a gift amount of $25? 9% 21% a. Yes b. No 70% c. Unsure What is the maximum gift level you would consider making via text? 3% 1% $25 13% $50 25% 58% $75 $100 >$ Text Donation Study 18

19 Communication and Content Source of Information About Text Campaigns T.V. accounts for the greatest source of news about text donation campaigns (which we explored in greater depth this year, see below). Social media was again the second most cited source for information about a text donation campaign, jumping from 28 percent in 2013 to nearly 35 percent in 2014 s survey (despite the addition of options for respondents to choose from). Social media was the second most-cited source of information about text campaigns across all age groups. How did you hear about text donation campaigns? Select all that apply. How did you hear about text donation campaigns? Select all that apply. Other Companies supporting a cause or charity Friends or family Direct mail Public event (concert, performance, assembly, sporting event) Print promotions Radio promotions Television promotions Banner advertisement (online or mobile) Social networking, like Facebook or Twitter Community fundraising 7% 20% 13% 4% 19% 6% 23% 8% 8% 17% 35% 60% Given the prominence of T.V. as a source of info about text campaigns, we asked respondents to more narrowly identify which exact source of T.V. or radio that brought a text donation campaign to their attention. Advertisements were the primary source and telethons tied T.V. concerts for third place Text Donation Study 19

20 If you heard about text donation campaigns from television or radio promotions, select which type of promotion. Select all that apply. TV Concert 20% Telethon 20% Radio Show 16% TV show other than a telethon 32% Radio advertisements 21% TV advertisements 40% Incentives to Make a Text Donation Cause marketing represented by a company or brand name asking for a donation in this survey was seen as a clear incentive by respondents to make a donation by text, with a solid 65 percent saying they would be more likely to make a text donation if a company or brand makes the solicitation. Support for cause marketing was strongest among both categories of baby boomers, and a top choice among all age groups except Gen Thumb, who chose sweepstakes as their top incentive. Select the option that would make it more likely for you to make a donation by text. Select all that apply. 65% 33% 24% 15% 5% A company or brand name you know or like asks you to donate Donating makes you eligible to receive a thank you coupon or other giveaway Donating will enter you in to a sweepstakes A well-known celebrity asks you to donate Geofencing is involved 2014 Text Donation Study 20

21 Options That Make it More Likely for Millennials to Give 58% 36% 44% 15% 5% Well-known Celebrity Asks Company or Brand Asks You to Donate Donating will enter you in sweepstakes Donating makes you eligible to receive a thank you coupon or other giveaway Geofencing is involved Information Desired by Text Donors via Text Text donors are increasingly ready to hear about non-donation types of information from your organization. When we asked what types of information they wanted to receive by text, other than donation information, a clear majority preferred news and updates followed by volunteer information. Cause marketing information was also of increasing interest to text donors. Millennials and Gen Xers were the most likely to want to hear information about cause marketing (10 percent and 9.21 percent). Gen Thumb was the most likely to want to receive information about advocacy (42 percent) 2014 Text Donation Study 21

22 Types of Info Desired 58% 38% 37% 24% 33% 41% 21% 20% 31% 18% 12% 27% 19% 15% 25% 23% 15% 15% 8% 5% 3% News and updates Volunteer info Advocacy 2012 Text Donation Study 2013 Text Donation Study Surveys Program info Appointment reminders Info and specials from corp partners 2014 Text Donation Study 2014 Text Donation Study 22

23 Durability of Mobile Phone Numbers A total of 82 percent of respondents have had the same mobile number for five years or more. How long have you had your mobile number? 52% 48% 56% 21% 23% 16% 26% 27% 26% 1% 2% 2% Less than 1 year 1-4 years 5-7 years over 8 years 2012 Text Donation Study 2013 Text Donation Study 2014 Text Donation Study 2014 Text Donation Study 23

24 Appendix The following information was compiled from text campaigns serviced by mgive in Donations Received by Hour Most text donations were received at night, with the biggest wave of donating from 9 p.m. to 11 p.m., Eastern time. The peak hour was at 10 p.m. Donations by Hour (Eastern Time) Donations by Hour (Eastern Time) 11:00 PM 10:00 PM 9:00 PM 8:00 PM 7:00 PM 6:00 PM 5:00 PM 4:00 PM 3:00 PM 2:00 PM 1:00 PM 12:00 PM 11:00 AM 10:00 AM 9:00 AM 8:00 AM 7:00 AM 6:00 AM 5:00 AM 4:00 AM 3:00 AM 2:00 AM 1:00 AM 12:00 AM $10,956 $3,986 $2,984 $3,855 $9,027 $14,999 $24,526 $23,983 $38,061 $40,239 $32,159 $34,091 $32,592 $30,957 $44,106 $38,063 $35,953 $34,263 $43,028 $38,980 $33,054 $48,134 $58, Text Donation Study 24

25 Donations by Day Tuesday was the most popular day for donors to make a donation by text. Donations by Day of Week $314,354 $101,459 $62,251 $79,298 $54,557 $53,636 $45,388 Sunday Monday Tuesday Wednesday Thursday Friday Saturday 2014 Text Donation Study 25

26 Outgoing Message Trends Most nonprofits sent text messages to their supporters on Wednesdays in 2013, followed by Tuesday. Outbound Messages 3,410,145 2,961,207 1,520,573 1,157, , , ,706 Sunday Monday Tuesday Wednesday Thursday Friday Saturday 2014 Text Donation Study 26

27 High noon was the most popular time to send text messages. Overall most nonprofits sent text messages in the afternoons, Eastern time. Outbound Messages by Hour (Eastern Time) 122,672 76,237 52,002 30,049 26,568 32,290 64, , , , , , , , , , , , ,953 1,158,899 1,420,012 1,211,960 1,234,428 1,986,657 12:00 AM 1:00 AM 2:00 AM 3:00 AM 4:00 AM 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 12:00 1:00 AM PM PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 11:00 PM PM 2014 Text Donation Study 27